The Line is a leading Chilean chain specializing in fashion streetwear and sneaker culture, with a strong presence in both its e-commerce platform and brick-and-mortar stores. By carrying highly sought-after global brands—such as Nike, Adidas Originals, Jordan, and Puma—the brand caters to urban consumers who have high expectations for the digital experience. To consolidate its strategy omnichannel, The Line needed to ensure that the bridge between its online store and its physical retail locations functioned flawlessly. Through its Evolutive Support service, Known Online intervened on the platform to resolve a critical availability issue.
The Challenge: Technical Intermittence at a Key Point of Contact
For a retail business with multiple locations, the store locator is a vital component of the customer journey. However, the native solution of the VTEX platform suffered from constant outages that left users unable to access the brand’s physical locations.
This technical glitch had a direct impact on the business: Navigation friction: Frustrated customers who couldn’t quickly locate the nearest store to view, try on, or pick up a product. Omnichannel breakdown: A weakened user experience due to the inability to reliably verify the physical presence of retail locations via the digital channel. Dependence on the core system: Inability to autonomously manage a key resource for both web and in-store traffic.
The solution: Custom front-end architecture and autonomy within VTEX
Known Online handled the front-end development and integration of a custom Store Locator module on the VTEX platform, accessible from the site’s main navigation menu via the dedicated URL /stores.
The project involved building the module from scratch to replace the native VTEX component, integrating a visible item into the main menu, and configuring a canonical URL that centralizes all information on physical points of sale. The result was a proprietary, stable solution maintained by Known Online, free from the limitations of the platform’s standard module.
- Custom development of the Store Locator.
- Integration into the site’s main navigation.
- Dedicated /stores URL to centralize information.
- Standalone solution, independent of the VTEX core.
The results: Permanent stability and zero friction
The Line now has its own Store Locator—stable and always available—which permanently replaces the native VTEX solution that was prone to intermittent issues. This ensured the continuity of a key feature within the brand’s digital experience.
In addition, users can access information about all physical stores directly and seamlessly from the main navigation menu. This enhances the omnichannel experience and eliminates a specific friction point in the customer journey, while the new /stores section operates autonomously, without depending on updates or issues with the platform’s core.
E-commerce support should not be limited to reactively fixing errors; it should focus on the platform’s continuous evolution. An evolutionary improvement in the navigation architecture—such as a robust, standalone Store Locator—can enhance the user experience and ensure that the digital channel continues to successfully drive traffic to physical stores.
Are your platform’s native limitations holding back your omnichannel strategy?
At Known Online, we design stable, custom solutions based on an Evolutionary Support model tailored to your business. Reach out to us and let’s talk!
