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Milestones
Massive Data Transfer
Successfully migrated 30,000+ SKUs and 8.3 million customer records from Oracle ATG to Shopify Plus in 31 days.
"Default to Default”
Anatta’s extensive experience working on Shopify Enterprise facilitated an understanding of what Shopify Themes and native solutions were best-fit for buybuy BABY—dramatically lowering the need for high LOE customization.
TESTIMONIALS
What Our Clients Are Saying
“We went through a website retheme and saw incredible growth in terms of our eCommerce conversion rate. We went from 4% to 6%, which is insane in the eCommerce industry, which also helped improve our customer acquisition cost by almost half.”
Tran Ngo
Vice President Digital & Growth, True Botanicals
Anatta’s website retheme helped us see incredible growth in conversion rate.
“Anatta is truly a professional web agency that's all-encompassing. They can do everything from user experience to A/B test, to getting your site functional, to really taking your site to that next level. Anatta will take your website essentially from any stage to that next top level.”
Anatta will take your website to the next level.
Daniel James
CTO, Aventon
“I feel very proud that we have a customer-centric site that has greatly improved conversion. We wanted to make it a great experience for consumers: they can find everything they need, without friction. And it's happy. It's still fun. It's still SmartyPants.”
Thanks to Anatta, we have a website that’s converting and on-brand.
Eleah Portillo
Direct to Consumer Marketing Director, SmartyPants Vitamins
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Amit Malhotra
CTO, buybuy BABY
$1.5B Enterprise Retailer, buybuy BABY, Launches Premium Shopify Experience in Record Time
Optimized User Experience
buybuy BABY’s new site was optimized for both desktop and mobile, offering frictionless shopping with omnichannel integrations, a conversion-optimized checkout process, and a familiar, branded experience.
Seamless Integrations
Implemented 14 key integration points, including ERP, OMS, Marketplace, and Shopify POS. Third-party apps for customer rewards, fraud protection, product reviews, and fulfillment were also functional from launch.
Foundation for Success
The new Shopify Plus store was designed to scale, accommodating buybuy BABY’s high traffic and sales volume from Day 1.
Anatta's Agile Framework for Enterprise Digital Transformation
- THE RESULTS -
buybuy BABY Achieves Innovative Retail Moonshot
On September 1st, 2023, buybuy BABY's CTO, Amit Malhotra, showcased the new buybuy BABY website to Dream On Me investors and Anatta in a momentous conference call. Malhotra navigated the site, chatted with customer support, and then successfully placed the first customer order since buybuy BABY went offline. The call erupted in cheers. The full public launch of buybuybaby.com followed shortly after.
Following the successful Shopify launch, buybuy BABY leaned on Anatta’s expertise to design and deploy a new baby registry feature, a key offering in the childcare product space. A store locator page developed by Anatta was released next.
Anatta played a pivotal role in the reopening of the first 4 buybuy BABY stores. With Anatta’s Shopify POS integration, buybuy BABY’s brick-and-mortar locations opened their doors with enhanced interoperability and customer experience. Notably, buybuy BABY’s classic membership experience now offered a consistent omnichannel experience.
In the 6 months after buybuybaby.com went public, Dream On Me was able to turn on 6 additional retail stores. Today, buybuy BABY continues to gain traction online with influencer collaborations and its modernized online shopping experience.
More Success Stories with Anatta
Both the quality and efficiency of the all-new buybuybaby.com, along with mobile apps, retail store locations, and a registry solution, was a masterful collaboration resulting in an unprecedented launch timeline in the retail industry.
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Leveraging the dedication, talent, and industry insights of our in-house digital team, alongside Anatta’s extensive experience in omnichannel platform technologies, and Shopify Plus’ robust platform, we were able to rethink the playbook entirely. This innovative approach ensures a 'clean sleeve' with minimal technical debt, setting a new standard in online retail experiences.
"
Amit Malhotra
CTO, buybuy BABY
We listed about 50 risks that we thought could derail this project and then got rid of all but 3 so that we could put focus where it mattered most.
Toby Hemmerling
COO, Anatta
buybuy BABY Achieves Innovative Retail Moonshot as First Steps in New Chapter of Success
The successful relaunch of buybuy BABY's eCommerce platform marked more than just a technical achievement—it signaled the brand's resurgence in digital retail and beyond. The new Shopify store enabled buybuy BABY to reconnect with its loyal customer base across various channels. Now, buybuy BABY could begin a new chapter well-positioned to drive growth, innovate, and continue its legacy as a trusted name in children's retail.
In the 6 months after buybuybaby.com went public, Dream On Me was able to turn on an additional 6 retail stores with Anatta’s technical support.
Throughout 2024, buybuy BABY has continued to gain traction on the retail and digital front. The brand hosts monthly in-store events for new and expecting parents and is launching collaborations with social media influencers on Instagram and TikTok.
Getting Back to Retail—Fast
With Anatta’s Shopify POS integrations, buybuy BABY was able to quickly turn on 4 retail stores before the 2023 holiday shopping season with 6 additional stores opening in the following 6 months after buybuybaby.com relaunched.
Once the sprint was underway, Anatta prioritized buybuy BABY’s immense data transfer. Working closely with Shopify, Anatta modified Matrixify API constraints to speed up the process.
Second, Anatta mapped out user experience features like customer support chat, onsite search, and product reviews. In addition, Anatta assessed the third-party integrations buybuy BABY would need on Day 1 of go-live.
"Deliberate the Difficult"
Think through decisions with large downstream impacts, (such as choosing a 3PL provider), in a matter of days to keep sprint momentum while still allowing for thoughtful deliberation.
"Make ALL other decisions very fast"
buybuy BABY’s 31-day moonshot left no room for stakeholder misalignment. Anatta established a frequent cadence between stakeholders and the sprint team to remove roadblocks as quickly.
Smooth, Fast, and Scalable: Confidently Migrate to Shopify with Anatta
buybuy BABY's Ambitious 31-Day Platform Migration & eCommerce Refresh
When Dream On Me acquired buybuy BABY amid Bed Bath & Beyond's bankruptcy, the beloved baby retailer faced a monumental challenge.
130+ closed stores. An offline DTC website. And $1.5B in projected FY23 sales at stake.
To quickly restore the core pillars of the business, Dream on Me initiated a highly ambitious roadmap on an extremely expedited timeline.
Their leading goal for buybuy BABY?
With the 2023 holiday season approaching, Dream on Me needed to launch a new Shopify experience and reopen buybuy BABY 4 stores within 31 days. This timeline was essential for welcoming back loyal customers during the most important retail period of the year.
However, the list of requirements to accomplish this was staggering:
With no margin for error and every second counting, Dream on Me needed a Solutions Integrator who could turn their buybuy BABY moonshot into reality.
- Design and develop a branded Shopify Plus store with omnichannel capabilities
- Migrate 30,000+ SKUs and millions of customer records from the legacy platform
- Implement new checkout experience with third-party options and customer features
- Integrate ERP, 3PL provider, OMS, and map out fulfillment flows
- Set up security measures, fraud protection, and Marketplace integration
- Implement Shopify POS for reopening stores
- Ensure scalability for projected $1.5B in FY23 sales
After meetings with the Dream On Me team, Shopify turned to Anatta to spearhead the digital transformation. Anatta's approach, developed over 8+ years of leading Enterprise Shopify implementations, included:
- THE CHALLENGE -
- THE SOLUTION -
Industry
Before
Anatta
Partnership
- 130+ stores closed
- Dated eCommerce experience
- DTC website lived on complex legacy technology
After
Anatta
Partnership
Technology
Stack
Shopify
Gorgias
Klaviyo
CommerceHub
Salsify
Infant & childcare goods
- 4 stores were reopened with Shopify POS enabled before BFCM 2023
- Fresh desktop & mobile experience on Shopify with omnichannel capabilities
- ERP, OMS, Marketplace integrations
- Lower TCO
Bazaarvoice
ShipperHQ
Avalara
Deposco
Zoho
Taking On Complex Platform Integration? Engineer Your Success Story with Anatta
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