A unified content and commerce platform built for growth
Web
Merlin partnered with us to transform their digital experience across Australia and New Zealand, rebuilding their platform on Optimizely’s managed cloud with tightly integrated search, commerce and content. The new solution unified brand, product and transactional experiences into a single scalable DXP, delivering faster performance, clearer product discovery and a significantly improved conversion pathway for trade and retail customers alike.
The Challenge.
Merlin’s previous digital platform struggled to support the complexity of their product ecosystem. The catalogue spanned multiple product categories, technical specifications and use cases, yet discovery and navigation were inconsistent across devices. Customers found it difficult to filter, compare and confidently select the right product, particularly on mobile.
From an internal perspective, the CMS was rigid and inefficient, limiting the team’s ability to launch new content, manage products at scale or respond quickly to marketing and trade-led initiatives. With both AU and NZ sites in play, Merlin also needed a future-proof multi-site architecture that maintained brand consistency while allowing regional control.
The Solution.
We delivered a full rebuild on Optimizely PaaS, unifying content, commerce and search within a single composable DXP architecture. A structured UX and UI program was undertaken to redesign the end-to-end product discovery journey, including category architecture, faceted navigation, cross-sell pathways and mobile-first interaction patterns.
Optimizely Commerce was implemented to support robust product modelling, pricing logic and future transactional expansion, while enhanced on-site search was configured and tuned to handle technical attributes, synonyms and intent-driven queries. This created faster, more accurate product retrieval and dramatically reduced friction in the selection process.
From a platform perspective, we delivered a modular component library and structured content models to support long-term scalability. Performance was prioritised across the build, with optimised rendering, improved asset delivery and stronger Core Web Vitals outcomes. The new CMS experience gave Merlin full control over products, content, promotions and landing pages without development dependency.
The final solution supports both AU and NZ sites from a unified core, enabling shared components, regional content variation and consistent governance across markets.
The Results.
62% increase in overall conversion rate
22% improvement in website engagement
Beyond headline metrics, Merlin now operates on a modern, extensible digital architecture that supports faster campaign execution, improved product visibility and a significantly stronger foundation for future eCommerce and personalisation initiatives.
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