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HairStore.fr builds a cutting-edge ecommerce site with BigCommerce
Discover how customizable, cost-effective and reliable BigCommerce is and why we built it that way.
50%
faster site speed
3.06%
conversion rate
Performance metrics in December 2023 / January 2024.
An avant-garde brand.
If there’s one word to describe HairStore.fr website for professional hair products and equipment, it’s innovative — which is a clear reflection of the brand’s creator and CEO Marco Da Cruz. At a time when few people had yet embraced the concept of ecommerce, Da Cruz saw its potential. In 1999, he founded the Hair Design brand as a pure-play ecommerce business and launched his first online store.
While the HairStore.fr sells professional products, the brand has historically targeted consumers, in a B2C model. At the time, there was a strong demand for these types of products, but very few businesses in the ecommerce space.
"I come from a hairdressing background. Hair products have been part of my everyday life since I was a child," Marco explains. "And besides that, I was an editor passionate about new technologies, innovation, and entrepreneurship. When I decided to set up my own business, I wanted to combine my passion for these new technologies, which has become digital and ecommerce today, with a product that I knew well."
CHALLENGE
Technical limitations slowing down the brand’s growth.
In 1999, there were no digital agencies or ecommerce solutions, just Google, whose first version had only been around for three years. That meant Marco developed everything in-house, from the website to the payment gateways to the delivery solutions.
In the beginning, the site ran on a proprietary solution, but it then migrated to Oxatis as ecommerce became more popularized. However, Marco, who was accustomed to a complex but constantly evolving ecommerce market, quickly realized that there were limitations that slowed the growth of the site.
"The main challenges we faced, especially at Oxatis, were the slowness of the site and certain limitations in terms of functionality," he explains. "These flaws were causing us problems, especially with natural search engine optimization, and that's what prompted us to look for another solution that was more efficient and more scalable."
"BigCommerce's unique features and functionality won us over, [...] the advanced inventory management, the possibilities to fully customize the customer experience, and all the integrated features.”
Marco Da Cruz Founder and CEO, Hair Design
SOLUTION
Laying solid foundations for future expansion.
When Marco's attention turned to BigCommerce, it was for specific reasons. "Although we've only been with BigCommerce for a little over a year now, I had actually been looking at the solution for several years," he recalls. "The first decisive factor was BigCommerce's reputation as a solid and scalable platform that had already proven itself in other markets."
Marco and his team still conducted an audit of the solution. "BigCommerce's unique features and functionality won us over," he explains. "In particular, the advanced inventory management, the possibilities to fully customize the customer experience, and all the integrated features."
Today, the CEO of HairStore.fr is convinced that he made the right choice. "BigCommerce is, in my opinion, one of the most comprehensive platforms thanks to its B2B features and its ability to manage multiple online stores — with the Multi-Storefront solution — which are essential assets to our expansion," adds Marco.
Unlimited growth prospects.
Marco chose BigCommerce with the aim of supporting the international growth of HairStore.fr.
"BigCommerce is a flexible solution that can meet the needs of our growing business," Marco explains." It is a powerful tool for our natural search engine optimization and allows us to customize the customer experience for each target country."
With BigCommerce, Marco feels well equipped to expand his ecommerce site and adapt his customer experience by offering specific products and offers, as well as adapted delivery and payment methods.
Indeed, there are now solutions on the BigCommerce App Store that allow you to connect to all most used French carriers. And in terms of payment solutions, HairStore.fr works with Molly (PSP) and integrates traditional payment methods and digital wallets, such as PayPal, Amazon Pay, Apple Pay, etc.
Technology and humans go hand in hand.
Another essential aspect for the brand's expansion is BigCommerce’s ability to integrate with existing technologies or those that may become essential in the future.
"BigCommerce offers endless possibilities for connecting to our technology stack," explains Marco. "There are solutions that allow us to connect to almost all ERP systems, which was a big issue for us. And it's reassuring to know that there are solutions available for all sorts of needs, such as support services, that we could easily integrate in the future."
Another advantage of SaaS technology is that you have the assurance that all these developments are constantly being updated, either by technical partners or by BigCommerce's internal teams.
The presence of these teams has actually proved to be key at several stages of the project. "Our Customer Success Manager provides us with fast and effective support, and strategic guidance, which is essential to our development," explains Marco. "Additionally, BigCommerce's pre-sales team played a crucial role in the success of our migration. It went so well because there was a strong team in place that provided us with expert support."
Agency:
REGGAO
Highlighted Applications:
Sage: ERP
Molly: PSP
Technical features:
Multi-Storefront
B2B Features
Customer Success Manager
“BigCommerce offers endless possibilities for connecting to our technology stack.”
Marco Da Cruz Founder and CEO, Hair Design
"BigCommerce is, in my opinion, one of the most comprehensive platforms thanks to its B2B features and its ability to manage multiple online stores — with the Multi-Storefront solution — which are essential assets to our expansion."
Marco Da Cruz, Founder and CEO, Hair Design
RESULTS
More performance for a lower total cost of ownership.
Since launching with BigCommerce in 2023, the differences have been quickly felt, with a site load speed of 1.8 seconds — 50% faster than before the site was migrated to the platform — and a conversion rate of 3.06% over the last two months [December 2023 and January 2024].
"This is due to clearer and more streamlined features, navigation, and user experience," explains Marco. "BigCommerce has a very simple, very fast, and very direct funnel. "
In addition to the site's performance, the French brand is also pleased with a gain in time and money. "BigCommerce saves us time on the launch of our new products, which results in a reduction in time spent on maintenance and therefore the total cost," says Marco.
“BigCommerce saves us time on the launch of our new products, which results in a reduction in time spent on maintenance and therefore the total cost.”
Marco Da Cruz Founder and CEO, Hair Design
LOOKING AHEAD
The future will be headless.
Confident in their new platform, Marco and his team are now focusing on two major projects: opening up to B2B and international development, which began in 2023 with Italian, Polish, Japanese, Portuguese, and Spanish versions of the site, and will continue with an English version in 2024/25.
To do this, the Hair Design teams have decided to take a technological turn and move HairStore.fr to an headless architecture. "After studying everything that is happening in the market, BigCommerce is today the leading headless solution," concludes Marco. "This technology will bring us even more personalization and reduction in load time. And above all, efficiency and simplicity in the administration of our ecommerce."
"BigCommerce has a very simple, very fast, and very direct funnel.”
Marco Da Cruz Founder and CEO, Hair Design
Published: March 2024
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