ORTOSMART Orthopedic Ecommerce Store Case Study

Client

ORTOSMART is a national chain of orthopedic stores operating since 2002: 68 stores in 20+ cities across Ukraine, over 600,000 regular customers, and an assortment of 6,000+ products for health, rehabilitation, beauty, and sports. The company is the exclusive distributor of premium European brands and makes custom orthopedic insoles. The chain is actively growing its online sales, so the online store has become a separate line of business for it.

Challenges

The new online store had to do more than showcase products: it had to increase online sales and eliminate manual work in the internal processes of a large chain. It also had to launch on a tight timeline.

The audience is highly diverse: patients recovering from injuries and surgeries, older adults, young parents, doctors and rehabilitation specialists choosing products for patients, clinics and sanatoriums buying wholesale, and members of the bonus program, which has more than 600,000 participants.

A convenient catalog of 6,000+ products: fast search for the right item across brands and categories.
1C synchronization: orders, products, prices, and stock levels without manual updates.
Serving different customers: customer groups, promotions, promo codes, bonuses.
Ready for promotion: an SEO structure in place before launch.

Solution

Started with business analysis. Together with the client, we gathered requirements and studied the company’s processes, customer types, product categories, and restocking frequency.
A brand-centered catalog. We designed a hierarchy of sections, brands, and product-type filters; each brand got its own page and categories.
An interface for older users. Since some customers are older adults, we designed the interface with their needs in mind and made it convenient on any device, especially smartphones.
1C, customer groups, and bonuses. Dedicated modules exchange data with 1C, distinguish retail customers, B2B, and medical institutions, and calculate bonuses, which appear in the customer account along with purchase history.
Launch and ongoing support. After a full testing cycle, the site moved to Promodex technical support, and we continued SEO and PPC.

Results

More than 6,000 items in a catalog with convenient navigation and fast search.
Products, orders, and stock levels update automatically via the 1C integration.
Pages and categories for every brand.
Fast performance on smartphones and tablets for all customer groups.
Analytics of user behavior, traffic sources, and sales performance, plus ongoing SEO and advertising from the Promodex team.

Technical details

Platform: OpenCart with custom modules, PHP, jQuery; Ukrainian and Russian versions.
Integrations: 1C, CRM, LiqPay, Nova Poshta, Google Analytics 4, Google Tag Manager.

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