Moonpig’s model of selling personalized gifts, flowers, and cards has proved successful – despite its launch in 2000, which was tangled into the dot-com bubble, making Moonpig’s takeoff somewhat stutterly.
But that was then and this is now.
Moonpig is all about celebrations, connecting people with birthdays, engagements, weddings, anniversaries, and new arrivals.
And because of its model, there are not too many ecommerce companies that are able to provide broad personalization capabilities. It’s simply what they provide.
The pandemic has acted as a springboard for businesses to reinforce their digital capabilities and personalizable providings. And despite being at the top of their industry, that didn’t prevent Moonpig from doubling down on its strengths.
They did this by replatforming their entire digital content to Contentful, the API-first headless content management system.
By implementing Contentful, it provides the framework for Moonpig that is important for developers and content creators to put their time into key issues like enhancing digital customer experiences.
And if you think about the Moonpig model, it is actually built perfectly for a pandemic – it allows you to share sentiments to loved ones and adheres to social distancing across the US, the UK, and Australia.
And with the Contentful implementation it has only increased their success in that it enables faster updates and personalization in its messaging.
Time to customize
On their legacy content management system, reporting site errors and requesting content updates were simply part of the job for many members. Yet today, through using Contentful, there is an air of delighted silence.
Due to automated workflows, and content management APIs, developers are now able to concentrate on enhancing the user experience. For example, they began working on projects such as personalization features and Group Cards.
And it isn’t only developers who have been having a good time. Editors, content creators, and other marketing pros have found their jobs much easier than before.
They can now create at much faster rates, update texts faster, and publish with ease – all without the need of asking devs for technical help. For example, updates made to text are published across all platforms with that text automatically.
More than a card shop
“A lot of what we wanted to do, and what our customers were asking us to do, required upfront development before we could prove that the change actually improved customer experiences,” said James Huppler, the head of product for Moonpig.
James along with the rest at Moonpig didn’t simply swap their legacy CMS to Contentful; they first wanted to test drive a new CMS before fully converting. And so what they did was use Contentful’s sandbox environment, which allowed them to build and test, as well as inject some confidence into the practices of Moonpig.
“Our engineers got a lot more confidence when when they had used the sandbox,” said James, “they could play around with things and then go ‘yup, that’s it.’”
“The unique thing about Moonpig is that we’re not item-driven, we’re occasion-driven,” added James. “Customers come to us with an occasion and recipient in mind and our job is to help them celebrate that in a thoughtful and effortless way — this is opposite of most commerce journeys, which are item driven.”
When it comes to targeted content, Moonpig utilizes Contentful’s web app editor. And this allows the team to maintain consistency when it comes to its digital experiences across its website and mobile app.
Its new app has been a hit with its customers. In fact, it has become a top app both on iOS and Android over the past 12 months. Its simple interface helps customers send a warming card and gift easily. The amount of ecommerce sales today compared to two years ago (under the previous content management system) is much higher.
Using Contentful also gives Moonpig the opportunity to take on another of their goals, which is to roll out their business into more countries.