Company Background

PAUL is a French chain of bakery/café restaurants established in 1889 in the town of Croix, in Nord of France, by Charlemagne Mayot. It specialises in serving French products including; breads, crêpes, sandwiches, macarons, soups, cakes, pastries, coffee, wine, and beer.


Project Requirements

PAUL has a powerful global vision and a huge desire to grow its business catering and events market.

However, when they approached Best Response Media their current eCommerce platform, was not fit for purpose to support this online growth strategy. At the same time, PAUL recognised the need to not neglect existing customers who are interested in PAUL’s range of cakes (as well as store, restaurants and masterclasses).

They were looking for a platform to facilitate both markets and provide PAUL with the tools and platform to capitalise on both areas of growth. Additionally, the new eCommerce solution needed to be readily scalable to support PAUL’s future global presence online.



The whole PAUL UK website was rebuilt Magento 2 Commerce Cloud, the latest iteration of the full-featured eCommerce solution. Creating personalised shopping experiences, to boost conversions by dynamically displaying content, promotions and prices based on customer segments.

The new website now showcases PAUL’ s wide range of products and services from their flakiest croissant to their large catering platters, providing the best customer and checkout experience for their loyal customers in-store or online.

A new world-class experience for both consumer and business customers and giving corporate and wholesale customers a simplified way of bulk ordering and complete orders quickly and with confidence.

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Magento 2 Commerce Cloud PAUL’s website was migrated to Magento 2 Commerce Cloud giving a full-suite of admin capabilities as well as the ability to define access settings and content on a granular level. It empowered PAUL’s internal staff to create CMS pages as and when required. These rich content pages capture PAUL’s rich history, as well as showcasing PAUL’s social and charitable actions, its company values and well-known brand.
User Journey A user and conversion-centric approach was taken for the user journey of PAUL’s new website, providing customers with the right information—at the right place in their journey. Allowing them to make informed decisions about their purchases with in-store collection or delivery options. The new navigation allows customers to view the whole product catalogue with a frictionless user experience focused on increasing basket value and subsequent conversion.
Online Store Locator The addition of the new store locator functionality allows customers to search for their nearest PAUL UK store by entering a postcode, address or city. A new interactive map powered by Google Maps API, displays the closest shops to the customer, with filtered options for either shops or restaurants. This interactive store information gives customers useful address and opening time information and even allows them to book a table.
B2B Commerce Magento Commerce Cloud has given PAUL extensive B2B integrated functionality and flexibility for both B2B customers and back end administrators. Removing a great deal of internal administrative burden from them. In addition to this, it offers the potential to grow loyalty and basket sizes.
Intelligent Reporting The Magento Business Intelligence extension provides PAUL’s teams granular access to eCommerce data and the ability to build their own reports as required, elevating a major internal pain-point. Further to this, Magento Business Intelligence offers the ability to integrate Magento and Google Analytics data to provide a valuable 360-degree view of customer behaviour.
SEO Migration We carried out a thorough SEO migration is as part of the project deployment, to maintain PAUL UK’s Google ranking and ensure pages were indexed, plus carrying depth tasks pre-launch, during and post-launch such as; site crawl, redirects, category structure review and restructure, https review and monitoring 404s and rankings post-launch.
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