MIRATON is a chain of multi-brand fashion markets for footwear and accessories: around 15 stores in Kyiv, Dnipro, Odesa, Kharkiv and other cities, plus the miraton.ua online store, which has been trading since 2007. ANIART is the online store's technical partner: we keep it running reliably, develop its functionality and ship the mechanics the client's team comes up with.
The client: a fashion market, not just a shoe shop
MIRATON's assortment is 3,000+ models of women's and men's footwear, plus bags, accessories, jewellery, cosmetics and shoe care. Alongside its own label it carries Dr. Martens, Vagabond, Buffalo, Guess, Pinko, LIU JO, DKNY, Lacoste, New Balance, Nike, adidas and more. Collections are bought at trade fairs in Milan, Madrid, Düsseldorf and New York, so the catalog turns over completely twice a year.
For a business like this the website is not a separate channel but an extension of the chain. A shopper can spot a pair online and pick it up in a store, earn bonuses in a mall and spend them on the site, pay in instalments in both channels. If online and offline drift apart — in stock, in bonuses, in promo terms — both shoppers and cashiers notice straight away.
The brief
MIRATON didn't need a contractor for one-off fixes. It needed a team that knows the store from the inside and is accountable for making sure that:
- the site runs reliably every day, and above all at the launch of a new collection and during sales of up to −70%;
- orders, payments and deliveries go through without failures, including try-on deliveries and instalments;
- scenarios that connect the site and the stores — reserve-in-store, the loyalty program — work in step;
- marketing ideas become working mechanics in days, not months.
What we support and develop
Our area of responsibility is the entire technical side of the online store. These are the key scenarios we are accountable for, and what each of them demands from the platform.
| Shopper scenario | What sits behind it technically |
|---|---|
| A 3,000+ model catalog | "Women" and "Men" sections, filtering by type, brand, material and size, a separate Outlet, seasonal NEW COLLECTION edits; fast catalog pages thanks to caching |
| "Pick up in store" | Reserve a pair on the site: the shopper picks a size, city and store, gets an SMS confirmation and pays at the till after trying it on |
| Miraton Club | One loyalty program for the site and the stores: 3–5% back in bonuses, a card tied to the phone number, bonuses earned and spent in both channels |
| Payment | Card on the site, Google Pay and Apple Pay, instalments from PrivatBank and monobank, cash on delivery |
| Delivery with try-on | Nova Poshta (branch, courier, parcel locker) and Meest; up to three items to try on, shipped as separate parcels — the shopper pays only for what they keep |
| Marketing and communication | Triggered eSputnik campaigns, Binotel call-back and telephony, Google Tag Manager and Hotjar for behaviour analytics |
The seasonal rhythm
Footwear retail lives by the season: spring-summer and autumn-winter launches, sales, holiday promotions. For the site, each wave means new rules in the cart and checkout: a discount for paying by card on the new collection, free delivery until a set date, instalments limited to a specific collection, restrictions on spending bonuses during a promotion.
How we prepare the store for peaks
- we set up promo mechanics in advance and test them on a staging environment together with the client's team;
- we check catalog and checkout performance before the promotion starts, not after the first complaint;
- on peak days we keep site availability, payments and order hand-off under watch.
How we work
- Request. Tasks from MIRATON's marketing and e-commerce team go into a shared, prioritised queue.
- Assessment. We work out which parts of the store a change touches: catalog, cart, payment, bonuses, reservations.
- Development and testing. Every change goes through staging first, never straight to production.
- Release and checks. After deploying we run the key scenarios: search and catalog, cart, payment, reserve-in-store, bonus accrual.
- Monitoring. We watch availability and speed so we can react before shoppers notice a problem.
Technology
The online store runs on PHP and MySQL behind Nginx, with catalog pages served from cache. Around the core sit the integrations we keep in working order.
Payments
Online card payments, Google Pay and Apple Pay, PrivatBank and monobank instalment services.
Delivery
Nova Poshta and Meest: branches, couriers, parcel lockers, delivery with try-on.
Loyalty and CRM
The Miraton Club loyalty program, shared by the site and the retail chain; eSputnik campaigns.
Analytics and contact
Google Tag Manager, Hotjar, Binotel telephony and call-back.
The result
MIRATON has an online store that works as part of the chain — one loyalty program, reserve-in-store, instalments and try-on delivery — and a team that is accountable for all of it every day. New seasons, promotions and services launch without months of waiting, and the technical side is not a risk in the busiest weeks of the year.
The ANIART team promptly delivers all our requests.The MIRATON team
Run a retail chain and want your website to work as its extension? See our other projects or get in touch.
