Smeg partners with Maginus Commerce to create a direct-to-consumer Optimizely (formerly Episerver) platform that focuses on streamlining the digital experience and allowing consumers wider access to the brand and its products.

Maginus (A Naveo Company) , a unique end-to-end eCommerce, OMS and fulfilment technology provider, today announced that it has partnered with Smeg to develop a new and exciting direct-to-consumer (D2C) channel with an Optimizely Ecommerce Platform. This project complements Smeg’s existing cloud-based Naveo Order Management System (OMS) to optimise the online customer experience from end-to-end.

Following a year in which many of us spent more time than ever before in our homes – and our kitchens – Smeg has embarked on a digital transformation journey that prioritises allowing customers better access to Smeg products in just a few clicks of a button. The luxury domestic appliance manufacturer sought a partner to help develop and scale a new digital channel that would act as an extension of the brand’s current offering and complement its well-established sales model, with 100+ trusted retail partners across the UK. The primary goal for the business was to uncover new ways of offering customers greater brand insights and access to their extensive range of appliances, in a dynamic and informative format.

Maginus was perfectly positioned to support this digital initiative. Smeg’s multitude of products, including extended ranges in collaboration with Dolce & Gabbana, mean that an effective eCommerce solution must cater for thousands of product pages, as well as support stringent security measures to ensure critical customer data is constantly protected. By implementing a scalable Optimizely eCommerce platform, Maginus and Smeg have created a streamlined and unified online customer experience, with personalisation at its core.

The wide variety of products Smeg offers also has the potential to create logistical challenges related to inventory management. However, with seamless integration between the Optimizely platform and Smeg’s existing Naveo OMS, purchase and delivery processes are able to run smoothly, directly translating data from the Smeg website to the warehouse in real-time, thus enabling successful fulfilment and prioritising customer satisfaction.

“The Smeg brand personality is well recognised across the UK and Europe, so transferring this concept into an eCommerce site is an absolute priority, that could have proved rather challenging,” comments Steve Broodryk, Head of eCommerce at Smeg. “Partnering with Maginus allowed our team to create a simple but intuitive design, while also incorporating sophisticated marketing capabilities and allowing us to transition the Smeg personality onto a digital platform. We have only scratched the surface of this program’s capabilities and we’re excited to see how it grows and evolves with the wider Smeg UK business.”

Tom Williams, Head of Maginus Sales at Naveo Commerce, adds “Smeg strives to put the customer at the heart of every sale. We are thrilled that Maginus has been able to contribute to creating a valuable D2C offering for Smeg, and supported its delivery of an optimised eCommerce offering service across even more channels. We look forward to supporting Smeg on more digital transformation initiatives in the years to come.”