How did Pyrex outshine E-Commerce demands with VISEO & Shopify?

The year 2022 marked a time for new beginnings. Pyrex, held by La Maison Française du Verre, is known across the globe for its heat-resistant borosilicate glass.

With a long and rich history spanning over a century, Pyrex has become a dominant force in the glassware industry. Following the formation of La Maison Française du Verre (Pyrex/Duralex), the company needed a platform that fully supports the desire for global expansion.

VISEO has been a trusted partner to the French giant on its e-commerce journey with Shopify since 2018. We are now approaching the three-year mark since VISEO reimagined the brand’s e-commerce strategy. Let’s take a look at some key business transformations:

• 117% sales growth
• Steady conversion rate
• 1,800 returning customers in 2022
• Customised e-commerce sites in 8* countries

The store experienced incredible gains in its conversion rate and sustainable sales. But this success wasn’t always the case for the group. Before replatforming, its e-commerce business had faced numerous challenges.

What were the challenges that the group faced before migrating to Shopify?

Pyrex was previously using Magento, where they encountered major usability problems. The brand was looking for a multi-country platform that was easy to configure and maintain. Understanding that marketing works differently across the world, Pyrex wanted to have a dedicated store for each country to allow local teams more autonomy in managing their own campaigns and product catalogue.

• 2018: When their needs were not being met, Pyrex made the decision to migrate and found a new home in Shopify.
• 2021:
  • Pyrex faced a new challenge: how to get a user-friendly mobile interface? To solve this, VISEO set up a benchmark analysis and identified various opportunities for improvement. By placing UX design at the heart of our strategy, we revamped the mobile experience for Pyrex customers and enabled the brand to fully take advantage of Shopify’s application ecosystem.
  • In the same year, VISEO worked with Pyrex to launch an entirely new and robust B2B portal within one month. We launched a B2B storefront within the France e-commerce site by leveraging the Shopify Wholesale channel to ensure a seamless buyer experience, ultimately saving the Pyrex team valuable time.

• 2020-2022: Pyrex’s goal was to continue its market expansion. VISEO helped the brand set up a Product Information Management (PIM) system with QUABLE. The PIM solution centralised product repositories for Shopify D2C, marketplaces and offline stores, making the platform easier to manage.

A winning collaboration: VISEO and Shopify make a perfect match

As a long-term partner for Pyrex, VISEO has been there every step of the way, from designing the e-commerce strategy and building new Shopify e-commerce websites to creating the PIM solution. When Pyrex sought to replatform, VISEO’s expertise in Shopify made it the obvious choice.

“We approached VISEO because it is an official partner for Shopify with a extensive experience in launching e-commerce websites. Initially, we were torn between choosing Magento 2 or Shopify as our platform of choice. After a few discovery sessions with VISEO, we were confident in moving forward with Shopify. Looking back, it was an easy decision. VISEO and Shopify make a perfect match for delivering an intuitive and scalable solution for our future.” says a Pyrex representative.

How has VISEO helped to create an e-commerce platform of their dreams?

With VISEO, La Maison Française du Verre successfully launched a new and enhanced customer experience. In 2022 alone, Duralex and Pyrex enjoyed the following results:

• Created a fantastic international experience through an improved site flow. The brands now operates multi-country stores. By using the drop-down menu, customers can easily select their country or region, such as Europe or the UK, and their preferred currency. American customers are directed to an external retailer seamlessly.
• Harnessed the power of stored value by introducing gift cards that support in-store redemption. Customers tend to spend more when using gift cards.
• Improved customer journey with an auto-update cart functionality. Whenever an item is added, the cart automatically updates the quantity, which speeds up the purchasing journey and helps the store monitor stock levels, reduce cart abandonment, and convert potential sales.
• Revamped the Product Display Pages (PDPs) to create a more engaging digital shopping experience. New elements such as informative pictograms and hover images help capture attention, keep the product top-of-mind, and improve conversions.
• Used Search Engine Optimization (SEO) to boost the search engine ranking for the Pyrex store, driving more traffic and attracting new customers.
• Enhanced product pages with a mega menu and new tabs for product descriptions and key technical information that aid customers in their decision-making process.
• Created a more user-friendly mobile experience, capitalising on the improvements made to the mobile interface.

More exciting features are in the pipeline, including adding colour swatches to the Product Listing Page (PLP) and PDP, as well as offering customers the ability to personalise their Pyrex products with engraving.

Ready to thrive in 2025

After a successful year, La Maison Française du Verre is now planning for further expansion. In 2023, the company aims to open global storefronts in 27 countries and provide services in 7 different languages.

“It will be challenging to accelerate the growth of our e-commerce footprint globally. However, we are confident we will meet our business goals with the help of VISEO, who has made managing Shopify a breeze!” concludes the Pyrex representative.