Launching a Global Unified Online Retail Experience

A global private equity–owned leader in consumer sewing and craft technology partnered with CapTech to modernize commerce, scale direct-to-consumer growth, and unlock new digital revenue streams. Operating across multiple brands, regions, and legacy systems, the client required a unified platform to reduce complexity, accelerate expansion, and improve the customer experience.

CapTech served as both a strategic advisor and delivery partner, leading a multi-year transformation spanning global e-commerce re-platforming, subscription enablement, unified identity, and embedded MarTech capabilities.

This effort transitioned the organization from fragmented, regionally siloed systems to a scalable, global platform supporting growth across North America, EMEA, and LATAM.

The client operated in a complex, fragmented technology landscape across four brands and multiple regions. Customers were required to manage multiple accounts across brands and systems. The customer journey was fragmented and disjoint across channels and systems

Independent e-commerce platforms, CMS instances, and fragmented customer identity created high costs, duplicated effort, and inconsistent customer experiences. In addition, product data was dispersed across CMS platforms, spreadsheets, and regional ERPs, while localized commerce rules and global distribution added operational complexity. 

At the same time, the organization faced aggressive private equity growth targets, tight timelines, and cost-reduction mandates—all while maintaining ongoing operations.

CapTech led and executed a multi-phased commerce modernization and operating model transformation spanning both technology and business operations. The team provided senior program and technology leadership, coordinating delivery across internal IT teams, vendor partners, marketing organizations, and two global delivery centers.

Unified Commerce

• Consolidated three physical brands and one digital brand into a flagship Shopify Plus experience, reducing platform sprawl and enabling cross-brand merchandising
• Implemented modern analytics and customer support tools to improve conversion and reduce support costs
• Developed an “n+1” blueprint architecture enabling rapid rollout of new Shopify storefronts for additional Shopify markets 

Rebrand & User Experience

• Delivered a cohesive, rebranded customer experience across web, mobile, and connected products
• Advised on acquisition strategy, promotional offers, and product monetization aligning to technical capabilities
• Produced creative assets, including launch media and short-form advertising content

Global Commerce Enablement

• Integrated e-commerce with regional ERP and 3PL systems to support fulfillment across dispersed warehouses in across North America and Europe 
• Partnered with regional teams to ensure accurate localization of pricing, catalogs, language, and product availability

Unified Identity

• Assessed current identity systems, evaluated SaaS options, and implemented a modern IAM solution
• Seamlessly transitioned authentication providers for thousands of connected machines without requiring device updates
• Built authentication and a token management solution to support SSO across 10 digital properties, mobile apps, and connected devices
• Deployed unified identity across 15+ countries spanning North America, LATAM, and EMEA mitigating GDPR and compliance concerns

Product Data & PIM Transformation

• Designed a standardized product data model that enabled reuse of core product specifications while keeping regional differences and translations across 14 markets
• Implemented and operationalized Salsify as an enterprise PIM platform
• Built automated workflows and integrations between PIM and regional Shopify storefronts

Through incremental release cycles, CapTech was able to successfully deploy a scalable, modern commerce ecosystem while delivering against aggressive timeline and cost objectives.

Key outcomes included:

• Launched net new direct-to-consumer sales in 11 new European markets that were traditionally dealer-only countries
• Expanded unified identity and SSO across 15+ countries and 10+ platforms supporting 20k+ monthly active users
• Reduced manual product management activities and content management by 300% enabling scale without increasing headcount
• Reduced technology footprint and IT spend by 60%
• Delivered multiple on-time launches across regions and channels
• Increased captured customer accounts by 250% within six months