Project Overview
A UK heritage department store with 28 stores, £840M annual revenue, 4.2M loyalty cardholders, and an aging Or...
Technology Stack
Compliance & Standards
The Challenge
A UK heritage department store with 28 stores, £840M annual revenue, 4.2M loyalty cardholders, and an aging Oracle ATG (Oracle Commerce) eCommerce platform needed a full digital transformation — migrating to headless commerce, launching a unified loyalty platform, and enabling omnichannel capabilities (BOPIS, ROPIS, endless aisle). UK Consumer Rights Act, PECR, UK GDPR, PCI-DSS SAQ-A, WCAG 2.1 AA, and Equality Act 2010 were mandatory. Budget: £200,000.
Our Approach
Headless Commerce Migration from Oracle ATG
Oracle ATG (now Oracle Commerce) is a Java-based legacy commerce platform — complex to maintain, slow to deploy, and Core Web Vitals performance below Google's standards.
Migration
Shopify Plus (product catalogue, checkout, inventory, order management) + Next.js 14 App Router frontend (full Creative control — LCP 1.1s vs ATG 4.2s).
Data migration
8.4M SKUs, 28 stores inventory, 12 years order history, 4.2M customer accounts (Shopify Customer Import API).
Zero downtime cutover
traffic switched via DNS over 4-hour maintenance window — no mid-transaction cutover.
A/B test before full switch
- 10% traffic to new platform for 2 weeks (Core Web Vitals, conversion rate validation) before 100% cutover.
- Loyalty Platform Unification — 4.2
Legacy loyalty
separate systems for in-store (loyalty card scan at till — Oracle POS) and online (separate points balance).
Customer frustration
in-store and online points don't merge, redemption only in-store.
Unified loyalty
- single customer profile (email or loyalty card number as primary key), real-time points balance (in-store transaction via POS webhook → points credited in <
- 30 seconds), online redemption (Shopify Scripts discount code generated from points balance), and tiered rewards (Bronze/Silver/Gold/Platinum — spending thresholds triggering tier upgrade).
UK GDPR
4.2M customer profiles migrated with consent refresh (email campaign — re-consent for marketing, 72% consent rate).
BOPIS and Click and Collect
BOPIS (Buy Online Pick Up In Store): customer buys online → chooses store for collection → store team picks → customer collects.
Implementation
- 1Shopify inventory sync (28 store inventory in Shopify Locations — real-time inventory feed from Oracle WMS),
- 2BOPIS checkout option (Shopify Checkout Extension — collect in store selection, store locator),
- 3pick confirmation (store team app — React Native, Expo — confirms pick complete → customer GOV.UK Notify SMS/email),
- 4collection QR code (customer shows QR code — store team verifies on handheld device).
Consumer Rights Act
BOPIS customers have 14-day return right — store must accept return without receipt (order confirmed in app).
Omnichannel returns
Consumer Rights Act — customer can return online purchase in-store (or vice versa).
Returns integration
in-store return of online purchase → Shopify refund initiated at POS (Shopify POS → Shopify Admin API return request) → refund to original payment method (within 14 days — Consumer Rights Act).
Customer service
- Zendesk integration (Shopify order data in Zendesk ticket — agent sees order history, delivery status, loyalty balance).
- WCAG 2.1
AA
Equality Act 2010 — stores' digital services must be accessible.
Shopify theme
axe-core audit on every deployment (CI/CD) — zero critical violations maintained.
The Results
Platform live at 28 weeks, £184,000 — under budget.
Oracle ATG decommissioned day 1.
LCP: 4.2s → 1.1s (Core Web Vitals green).
Online revenue: +28% year-on-year (multi-factor — platform + market).
BOPIS adoption: 34% of online orders (vs 0% on ATG).
Loyalty unification: 4.2M members with unified online/in-store balance.
Loyalty programme engagement: 68% active in last 90 days (vs 42% legacy).
Consumer Rights Act compliance: 100% automated.
WCAG 2.1 AA: zero critical non-compliances.
NPS: 74 (ATG platform: 18).
“Oracle ATG decommissioned day one. LCP from 4.2 to 1.1 seconds. BOPIS 34% of online orders — a channel that literally did not exist on ATG. Loyalty unified — 4.2M members, 68% active. Online revenue +28%. NPS from 18 to 74. The Consumer Rights Act in-store return of online purchase integration was the omnichannel moment that customers notice. ClickMasters understood both the heritage brand experience requirements and the regulatory compliance baseline simultaneously." — Chief Digital Officer, UK Department Store (name withheld)”
Project Details
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