Mason Companies

Discover how a Mason Companies footwear brand transformed commerce with re-platforming, enhancing speed, discoverability & engagement.

Fueling Seamless Shopping Experiences

Commercetools Digital Commerce Wholesale & Distribution

mason companies-shoemall-banner-shoes rack

Icreon replatformed ShoeMall to commercetools, reducing licensing costs and unlocking scalability.By integrating modern composable tech stack, ShoeMall optimized merchandising and enhanced the buyer experience.

Key Takeaways

Direction

Icreon partnered with ShoeMall to eliminate Oracle ATG’s high licensing costs while enhancing the buyer’s experiences and streamlining content management.

Speed

Migrated from Oracle ATG to Commercetools while Integrating Algolia’s advanced search algorithms and improvised content management with Content Stack integration.

Velocity

Improved merchandising, enhanced website performance, and efficient content management- delivering faster load times, seamless navigation, and higher conversions.

mason companies - shoemall-laptop mockup

The Challenge

ShoeMall struggled with rising licensing costs, limited flexibility, and content management challenges on its monolithic Oracle ATG platform. The rigid, one-size-fits-all system restricted the adoption of best-in-class solutions and demanded extensive support, stalling innovation. Managing and updating content efficiently was another hurdle, impacting merchandising agility.

To scale effectively, ShoeMall needed a modern, user-friendly platform with personalized search, improved navigation, and seamless content management. The challenge wasn’t just migrating to Commercetools but ensuring business users could manage content effortlessly while delivering a fast, engaging, and mobile-first shopping experience for buyers.

Our Solution

We migrated ShoeMall from Oracle ATG to a composable commerce architecture with Commercetools, eliminating platform limitations and reducing costs. To enhance search and product discovery, the team integrated Algolia’s AI-driven search, enabling personalized recommendations and seamless navigation. Additionally, Icreon implemented ContentStack’s headless CMS, streamlining content management and empowering business users with greater control over merchandising and content updates.

Direction

The project aimed to re-platform ShoeMall’s ATG-based eCommerce site to Commercetools, modernizing both the front and back end. By integrating Algolia for advanced search and Contentstack for streamlined content management, the goal was to enhance product discovery, improve merchandising capabilities, and deliver a seamless, user-friendly shopping experience.

Speed

We executed a seamless migration to Commercetools, modernizing both the front-end and back-end. To enhance user experiences further, our experts integrated AI-powered search and Contentstack for streamlined content management, enabling better merchandising capabilities. Additionally, we revamped the My Account section and provided a structured training program for ShoeMall users to ensure a smooth transition to the new system.

Velocity

The migration delivered measurable results: increased sales, improved user engagement, and faster site performance. Enhanced search and recommendations drove higher conversions, while a modern, mobile-friendly UI made shopping more intuitive. By leveraging digital commerce and better content management capacities, ShoeMall now operates with greater agility, cost efficiency, and scalability.

Platforms

Our Platforms

commercetools

Icreon migrated ShoeMall from Oracle ATG to Commercetools, cutting licensing costs and enabling a scalable, SaaS-based eCommerce.

Algolia

Icreon integrated Algolia into ShoeMall, enhancing search, recommendations, and discoverability for a seamless shopping experience.

Contentstack

Icreon implemented Contentstack, enabling real-time content updates for agility, consistency, and a seamless user experience.

The Results

The migration to digital commerce architecture delivered significant improvements for ShoeMall. By replacing Oracle ATG with Commercetools, we reduced licensing costs and provided greater flexibility with best-in-class solutions. AI-powered search and personalized recommendations enhanced user engagement, leading to better product discovery and increased conversions. The modern, mobile-first design created a seamless shopping experience, making it more intuitive and efficient for Masons Business users. With streamlined content management through Contentstack, business teams gained greater control over site updates. Ultimately, these enhancements drove higher sales, improved customer satisfaction, and positioned ShoeMall for future scalability and growth.