A Multi-Billion Dollar Computer Parts Brand Reimagined Their D2C Commerce for Enhanced Product Discovery and Interactivty
The Fastest Route to the PC of Your Dreams
Long recognized as the go-to-destination for computer enthusiasts seeking to source the highest performing PC components, Corsair has teamed up with industry leaders Corra and strategic partners, Shopify Plus, Contentful, and Algolia, to architect a site experience of intuitive navigation for thousands of complex components.
Corsair’s new D2C solution raises the industry standard for digital asset management, content delivery, and composable commerce.
Together, Corra &
A Manageable, Customizable, and Interactive Experience for 10,000 Products
Purchasing PC components requires intricate compatibility considerations like cooling systems being compatible with case design and making sure users have enough VRAM to run modern games.
To best facilitate their users navigating these complex product requirements, Corsair’s main goal was to migrate away from their previous offering, an overly complex solution platformed on Hybris, and into a manageable yet highly customizable online experience that creates a seamless and helpful product selection process for customers.
A Modern SaaS Platform
Shopify was selected as the foundation of Corsair's solution. Between Shopify’s nearly 30% market share of ecommerce platform usage in North America, their 99.99% uptime, out-of-the-box best-in-class checkout, and low cost of ownership, Shopify provides brands in every stage of growth a reliable and scalable solution.
As opposed to the previous solution, Shopify Plus has a low cost of ownership while “cloud solutions”, like Hybris, often are more expensive due to hosting, maintenance, and upgrade costs. Using Shopify Plus means brands can take the time they previously spent managing their commerce solution and instead use that time to innovate and develop their commerce experience.
A Composable CMS with Contentful
A best-of-breed CMS was needed to facilitate the management of how products are displayed and navigated, and Contentful’s composable CMS fit the bill. An API-first content management platform specializing in publishing digital assets from multiple sources into one channel to make content discoverable and reusable where product optionality and configuration compatibility is streamlined into dropdown boxes and clear configuration tables. The management of 10,000 complex products is as simple as scrolling a drop-down menu.
Full Composability with Pylot
Because of the flexibility needed on the frontend, we recommended the client adopt a composable architecture. Composable architectures are built as a collection of independent, reusable components that can be combined and reconfigured to enable all business-critical functions. This modular component style makes updates to the frontend easier and more efficient.
Corra used our Pylot accelerator, a platform agnostic headless storefront and composable framework, to create a rich set of experiences around Corsair’s products. Pylot offers a composable foundation that can be molded to a brand’s initiatives. With its receptivity to third party vendors and its native storefront optionality, there is no better foundation for a modern commerce solution than Pylot.
Interactive Hotspots Drive User Engagement
Corsair’s website is highly interactive, with one feature involving an animated PC setup. As shoppers click hotspots on the animated computer, they are presented with detailed product information and purchase options on-site. The animated setup also offers compatible product recommendations for the component being explored. Interactive hotspots make shopping an engaged experience where users learn about which products best suit their needs through spending time on the website.
Configuration Tables Allow Easy Development, Flexible Presentation
Easy to edit configuration tables allow developers to select from dropdown menus of configuration options for each product. Pylot accelerator’s compatibility with composable vendors is highlighted in this feature—what previously would have been a labor-intensive slog to exhibit all the product optionality is now a dropdown menu with graphics that update in real-time. This makes development and in-house website management as simple as navigating options in a dropdown menu.
Most of the website’s data is disseminated through these configuration tables making shopping for complex technical computer parts intuitive and time-efficient.
Complex Product Inventory Management Made Simple
When a customer sees a 750-watt power supply that is sold out, a “notify me” feature when the product is back in stock will appear. This notification is the work of complex custom interplay between Corsair’s product inventory management system, multiple potential inventory warehouses, and Contentful.
The implementation of Contentful with Pylot rendered sophisticated variables into usable dropdown menus, allowing the Corsair team to ultimately be self-sufficient and take further development in-house.
PWA’s and Mobile Performance
It’s well known that a site’s mobile performance is as important as its desktop performance. The mobile conversion gap is a real issue, and we’re dedicated to helping solve it.
In our estimation, the best way to solve that troubling gap is to make sure any new commerce solution is a PWA, which will optimize speed and performance on mobile, limiting abandoned carts and delivering a revenue-driving site that performs like an app.
PWAs offer speed and other mobile performance benefits that put emphasis on mobile users. Corsair’s website highlights PWA’s excellent performance for large-scale enterprise brands with content-filled websites.
Using Algolia’s AI-powered keyword and neural search, customers can efficiently find the items they’re looking for and receive personalized recommendations based on their browsing history.
With AI search, customers need only the slightest idea of what they’re looking for before the AI-powered systems analyze their profile and deliver them a product they might not have even known they needed.
Room for Legacy and New Content
A brand like Corsair has tens of thousands of products which means implementing a fast-performing website able to receive new content can be difficult.
Using our Pylot framework, Corsair’s new website brought over content for nearly 2000 pieces of legacy content, while also using Contentful to allow new content to be added efficiently.
When the job is done right, a composable system will not only offer the greatest flexibility, it will also offer the highest level of performance.
Composable commerce allows merchants to build experiences that were previously impossible and the Corsair website is a prime example of that. Showcasing this much data while having it be scalable to business initiatives isn’t possible without a move to composable.
The experience of the website is one-of-a-kind, and the numbers back that up. Corsair’s Prime Day revenue nearly doubled YoY, and their conversion rate on Prime Day followed suit, doubling the days before and after Prime Day.
The complexity of this project required some custom developments to the Shopify platform, but after the success of the site those custom developments are now native to the Shopify platform making Shopify Plus a go-to option for modern, composable solutions.
Commerce experiences are very large ecosystems composed of internal stakeholders, websites, marketing initiatives, and more. When a project as large as Corsair’s new website is successful, it means that all those disparate parts are pulled together and pushed in the same direction. Corsair’s website is an example of complex systems utilizing their interdependencies to deliver an end-result greater than the contributing parts.