Panagora launches Stress95's new e-commerce, which directly led to increased conversion

Insight

Stress was founded in 1995 by Erik and Oystein with the ambition to offer brands that, in time, did not exist in Scandinavia. Erik and Oystein also wanted Stress to reflect their deep interest in culture and music. Stress is today a destination for people with a passion for sneakers and is still exclusive retailers of some sought after brands. Their brand is strongly linked to the music culture with, among other things, profiled hip-hop artists who made video recordings in store, etc.

As a sneaker destination, Stress faces the same challenges as the entire market right now. The high demand for small versions of limited sneakers creates hype which places high demands on both technology and design. To access and resell these limited edition, you need an attractive brand, a suppliers that Nike, Adidas and Jordan Brand want to be associated with. Technology and service need to be able to meet the huge traffic pikes and demand that often are way higher than the availability of products.

Idea

Our main goal was to move Stress.no to Panagora's platform EDGE, which offers elastic and scalable e-commerce that grows and shrinks for capacity needs. The platform also provides better conditions for expanding globally. There on we created a user-friendly e-commerce with a design concept as a seamless extension of the Stress brand and the physical experience.Stress flagship store at Kirkegata in Oslo houses a part called the Blackroom. Here are released and featured limited edition sneakers and other exclusive products. We want to extend this concept to the digital shop experience.

The connection to music and especially hiphop has also gained a natural and prominent place in the digital store in the form of the Stress Mixtape Series. It consists of regular (Spotify) playlists that, together with other editorial content, appropriately frame and enhance the store experience.

Impact

Through the new site, Stress will be able to work with inspirational content linked to both products, releases and sneaker culture. With that, Stress can build the brand against a relevant hub for culture and inspiration.

We have created better conditions for Stress to be attractive to suppliers and to obtain limited products. They will also have the technology to better handle the release of these products. A platform for joining the physical and digital store in all they make for a more coherent brand image online as offline.

KEY BENEFITS DELIVERED WITH THE NEW SET-UP

• 0.6-0.9 second page load
• 5% of 2017 annual sales during the first day of launch
• Integration with Contentful to create inspirational content related to music, art and culture.
• An online store based on recent best practices in SEO, resulting in a Google rank on 91/100.
• E-commerce conversion rate of 2% (standard in the Style & Fashion industry is 1.4% in 2018)
• Went from exclusively Norwegian market to global reach with 98 markets on launch.