LEADING HIGH STREET RETAILER: THE DIGITAL REBIRTH OF A RETAIL ICON
ABOUT
With roots tracing back to the 18th century, this iconic retail chain has been a high street fixture in many countries. Originally starting as a single store, it expanded into numerous locations and subsequently embraced the digital age with its eCommerce platform. However, economic shifts and the changing retail landscape led the brand into administration. A major online retailer group acquired the brand's online domain, marking the end of its physical presence but giving a new lease on life to its digital one.
THE CHALLENGE
With the looming threat of the old website being decommissioned post-lockdown, a tight 8-week window was set to develop and test a brand new transactional website. Debenhams needed a resilient and modern platform, capable of integrating with diverse back-office systems and poised for future scalability. Cabiri, equipped with the know-how and commitment to time-sensitive projects, stepped up to support Debenhams in this ambitious endeavour.
THE SOLUTION
Utilising the Cabiri accelerator, Ashiba, the project gained momentum right from the start. Ashiba offered a suite of pre-built eCommerce features, allowing the team to immediately infuse Debenhams' distinct branding, followed by iterative customizations tailored to the new marketplace's nuances.
The underlying infrastructure, defined as IaC (infrastructure as code) using Terraform, coupled with a robust CI/CD process, enabled “Anytime Releases”, transforming deployments into a routine, seamless activity.
Composable architecture was the linchpin. The new platform was designed with flexibility at its core, accommodating integrations ranging from payment gateways like Adyen and Klarna to analytics tools like Google Analytics and Google Tag Manager. As the site went live, the team was able to seamlessly integrate Mirakl, opening the gates for third-party vendors to feature on debenhams.com.
Rex Bigger, CEO
“Debenhams' transition was not just about technology; it was a rebirth. Cabiri's involvement ensured that this transformation was not only seamless but also set a benchmark for digital transitions in the retail space.”
THE FUTURE
With their rejuvenated digital platform, Debenhams is perfectly positioned for the next phase of their e-commerce journey. The newfound flexibility of their composable platform provides them with the capability to swiftly adapt to evolving market trends and customer behaviours.
The partnership with Cabiri has not only ensured a smooth transition but also opens the door for continuous innovation. Whether it's exploring advanced digital marketing techniques, refining their omnichannel strategy, or integrating emerging retail technologies, Debenhams is primed to enhance their customer experience further.
This digital rebirth marks the start of an exciting chapter, where Debenhams can truly harness the potential of modern e-commerce while staying true to their brand's rich legacy.