How Dorothee Schumacher Transformed Their Shopping Experience with Optimizely
This case study explores how luxury fashion label Dorothee Schumacher partnered with Optimizely to overcome their digital challenges and achieve measurable improvements in customer experience through a comprehensive platform relaunch.
The challenges before Optimizely
Legacy store system
Running an outdated version of Shopware 5 posed security risks and technical limitations.
Complex administration
Custom modifications alongside simultaneous B2B and B2C operations made updates challenging
Limited flexibility
Poor integration between content management and e-commerce functions
Using the best of Optimizely One to drive real value
Content Management System
Optimizely's CMS ensures a consistent and attractive online brand presence online, enabling the team to quickly create new content pages multiple times per week.
Optimizely Campaign
Enables targeted marketing campaigns and email marketing for both B2C and B2B audiences through sophisticated newsletter functionality.
Customized Commerce
Streamlines merchandising and product management through efficient product data handling and extensive personalization options.
Optimizely Data Platform (ODP)
Provides deep customer data analysis for actionable insights and personalized marketing initiatives.
Key results since using Optimizely
50% reduction in content management costs through more efficient content production
15% increase in new customer registrations through improved customer engagement and marketing campaigns
3% increase in sales since May 2023 through optimized product presentation and streamlined sales processes
10% increase in average basket value
Bridging Content and Commerce: Dorothee Schumacher's digital relaunch marks a significant step into omnichannel retail, seamlessly blending editorial content with sophisticated e-commerce. Through Optimizely's platform, the luxury fashion label has created an immersive shopping experience that puts content at its core.
About Dorothee Schumacher
Founded in 1989 by Düsseldorf native Dorothee Schumacher, the brand began with a T-shirt collection before expanding into knitwear. Following the opening of her first showroom in Düsseldorf in 1994, the brand expanded to Paris and Milan. Today, the label offers ready-to-wear fashion and accessories through eight flagship stores and various pop-up locations across Europe and the USA, with distribution in 49 countries.
In 2014, the brand was renamed from SCHUMACHER to DOROTHEE SCHUMACHER, and in 2017, her son Maximilian Singhoff joined as co-CEO. The company strengthened its US presence with a dedicated showroom in 2020 and now employs 200 people from over 16 nations.
The online store experience
The online store serves as both a primary customer touchpoint for B2C and B2B customers and a central branding platform. It is not only a digital sales channel, but also serves as a central platform for the company's brand and online image. This dual role highlights the importance of seamlessly integrating content and commerce to create a cohesive shopping experience that goes beyond traditional e-commerce.
For Dorothee Schumacher, this integration between content and commerce represents a key competitive advantage, where user experience (UX), design, and brand identity work together to create an immersive shopping journey.
The challenge
In today's omnichannel retail environment, businesses need a modern website that combines cutting-edge technology with timeless, customizable design features. However, Dorothee Schumacher's previous e-commerce platform, built on Shopware 5, was falling short in several critical areas:
- Security and Technical Constraints: The outdated Shopware 5 platform was nearing end-of-support, creating security vulnerabilities and technical limitations.
- Administrative Complexity: The platform's custom headless frontend architecture, combined with serving both B2B and B2C customers, made system updates extremely challenging.
- Rigid Infrastructure: The platform's inflexible architecture made it difficult to integrate content management with e-commerce functionality.
After extensive evaluation of various solutions, Optimizely emerged as the clear choice, offering an integrated and scalable platform. DEPT, an Optimizely Enterprise Solution Partner, supported the relaunch project, building on their 14 year relationship with Dorothee Schumacher.
Why Optimizely stood out
- Optimizely One's comprehensive platform met all of Dorothee Schumacher's requirements for seamlessly integrated content management and e-commerce capabilities.
- Optimizely's dedicated support team, along with their thorough workshops and product demonstrations, played a key role in the selection process.
- The platform's intuitive user interface, particularly the redesigned email editor, made it exceptionally user-friendly.
- The inclusion of Optimizely Campaign provided a robust, all-in-one email marketing solution.
Relaunch Objectives
1. Modernization & Global Expansion
- Create an elevated, contemporary brand experience
- Scale the platform across 48 countries
- Develop intuitive, app-like navigation and shopping experience
2. Enhanced Visual Merchandising
- Provide greater creative flexibility for showcasing products, campaigns, and collections
- Strengthen brand identity through targeted visual designs
3. Improved User Experience
- Streamline workflows for the merchandising and store management teams
- Implement professional content management system
- Create seamless integration between content modules and shopping touchpoints
Technical Requirements
Dorothee Schumacher required a robust technical foundation that could deliver:
- Powerful and flexible infrastructure
- Modern omnichannel capabilities
- Advanced e-commerce functionality
- Cloud-based analytics
To meet these needs, Optimizely implemented a scalable platform migration that enabled smooth integration with third-party systems.
The Optimizely Suite: A Unified Solution
Optimizely One delivers a fully SaaS-based, modular platform that gives Dorothee Schumacher the flexibility to customize their technology stack. The fashion label leverages Optimizely's platform for both content management and product merchandising across their digital presence.
With a global footprint spanning 48 countries, Dorothee Schumacher maintains distinct subshops for each market through Optimizely Commerce. Each regional store operates as an independent entity with:
- Market-specific pricing
- Local currency options
- Regional shipping methods
- Localized payment solutions
The platform also enables country-specific content delivery through both the Content Management System (CMS) and Commerce platform, ensuring a tailored experience for each market.
|
Optimizely Product |
Product Description | Business Impact |
| CMS | Dynamic content management system ensures consistent brand presentation and enables weekly creation of new content pages | Streamlined content production and enhanced global brand consistency |
|
Optimizely Campaign |
Powers targeted marketing campaigns and manages B2B and B2C email marketing initiatives | Improved customer loyalty and more effective marketing campaigns |
|
Customized Commerce |
Facilitates product merchandising and management, provides advanced product data handling and offers comprehensive personalization capabilities | Optimized product presentation, improved sales processes and higher customer satisfaction |
|
Optimizely Data Platform (ODP) |
Delivers comprehensive customer data analysis and enables data-driven decision making | Personalized customer experiences and enhanced customer engagement |
Key Benefits Overview
Optimizely provides Dorothee Schumacher with enhanced flexibility across both content management and e-commerce operations:
Technical Integration
- Streamlined API connections for ERP systems and image management
- Cloud-based PaaS solution that handles hosting and technical operations, allowing the team to focus on content and merchandising
User Experience
- Intuitive interface with customizable templates requires minimal technical expertise
- Powerful email and landing page editors simplify content creation
Data-Driven Insights
- Optimizely Data Platform (ODP) delivers deep customer behavior analysis
- Enables precise targeting and personalization of offerings based on customer preferences
Video: OMR Reviews interview with Johanna Blank discussing Optimizely Campaign implementation
Strategic Impact
Dorothee Schumacher has established a sustainable digital infrastructure designed for long-term growth and minimal maintenance. The platform's technical flexibility and seamless update capabilities, supported by 24/7 customer service, provide a strong foundation for continued digital evolution.
Conclusion
Industry
Retail