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Kubota case study: Launching PWA in a mobile-first store

Kubota, the iconic Polish shoe brand, reactivated itself after 25 years and got off on the strongest possible footing with over 1000 orders in the first month back on the market! How did it handle such demand? 

192%

growth of daily visitors

94%

more keywords in TOP 3 YoY

30%

improved loading times

The Challenge

Kubota's flip-flops may be intentionally retro, but their tech stack is anything but. By choosing a PWA eCommerce platform, Kubota is prepared for the expectations of modern, mobile-first shoppers. 

The resurrected brand also had to reach new customers; young generations glued to their smartphones. This direction aligned with Google’s data which proves that over 96% of search and over 40% of online transactions are done on mobile devices. And so the new sales channels had to answer their needs first and foremost.

Kubota's goals when launching an eCommerce platform:

Address mobile-first trends both in the context of user need and Google guides

Speed up page loading time ensuring it positively impacts Page Rank

Ensure the security of the online store by separating frontend from backend

Deliver offline functionality, to be sure that even at slower connection speeds, the website is available to customers

Solution

The goal was to implement a PWA-based online store. To do this, the company decided to use existing solutions, opting for Magento 2 as a backend, but adding Vue Storefront as a frontend and making the entire store into a PWA. E-com.house and newfantastic were responsible for the implementation.

Vue Storefront gave developers the freedom to customize the eCommerce platform, according to Kubota's brand guidance, but it also allowed them to address the most typical eCommerce issues almost automatically. To use the full potential of online sales, the store was integrated with a must-have toolset for analysis, planning, sales, and data flow control. It consists of Google Analytics, Google Tag Manager, Google Merchant, and others like Google Shopping, Google Search Console, Facebook Pixel, Hotjar, XML generation, and API integrations.  

Discover the whole story of Kubota brand reactivation

Results

Kubota launched their new eCommerce platform in April 2019 and hit over 1000 orders of reactivated slide sandals in the first month. The resurrected brand awakened warm emotions among its old fans but also became the number one topic on the lips of retro fashion lovers.  

Key Results

The Kubota online store has conversion rates at the level of 4.5% on desktop and 2.2% on mobile devices and observes CR increases on a weekly basis.  

The PWA implementation also impacted positively SEO results. Despite the strong competition with the Japanese machine manufacturer (also called Kubota) the slide sandals brand observes YoY increases in the visibility of its keywords.

Month

Top 3

keywords

Top 10

keywords

Top 50

keywords

July 2018/2019

+53%

+5%

+260%

August 2018/2019

+94%

+95%

+312%

September 2018/2019

+79%

+42%

+3629%