300+ boutiques in one e-commerce platform

Consumers are increasingly looking online for luxury fashion and unique items; but despite the increasing demand, specialist luxury fashion retailers were not (yet) online. Winkelstraat.nl wanted to be the first in the Netherlands to develop a commerce platform that combines the high-end shopping boutique experience with online shopping and complete e-commerce fulfilment. Together with Winkelstraat.nl, iO developed the Magento multi shop commerce platform, the iO PIM system and the in-store platform for boutiques: DOCK, an iOS app and the entire logistics integration.




Luxury fashion items from 300+ boutiques on one webshop


A Magento multi shop commerce platform, a PIM system and the in-store platform for boutiques: DOCK, an iOS app and the entire logistics integration

Cross-channel commerce platform

For many retailers, the decision to invest in a webshop comes only after a lot of careful consideration. That makes sense, because the implementation and especially the running of a successful webshop can be daunting for independent retailers. Creating unique content, marketing, optimisation, maintenance, continued development and more... Winkelstraat.nl takes the pressure off the retailer and combines the forces of the best boutiques in a single cross-channel e-commerce platform. All of the complex e-commerce affairs are taken care of. New boutiques can join the collective quickly and easily and have their own webshop up and running in no time at all. This gives retailers the option of making their exclusive collections and unique items available online.

At the end of 2016, the international and even more luxurious sister of Winkelstraat.nl launched Boutique24.com. This expansion not only provided an English-language version of the platform but gives fashion lovers the opportunity to find and purchase luxury fashion from newly affiliated boutiques in cities such as Milan, Rome, Paris and Florence.

"Every day, we strive for maximum returns. The cooperation with iO is intensive and very productive."

Joost van der Veer

Joost van der Veer, CEO Winkelstraat.nl

Product information management

Winkelstraat.nl focuses on convenience for both the retailer and the consumer. For example, the retailer can have their collections photographed in Winkelstraat.nl’s professional studio. iO’s Product Information Manager (PIM) links these images to the items in question. Managing the collection is easy. With the help of a tablet web application (DOCK), the retailer can walk through their store and manage their stock minute by minute. The retailer receives instant notification when an order is placed which allows Winkelstraat.nl to guarantee rapid delivery of its orders.

Consumers will always have a pleasant shopping experience. The webshop is fully optimised for desktop, tablet and mobile devices. A clear and easy-to-understand navigational structure and extensive search, filter and sorting options make the collections easy to find. The extensive and exclusive product range is perfectly captured with professional product photography. Item availability is linked directly to the retailer application and updated in real time. The checkout process is short and clear and purchases are delivered in luxury packaging with a personal twist. A unique customer experience from webshop to doorstep.


iOS app

Most visitors to Winkelstraat.nl arrive at the platform through the mobile phone and a large percentage of users also buy using their smartphones. To offer these users an even better service experience, Winkelstraat.nl asked iO to develop an iOS app. The native iOS app offers users the same level of service as the online commerce platform but is just a little more focused on experience: discovering collections and a seamless customer journey. The app contains all commonly used payment methods and thanks to an intuitive user flow, users can place their order quickly and easily.


Full commerce support

iO have supported Winkelstraat.nl with the implementation and development of this ambitious platform from the very beginning. During the initial phase, iO contributed ideas about the platform’s technical feasibility and the architecture required. The wireframes that iO developed formed the foundation for the webshop’s user-friendly interface. iO was responsible for the technical realisation of the entire platform and the management environment for the retailers. Furthermore, iO’s PIM was used for the management and enrichment of product information. This ensures that all product information is uniform and of the best possible quality.

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