In 2000, the Rituals’ founder Raymond Cloosterman started his adventure with a mission: ‘I passionately believe that we can transform our daily routines into more meaningful moments if we simply slow down and pay just a little more attention to the little things.’ This philosophy led to the unique concept of combining home and body cosmetics, and this is how Rituals was born. Rituals aims to unveil beauty of the daily moments through the usage of their carefully crafted products. Whether it’s taking a nice long bath or creating a homey atmosphere with the rich scent of Asian incense, Rituals allows its users to find happiness in the smallest of things.
Where sensuality meets high performance
Rituals are incredibly personal things. We were asked to bring this idea to life with a bespoke UX experience on a new e-commerce platform. Collaborating with AKQA, we created a joyfully immersive, award-winning site where every user is treated to a highly personal online journey. Storytelling teamed with impeccable performance resulted in a dramatic 35% increase in site visitors in the first week after relaunch, as well as a 5% higher conversion rate.
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Namasté: the transition from a monolith architecture to a flexible MACH solution
For the past decade, Emakina has been a partner to Rituals, working together to expand their digital channels and driving growth in their online business. The time came to build a more agile, scalable, and flexible architecture that better serves the needs of the business and its customers. We set off on a journey of transitioning Rituals from a monolith architecture to a composable MACH approach.
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