Charmd: Flexible B2B/B2C Platform with Custom Pricing, Content, and UX Rules
Charmd — the online store for “Charm Rus Distribution,” a beauty retail company founded in 2003. They operate as both a manufacturer of their own brands and the exclusive distributor for professional foreign haircare and scalp care cosmetics.
Field: beauty retail Country: Russia Website: Charmd
Client's Problem
Charm needed a single online storefront to serve distinct customer segments—retail, wholesale, and key partners—each with different needs. Their business required separate rules for different brands and tailored marketing for different user groups. Essentially, each audience needed to see its own product assortment, promotions, and site navigation.
Main Goals
To build a centralized management system within one storefront, allowing flexible control over product assortment, pricing, and promotions for all customer types from a single platform.
Main tasks
- Create separate shopping experiences for retail, wholesale, and partner segments.
- Personalize the storefront for each customer category.
- Enable flexible promotion and price management without cluttering the user interface.
- Set individual rules for delivery, payment, and minimum order value.
What We Did
Personalized Content Access
Personalized Brand Access
Administrators can select which brands are visible to each customer or customer group.
After logging in, users only see permitted products. All filters, search results, recommendations, and their cart are automatically cleansed of restricted items.
Direct links to restricted products lead to a 404 page, preventing access.
Targeted Promotions & Notifications
The administrator specifies groups that should not see notifications or the promotions themselves. For example, wholesalers do not see promotions with free delivery, even though the promotion continues to apply to retail.
When creating any promotion, you can specify user groups for which it will not be displayed. Groups are defined in the “Prohibited User Groups” tab.
Group-based elements for the storefront and personal accounts
The “Add set to cart” button is displayed only to selected customer groups. A separate block has been created for it in layouts, with settings for the name, target product, and eligible groups.
The same principle is used to manage the visibility of marketplace link buttons and menu items/banners: they can be shown to everyone, only to specific groups, or hidden from certain groups.
Personalized Login & Account
- Each user group now has its own target redirect URL after authorization.
- A separate section has been created in the personal account where users can see all promotions available to them, including those hidden from the storefront.
Advanced Pricing, Promotions & Bonuses
Discounts and bonus points tied to the client's business logic
A flexible system for limiting bonus point payments has been implemented. The administrator can set the maximum percentage of the order amount that can be paid with points. If a value between 1% and 99% is specified, the customer can only redeem that portion of the total cost. At values of 0 or 100%, the system switches to standard logic—either no percentage restrictions or full payment with points, depending on the default settings. An explanation has been added next to the field for the administrator to reduce the risk of incorrect configuration.
Enhanced Promotion Management
- the ability to exclude products from promotions that affect the cart;
- a global product-level setting that completely excludes it from any discounts;
- a “Check product promotions” button in the admin panel showing which catalog promotions apply to a given product;
- new “Condition” and “Bonus” columns in the promotion list with the ability to collapse/expand content both per row and for the entire table;
- quick access to key settings — priority and the “Choose the best condition” option — directly from the list without navigating to the promotion details page.
Transparent Cart Discount Display
A setting has been added to enable/disable the cart progress bar. This bottom pop-up clearly shows the current discount tier, cart total, and progress toward the next discount level, improving clarity for the customer.
Multi-Сhannel Sales Integration
Product pages can feature adaptive buttons linking to external marketplaces. Admins easily manage these links—setting the store name, URL, and button colors—via a dedicated admin panel tab.
Streamlined Catalog & Cart UX
We have developed the “Updated Cart” add-on for targeted customer groups. It allows adding items to the cart directly from the product listing or page using a quantity picker and a dynamic “Add to Cart” / “In Cart” button. The cart updates in real-time without leaving the page, and the total item count is displayed in the header.
All steps are performed on a single page (without navigating to the cart): viewing a product → selecting quantity → adding to cart without page reload → increasing/decreasing quantity → the cart updates online in real time.
Automated Loyalty Enrollment
All new customers are automatically assigned to the default “Retail” group upon registration, ensuring immediate inclusion in relevant promotions and loyalty programs without manual setup.
Customer-Specific Minimum Order Values
A unique “Minimum Cart Price” can be set for individual customers (e.g., VIPs) in the admin panel. This rule takes top priority, overriding any group-level minimums.
Project Results
- Segmented Experiences. Tailored shopping journeys for retail, wholesale, and partner customers increased content relevance.
- Full Personalization. Each customer segment now sees only the prices, products, and conditions applicable to them.
- Agile Marketing. The marketing team can swiftly deploy and manage targeted promotions without backend complexity or UI changes for end-users.
- Future-Proof Platform. By combining group-wide and individual rules, Charmd gained a flexible platform to rapidly implement new business logic for brands, promotions, sales channels, and UX without needing a site overhaul.
Looking to build an online store with unique business logic? We can bring your idea to life from scratch or enhance your existing solution.
"I can say only positive things about this company. Professionals in their field. They keep track of deadlines, and even complete the work ahead of schedule. When completing tasks, before delivering to the client, they test how it works, and then provide a ready and tested version for the client to review. This greatly reduces time costs. Special thanks to Irina, a specialist in her field. And also the entire team of programmers. Working with them, you can be confident that everything will work as it should. Thank you."
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