Tamron Europe's Customer-Centric eCommerce Solution

This case study details how Tamron Europe implemented a customer-centric direct-to-consumer (D2C) eCommerce solution. The company, known for its interchangeable camera lenses, recognized the need to enhance its online presence following a customer journey analysis conducted in 2019. Previously, purchases could only be made through third-party retailers, but the analysis indicated a growing trend of customers visiting Tamron's website for direct purchases. In response, management decided to integrate a web shop into the existing site. The implementation of commercetools as the backend provider was completed in just two months, resulting in a 54% increase in Google performance value and an 89% score in Google Lighthouse metrics. The new system is being rolled out in Germany and Austria, with plans for expansion into 16 additional European countries. This strategic move allows Tamron Europe to maintain flexibility and customize its eCommerce solution to meet market demands effectively.