The Perfect Fit: Mart Visser's e-commerce Replatforming

About Mart Visser
Mart Visser, a renowned fashion designer, has earned a significant position and widespread recognition in the Netherlands. Since introducing his couture label in 1993, he has become a prominent figure in the Dutch fashion scene. In 2003, he launched a ready-to-wear collection, and in 2015, he opened his online store, MARTVISSER.NL. His collection offers elegant clothing for women, ranging from sizes 34 to 50, embodying a perfect blend of beauty, confidence, style, and success. Through this online store, Mart Visser sells directly to consumers, eliminating the dependency on retailers.

Ambitions and challenges
Since 2015, Mart Visser had been operating with a Magento 1 shop that was in dire need of replacement. The question was whether to renew this shop or look for a new e-commerce platform. The desire to easily expand to more countries and potentially launch a B2B shop was also a key consideration. Additionally, they wanted a maintenance-free system so they could focus on their core business. Not only was the Magento shop subject to maintenance, but various integrations with tools like Exact Online and Fashionpartner also required regular attention.

What Mart Visser needed
Mart Visser aimed to automate and optimize e-commerce and sought a solid foundation for their webshop with unlimited expansion possibilities and stable integrations. In the first phase, the following topics were required:

ERP Integration: A connection with Exact Online for financial data (article master data, order, and return information) and an integration with FashionPartner for transactional data (inventory, orders, shipments, and returns).

Pre-Registering Returns: A practical function allowing customers to pre-register their returns, giving Mart Visser prior insight into returning items and enabling efficient management of return periods.

Marketing: A strong need for marketing integrations, such as with Facebook, Instagram, Daisycon, and Retail Rocket, to personalize the webshop's offerings.

Marketplaces: Integration with ChannelEngine, Facebook, and Google Shopping, where the webshop serves as the source for product and inventory data for the marketplaces. Orders and returns from the marketplaces are then fed back into the Order Management System (OMS).

What we achieved for Mart Visser
The new webshop received a fresh, visual update. Together with NextChapter, a new design was developed that perfectly reflects the atmosphere and identity of Mart Visser, ensuring an excellent user experience. Several features supported by NextChapter’s standard offerings were deployed to enhance the UX, including:

Shop the Look: Allows customers to add an entire outfit to their cart with one click.

Store locator: Provides an overview of all points of sale.

FAQ: A clear "Frequently Asked Questions" section with search functionality, indexed by Google.

Stock reminder: Customers can leave their email address and receive an automatic notification when their desired product is back in stock.

Additionally, integrations were made with external parties for multichannel sales:

Facebook integration: Makes it easy to advertise the webshop's assortment on Facebook.

ChannelEngine: Enables products from NextChapter to be sold on more than 50 European marketplaces.

Google Shopping: Automatically synchronizes the webshop’s assortment and inventory.

For the automation of e-commerce, the following technical solutions were implemented:

Centralized order processing: All orders are centrally managed and processed via the NextChapter Order Management System (OMS).

Automated refunds: Refunds are handled automatically through MultiSafepay.

Automated matching: Orders are seamlessly linked to Exact Online via MultiSafepay.

Perfect integration: The webshop works flawlessly with FashionPartner, Exact Online, and MultiSafepay.

The end result
What can they do with the delivered services that was not possible before? How many customers do they serve? Results compared to the old situation.

Since the transition to NextChapter, Mart Visser's webshop has undergone significant improvements. The new platform has streamlined and made operations more efficient, with clear enhancements in speed and stability. This is crucial for both user experience and internal processes. The integration with various systems now runs much smoother, simplifying the management of the assortment and orders across multiple platforms. Additionally, maintenance has been simplified thanks to the user-friendly backend, allowing innovations and adjustments to be implemented quickly and without major technical obstacles. The improved quality of the webshop and images ensures that the unique selling points of the Mart Visser collection and brand are even better highlighted.

Customer experience has also significantly improved since the switch to NextChapter. One of the most notable changes is the modern, sleek design of the webshop, which is not only visually appealing but also simplifies navigation and the purchase process. The improved usability allows customers to find what they are looking for more quickly, leading to higher customer satisfaction and fewer inquiries to customer service. Moreover, the platform offers the flexibility to further personalize and optimize the webshop, enabling Mart Visser to offer their customers an even better and more targeted experience.

What the Future Holds
Regarding the future, Mart Visser states: "Our ambitions for the future are focused on further growth and optimization of the webshop and Mart Visser as a brand. We want to strengthen our brand by continuously improving the customer experience and the brand – on both macro and micro levels – and making more use of data analysis to offer personalized deals. The NextChapter platform provides us with the scalability and flexibility to achieve these goals, and we look forward to continuing to innovate and grow together with them."

View the webshop now: www.martvisser.nl