Founded in 1851, Singer Sewing is synonymous with sewing. Today, the company makes a variety of machines for home and industrial use, including machines for quilting, serging, embroidery and heavy-duty use on thicker fabrics.
A global company with multiple brands, Singer had complex B2C and B2B requirements for its website and needed to be able to use both systems on one common codebase. Additionally, the company wanted to improve its customer experience as a way to ultimately increase traffic and conversions. Boosting site speed, creating one singular, seamless consumer experience (rather than bouncing consumers back and forth between two sites) and enhancing the UX/UI were top on the to-do list.
Singer’s previous commerce site and website had faced stability issues; a commerce provider that went out of business combined with a documentation oversight caused the online store to go offline for more than a month. Additionally, the company’s content site was outdated, with core components like search no longer functioning. Singer faced an issue common to many companies; too many systems, too few people and sites that were too far gone to simply redesign.
After speaking with seven agencies, Singer chose BORN Group and Royal Cyber to help lead its digital and e-commerce transformation. BORN recommended using IBM WebSphere along with a headless Drupal approach as Singer’s best option instead of using subdomains, which would make both tracking and the UX more difficult. Singer got both teams in the room to codesign the architecture on Acquia Cloud.
The new Drupal site allows Singer’s editors to easily make changes and updates to the site without the need for extensive technical knowledge. The company no longer has to worry about external business factors interrupting their site’s uptime; thanks to the always-on, secure Acquia Cloud, an agency partner going out-of-business today would have no impact on Singer’s online store. And the simple yet robust multi-environment setup allows the site to continually be tested, improved and enhanced.