Project Type:
SFCC Composable Storefront, Amplience
Client URL:
Duluth is an American workwear and accessories company famed for its mischievous and direct cartoon-style advertising for its mens underwear products like the Buck Naked™ Underwear that feels like you're wearing nothing at all, and the durable Fire Hose® Pants - You bend, it won’t break. They are a dam good customer to work with.
Objective
Duluth had a creaking SiteGenesis site in which performance had become a major issue. They came to 64labs looking for a way to leapfrog rivals in performance, convinced it would grow revenue. They wanted to modernize their stack without creating too much disruption or change for an effective but small team to cope with.
Solution
Full composable SFCC with Amplience newly integrated as a headless CMS. The project lasted six months and was the first release of SFCC’s PWA Kit in the wild. It delivered +20% conversion rates year-on-year 3 months after launch reduced bounce rates by 40% and reduced a critical customer journey path from 2 minutes 55sec to 1 min 23sec. The existing team of three continued to manage the entire site including the new front end.