Morellato Group: Matching ecommerce platforms to diverse brands

About Morellato Group

Specializing in Italian-designed products, Morellato Group is Italy’s largest retailer of jewellery and watches, distributing to 3,000 stores in 45 countries across Europe, the Middle East, and Asia.

Industries: Retail
Location: Italy

About ICOA

ICOA is an ICT consultancy specializing in digital transformation. A longtime Google Partner based in Rome, ICOA caters to select customers in Italy and abroad.

With optimized ecommerce solutions built by ICOA on Google Cloud Platform, major jewelry retailer Morellato Group improves customer experience online and offline across its diverse brands.

Google Cloud Results

  • Cuts website page load times from two seconds to 200 milliseconds
  • Connects at speed to legacy servers with great security using Google Cloud VPN
  • Allocates resources appropriately between diverse brands with GCP pricing

Morellato Group is one of Europe’s leading retailers of jewelry and watches, operating brands including Morellato, Sector No Limits, Philip Watch, Lucien Rochat, Chronostar, and Bluespirit. In an increasingly competitive environment, Morellato Group looked to enhance its ecommerce platforms to improve online sales and marketing. That’s why the company acquired Kronoshop, an online-only retailer, in 2017. Using the innovative, flexible ecommerce platform Kronoshop developed with ICOA on Google Cloud Platform (read more about that project, here), Morellato Group planned to reinvigorate its brands with a better understanding of customer journeys, faster websites, and improved features.

“For an organization like Morellato Group, with multiple brands and 150 stores in Italy alone, the flexibility of Google Cloud Platform is an ideal foundation for strategic development. It offers a scalable, cost-effective platform that means we can manage our investment in each brand.”

Valerio De Rubeis, co-founder and CMO, Kronoshop

“We work in a traditional market, so digital advances are really the best way for Morellato Group to step ahead of the competition,” says Valerio De Rubeis, co-founder at Kronoshop and Morellato’s Group eCommerce Project Manager. “The first step in the process was to build a clear vision of online customers and the way they make decisions. That meant breaking down silos of information and integrating legacy systems.” To do that, Morellato Group implemented variants of the Kronoshop ecommerce system, built on Google Cloud Platform (GCP) by ICOA.

“For an organization like Morellato Group, with multiple brands and 150 stores in Italy alone, the flexibility of Google Cloud Platform is an ideal foundation for strategic development,” says Valerio. “It offers a scalable, cost-effective platform that means we can manage our investment in each brand.”

Optimizing for speed to offer new features

Integrating legacy systems into dynamic ecommerce platforms is a challenge for any retailer. For organizations operating multiple brands, that challenge is multiplied by the diverse needs and budgets of each outlet. At the same time, Morellato Group looked to pull together information from each customer in a single place, to track purchase journeys, analyze behavior, and improve service.

Delivering that level of integration was not possible using Morellato Group’s legacy, standalone, ecommerce solution based on on-premises servers. Queries to those servers had to pass through several staging servers in order to load pages on Morellato’s ecommerce site, delaying transfers of information and meaning customers could not navigate the sites at speed.

“The legacy server environment was on a different network, so we implemented Google Cloud VPN. Now we can rely on very secure, private, and fast connections with those servers. That’s one example of how we optimize the entire stack for performance and improve the online shopping experience.”

Fabio Politi, Chief Software Engineer, ICOA

“The staging servers were not optimized,” says Fabio Politi, Chief Software Engineer at ICOA. “As a result, launching a query and loading a webpage could take up to two seconds.” Those kinds of delays made certain retail features too frustrating to implement, such as click and collect, whereby customers order products online and pick them up at local stores. Morellato Group looked to connect and improve online and offline retail experiences with fast, flexible ecommerce platforms.

To do that, Morellato Group implemented the solution designed by ICOA and Kronoshop on Google Cloud Platform. In order to improve performance, Google Compute Engine instances optimized for caching combine with critical rendering path generation on Puppeteer to take page load times down to 200 milliseconds. That speed permits dynamic rendering, delivering the ideal experience for customers based on the device from which they send the request. Thanks to that additional speed, Morellato Group can offer more complex products to its customers, combining all customer information in the cloud to expedite click and collect and other personalised services, such as a “design your own bracelet” function. Thanks to the GCP pay-as-you-go pricing system, Morellato Group can tailor its investment in each brand according its audience and infrastructure needs.

“The legacy server environment was on a different network, so we implemented Google Cloud VPN,” says Fabio. “Now we can rely on very secure, private, and fast connections with those servers. That’s one example of how we optimize the entire stack for performance and improve the online shopping experience.”

“This is a full solution with a flexible structure that solves multiple security problems. That means we can work together with our physical retailers in a new, omnichannel organization. Google Cloud VPN gives us security that enhances reliability and make that possible.”

Valerio De Rubeis, co-founder and CMO, Kronoshop

Creating new platforms and connecting the whole

With the new ecommerce platforms, Morellato Group has cut two-second page-load times down to less than 200 milliseconds. Five brands from the group are already live with the new platforms, with more to come. As a next step, Morellato Group are looking to switch to a microservices architecture on Docker using Google Kubernetes Engine.

“This is a full solution with a flexible structure that solves multiple security problems,” says Valerio. “That means we can work together with our physical retailers in a new, omnichannel organization. Google Cloud VPN give us security that enhances reliability and make that possible.”

About Morellato Group

Specializing in Italian-designed products, Morellato Group is Italy’s largest retailer of jewellery and watches, distributing to 3,000 stores in 45 countries across Europe, the Middle East, and Asia.

Industries: Retail
Location: Italy

About ICOA

ICOA is an ICT consultancy specializing in digital transformation. A longtime Google Partner based in Rome, ICOA caters to select customers in Italy and abroad.

Google Cloud Platform logo

12 Months FREE TRIAL

Try Kubernetes Engine, BigQuery, and other Cloud Platform products with $300 in free credit and 12 months.

TRY IT FREE
Google Cloud Platform logo

12 Months FREE TRIAL

Try Kubernetes Engine, BigQuery, and other Cloud Platform products with $300 in free credit and 12 months.

TRY IT FREE