Technical migration combines two coffee giants into one
THE CHALLENGE
Hasbean and Ozone Coffee were two eCommerce brands offering a variety of coffee subscription services, providing consumers with flexible options while sourcing directly from producer partners to ensure sustainability and ethical practices.
After Ozone Coffee acquired Hasbean in 2018, the two brands wanted to continue to operate as a unified team across one ecommerce site and one brand entity. Whilst the two sites had different data points and collections, the challenge came in migrating data from one system to another without any disruption to its users' shopping experience and expectations. Furthermore, due to Hasbean's strong organic performance, it was essential to transfer this success to the new Ozone site.
THE IMPACT
Fortunately for us, the Ozone team understood the scale of the task ahead which meant we had time to properly investigate, plan and test, in order to carry out the migration successfully.
We conducted a comprehensive gap analysis and discovery phase to determine what needed to be migrated and where. Some features from the old Ozone site were redundant, while others were identical to those on Hasbean, making some aspects of the migration more straightforward.
We developed a detailed migration plan, collaborating closely with various stakeholders, including Shopify, Recharge, and internal client teams, such as finance, eCommerce, SEO and marketing.
With lots of moving parts to consider, this plan outlined the order of tasks, estimated timelines, and identified key participants.
As part of this process, we carried out a mock migration ahead of the live migration. This was to sanity check the order of migration items, as some had dependencies on previous steps. It was also to understand the timescales - as some of the migration tasks could take several hours to complete, and to ensure there were no critical issue that might come to light when we tackle the migration proper.
As we went through the mock migration we refined and updated our migration plan, validating previous assumptions, and amending where necessary.
Alongside the technical migration, there was also a design element where we needed to update the Hasbean site to the branding, tone of voice and additional services that the Ozone brand had in place.
Frequent discussions with all involved stakeholders ensured a smooth and efficient migration process; our approach ensured the migration was executed with minimal outage and disruption.
The Results
The migration was successfully completed on time and within budget, with minimal downtime and a seamless transition. Typically, such migrations are expected to cause a dip in visibility, but Ozone saw remarkable growth, achieving nearly a 200% increase in organic visibility within the first two months.
Ozone now benefits from a unified brand, reducing confusion and management complexity. With both brands streamlined under one roof, the customer base and subscriptions are consolidated, making the business more efficient from an operational perspective.
187% INCREASE IN ORGANIC VISIBILITY
99% INCREASE IN ORGANIC SESSIONS
31% INCREASE IN ORGANIC REVENUE
243% INCREASE IN NO. OF TOP PERFORMING KEYWORDS
