United Colors of Benetton
- Project completed
- 2025
United Colors of Benetton is a globally recognized brand. For over 50 years, it has not only delighted customers with stylish, high-quality clothing but has also consistently captured attention with its bold and provocative advertising campaigns.
Our collaboration with the brand began in 2017, with the launch of the first website featuring an adapted Italian design in June 2017. In 2022, we undertook a large-scale redesign (project specifications spanned 140 pages) to align with the brand’s updated standards and the specifics of Russian e-commerce.
Design
At the initial stage, we developed prototypes for all website pages and conducted intensive usability testing to ensure logical navigation and predictability.
The design focused on product presentation: minimalist design with large product photos, clean typography, and intuitive navigation. Adaptive cross-browser layouts were built using Vue.js, with reactive page updates and Ajax-powered catalog loading. Together, these elements created a modern, user-friendly interface that ensured speed and responsiveness.
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Lamoda Fulfillment
Our company was among the first to integrate Lamoda’s fulfillment service. This system automates the entire order cycle — from checkout to delivery — synchronizing product data, order statuses, and delivery details.
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The fulfillment service offers multiple delivery options:
- Courier delivery
- Russian Post (for regions without courier coverage)
- Pick-up points, selectable from a list or interactive map
- In-store pickup at Benetton stores (where available).
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User-Generated Content (UGC)
Research shows that users trust customer-generated content more. We integrated Frisbuy to display social media photo previews in adaptable blocks across website pages.
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1С и Order Management System (OMS)
We configured seamless integration between 1C and the OMS, enabling e-commerce businesses to optimize data exchange for orders and status tracking.
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Some more useful tools
Elasticsearch for smart, fast-indexing search with associative learning and recommendations. DaData for address suggestions. BigQuery for feed management.
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Payment systems
Integrated online payments via “YooMoney” and the “Dolyami” installment plan (4 interest-free payments). “Atol” was added for automatic online receipt printing to meet accounting and legal requirements.
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Advanced Analytics
from leading services: “Yandex.Metrica”, “Google Analytics”, “Google Tag Manager”, and “Segment Stream”. Additionally, integration with advanced e-commerce functions of Yandex and Google Analytics has been implemented for data collection, sales funnel analysis, tracking of average check, conversion, etc.
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Mobile App Integration
Compatibility with Benetton’s ImShop apps is ensured:
- B2C: product data synchronization, stock levels, and loyalty program details for seamless ordering.
- B2B: order status updates and assembly tasks for offline stores.
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Mindbox Integration
We implemented deep integration with the service, which added:
- For users: personalized recommendations, subscriptions, SMS authorization, and notifications.;
- For the project: flexible content management (pop-ups, banners, widgets) and targeted discount campaigns.
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Loyalty Programs
- COLOR CLUB: a loyalty program tracking online/offline purchases, with point accrual and redemption;
- Aeroflot Bonus: earn and redeem miles for purchases;
- Dedicated program for stylists.
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Get4click Integration
This service provides customers with exclusive offers after every in-store purchase.
Promo page builder
We developed a promo page builder, empowering content managers to create campaign landing pages independently.
Client Testimonial
Darya Rychagova
Head of E-commerce, Benetton Group (2020–2024)
