Get a Taste for an Authentic User Experience with HelloMamma! and BigCommerce

Mothers always know best

HelloMamma! was born in 2020 when Mammafiore’s team realised that consumers were interested in buying the company’s products during the pandemic. Founded over 14 years ago in Barcelona, Mammafiore is a B2B food distributor specialising in Italian gastronomy that sells over 2,000 references in Spain, Italy and France.

“When we were little, our mothers always told us ‘don’t play with your food’. It’s a statement we embrace and the reason why we created Mammafiore. We take the words of our mothers and our Italian roots very seriously,” explained Irene Carboneras, head of marketing and communications at Mammafiore.

THE CHALLENGE

Selling directly to consumers with the right solution

Despite taking its work very seriously, the brand wanted to offer customers a fun, unique online grocery shopping experience. Mammafiore’s team needed to find a way to stand out and express the brand’s strong personality and creativity. However, they were quickly limited by their platform. “Our Magento shop was outdated,” said Júlia Roigé Borda, ecommerce and digital manager at Mammafiore. “We wanted a flexible solution that gave us the control we wanted to build unique experiences that remind consumers of grocery shopping in person.”

THE SOLUTION

BigCommerce headless solution to the rescue

To find a perfect match, the brand turned to its creative agency Digital YOU for advice and implementation. The agency recommended BigCommerce because of its headless capabilities.

Lluis Folch, Digital YOU’s founder, said, “User experience is key for any brand to stand out, and a headless architecture is critical when you need full control over that experience. Hellomamma! had very high expectations for their front-end — to be more practical, but also way more fun and unforgettable. Because BigCommerce APIs are really robust, it’s the perfect solution for this kind of ambitious UX project.”

For Mammafiore’s team, which doesn’t include developers, migrating and learning how to use a new platform could have been challenging, but as Júlia explains, “BigCommerce is quite intuitive and everything’s really clear. The platform offers all the functionality to satisfy our needs. Plus, the documentation helped, making it quite easy to learn how to use it.”

And despite building a technically advanced store, the brand didn’t have to compromise on human interactions. “Many times with ecommerce platforms, you feel that you are talking to robots,” said Irene. “But we feel well supported by actual humans with BigCommerce. Every time we need help, we receive a quick and efficient response from the Spanish team — who also happens to be really nice to work with.”

RESULTS

Using UX to stand out and convert

As a quick tour of the Hellomamma! online store shows, in terms of user experience, it’s a mission accomplished. As detailed by Lluis; “If you navigate on Hellomamma! online store, you'll notice a great deal of innovations that replicate a physical store experience. For example, you can click on any product without losing sight of the rest of the page — just like in a store aisle. This is pretty unique on an ecommerce store, as it requires the use of a very technical feature that we were able to implement because of the flexible nature of the BigCommerce headless architecture.”

And as the team explained, headless technology needs to be coupled from the beginning with a very strong CMS, ERP and OMS in order to work at its best and improve conversion and retention rates. By increasing the quality of the customer experience, Hellomamma! site also saw huge improvements in customer satisfaction. When comparing Q1 and Q2 2022, they saw a 3.44% increase in customers, 43% increase in returning customers and overall, a 3.24% increase in sale completion.

LOOKING AHEAD

No more limit to the brand’s ambitions

Mammafiore’s team doesn’t plan to rest on the success of its experimentation with Hellomamma!. As Irene concluded, “In the future, we will launch the Hellomamma! brand into new markets, such as the United Kingdom, and start selling through new online channels. We will also widen our range of products. Plus, we have a huge project of digitising our B2B activity with Mammafiore. It’s nice to know we now have a robust, flexible solution like BigCommerce that can support these different goals.”

Published: December 2022