Brother Europe are responsible for the 32 websites that serve their European territories. Traditionally their route to market has been to refer customers to authorised dealers. However, in 2022 Brother launched a Direct to Consumer business model and tasked Absurd with designing their e-commerce functionality.
The goal was to balance ecommerce sales alongside the existing dealer referrals that were to remain in place.
As the new functionality was to be integrated into the existing Sitecore instance, Absurd redesigned the product listing pages, product detail pages and created a new checkout flow.
In order to support conversion and aid engagement, we also redesigned the site navigation and created new opportunities for merchandising.
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