Miniprix.ro

The challenge

In the summer of 2009, MB Dragan remade the corporate website of the renowned brand miniPRIX, opening the gate for this brand to new customers from the Internet. This, in turn, led to a second phase, when MB Dragan developed the online store for miniPRIX. One year later, the miniPRIX brand is enjoying wide online brand recognition and reaps the benefits from a huge volume of visitors coming and buying through the online store, an outcome beyond the wildest initial expectations.

Meet miniPRIX, the online shop that revolutionized the clothing sales in Romania

When you say you say “affordable fashion”. Customers are usually brand addicts and want to share that with others. Usually they do this with their friends and family but we wanted more. We wanted to let them speak out loud how much they love the brand and why would they recommend it to others.

Developing an e-commerce platform for miniPRIX was a key factor in the entire project success. After redesigning the presentation website and after launching the first Dress-up campaign, the users asked for this functionality, miniPRIX showed interest and we started developing it as a fully functional online store. Thus the brand new online store duplicated the offline success of the street shops, using Internet-specific advantages.

The shop has an inbuilt product management system and a specially developed e-commerce platform. These are integrated with the internal management platform as well as with the fast-mail services with which they collaborate.

On the technical side, we designed and implemented a proprietary eCommerce solution, adapted to fit perfectly on the client’s specific needs. The website’s frontend is an online shop for clothes and shoes, with advanced search and filtering functionalities, lists of favorite products, online payments and the possibility of following your orders’ status. The advanced management interface is integrated with the already existing specific stock software in such a way that any input process needs only a minimal effort from the employees.

The solution

The launching campaign results were spectacular. Over 10 million page views at the end of 2009, 60% of visitors returning to the site every month and an extremely good retention rate of those who fill their shopping cart. This led to a sizable increase in sales for a brand that was selling until then only offline. But miniPRIX was also offered a complete social media campaign to complement and promote the existence of the website.

Social media

Besides the already existing accounts on Twitter and hi5, we created a Facebook page and begun communicating the relaunch of the site in a coordinated manner. The end result? miniPRIX.ro is now a destination of choice for many fans of social media outlets.

Blogvertising

The blogvertising campaign was organized immediately after the site launch and targeted the fashion blogs, but it was so interesting that is was published even by the general blogosphere.

Dress-up

Immediately after the site was launched, we started a flash advergame named “Dress-Up” in which users were creating a virtual avatar using clothes from MiniPrix. Those registering with the game could win shopping vouchers from MiniPrix if they managed to get a higher number of votes. The avatar could be sent to friends and could thus get votes. We managed to accomplish a viral effect around the competition without even promoting it outside Twitter.

The results?

7000 people registered for the competition and 40.000 unique visitors browsed through the website during the campaign, a whopping increase in traffic compared with the previous months.

Faced with the amazing results, we decided to launch a second version of the game at the beginning of March 2010. In just one month we had over 5000 registered users, and we expect to double that number until the end of the campaign.

In less than one year, miniPRIX.ro became the most important clothing online store in Romania. And this is only the beginning, as we have other things prepared for our partners at miniPRIX.

The team

The team that made all this possible and that constantly optimizes the platform: Account Manager – Florentina Dragomiroiu, Creative Director – Alex Buga, Senior Web Developer – Andrei Gheorghe, Web Developer – Alin Alexa, Web Developer – Nicolae Plesco, Junior Designer – Irina Aldoescu.