Skip to main content

Case study: Powering Exponential Growth for Conns HomePlus

The Retail Transformation Journey of Conn's

66% Increased e-Commerce Conversion Rate

40% Increased Cart Value with financing

70% Increased Online Finance Applications


Adopting a Modern Customer-First Mindset

Until now, the priority was to push customers from e-commerce to their brick-and-mortar stores. The sudden shift in customer behavior during the pandemic, from what they spend their money on to not wanting to go into a store at all, suddenly pivoted the majority of consumers into adopting a digital-first mindset.

Their current platform would not support the pivot.

The existing digital platform and business processes would not allow Conn's HomePlus to realize their vision of adopting an organizational-wide Customer-First mindset. It would be too expensive and time-intensive to revamp the old platform when a new platform would be quicker, less expensive, and future-proof.

Our Approach

Setting the plan in motion

Assessment & Planning

In-depth analysis of the existing monolithic system, identification of its data flows, dependencies or pain points like scalability issues. After this analysis was complete, clear migration goals were set.

Decompose the Monolith

Next up was breaking down the monolith into manageable components, determining communication interfaces between decomposed components to ensure seamless interactions.

Designing the Composable Architecture

Designing a suitable composable architecture delivers the requirements with individual components (micro services, functions or modules) clearly defined with a robust API.

Data Migration

Migrating data from the legacy system to the new composable architecture while en suring synchronization.

Test & Validate

Rigorous testing of components and comprehensive integration testing to guarantee seamless functionality.

Measured Rollout

Gradually titrating traffic and workloads to the new system, and closely monitoring performance, mitigating migration risk.

Incremental Improvement

Continuous monitoring, iterative enhancements on architecture and com ponents foster a culture of adaptability and sustained progress.

Training & Maintenance

Training stakeholders, establishing maintenance protocols, and ensuring ongoing stability and scalability.

If ever there was a time for a massive pivot, this was it.

Business impact

Enabling a Bright Future

The new platform provides optimal agility, security, and performance to enable Conn's HomePlus to exceed the expectations of the modern consumer while providing the tools and flexibility for their internal teams to continually innovate and reach their full potential.

Developer Productivity

Developers focused on innovation & feature development after the composable architecture reduced technical debt.

Agile Initiatives

The new platform’s flexibility empowered them to launch new initiatives without friction, including credit financing options.

Security & Stability

This migration mitigated security risks, providing a stable platform for the company and customers alike.

Key Focus Area

Beyond technical challenges, Conn's HomePlus wanted to undergo a customer- and business-centric transformation with a focused approach.


Take customer experience up a notch through tailored recommendations and targeted marketing. This could be personalized email services or other customer-first messaging.

Digital Experience Boost

Enhance site performance, navigation, transaction processes, SEO and leverage SaaS to accelerate the overall digital experience for a user.

Organizational Cultural Change

Our Center of Excellence (CoE) framework encompasses a broad team, function, or organizational structure that brings together expertise on a specific capability area to drive excellence in product delivery and optimal customer experience. A Scrum of Scrums approach ensures orchestration and communication flow between Pods and Towers.

Supply Chain

Extend product availability across North America to expand customer access.

Strategic Planning

Employ a customer-first lens to attract and retain customers through cross-functional collaboration.

Each functional component of the site is organized in Pods consisting of a product manager, scrum master, developers, designers and QA to ensure maximum agility and speed, while Towers maintain consistency and alignment architecturally and user experience across Pods.

Ready to Scale Your E‑Commerce Platform?

Let our team of e-commerce gurus take your platform to the next level with strategic planning, engineering, and quality assurance services.

Talk to an expert

Next case study: Giftagram