Forty Five Ten

About

Forty Five Ten is a premier retailer for global luxury and emerging brands. With stores in Hudson Yards, New York, Downtown Dallas, Aspen, Napa, and Miami, Forty Five Ten is the leader in merging art and fashion. The company previously had an online store based on Magento. Built By Blank helped Forty Five Ten move from the Magento platform to Shopify Plus.

The Challenge

With Magento Enterprise, any simple marketing tasks required managers to use multiple redundant technologies and development resources. Content management was becoming a serious problem for the operations team as the platform was slow, tedious, and expensive. In addition, Forty Five Ten carries select items that are hard to find and not available in large quantities. It’s a common business model, but when executed at their scale, it becomes a complex operation. With Stores in 5 cities, all with integrated inventories, it was extremely important to get the inventory and fulfillment process optimized.

The Solution

With the help of ethnographic research, we were able to shadow employees and document their entire process. Then, we used this data to identify gaps and pain points that needed to be addressed on the new Shopify Plus platform. During this transition we also needed to keep in mind that Forty Five Ten takes great pride in creating highly visual experiences. We supported this focus by taking their exquisitely shot editorial images and making them easily shoppable for customers.

Selecting a Platform

When Forty Five Ten reached out to us for help, they had a bloated technology stack and e-commerce process. This caused a lot of friction for the operations team. In order to fully understand the scope of work, our UX team ran a service blueprinting workshop to make sure no pain points were left unattended. This allowed us to migrate their eCommerce site from Magento to Shopify Plus in the smoothest way possible.

Shopify Plus Site – Key Features

Integrating With Brick and Mortar Stores

Forty Five Ten’s site is integrated with their brick and mortar stores through a Teamwork Retail Integration. This allowed them to manage inventory and their product catalog across all channels, including Shopify Plus.

Shop the Look

One of the key features on Forty Five Ten was giving users the ability to shop editorial content. To complement this, we used Shogun Page Builder, along with custom code to display products associated with an editorial post.

App integrations

Shopify Plus has a plethora of apps that can be integrated into the site to add various features. These features range from custom pricing and discounts, to custom payment and delivery methods. During their process, Built By Blank engineers used a variety of apps and custom code to manage any gaps between the integrations.

Mini Carts

Mini Carts are a staple feature on most e-commerce stores. They give the user convenient access to their selected items and allow them to add or remove them with ease. With the user in mind, we designed the Mini Cart to be simple to access and view.

Easy Checkout with Shop Pay

The goal of designing an e-commerce site is to create a smooth experience. Any hiccups, errors or delays can cause users to abandon their purchases, and, ultimately, the brand. Therefore, we added the Shop Pay app to the site. This app stores all payment information so customers can pay online with just one click or tap.

Custom Product Pages

The Built team created product pages specially designed with the brand’s aesthetic in mind. The pages were custom-built modifications of Shopify product pages.