Trony
GRE S.p.A. the buying group that owns the Trony brand, one of Italy’s leading consumer electronics chains with 180 stores nationwide.
The new Trony.it website: a revamped experience to unite the digital world and stores with artificial intelligence technologies and localized promos.
Our Role
UX Design
Developers
Project manager
Objectives and requirements
In line with the brand’s omni-channel strategy, Trony needed to redesign the e-commerce channel to meet the needs of: members, industries and end customers.
The new site is intended to be an additional strategic asset to convey brand values, stimulate drive-to-store and offer a more fluid and immersive shopping experience.
The Group’s business objectives and organizational model outlined the need to develop the site as a marketplace, integrating more than 40 warehouses and 180 stores to ensure the availability and pricing of products from each store in real time.
Approach and solutions
Eurostep initiated a design scope analysis, mapping the as-is state to delve into processes, IT architecture of Trony and partners to be integrated, and product data.
Shared sessions where Eurostep brought evidence on user behavior data, benchmarks, and industry research generated new ideas for improving the digital experience to serve the physical network and the end customer.
This allowed the foundation for the project to be laid.
On the technical side, the replatform required a dedicated solution to handle the wide range of integrations with third-party tools, such as online payment and financing systems, corporate ERP, AI tools for product search and correlation, loyalty card and product catalog data. In addition to the chosen ecommerce platform, Bigcommerce, an OMS (Order Management System) and middleware had to be implemented to manage warehouse logic and business logic taking into account the distance between the warehouse and the end customer.
On the user experience side, to ensure an omnichannel approach, store visibility was increased by introducing store selection in the site navigation and adding new functions to communicate store-specific promotional activities throughout the user’s onsite journey.
For loyal customers, logic has been implemented that personalizes communications based on their preferred store. In addition, customers in proximity can reserve products online and pick them up directly in store, with simple processes and immediate availability.
