A complete overhaul of the digital customer experience centered on a modern omnichannel platform
For over 55 years, 4MURS has been helping people bring their ideas for change to life at home. Colors, patterns, materials, advice: everything is designed to help you make the right choices, simply. At 4MURS, home decor isn’t just for experts. It’s a part of everyday life.
Founded in 1969, 4MURS is a concept store specializing in interior design. Historically known for its expertise in wallpaper, the company has gradually expanded its product line to now offer a complete range of home decor items: paint, curtains, lighting, and wall decor.
4MURS continues to grow exclusively online and offers its expertise to help with any wall-decorating project, guiding everyone in their choices.
The DATASOLUTION teams helped 4MURS deploy a modern, sustainable omnichannel e-commerce platform to support growth and deliver a customer experience that lives up to the brand and its new ambitions.
A Necessary Platform Change
4MURS’ existing platform was based on a legacy solution that had been custom-developed in-house using a little-known programming language. Burdened by significant technical debt, this site made updates, maintenance, and the integration of new features cumbersome, costly, and risky.
Lagging behind the state of the art in modern e-commerce CMSs, 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.
Without seamless integration with brick-and-mortar store systems—which created gaps in the omnichannel customer journey—this website was no longer effectively fulfilling its role as a driver of business, limiting the generation of qualified traffic.
DATASOLUTION selected Shopify Plus as the foundation for its new digital platform for the following reasons:
- A stable platform with controlled operating costs
- Minimal maintenance
- Scalability
- Supporting the brand’s e-commerce goals
- Easier implementation of an omnichannel strategy
The DATASOLUTION team was very responsive. We are very satisfied with how the project went.
For the development of this new e-commerce platform, we recommended an agile project management approach to ensure maximum flexibility during the co-design phase of the site and to be able to adapt to changes in scope.
The technical philosophy was to prioritize Shopify’s native features and limit the use of third-party apps in order to reduce technical debt, avoid excessive dependencies, and optimize front-end performance and load times. The decision to build an HTML/CSS/Liquid theme helped reduce front-end complexity compared to a headless architecture.
Features of the new website
DATASOLUTION led the complete overhaul of the digital customer experience, from initial deployment to ongoing optimization.
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Search suggestions and automatic spell-checking powered by Algolia, to reduce the time it takes to find the desired product
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Customize the checkout process based on the customer’s profile using Shopify’s native Checkout Blocks.
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Establishment of delivery policy rules tailored to different products, ranging from a can of paint to a sofa.
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Addition of installment payments, Shop Pay, Apple Pay, and the launch of e-gift cards that can be used online
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AI-driven A/B testing using the Webyn solution, and editorial support to improve SEO and the performance of product pages
Further Reading
Regular audits using Google Lighthouse were conducted throughout the project to ensure compliance with best practices and guarantee optimal performance.
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.
Finally, Axeptio was deployed to manage and store user consent regarding cookies.
Key Findings
No maintenance, no security breaches, and no service interruptions since going live. 100% of resources refocused on the business.
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