ID&T

A powerhouse in electronic music.

ID&T, a powerhouse in the electronic music festival scene, orchestrates over 90 events worldwide. They came to us with an exciting challenge: create five distinct ecommerce webshops for their brands—Masters of Hardcore, Awakenings, Thunderdome, Q-dance, and Noize Vizion—on a single codebase to decrease the total cost of ownership for the group. These brands boast an exceptionally loyal fanbase, with a conversion rate averaging 5%—an impressive figure for a fashion brand. We needed to meet the high expectations of these dedicated fans, who have a deep connection to the brands.

Their mission? Amplify their omni-channel experience with stores that immerse customers in the festival vibe while shopping, featuring vibrant videos, colors, and merchandise related to their favorite DJs. We achieved this by migrating ID&T to Shopify, developing a shared codebase that supports unique frontends and backends for each store, enhancing scalability and reducing costs while preserving each brand’s identity.

A beat-beyond: Tackling complexity

Managing multiple stores with separate codebases was a logistical nightmare for ID&T. It was costly, complex, and inefficient. They needed a more streamlined, cost-effective solution to simplify operations and reduce expenses while ensuring each brand retained its unique identity. Their previous setup lacked flexibility, hindering their ability to represent their dynamic brands effectively and seamlessly integrate new features. They needed a smart, scalable ecommerce platform that would simplify operations without sacrificing individuality.

Key challenges faced:

• Lack of flexibility and scalability options: Their previous setup couldn’t adapt to the diverse needs of their brands or support a highly creative and engaging frontend experience, which impacted the overall branding and user experience.
• High maintenance costs: Managing separate codebases for each store increased complexity and expenses.
• Feature limitations: Implementing new features across all stores was cumbersome and time-consuming.
• Design consistency: Maintaining a cohesive yet distinctive design system across multiple brands was challenging.

One codebase to rule them all

We devised a custom technical solution for ID&T by developing a single codebase for all five stores. This approach enabled efficient updates and scalability while maintaining each store’s unique identity. Our innovative architecture significantly reduces costs and complexity.

Key features of our solution:

Unified technical architecture: 

• We established a unified ecommerce codebase on GitHub, linking each store to the same foundation but managing them through multiple branches. This setup allows us to code in one branch and distribute files to all stores, maintaining core functionality while accommodating unique styling for each. Each store operates with its own front and backend but benefits from the shared codebase, ensuring both individuality and seamless integration. New features can be almost automatically available across all five stores, significantly reducing development time and costs. For example, if one brand needs a user-generated content form, any other brand can activate this feature without additional costs. This approach enhances scalability and provides flexibility for future customizations.

• Our design team developed a comprehensive design system that allowed each store to showcase its unique style. While the core functionality remains consistent, each store features different colors, fonts, imagery, and button shapes to reflect its brand identity.

• Each store received unique theme files to ensure the correct styling. Sections like hero banners maintain consistent functionality but adapt to each store’s style, providing extensive customization options. Shared templates define the layout for product and collection pages, while the style remains distinct for each store.

Hitting the high notes: Project highlights

The unified codebase simplifies store management, allowing ID&T to launch new stores for additional brands effortlessly. This setup offers significant value at a lower cost than managing separate codebases, enhancing operational efficiency.

Key project highlights:

• Scalable and flexible template: We developed a highly customizable Shopify template that can be easily reused for future brands and needs. The Shopify backend customizer is equipped with extensive options, providing exceptional flexibility for various branding and operational needs. This enables ID&T to launch new stores quickly and efficiently.

• Harmonized collaboration: We engaged the right stakeholders from the start, from ecom managers, webshop managers, and brand managers to IT managers and app engineers. Effective communication and collaboration were key to our success, ensuring the final product met each brand’s needs and keeping all stakeholders aligned and on track.
• Innovative ‘Pick up at Event’ feature:  One standout feature we developed was the ‘pick up at event’ option. This allows customers to pre-order merchandise and collect it at festival venues. For Defqon.1, everyone with tickets could use the click and collect function. However, some items were exclusively available to Dediqated members (paid membership), offering special experiences and discounted prices. This exclusive feature added significant value to the customer experience.

Conclusion

By transitioning to Shopify, ID&T gained the flexibility they required. Our unified technical architecture facilitates efficient updates and scalability, leading to significant cost savings. This approach enables them to maintain their distinctive, creative brands without the high costs associated with managing separate codebases. Moreover, this setup makes it very cost-effective to open additional shops for new ID&T brands in the future. Whether you’re managing multiple brands or extensive product lines, we provide the scalable ecommerce platform you need to streamline operations and elevate your customer experience. Contact us today to see how we can help you achieve your goals.