Liip has developed a website for Jaeger-LeCoultre, which manages the difficult feat of conveying a feeling of luxury and prestige through an electronic mass medium.
Jaeger-LeCoultre has been producing exclusive timepieces since 1833. It was important therefore that its new website reflected the rich history and traditions of the brand and properly showcased the superb quality of its watches and clocks.
Liip undertook a complete overhaul of the existing website without disrupting service for users. At the top of the to-do list was performance optimisation, in other words fine-tuning the website’s mechanics. With monthly visitor numbers in excess of 500,000, the inner workings of the new website had to be able to cope with such high pressure. Just like watches, internal mechanisms are what distinguish a high-calibre website from a low-rent one.
Making the complex simple
For Liip and :ratio, the challenge was presenting complex products in an accessible way. Two centuries of expertise in the manufacture of prestige timepieces simply cannot be shoehorned into ready-made product pages. In one product, there can be as many as 56 different factors which have to be freely configurable. Visitors to the Jaeger-LeCoultre website now have the option of calling up detailed information on their chosen product or simply selecting the watch they want and going directly to the check-out.
Global customer base
The website is targeted at an international and mobile public. Visitors can now search for points of sale around the world. Regardless of their preferred language (German, French, English, Spanish, Chinese and Japanese), visitors are able to locate their nearest Jaeger-LeCoultre retailer and view prices in their local currency. Thanks to responsive design, visitors viewing the site on a mobile device can also enjoy its full range of features.
Fine-tuning the back end
The website back end was completely overhauled to improve the virtual shopping experience for users. Two redundant application servers using Symfony 2, coupled with a doctrine database abstraction layer, communicate with the Richemont and Jaeger-LeCoultre APIs. To optimise front-end performance, Liip decided to incorporate double caching. While the content delivery network (CDN) ensures the regional distribution of assets, the varnish proxy cache relieves the pressure on the two redundant application servers. The high-performance search function was built using Solr. HTML5- Standard was used for the front end.
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