Conde Nast // Concierge
Conde Nast’s Ecommerce Transformation with Shopify Plus
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The Brand
Conde Nast is a global media company home to some of the world’s most iconic brands, including Vogue, The New Yorker, Vanity Fair, and GQ. Their diverse portfolio encompasses the best in culture, style, and lifestyle journalism. Conde Nast sought to enhance the digital presence across its entire portfolio of brands by upgrading its ecommerce capabilities to better serve its audiences through unique, tailored shopping experiences.
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The Brand
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At a Glance
Platform Migration
Successfully transitioned from a legacy system to Shopify Plus.
Custom Checkout Development
Implemented a unique, brand-consistent checkout experience.
Private App
Allowed for easy modifications by the Conde Nast team without heavy development.
API Integration
Enabled robust data collection and customer engagement tracking.
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At a Glance
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The Challenge
Conde Nast faced the challenge of integrating customized ecommerce functionalities across its diverse portfolio of brands while maintaining brand integrity and consistency. The primary challenge was migrating to a modern, scalable platform—Shopify Plus—that could cater to the unique demands of each brand.
This involved bypassing Shopify’s native Buy Button SDK in favor of custom implementations to ensure a seamless user journey, optimize data collection, and create a flexible checkout experience that worked across all their brand sites. Another major challenge was implementing these solutions in a way that could be easily replicated and scaled across multiple brands, minimizing the need for direct development intervention for future expansion.
This involved bypassing Shopify’s native Buy Button SDK in favor of custom implementations to ensure a seamless user journey, optimize data collection, and create a flexible checkout experience that worked across all their brand sites. Another major challenge was implementing these solutions in a way that could be easily replicated and scaled across multiple brands, minimizing the need for direct development intervention for future expansion.
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What We Did
Our scope of work for Conde Nast encompassed the following key services:
Custom Ecommerce Flow Development
We developed a custom checkout experience that bypassed Shopify’s standard Buy Button SDK to offer additional information capture and unique user interface elements. The new workflow included a customized floating cart drawer that allowed users to add items from different pages, leading to a checkout window with brand-consistent design. This custom solution was initially implemented for flagship brand events, such as Vogue’s Forces of Fashion, and was designed to be scalable to other brands within the Conde Nast portfolio.
Private Application Creation
To facilitate brand-specific modifications without extensive development time, we created a private application that allowed the internal Conde Nast team to dynamically modify key styling elements like colors, fonts, and logos. This private application also enabled adjustments to the information captured during checkout, allowing for seamless customization of form fields and user interactions for each brand.
API Integration with Concierge Platform
We integrated Shopify with the Concierge platform using a REST-based API. The custom form fields captured during the checkout process were passed to the backend of Shopify and then relayed to the Concierge platform. This allowed Conde Nast to collect necessary user data, track customer engagement, and ensure that specific brand events or products had tailored follow-up processes.
SEO and 301 Redirect Strategy
To maintain the SEO rankings across different brand websites during the migration, we conducted a thorough SEO audit and implemented 301 redirects for all key pages. This minimized traffic disruption and ensured brand visibility remained intact post-launch.
Cross-Brand Scalability
The solutions we implemented were designed with scalability in mind. Our goal was to ensure that the features developed could be easily replicated across other brands in the Conde Nast portfolio, minimizing the need for custom development each time a new brand or event site needed ecommerce functionality. This involved creating a modular architecture that allowed flexibility in design while maintaining a cohesive brand experience.
Extensive Testing & Quality Assurance
Our development process included extensive quality assurance testing across all major browsers and mobile devices to ensure that each brand’s ecommerce experience was smooth and intuitive. Pre-launch, both the development and QA teams conducted thorough testing, followed by previews for the Conde Nast teams to provide feedback before final deployment.
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The Result
Conde Nast has revitalized its ecommerce platform, leading to improved customer engagement, enhanced conversion rates, and a significant increase in brand loyalty.
This migration not only upgraded our technology but also reinforced our brand's connection with our customers, leading to better engagement.
- Conde Nast // Concierge Team
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Next Steps
We continue to support Conde Nast with the goal of expanding and enhancing ecommerce capabilities across additional brand properties. Our ongoing focus includes:
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Dynamic Implementation for New Brands
We are currently working on onboarding additional Conde Nast brands by leveraging the private application and replicating the custom checkout experience tailored to their needs.
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Enhancing Customization Features
Our team is focused on expanding the customization options available through the private application to give each brand even more control over their ecommerce experience, including integrating new payment options and refining user data capture fields.
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Ongoing Analytics and Optimization
We are working with Conde Nast to refine user journeys and maximize conversion rates by analyzing customer behavior data collected through the Concierge platform. This includes A/B testing different checkout flows and optimizing the experience to increase engagement and satisfaction.
Redefining Ecommerce for Media Brands
Through our partnership with Conde Nast, we have redefined ecommerce capabilities across their extensive portfolio of brands, transforming how they engage with their audiences through personalized shopping experiences. By creating a custom, scalable solution that bypassed the limitations of the Shopify Buy Button SDK, we empowered Conde Nast to provide seamless, brand-consistent ecommerce interactions across all their properties.
Moving forward, our continued collaboration aims to ensure that Conde Nast remains at the forefront of digital commerce innovation in the media industry. By enhancing the personalization and flexibility of the shopping experience, Conde Nast is well-positioned to deliver unique, engaging consumer interactions that reflect the essence of their iconic brands.
Written by Renka
Community Manager
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