News Summary
E. Marinella, a historic Italian brand known for fine silk ties, has successfully transitioned to an online platform using Shopify. This migration aimed to improve customer experience and operational efficiency, resulting in increased sales and customer satisfaction. With a focus on reaching younger demographics and expanding internationally, E. Marinella has embraced technology while maintaining its rich heritage.
Revitalizing Tradition: E. Marinella’s Successful Online Transformation
Picture this: a charming boutique nestled in a historic area of Naples, Italy. It’s been over a century since E. Marinella first opened its doors, back in 1914. This heritage brand has built a fantastic reputation for producing fine, Italian-made silk ties and accessories, crafted with love and skill the Italian way. Currently run by the fourth generation of the Marinella family, led by CEO Alessandro Marinella, the brand boasts boutiques in bustling cities like Milan, Rome, London, and even Tokyo!
Traditionally, E. Marinella had been reliant on high-traffic periods for revenue, with remarkable sales surging up to 40-50% of their annual income coming from the holiday season between Black Friday and Christmas. It is no surprise that managing the online experience during peak times posed serious challenges. The brand initially operated on WordPress, which suited their needs for the first few years. However, as they found out, this platform couldn’t keep up with increasing traffic and often crashed when it mattered most.
A New Beginning with Shopify
As the challenges piled up, E. Marinella made a strategic decision to migrate to Shopify. This switch emerged as an effort to not only manage website traffic more effectively but also to enhance overall operational efficiency. The process took about six months, and what they achieved nearly a year ago has been nothing short of remarkable. Since adopting Shopify, customer satisfaction has soared as visitors enjoy a faster and smoother online shopping experience.
One of the notable changes after migrating was a dramatic reduction in IT support requests. This allowed the team to concentrate their efforts on digital marketing, a crucial area that often gets overlooked when faced with tech issues. Not stopping there, E. Marinella is also tapping into Shopify Markets to expand its reach into international markets – a strategic focus that the brand is deeply committed to.
Streamlining Operations and Reaching New Audiences
With a vast number of Stock Keeping Units (SKUs) to manage, E. Marinella has adopted an API system for seamless integration with its internal management systems, truly streamlining operations. This migration has made product uploads simpler across various departments and enhanced customer service capabilities.
What’s particularly exciting is the shift in customer demographics. The brand’s online audience skews much younger than loyal boutique customers, aligning perfectly with their goal of modernization. By digitizing their offerings, E. Marinella now presents a “total look” featuring a range of merchandise beyond just ties—gathering the attention of the modern shopper.
In just two short months after the migration, E. Marinella notes an astounding 30% increase in international sales, with the UK being a standout market. Thanks to the integration of Shopify Payments, the brand has nearly eradicated failed orders, making the shopping process much more reliable for customers.
Impressive Growth Metrics
As we delve deeper into the numbers, the results are impressive. Within a year of using Shopify Plus, E. Marinella has enjoyed a 42% increase in online conversion rates. This growth is a testament to the brand’s successful transition from a quaint, traditional retailer to a modern, globally accessible brand.
In the end, E. Marinella is devoted to an omnichannel strategy that not only boosts growth but also strengthens customer engagement. By continuing to embrace technology while honoring their heritage, E. Marinella is paving the way for a brighter future, one silk tie at a time.
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Additional Resources
- Shopify Case Study: E. Marinella
- Wikipedia: E. Marinella
- Shopify Case Study: E. Marinella Challenges
- Encyclopedia Britannica: E-Commerce
- Shopify Case Study: E. Marinella Results
