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Digital Makeover


Mystays Hotel Management is the 3rd largest hotel management company in Japan, overseeing 6,708 rooms at 51 properties in the Greater Tokyo Area, Nagoya, Kyoto, Osaka and Fukuoka.

Mystays is the only hotel management company in Japan with a business model that enables its guests to freely select the length of stay at its four brands’ properties. Their one-stop shop approach provides users with the information and resources they need to prepare them for their stay.

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Wish List System Implementation
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Enterprise-class Search from Solr
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Personalized Recommendation System
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Multilingual Content Management
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Enhanced Marketing Capability
Integration with Zendesk, Gleam & Online Booking Solution Services


Mystays tripled their growth in 2017 and will continue to add 300 more hotels to their portfolio in 2018, with an estimated 400,000 customers booking via the online system. However, their previous online platform was beginning to show its age, being unable to cope with their growing popularity and hotel selection.

Mystays needed a website that felt more modern, functional and offered a premium online experience that reflected their brand positioning.

Growth Statistics


Increase in Mobile Bookings


Uplift in Conversion


Increase in Banquet Sign Ups


Faster Load Speed





Magento Enterprise was the platform of choice for this project. Using the power of Magento, the new ecommerce site offers a highly customized new look, in addition to providing a seamless, mobile-friendly checkout process across both the adults and kids sites. Magento’s scalability and internationally focused functions made it ideal for such a successful and ambitious brand as Club 21.


Omnichannel was an important element of the upgrade process. Users can enjoy a revamped find-a-store function, and can access all customer service touch points online using a new innovative and responsive design, integrating the online experience with in-store and adding value to both. Features such as shareable wishlists, viewable transaction history, and a ‘Login, shop, earn and redeem’ system were implemented.

Mobile commerce continues to grow in popularity, so the Club 21 mobile site was a major focus for this project. To make the experience consistent across devices, a wireframe was drawn up and developed for the mobile site, sharing a very similar design and so becoming a continuation of the main desktop site while being highly responsive to the smaller screen.


Support for orders being made in five currencies (SGD, USD, THB, AUD and HKD) was added, as well as shipping to more than 50 countries. These features were important for the globally-minded Club 21 website, allowing them to provide a more targeted and localized service in the markets they operate. The pre-built internationalization enhancement features in Magento Enterprise allowed the brand to easily manage and add to these services going forward.

Going Forward

Club 21 has seen continued success thanks in part to their newly built ecommerce platform. Magento 2 has enabled them to revitalize their website and breathe new life into customer experiences.

Going forward, Club 21 will maintain focus on their omnichannel strategy to help their customers access and contact their brand however they want to. They have built a long term relationship with SmartOSC for ongoing support and consultation, to ensure they continue to promote and offer fresh experiences to customers, and remain one of the most fashion-forward style emporiums in Asia.

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