Designing the best shopping experience using MACH tech
If you’re not moving forward, you’re falling behind.
This is true in so many areas and, in retail, it’s one of the biggest truths going. The industry moves at lightspeed. It’s shaped by what customers want and by tech that’s getting smarter and more sophisticated month after month and year after year.
It’s why the best and most ambitious retailers out there move with the times. They don’t just embrace change; they relish it. And they see it as an opportunity to do more, to do it better, and to have happier shoppers and associates (as well as a more profitable business).
This is exactly what the Nordic powerhouse, Varner, has done.
Varner has some of the region's biggest brands under its umbrella including Cubus, Levi’s Store, Dressmann, Bik Bok, Junkyard, Carlings, and Volt. The question Varner was facing was how to craft and create the best shopping experiences going across all of these brands.
To answer this question, Varner turned to a MACH-approach.
Jon Martin Skranes, a retail architect at Varner, explains: "The decision to go with the MACH approach aligns perfectly with our workflow. It allows us the flexibility, scalability, and rapid adaptability we need to stay competitive in the retail sector. It’s the best fit for how we work with tech at Varner. It gives us agility and allows us to pick and choose the best products in the cloud for different scenarios. This architectural strategy is crucial for us as it supports our goal to quickly respond to market changes and consumer expectations."
A customer-centric approach
Meeting those consumer expectations is the Holy Grail. Modern shoppers are dynamic and diverse, blending digital savviness with an appreciation for in-store experiences. They're the epitome of the "always connected" generation, expecting seamless integration between their online and offline shopping worlds.
They’re savvy, selective, and always searching for the next best thing – all while expecting nothing less than exceptional. They want a flawless and personalized service, rapid responses to inquiries, and a shopping journey that's as enjoyable as it is efficient. They demand convenience and efficiency, craving quick and easy transactions, whether they're buying online or picking up a new outfit in-store. They expect retailers to remember their preferences, provide real-time inventory updates, and offer flexible delivery options.
Jon Martin Skranes continues:
“An important principle for us here at Varner is that we meet the customer wherever they are, whether that's in our physical stores or our e-commerce sites. And having a headless approach has really helped us to do that and to be future-proof.
“What’s more, utilizing microservices architecture has fundamentally changed how we operate. By allowing each team to develop, deploy, and scale their components independently, we can work in parallel on various features without bottleneck issues, which is critical given our ambitious timelines. This approach not only speeds up development but also helps us manage complex systems more efficiently.
"The ability to rapidly adapt and scale our systems according to traffic fluctuations is crucial. Cloud-native microservices provide this flexibility, ensuring that we can increase resources during high traffic periods like sales without compromising system performance, thereby maintaining a seamless customer experience."
Susanne Kvilvang-Daae Fasting, Product Owner Varner Tech Sales, adds: “We want to give our customers a seamless experience across all channels. One of the best things about a MACH approach and using a SaaS (software-as-a-service) solution is that it has continuous development. Customer expectations are always going to change. We know that. So using tech that is always being developed and improved - as well as having a relationship with a tech partner where you continue to collaborate and make each other better - is very important.”
To summarize, here’s why Varner went for a MACH approach to build the best shopping experiences:
1. Agility & flexibility
Varner chose MACH principles to gain agility and flexibility in their tech architecture. By adopting cloud-native, microservices solutions, they can select the best tools for specific scenarios and scale components efficiently.
2. Customer-centric focus
Varner’s goal is to provide seamless, omnichannel customer experiences, ensuring shoppers have a consistent experience across all touchpoints.
3. API-first and headless capabilities
API-first and headless capabilities simplify integrations and enable fast development. This empowered Varner’s product teams to work independently and in parallel, meeting tight deadlines.
4. Real-time data and integration
Varner emphasized the importance of real-time data synchronization and have chosen solutions like Sitoo that excel at integrating with third-party systems, eliminating delays caused by older file-based integration models.
5. Scalability and cost efficiency
Using a cloud-native approach allowed Varner to scale specific components up or down, ensuring cost efficiency without compromising performance.
6. Continuous innovation
The MACH architecture, along with ongoing software updates, ensures Varner can evolve with changing customer expectations and technological advancements.
7. Future-proofing
By meeting customers "wherever they are" through physical stores or ecomm, Varner's headless setup enables them to adapt quickly to industry shifts and stay competitive.
The MACH approach offers greater flexibility, faster innovation, and more resilient systems. It's not just about keeping up with the competition - it's about staying ahead.
The MACH Alliance certifies vendors who adhere to these principles, ensuring that the technology you adopt is built for the future. By choosing MACH-certified solutions, you're investing in a tech ecosystem that is ready to scale, adapt, and innovate alongside your business.
The future of retail tech is modular, scalable, and incredibly agile. The MACH approach equips you with the tools to meet new shopping behaviors head-on, delivering seamless, personalized experiences that delight customers and keep them coming back.
