RUBINO

Upgrading RUBINO to a headless website with omnichannel and multilingual features

Commerce

Design

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Our Impact

RUBINO chose us to guide them through their headless evaluation and implementation, and to improve their overall omnichannel experience.

Upgraded to headless via Shopify Hydrogen to improve site performance, conversion, and user experience
Launched their annual membership program, which applies online and in store
Converted their checkout experience to Shopify’s best-in-class one-page checkout

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RUBINO is a long-standing family-run shoe retailer.

With storefronts in Quebec and online shipping across Canada, they’re a household name in affordable and practical footwear.

THE VISION

RUBINO wanted their Shopify store to support their multilingual customer base and regional preferences. Their boom in online sales since COVID-19 meant site speed and responsiveness were also a concern.

WHY LAZER?

Our extensive experience building on Shopify meant we could quickly support RUBINO through the upgrade and any custom work needed to improve their customer experience and conversion rates.

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platform

Web
Shopify

Expertise

Frontend Development
Backend Development
Integrations
UI/UX Design
Storefront Optimization

Stage

Private

Approach

Going headless via Shopify Hydrogen‍

After reviewing RUBINO's challenges and a long list of needs for a more personalized customer experience, we recommended an upgrade to Shopify Hydrogen that would unlock a lot of options for their engaged customer base.

We helped redesign the UI/UX to boost performance and personalization. We also handled the EDI & API integrations with their ERP and converted them to Shopify’s new one-page checkout.

Desktop screenshots of the RUBINO storefront checkout.

Desktop screenshots of multilingual product collection pages and navigation menus on the RUBINO storefront.

Approach

Supporting multilingual content

We not only added French language options for the customer buying journey, but also allowed the team to personalize the homepage to support different buying personas. To support this multilingual work, we did work outside of Shopify that allowed their team to create French URL slugs in Hydrogen.

Challenge

Adding value with membership perks

Along with a long list of conversion and customer engagement tools we implemented, we added the RUBINO membership program, which works online and in store. We designed a one-click membership opt-in widget, visible on every visit and alongside each cart.

The membership program was launched to thousands of customers and continues to grow.

Desktop screenshots of the membership programs widgets on the RUBINO storefront.

Desktop screenshots of the RUBINO returns process.

Approach

Sophisticated returns and more‍

Outside of Hydrogen, we developed a completely native returns experience and integrated it with their ERP. We also helped them prepare for omnichannel features they added later, such as in-store pickup.

As a retail-first business, RUBINO wanted to take full advantage of their other channels.

The switch to headless was a significant investment into delivering customer value across the board. It was rewarding to help them consider their business in a unified way and set it up for further success!

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