A scalable platform that adapts to any brand identity

starting point

Maintaining and developing separate websites for all of LFG’s brands was costly and labour-intensive. The group needed a cost-effective, scalable, and replicable solution. It had to meet the needs of multiple brands without starting from scratch each time. 

We redesigned the M Room website and built LFG OS alongside it. LFG OS is a scalable solution based on the WordPress Multisite architecture for the client’s whole brand ecosystem. Previously, the digital presence for each new brand was built from scratch as a standalone project. That took time and money, slowed down scalability, and delayed the launch of new brands. The client needed a system that would let it launch a new, fully operational brand much more quickly. 

solution

A brand-specific identity based on a common foundation

We began by designing the visual style and common content structure for LFG OS. Together they make it possible to build websites with a wide variety of brand identities. The platform was built using a website template based on the WordPress Multisite architecture. The site’s visual design was updated to align with the new brand guidelines. We focused on modernising the look, ensuring accessibility, and making sure the layout adapts to different brands.

Real-time queue information and booking

We paid special attention to the location-specific pages. They display an up-to-date list of services and real-time information on each barber’s queue. Quick access to information is critical to M Room’s business. If a customer can’t see an available time slot within seconds, they’ll walk into a competitor’s salon. When a user clicks through, they are taken directly to the My M Room booking view. A smooth path from the website to the app was an essential part of the redesign.

At the heart of the technical work was the expansion of the existing My M Room booking app. The PWA, originally built with React and Redux (and later updated to TypeScript), was integrated into the brand websites. We built a backend system integration (Montel) that automatically generates location-specific pages. The pages always show the user real-time information, such as the exact queue time at each location. All brands use the same API solutions instead of individual, brand-specific implementations. We developed the API so that the same integration will work for future brand websites with only minor changes. This standardises processes, simplifies maintenance, and reduces the amount of integration work required in the future.

Product purchases from the online store

Product listings are imported directly from Shopify to the site. Private-label products and gift cards appear automatically with up-to-date information. They can be flexibly placed throughout the site, such as alongside blog posts.

Search and AI visibility

It was important to maintain M Room’s strong SEO position even during the redesign. The site’s architecture was heavily optimised for local search engine visibility (LocalBusiness Schema markup, NAP information, headings, and URL structures). We also focused on AI visibility. The solution was expanded to support multiple languages using a Multisite installation. M Room also uses Custobar, a platform that combines customer data and marketing automation.

result

M Room’s new website covers both the Finnish and Estonian sites. The same LFG OS platform is already being rolled out across the group’s other brands. The new Multisite platform and the replicable page template speed up the launch of the client’s new brands. They also make centralised, cost-effective maintenance of all websites possible. LFG plans to expand its operations internationally, and the website platform is ready for this. Launching websites for new brands is now easier and more affordable: the total cost is only about 10–20% of what it used to be.