Billabong approached SLTWTR facing high cost of ownership on Salesforce Commerce Cloud (SFCC), as well as challenges with a broad international footprint, disparate customer views across sales channels, and the need for development initiatives to benefit each regionally-specific site. With global efficiencies and regional autonomy as the priority, SLTWTR replatformed Billabong to Shopify, updated and expanded the brand's online stores in the US, Canada, and Australia, modernized site design and functionality, and migrated product, customer, and order data.
Extraordinary Content-Authoring Flexibility
Billabong's needs for flexibility in content authoring among its regions, campaigns, and customer segments required a level of flexibility uncommon to Shopify themes, and nearly impossible on any other commerce platform. SLTWTR broke the mould of the standard set of templates and section, and produced a vastly modular, block-based authoring experience that puts the brand in control, and allows for both distinct layouts and conditional feature inclusion.
Two Sites in One
Learnings from A/B testing surrounding site navigation and user patterns/behaviors, presented a clear commercial benefit to gender-driven user segmentation. SLTWTR developed a server-side, liquid-powered consumer segmentation engine which allows Billabong to route their consumers to their desired destination faster.
Only a Surfer Knows The Feeling
Billabong's mantra rang true throughout the project and made it a perfect fit for SLTWTR. As a California-based agency with an affinity for coastal lifestyle, crafting an experience that speaks to the target consumer was a natural outcome. A comparrison view for wetsuits and technical boardshorts serves the core surfer's needs.
Focus on the Consumer, Everywhere
A primary agenda of the project was to unify consumer touchpoints with the brand, where all interactions, both transactional and non-transactional, leave meaningful marks and build a lasting relationship. A critical component of the project was a Loyalty Program with deep connectivity throughout the website, as well as integration to Billabong's point-of-sale (POS) systems at their 100+ retail locations.
Break the Mould, Stay the Course
Commerce performance sat as the bedrock of the project, and consumer-aiding features were critical for success.
On the Product detail page: dynamic responsive size guides, transparent inventory levels, technical product specs and product reviews were all key features.
On the Collection: deep, realtime product filtering; hierarchal filtering capabilities, forward-and-reverse endless scroll patterns with exact return to position when navigating back from a PDP, and Quick Shop capabilities.
Throughout the site: dynamic product badging display at PLP, PDP, Cart and Checkout, with dynamically rendered countdown timers, icons, and color options.
