Sana Safinaz Ecommerce Store Development Case Study
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Sana Safinaz

Pakistan’s leading clothing
and accessories retailer
that sells ready-to-wear,
unstitched and haute couture

The Customer

Sana Safinaz is one of the oldest Premier Luxury Fashion Retailers operating since 1989 and is a part of SS Fashion resources. Sana Safinaz prides itself in being the only fashion retail brand in Pakistan that has a very diverse portfolio of offerings ranging from graceful ready-to-wear clothing to eccentrically embroidered fabrics to cater to the need of every woman.

Sana Safinaz’s e-commerce store is a hub for women to fulfill their clothing and fashion desires. The wide variety of offerings include pret wear, unstitched fabric, footwear and accessories. The company also offers home delivery through Worldwide Express Delivery thereby providing more convenience to women.

THE PROBLEM

Sana Safinaz’s ecommerce store wasn’t equipped to handle traffic spikes, and the company feared that the current store might crash in case of a traffic surge. Sana Safinaz got their store developed from another digital agency based in Pakistan. The store was built on Magento Enterprise edition which is a premium paid version of Magento that comes with powerful security features and is better than the free version performance wise. From the very beginning the store had issues, both major and minor, that were affecting Sana Safinaz’s day to day operations. The contact at SS also reported that they did not get the level of support that was promised which made them consider other options.

The online store was riddled with bugs and performance issues that needed immediate attention. The store also had a lot of scope for improvement, and in order to stay competitive, it was imperative that SS worked on optimizing its e-commerce portal.

The store was developed on Magento 2, an open source e-commerce platform.

OUR SOLUTION

The store had a lot of issues and bugs initially when it was handed over to the Folio3 team. Some of the issues that needed fixing were payment gateway integration problems, absence of product segmentation according to geo-location, UI and UX issues, cart problems, absence push notifications for inventory management and returns, Mobile App problem and many other such problems.

Sana Safinaz was missing out on a lot of advanced features offered in Magento Enterprise edition such as advance segmentation, price structuring, return management, enhanced catalogue and CMS and many more. The case was also covered by Magento Team and can be found here.

The solutions that Folio3 provided include:

  • Event notification service implementation to cancel orders and return back inventory if an issue with payments.
  • [Object object] error fix while paying via 2Checkout credit card payment method for international customers.
  • Add New address feature while doing checkout
  • Orders placed via Cash on Delivery payment method -> SMS validation to confirm order added on order confirmation page for Pakistan customers.
  • Multi-currency store implementation and Location based product showcasing and pricing.
  • GeoIP redirect to a different website (In Progress)
  • Sana Safinaz Mobile Apps exploratory testing and extensive QA
  • Order Reservation Email with Countdown timer (In Progress)
  • Order Picking List modification (In Progress)
  • Easy Paisa Integration
  • Retail Pro Environment configuration and support.

Web optimization services:

  • Facebook Pixel, GTM setup
  • Theme rebranding (In Pipeline)
  • Magic Zoom plus module integrated for better viewing of articles on the website
  • Implementation of Register, Logout buttons on the header of the website.
  • Dropdown of Pakistan cities when a particular province is selected (In Pipeline)
  • Added store locator on the website

Along with the above mentioned solutions, Folio3 also fixed issues related to website’s speed and server performance.

In an interview, Moeed Ahmed - Deputy Manager - Digital Business at Sana Safinaz, told Magento team:

After we shifted to Magento, one thing we didn't have to worry about was the website going down.

Result

By the time Folio3 was done with SS’s e-commerce portal, the site was completely revamped both from the user’s and Administrator’s perspective. SS’s e-commerce portal was transformed into a bug-free, optimized website that is a dream of every e-tailer.

On 3rd March 2017 the website went live. On the very first day, SS received about 5000+ orders online surpassing their previous record of 1000 sales in a single day.

With payment gateway integration, SS can now cater to more clients who weren’t able to pay online before due to payment gateway restrictions. The performance optimization made the website more user-friendly, fast and intuitive.

CALL

USA408 365 4638

VISIT

1301 Shoreway Road, Suite 160,

Belmont, CA 94002

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