I am very pleased with the result we have achieved. It feels like we have always been the customer that Webbhuset has hoped for, a customer that dares to try new solutions. It works very well with Webbhuset, from taking a vision to realizing it.
I am very pleased with the result we have achieved. It feels like we have always been the customer that Webbhuset has hoped for, a customer that dares to try new solutions. It works very well with Webbhuset, from taking a vision to realizing it.
Exclusive ring configurator and composable solution for VANBRUUN
The idea for VANBRUUN was born in 2013 when CEO and founder Victor Halvarsson, while searching for an engagement ring, realized it was a complicated and costly process. With the ambition to offer the modern consumer luxury, knowledge, and choice, VANBRUUN doesn't just sell jewelry. They also help their customers create strong and eternal memories that they carry with them for life. The ambition has therefore been important to reflect through strong profiling in VANBRUUN's e‑commerce. VANBRUUN's focus on customer experience has shaped a new e‑commerce that challenges the jewelry industry. Both in terms of design and function.
New trust
Since 2018, VANBRUUN has been a customer of Webbhuset when VANBRUUN's e‑commerce was initially built in Magento. Without an in-house developer, it was noticeable at VANBRUUN that they had to adapt their development to the possibilities of the then e‑commerce solution, rather than the e‑commerce being able to adapt to their ideas and needs. At VANBRUUN, one person was employed full-time solely to manage the website. The work process needed improvement, and they began to look for a solution.
“We looked around and compared with some other solutions, but then we still landed on the solution we would get at Webbhuset would be the best. It is also a comfort to work with a partner we have already worked with for almost 5 years,” says Victor Halvarsson, CEO & Founder of VANBRUUN.
After a meeting with Webbhuset's technical manager Albert Dahlin, they realized they had outgrown the existing solution. The new e‑commerce solution resulted in a composable architecture where Magento was replaced by custom-built integrations. These are directly linked to, among others, Klarna, VANBRUUN's business system, and Google spreadsheets for price management. The extensive administrative work of manually updating prices per product would therefore disappear entirely, as the website reads the changes made in Google spreadsheets.
Final price calculated from 20-40 parameters
The administrative difficulties have partly been due to the complex pricing. The final price of VANBRUUN's customized rings is calculated from 20-40 different parameters such as changing precious metal prices and currency exchange rates. Previously, for example, when the dollar changed, it resulted in many manual updates of prices. This now happens automatically, and prices change with a button press. Product categories, currencies, and VAT rates are structured in different tabs collected in one and the same spreadsheet. The solution makes it easy for anyone at VANBRUUN to manage.
“It works super well. It is easy to manage, and there are few limitations where we need to contact Webbhuset. We are more self-sufficient now, which makes us more agile and quick-moving.” says Victor.
Product configurator inspired by the car industry
Most product configurators in the jewelry industry are built with many dropdowns where you choose ring size and which diamond you want. However, VANBRUUN was inspired by the car industry, which works a lot with configurators, and they discovered that almost all car brands have a configurator with the product visualized on the left and the choices on the right.
“We compare ourselves a lot with the car industry because we are not just selling a product, but we are creating a memory with the customer. It's not enough to just have a lot of dropdowns, you have to understand the idea. You go along on a journey and hold them by the hand,” explains Victor. Through a visualized product, the customer can gradually make informed choices, just as when buying a car.
VANBRUUN's new product configurator guides the customer step by step through each choice.
Focus on customer experience permeates the entire website, both in design and function.
Design upgrade
Along with VANBRUUN's new composable solution, an opportunity has also been taken to update the e‑commerce design. The new solution gives VANBRUUN the opportunity to customize each product page more uniquely than before.
“We don't want a generic and conversion-optimized design. The most important thing is not that we sell as much as possible, but that we create the best impression and memory for the customer as possible. If you have a site with a strong profile, then you have a site that stands out. VANBRUUN's site has a lot of brand and storytelling, so it has been important to highlight that we are not just selling products, but we are all this other stuff around.” says Victor.
On the initiative of VANBRUUN's marketing manager Karolina Arvidsson, among other things, the website's menu has been updated, and the boxes around product images have been removed. Karolina's design work and commitment to the project have elevated the entire e‑commerce. Nowadays, VANBRUUN has greater flexibility to be able to change product pages, and the customer experience is better when all information is not crammed onto a single page.
Strong profiling on VANBRUUN's new e‑commerce after Karolina Arvidsson's commitment and design work.
VANBRUUN dares to challenge the industry
The project has been ongoing for a little more than a year and has led to a customized e‑commerce with better performance and flexibility for VANBRUUN. The project has also contributed to Webbhuset continuing to develop its architecture and remaining at the forefront of technology. Webbhuset's technical manager Albert Dahlin is impressed with how Victor Halvarsson dares to challenge the industry and Victor himself is very satisfied with the project and the collaboration.
“It has gone very well. We have agilely taken problems to solutions continuously from planning the site to launching it and even now when we continue to further develop it,” says Victor.
Sales boost
After the launch, VANBRUUN has received a lot of positive feedback from customers and there has been a significant sales boost. Especially in Norway, where the new e‑commerce was launched first, but also in the Swedish market. Apart from the customer feedback, the project has also received positive feedback internally, as the work process has become faster and simpler for the employees. The work can be divided, and more people can work on and manage the website, which facilitates the work at VANBRUUN.
“We are always looking to further develop the site, but right now we want a little breather and have time to settle before we move on. It's a bit like we have built a house, and we know we are going to build a garage, but we must wait until we have furnished the house so it's completed first.” explains Victor.
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