Annie Selke, a leading home and décor retailer, introduced its first cotton woven rug over 15 years ago and has slowly evolved to become a mega-retailer. While Annie Selke never intended to launch a brand under her name, the fast-growing customer base of her two existing brands (Pine Cone Hill and Dash & Albert) drove her to unite them under the Annie Selke umbrella. Since then, the retailer has expanded its customer base on a global scale, selling its products in more than 3,000 physical locations nationwide with distribution available in Europe, Australia, and Canada.
Project goals
- Develop mobile version of existing site
- Migrate content management system to Bloomreach Releases Experience Manager (brXM)
- Setup Layer0 networkfor splitting traffic between mobile and basic verion
- Speed up the mobile site as much as possible
- Get green statuses on PageSpeed Insights for all retail pages (landings / product lists / product details)
- Integrate analytics without negative affects on page load speed and metrics
My Participation
- Team Lead
- Develop Layer0 network architecture
- Lead migration to brXM CMS: develop content management system architecture, communicate with brMX team, team lead.
- Manage roll-outs and releases
- Client communication
- Co-piloting PM's
Achievments
In released project we suceccfully migrated to brXM CMS system and achieved:
Speed
- 543ms median browsing speeds regardless of network quality
- 320ms median page loads (LCP)
- 300ms average AMP page loads from search
- 95%+ cache hit rate for dynamic content at the edge
Traffic
- 32%+ average organic traffic growth
- 32% organic traffic lift from its instant eCommerce PWA
- Outranks Amazon, Wayfair, Williams-Sonoma, and other multi-billion dollar competitors
Sales
- 10B+ in revenue flows through Layer0 a year
- 1/3rd of US shoppers visit a Layer0-powered website every month
- 13% conversion lift due to sub-second speeds