A revamped server architecture boosts traffic allowance, increasing the conversion rate by 29.8% YoY.
Customer Experience Strategy
What started in 2013 as a scrappy startup founded by two college dropouts is now MVMT, the fastest growing watch brand in the world. Selling through Shopify Plus to more than 160 countries, the brand was recently acquired by Movado Group for $100M. You may know them for their social media marketing campaigns that powered their growth and bolstered them into multi-million dollar success, but Corra’s team knows MVMT best from behind the scenes: architecting a technology framework that supports the high volumes of traffic these campaigns garner. MVMT enrolled in our TotalCare program to kick off a new CX and optimization roadmap and receive 24/7 frontend and backend support.
As the fastest growing global watch brand, MVMT quickly outgrew their previous agency and needed a new partner with strong technology capabilities that could support their growth acceleration initiatives. They trusted Corra to architect a new server environment to handle peak loads of traffic associated with promotional marketing campaigns and flash sales.
MVMT’s previous single-server architecture was supporting a middleware that fed order and user location data from Shopify to their ERP, SAP (a resource planning software for multi-warehouse management). In return, the ERP performed inventory checks depending on the user’s location. The challenge was that this setup was susceptible to crashing during traffic spikes. There was no “back up plan” if their server went down. MVMT was facing the risk of having their site crash during the most profitable time of the year.
Corra’s contributions have proven vital during the holiday season, when MVMT regularly experiences traffic spikes of 20%-30% more than their daily averages. We completely revamped their single-server environment to include a load balancer that utilized three servers to strategically balance the API requests– two for order data and location data, and one for back office functionality (reporting, inventory management, warehouse management, shipping information etc.)
The new architecture Corra built is inherently safer and can handle 25-30x more traffic associated with API and webhook calls at any given time (compared to 5-6x with their previous setup). MVMT’s team can now enjoy the freedom to launch promotional campaigns and rest assured knowing they don’t have to worry about their site crashing during peak traffic hours.