Salling is a Danish online store selling all types of products, from everyday goods and groceries to kitchenware, wines and clothing. The history of Salling started in 1906, when its founder, a merchant Ferdinand Salling established a small shop in the city of Aarhus and began expanding the business. Ferdinand’s dream was to have a big department store in the center of the city, so more property was bought and in 1948 three new departments were opened. After his father’s death in 1953, Herman Salling continued running the business successfully. Today, Salling Funds is the owner of Salling Group A/S, which operates a chain of retail stores in Denmark, Sweden, Germany and Poland. The values Sally’s customers appreciate most of all are best shopping experience that includes the widest possible choice together with exceptional customer service.
Due to the fact that almost half of all visitors uses mobile devices to go through the website, it was very important to make a responsive design. Whatever device you use, it will look amazing and be convenient for navigation.
When starting working alongside with BelVG, Salling wasn’t a beginner in the sphere of ecommerce. They have been successfully running their PrestaShop-based webstore with thousands of different products for several years. In such a situation, thorough analysis of the already existing and working online store is the first and very important step of cooperation. BelVG audited the Salling webstore from different perspectives. We assessed the hosting, server, ecommerce platform, installed modules and code quality. The main indicators of the webstore performance, such as loading speed, usability and security were also examined. After receiving the complete analysis of their website by BelVG, Salling could ascertain on how to move forward.
BelVG’s main task in this project was to make the most of the PrestaShop webstore and as a result improve the customers shopping experience. To achieve it, we divided the work in should be split into two interrelated parts: backend and frontend tasks that were done in parallel. Our development team integrated plugins and services to optimize caching, server performance and webstore speed. We not only installed all needed modules, but also configured them to work properly together and customized according to Salling’s requirements. To improve the usability of the webstore, we optimized the menu layout with the help of our own Dropdown menu module, integrated Sphinx search engine to accelerate the search process and we added the Ajax shopping cart to easily manage purchases. Special attention was paid to the mobile version of the webstore.
The faster the better is the main rule of modern ecommerce. Together with improving the webstore functionality, BelVG aimed at speeding up Salling’s ecommerce website. Based on our considerable experience with PrestaShop development and extensive audit, BelVG handled this issue with no difficulties. Cache optimization with the help of Redis and installation of Lazy Load module to delay loading images are one of the many tried and tested methods used for online store acceleration. The changes made caused noticeable improvements of their webstore performance and ranking.