Ginori 1735: elevating customer experiences with Commerce Layer Links.
A digital transformation for global reach
In 1735, Marquis Carlo Andrea Ginori founded a porcelain factory driven by his passion for crafting what was often referred to as "white gold." Over the centuries, this venture grew into Ginori 1735, a global icon of elegance, style, and unparalleled craftsmanship. Acquired by Gucci in 2013 and now part of the Kering group, Ginori 1735 continues to honor its 290-year heritage as Italy's most esteemed porcelain manufacturer.
In its mission to bring the artistry of porcelain to a global audience, Ginori 1735 launched its international ecommerce platform: a modern, multi-country and multi-currency website powered by Commerce Layer (more details below).
Digitalizing the wedding registry
Despite these advancements, Ginori faced a new challenge — managing wedding registry orders. Traditionally handled manually, this process proved labor-intensive, inefficient, and prone to errors. Key issues included:
- Manual order processing and financial reconciliation.
- Limited customer autonomy in browsing and purchasing registry items.
- Time-intensive tasks for both Ginori staff and customers.
The team needed a scalable digital solution to streamline the wedding registry while maintaining the luxury experience Ginori customers expect.
Commerce Layer Links
To address this challenge, Ginori leveraged Commerce Layer Links, a feature designed to create shoppable landing pages quickly and efficiently. With this tool, Ginori implemented a dedicated wedding registry solution that enabled:
- Custom inventory management
Ginori used Commerce Layer’s flexible inventory system to create a virtual warehouse. This allowed wedding registry items to be separated from regular website stock, ensuring accurate inventory levels and exclusivity for registry products. - Simplified order creation
Ginori’s customer service team could generate a personalized wedding registry for each couple in just a few clicks, reducing operational complexity. - Customer autonomy
Registry guests could browse curated product selections, place orders directly, and complete transactions seamlessly through a hosted Commerce Layer front-end.
This approach provided a quick, scalable solution while maintaining a user-friendly experience.
Unlocking potential: promotions and customer service
Flexible promotions
By integrating Commerce Layer Links, Ginori successfully:
- Streamlined operations
Reduced manual workloads, improved order accuracy, and simplified financial reconciliation. - Enhanced customer experience
Allowed wedding registry guests to shop with ease and autonomy, reflecting Ginori’s commitment to exceptional service. - Accelerated implementation
Delivered a fully functional solution without requiring extensive development resources, allowing Ginori to quickly validate the project’s success.
Conclusion
Commerce Layer Links empowered Ginori 1735 to address a unique operational challenge with speed, precision, and flexibility. While traditional websites can serve many needs, extraordinary use cases like bespoke inventory management and tailored shopping experiences often demand innovative solutions. For businesses seeking scalable, customizable tools to tackle niche challenges, Commerce Layer Links provides a powerful, effective option.
With this functionality, Ginori not only upheld its legacy of excellence but also set a new standard for delivering extraordinary customer experiences in the digital age.
About Ginori 1735 website replatforming project
The company transitioned from a legacy Spree system to a modern composable architecture in about six months, leveraging:
- Commerce Layer — Commerce engine
- Drupal 9.5 — CMS
- Elastic Search — Search
- Braintree — Payment gateway
- Next.js — Static site generator
- Cloudflare — CDN
Following the successful launch in select countries, Ginori quickly expanded the platform’s reach to markets across the globe, including the United States, South Africa, Australia, Japan, and Korea.
Their platform offered also a unique feature: the ability to personalize products in the Corona line with monogrammed initials, made possible by Commerce Layer's SKU options. This functionality enabled Ginori to seamlessly manage customized products and pricing, delivering a premium, personalized experience to customers worldwide.