Dune London step up their digital flagship

Tryzens partners with the iconic brand to enhance their ecommerce site with the power of Salesforce Commerce Cloud


About Dune London

Dune London is a world-leading specialist in fashion footwear & accessories that began as a small concession store on London’s iconic Oxford Street in 1992. As a brand, Dune London understand the importance of a perfect pair of shoes for the right occasion, and it is with that ethos that they have built their reputation. A passion for product and obsession with customer service has driven their exceptional growth over the past 30 years.

In 2021, the traditionally brick & mortar retailer made the decision to enhance their ecommerce site to meet market changes, the rise in online shopping and evolution of the digital savvy customer.


✓  Business analysis
✓  Custom UX & UI design
✓  Website development & implementation
✓  Conversion rate optimisation
  Technical SEO
✓  On-site delivery, support and training

Commerce Platform

Salesforce Commerce Cloud



70% improvement in conversion (Buy-to-Detail rate)
20% increase in average order value

The Brief


Dune London has consistently provided customers with a first-class in-store experience across the years. But with with more and more of their customers shopping online, the retailer decided it was time to step-up and deliver a new website that could better reflect the brand, as well as deliver an intuitive and smooth online user experience.

Dune London’s previous ecommerce platform was restricting their ability to innovate and adapt to changing customer expectations online as all enhancements or changes required customised solutions. The outdated and limiting nature of the platform meant that the team spent a lot of time managing back-office administration and processes.

The retailer also wanted to expand and develop richer experiences for customers across the globe, but international expansion was difficult without additional development time, resource and cost.

The Solution


Dune London partnered with Tryzens to relaunch its ecommerce site and provide customers with a more immersive and enjoyable shopping journey. With the power of Salesforce Commerce Cloud’s native functionality and flexibility to integrate with leading technologies, Dune London have been able to innovate and deliver seamless experiences that truly reflects the iconic brand, regardless of where the customer is or what device they are using. The team at Dune London also have the flexibility to develop rich and engaging content without the burden of development costs and complicated backend processes. Technology like Salesforce Einstein, a built-in AI capability, has enabled the retailer to evolve its digital strategy in line with growing industry trends and offer targeted and personalised experiences on the site, all while reducing manual administration for the team.

“With over 45 years in the footwear trade, I have observed time and time again the need to be looking ahead at ways to adapt and grow whilst staying true to your quality promise. This partnership with Tryzens to deliver our new digital flagship is exactly the right balance of growing into the future, with an agile and scalable platform, whilst allowing us to develop our ability to provide customisable and world-leading customer experiences.”

Daniel Rubin,
CEO and Founder of Dune London

Site Features

Enhanced Product Pages

Over 120 processes go into the construction of a pair of Dune London shoes, and the retailer takes enormous pride in demonstrating the quality and craftmanship of their products to customers. To ensure this level of detail is not lost in a virtual environment, the Product Listing and Product Detail pages incorporate large, editorial visuals so customers can see these intricate details from different angles. Visitors are also able to switch between different colour options and can even toggle between ‘model’ and ‘product’ view.


Intuitive experiences with Einstein’s AI capability

Harnessing the power of Salesforce Commerce Cloud’s Einstein AI capability, the Dune London site is designed to keep customers engaged from browsing to the point of purchase. The site offers personalised recommendations of products customers may be interested in to assist them on their shopping journey. Whether visitors are looking for a specific product or require inspiration based on a top-level criterion (e.g. white sandals), the predictive search functionality delivers results that matter most to them.


Spotlight on the customer

To help cultivate a loyal customer base online, Dune London are using advanced segmentation and the power of the platform to run exclusive sales, events and season previews to VIP customers.


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