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Card Factory greets shoppers with new site

By Retail Technology | Monday August 24 2020 | UPDATED 24.08.20

Greeting cards retailer Card Factory has created a new website to accelerate its omnichannel offering

In light of the competition from pureplay greeting card businesses and the accelerated digital demands of shoppers, Card Factory understood the need to build on its dominance in the bricks-and-mortar space and digitally transform, with a strategic focus on growing its ecommerce business and expanding its premium ranges and personalised offering.

However, the legacy ecommerce platform lacked the basic functionality needed to deliver good on-site customer experience. At the same time, the Card Factory ecommerce team couldn’t make dynamic changes to site or create product bundles.  This meant customer experience was compromised and changes to the website were often time-consuming and slow to implement.

Astound Commerce has now designed and delivered the solution, configuring and integrating Salesforce Commerce and Service Clouds and third-party technology, including Pimberley for centralised data management and Apple Pay to provide frictionless payments, to create a new scalable ecommerce platform.

With personalised products now making up approximately 60% of Card Factory’s online sales, this was also recognised as a key opportunity for the business in addition to growing out its premium offering via its Boutique range.  As part of the Salesforce integration, Astound Commerce enhanced Card Factory’s personalisation capabilities, enabling customers to create personalised products on any device – be it desktop or mobile. 

Seamless service

Service Cloud integration enables Card Factory customer service staff to deliver personalised and convenient customer service in whatever format shoppers prefer – phone, email, web or social – all from a single application.  Webchat with a live agent is now available online for Card Factory customers, while Chatter allows staff to share information and collaborate to provide seamless customer service.

Astound Commerce will also work with POQ to deliver the integration of Card Factory’s new mobile app offering further omnichannel capabilities to the greetings card retailers digital commerce offer. 

David Cutts, CIO at Card Factory, commented: “Digital transformation sits at the heart of our long-term growth strategy, so it was imperative we had the right infrastructure – and the right digital commerce agency - in place to support us, both now and in the future.  The Astound team have worked collaboratively with us at every stage of the digital transformation project, consulting on best practice and quickly and efficiently managing any complexities that have arisen.”