Challenge #2: Display Sale and Non-Sale Product Variants on the Same PDP, Facilitating Shared Resources (i.e. Reviews)
Solution: Develop Tooling for “Combining” Product Variants on the PDP Based on Universal Identifier
In their previous store, Taos was not able to accomplish product pricing as they needed. For instance, the Star sneaker was one product. When variations of the Star sneaker went on sale, however, they had to be recreated as a second product in order to circumvent limitations of the old platform. This created customer confusion around pricing. (Products appeared on the PLP to cost less than they actually did in most cases, which led to a false sense of bait-and-switch.). The duplication of products to house sale colors created challenges. One major issue was that customer reviews could only be displayed for the regularly-priced sneakers, and not for the shoes on sale.
To solve this, Command C corrected pricing displays on the PLP and PDP. We also developed tooling that pulled product reviews based on a universal identifier. Now the reviews for any color of Star sneaker are displayed whenever the product is listed. This includes products on sale.
Now when customers browse the Star sneaker product details page, they see the shoe and swatches of all its different colors. They also immediately see which colors are out of stock, on sale, etc. Shopify pricing is much more intuitive than the previous platform. As a result, when customers click on a color on sale, the price updates with the selection.
Custom Product Filtering Experience and Integrate Shopify Pay
As part of the replatforming process, we developed a custom product filtering system to work with the revised 100-variant fields. This coding does not have any external components.
The new filtering system consolidates colors and sizes to give customers a seamless experience. For instance, some Taos footwear comes in US sizing, and other shoes come in EU sizing. We set up the filtering to show shoes in both types of sizing as customers browse. People can also search for wide width shoes, a popular query with Taos visitors. All of these product filters are custom built to go with the product structure as they’ve been created.
Lastly, we integrated the Taos store with Shop Pay, a very convenient way for people to purchase that greatly minimizes checkout steps. According to Taos’ ecommerce team, over 5o% of their online orders now go through Shop Pay.