Focal Point
Replatformed Focal Point Hardware webstore from Zen Cart to Shopify Plus.
Focal Point Hardware is the premier supplier of decorative plumbing and hardware for over 35 years. Family-owned and operated in Brooklyn, NY, Focal Point boasts a massive product catalog of over 200,000 skus, with a focus on high-end luxury fixtures and decor.
Shopify Migrations + Replatforming
UI/UX
Shopify Development
Shopify Marketing Solutions
The Project
Transfer a massive product catalog featuring over 200,000 products from over 100 vendors. Deliver highly customized PDPs and PLPs, with custom templates for collections, sub-collections, brand collections and product lines. Create complex upsell and add-on logic to match the customer’s selected products with related products for upsells, as well as customizations for dynamic shipping rules, hidden prices on select products, and other vendor requirements. Support post launch with Marketing services including SEO and Google Ads.
The Challenges
PDP and PLP customizations: customize products and collections to display swatches and variants, with custom brand landing page design for alternate navigation
Upsell flows: Complex conditional upsells dependent on product as well as previous selections made in upsell flow using Shopify metafields and metaobjects.
Data-driven upsells: Use product data attributes to dictate upsells. Configure upsell rules to populate upon import, with no manual configuration needed.
Custom pricing and PDP solutions: Show or hide prices dynamically based on vendor requirements, with add-to-cart for final pricing with additional discounts applied that are otherwise hidden.
Dynamic shipping rules: Control shipping timelines dynamically at metafield/metaobject level to display at vendor level; use tooltips to display additional pricing and timeline information
ChatGPT Product Descriptions: Use AI writing tools to rewrite the extremely high number of ‘duplicate’ product titles, descriptions, and meta tags found on over 30,000 products to improve SEO and boost Google Ads efficiency.
Our Solution
Replatform a massive catalog of over 200,000 products
The Focal Point Hardware replatform encountered challenges surrounding the sheer volume of products and ensuring dynamic PDPs and searchable product data. With a large catalog of over 200,000 products and product data that required extensive updating + reformatting, the BlueSwitch team had to work very closely with the client to successfully migrate product data. Many of the data points needed to be defined in advance of import in order to allow for the complex upsells and vendor requirements.
Shopify metafields and meta objects for ultimate flexibility
To address data migration challenges, BlueSwitch implemented a combination of Shopify metafields and metabjects, which would allow for flexibility at product and variant levels. The metaobjects and metafields would allow for conditional upsells to be added based on the parent product, while creating a hierarchy where subsequent options are updated dynamically to reflect previous selections. Given the large volume of products, the BlueSwitch team structured product data to allow bulk imports with predefined attributes, ensuring that upsell options were automatically configured upon import, thus reducing the need for manual intervention.
Custom pricing solutions based on strict vendor requirements
Additionally, the BlueSwitch team tailored custom pricing solutions based on vendor requirements, including the strategic hiding of pricing on both PLP and PDP for promotional and reseller requirements. Dynamic vendor level controls were also added to enhance user experience by incorporating dynamic shipping timelines through metaobjects. To improve navigation, a custom brand landing page was created, enabling alternative access for users. Overall, these enhancements aim to streamline operations and improve customer engagement.