Costa, a world leader in performance sunglasses, launched its flagship online store on Salesforce Commerce Cloud. The newly designed solution promises outstanding mobile experience, increased conversions and expanded reach into new consumer segments. Utilizing Salesforce Commerce Cloud allows Costa to deliver a more stable and scalable platform for their growing brand.
Costa began in 1983 when die-hard fishermen battling extreme elements came to realize that the sunglasses they were relying on weren't as hardcore as their adventures.
Challenged by the instability of the Costa ecommerce platform and concurrent limitations to the digital experience, the Costa marketing team wanted better, and in 2016 turned to CQL and Commerce Cloud to help.
With Salesforce Commerce Cloud as the core of its new webstore, Costa set out to establish a standard of excellence for consumer digital experiences across all device platforms, matching its brand promise of best-in-class performance. From the start of this project, CQL, Costa's solution integrator, focused their design team to create relevant, easy pathways-to-purchase for Costa's online personas. Bringing the Costa brand and its technology to the forefront by weaving lifestyle stories into the consumer web experience, the webstore expresses the Costa brand in relevant and intentional ways for consumers. The newly designed consumer journeys allow shoppers to select and purchase products from a variety of lifestyles, new arrivals, bestsellers or customized options. Consumers can discover Costa's industry leading lens technologies or go inside Costa and learn about decades of work to protect and explore waters, fish and indigenous peoples around the world.
Two-thirds of Costa’s webstore traffic comes from mobile devices. Based on this demographic, CQL approached the new Costa site as a ‘mobile first’ project. Consumers, especially millennials, have come to expect consistent UX experience across platforms which informs the importance of seamless mobile design and experience. CQL strove to create an experience that matches and even supersedes the consumer’s expectations of an effective and engaging mobile site.
Commerce Cloud enables brands to provide personalized experiences for shoppers that span web, mobile, social and in-store. And now, as part of the world’s #1 CRM platform – Salesforce – brands can deliver completely unified experiences for customers that extend beyond commerce to include marketing, customer service and more.
Guided by the consumer journey, the CQL team worked to integrate the technical platforms used by Costa; Commerce Cloud, Bazaarvoice referral engine, a custom application for Costa’s repairs, international ship verifications, PayPal merchant services and Great Plains business platform.
The stability of the Salesforce Commerce Cloud platform has provided Costa the ability to harness analytic data and a powerful promotion engine to focus and refine their digital business.
When approaching the interface design CQL's design team saw a unique opportunity to marry the brand to the interface. Headlines, titles and product names take on Costa-branded form with use of a custom typeface designed in-house with similar geometric letterforms, proportions and nuances of the logo, particularly that memorable 'A' with the squared-apex. Interface elements resemble pieces of the logo and typeface by inheriting proportionally rounded corners and rectangular shapes. These subtle and unique elements allow every piece of the experience to say "Costa" without need for a logo.