4Murs

Digital transformation of 4Murs 

Deployment of the Shopify platform 

 

Founded in 1969 and historically renowned for its expertise in wallpaper, the 4 MURS brand has gradually expanded its offering to now provide a complete range of decorative products: paint, curtains, lighting, furniture, textile decorations, wall coverings, and decorative objects. 4MURS wanted to move away from its old, homemade website and benefit from a modern omnichannel platform. DATASOLUTION supported the brand in deploying the Shopify platform. 

  • Dedicated experts
  • Directeur Technique
  • Project Director
  • Project Manager / Scrum Master
  • Technical Expert
  • Front-end Developer
  • Back-end Developer
  • Consulting Director
  • Technologies
  • Shopify Plus
  • Algolia
  • PayPlug

How did DATASOLUTION support 4MURS’ digital transformation?

Step 1: Replace the technically obsolete e-commerce platform with a modern, state-of-the-art e-commerce solution 

Context & Issue: 

Founded in 1969, 4MURS is a long-standing retailer of wall coverings and paint. It also offers a complementary range of furniture, lighting, decorative accessories, and lifestyle products. 

It is now positioned as a key player in home improvement with nearly 86 stores and €74 million in revenue in 2023. 

The challenge: 

The client was facing a critical technical and commercial issue centered on its existing e-commerce platform: 

1. Technical legacy and maintenance complexity: 

  • The platform was a legacy solution, custom-developed in-house in Ruby, which made it difficult to recruit developers with expertise in this little-known language.
  • This system suffered from significant technical debt, making updates, maintenance, and the integration of new features cumbersome, costly, and risky.

2. Obsolescence and impact on Customer Experience (CX): 

  • The platform lagged behind the state of the art in modern e-commerce CMS, particularly in terms of performance, standard features (search, filters, checkout), and usability (UX).
  • This gap led to a deterioration in the online user experience, which directly resulted in a lower conversion rate on the site.

3. Obstacle to the omnichannel strategy: 

  • The platform did not offer seamless integration with physical store systems, creating breaks in the omnichannel customer journey.
  • The site was no longer effectively fulfilling its role as a business driver for the physical network, limiting the generation of qualified traffic (Store Locator, click-and-collect, stock checks) and the synergy between digital and points of sale.

The solution implemented: 

DATASOLUTION was selected to redesign the 4MURS e-commerce platform with a modern e-commerce platform: Shopify 

This solution was chosen for the following reasons: 

 

  • Stable platform with controlled operating costs
  • Minimal maintenance
  • Scalability
  • Support for the brand’s e-commerce objectives
  • Easy implementation of an omnichannel strategy

Project management method: 

A word from the project manager:

“For the creation of this new e-commerce platform, we recommended agile project management to provide maximum flexibility during the co-design of the site and to be able to adapt to changes in scope. 

We started with design workshops and an in-depth presentation of how Shopify works, followed by implementation sprints including mock-ups, integration, and acceptance testing at each stage.”

Key features of the new project:

  • Preferred store selection

    Preferred store selection

    Displays real-time inventory while browsing and provides quick access to store contact information and services via the Evermaps system.

  • Optimized search

    Optimized search

    Search suggestions and automatic spell correction powered by Algolia.

  • Gift cards

    Gift cards

    Use of the native Shopify system for omnichannel gift cards that can be used online and in-store.

  • Promotional notifications

    Promotional notifications

    Implementation of alerts for special offers via Wisepops.

  • Customized checkout

    Customized checkout

    Adaptation of the purchase funnel according to the customer profile using Shopify’s native Checkout Blocks.

  • Promotional codes

    Promotional codes

    Discount management via Shopify’s native system.

  • In-store pickup

    In-store pickup

    Also using the platform’s native features, the site offers in-store pickup across the entire store network

  • Delivery profiles

    Delivery profiles

    Again using native features, we have implemented delivery mode rules tailored to different products, ranging from paint pots to sofas.

A word from the consulting director:

“The technical philosophy was to prioritize Shopify’s native features and limit third-party applications to reduce technical debt, avoid excessive dependencies, and control front-end performance and loading times. The decision to create an HTML/CSS/Liquid theme reduced the complexity of the front end compared to a headless architecture. “

Going further: 

Regular audits via Google Lighthouse were carried out throughout the project to ensure compliance with best practices and optimal performance. 

GDPR compliance: with a large customer base, strict compliance with the GDPR was essential. DATASOLUTION’s in-house DPO team supported 4MURS in implementing its data protection strategy. 

Axeptio was deployed to manage and store user consent for cookies. 

A successful Shopify deployment 

After a successful launch in early September, the 4MURS brand is very satisfied with the new platform, which offers it greater autonomy on a daily basis. 

The time-to-market for new collections and marketing offers has been significantly reduced, enabling 4MURS to become more responsive and optimize its commercial performance! 

“The team was very responsive, and we are very satisfied with how the project went.” 

– David CARTON, Digital Project Manager 

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We design unique and effective e-commerce projects and shopping experiences based on recognized technical expertise and a deep understanding of your business challenges. 

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