Spell & The Gypsy Collective

Spell & The Gypsy

Omnichannel Growth Innovators

Industry Industry
Byron Bay
Industry Headquarters
Industry Focus
Workarea API
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About Spell & The Gypsy Collective

Spell & The Gypsy Collective is a growing Australia-based retailer known for its modern-bohemian garments. What started in 2009 as a way to create inspiring fashion pieces from the town Byron Bay, has skyrocketed into one of the fastest-growing global brands. Much of the brand’s success is attributed to its beautiful garments and inspiring content.

The Problem

As demand for Spell and Gypsy Collective products grew, the team quickly realized the constraints of their existing ecommerce ecosystem. Formerly running on Shopify Plus, the digital team was either performing manual tasks or reaching the limits of what was possible without the addition of third-party apps. This hindered daily productivity and more importantly, the business’ ability to expand into new markets, to unify the commerce experience and to continue to innovate.

The Solution

The digital team ultimately chose Workarea Commerce Cloud to support customers across the globe. Their new approach leverages the platform’s multi-site capabilities which lets their team efficiently manage unique, content-rich shopping experiences in different markets. Also, the platform’s architecture allows for locale-specific integrations such as payments and fulfillment. Syatt Media, a Workarea Solution Partner, was chosen by Spell & The Gyspy Collective to support the implementation and migration to Workarea Commerce Cloud.

Native Content Management & Workarea Site Planner

The digital team at Spell & The Gypsy Collective prioritizes content as a differentiator and means to connect with their customers. They have created DIYs and lifestyle content, worked with influencers, featured user-generated content and maintain a blog; all to support their content marketing efforts. They saw great value in Workarea Commerce Cloud’s native content management and publishing capabilities.

“Being content-driven, our team are regularly updating the website throughout the week as well as major site overhauls for every collection launch. Previously the team were having to manually load content moments before launch, continually watching the clock or waking up in the middle of the night to turn off or load promotions.

Now with Workarea, having the ability to preload campaigns, homepage changes and promotions our team can plan weeks in advance, with robust testing and approval processes. Meaning nothing is missed or overlooked. Greatly improving the workflow for our team has given them space to focus on bigger picture improvements,” added Sami.

Being predominantly a digital brand, we want to deliver a seamless experience to our customers whether they are shopping with us on our website, at our flagship boutique or one of our popup experiences,” said Sami Gilroy, Digital Strategy Manager at Spell & The Gypsy Collective. “By moving to Workarea, we’re able to provide this experience to them in a way that is also more efficient and effective for our team.

Unified Commerce - Point of Sale & Pop-Up Stores

Spell & Gypsy Collective is implementing a modern omnichannel commerce strategy that includes brick and mortar as well as pop-up stores. “One of the biggest challenges we faced with our old solution was the siloed nature of our systems,” said Sami. “Customers were frustrated with the lack of connectedness between our store and online experiences. From the outset, we knew we wanted to find a single platform that could handle all of our retail transactions.”

The Spell & The Gypsy launched its first pop-up store in LA. At that time, they realized they could only support one storefront at any given time on their previous platform. Workarea Commerce Cloud, with its API-first architecture, will act as a commerce foundation for the company, powering all shopping experiences and transactions. Cameron Griffin, Software Developer, and Technical Lead at Spell & Gypsy Collective remarked on the platform’s architecture.

The flexibility of the Workarea platform has enabled us to develop a Point of Sale application that perfectly meets our company requirements. The result is a user experience specifically tailored to our sales process, supported by a dependable real-time integration with our backend systems. We’re looking forward to launching the application later this year.

Team Collaboration

Syatt Media, a Workarea Solution Partner, was chosen by Spell & The Gyspy Collective to support the implementation and migration to Workarea Commerce Cloud. They are a rapidly growing eCommerce agency based in Canada. Syatt is a collective of eCommerce veterans that apply best practices from Product Management and Agile to strategically define the ‘what’ as well as the ‘how’ when designing, building, testing and iterating digital experiences. With deep industry and platform expertise, Syatt forms true, transparent partnerships with merchants to define and reach business goals in both the short and long term horizons.

“It has been a complete pleasure engaging with Spell & The Gypsy Collective on this project as their implementation partner,” said Jonathan Garyfalakis, President of Syatt Media. “Not only are they an innovative brand but we were able to partner with deep collaboration to utilize the power and performance of Workarea Commerce Cloud. I feel that this project is a perfect trifecta of each organization's core capabilities.”

 Four Platforms Built As One

Workarea Commerce Platform combines commerce, content, search and insights into one unified platform enabling digital commerce businesses to move faster and work smarter.

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