Baby Lock is a subsidiary of the Tacony Corporation focused on providing top-of-the-line sewing machines and accessories. Their products are designed by real sewers with a focus on quality, resulting in easy to use, reliable products for all sewers. Their commitment to value means customers can expect to receive unmatched quality, reliability and support.
Baby Lock has over 50 machines in their current catalog and are sold at over 600 independent, authorized retail locations throughout North America. They also pride themselves on community, with their Education and Events team hosting and producing hundreds of online and in-person events a year focused on helping consumers get the most out of their sewing machines.
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The Challenge
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Baby Lock was looking for a way to consolidate three separate websites (sewedclasses.com, babylock.com, and retailers.babylock.com) into a unified, seamless experience on babylock.com. The goal was to create a comprehensive online platform that not only merged various functionalities, but also allowed online purchasing and shipment of Baby Lock products.
The challenge was building a website that satisfied different customer groups including B2B, DTC, and learning subscribers.
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The Solution
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The foundation of the solution was Adobe Commerce Cloud as an extremely flexible and robust system capable of functional requirements for each customer group.
Key components of the solution included:
- Comprehensive migration from existing sites to new environment
- Epicor ERP integration for bi-directional data exchange
- Development of a custom promotions engine
- Comprehensive site redesign
The development team focused on data migration, utilizing data patches to navigate the complexity of merging multiple sites. The project benefited from experienced developers who demonstrated maturity and resilience when faced with challenges, ensuring a smooth overall process. The project management team also played a crucial role in facilitating communication, providing quick responses, and maintaining transparency.
The new Baby Lock eCommerce site features:
- Improved end-user experiences
- Streamlined checkout processes
- Enhanced functionalities for retailer engagement
Customizations were implemented following best practices, including ACL permissions, Redchamps Clean Admin Menu, and modules for backend organization. The use of Fastly and multi-layered caching also optimized site speed.
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