Client
“NULogic transformed Leslie’s digital experience by boosting website speed, optimizing mobile performance, enhancing customer loyalty, and driving higher engagement through prioritized feature development.”
Founded in 1963, Leslie’s is the largest and most trusted pool and spa care brand in the U.S., serving residential customers and pool professionals nationwide. With over 1,000 retail stores and a robust eCommerce platform, Leslie’s delivers a seamless omnichannel experience—offering pool supplies, spa products, water treatment solutions, and expert services anytime, anywhere.
The Challenge
- Misalignment between development, QA, and design teams, slowing eCommerce delivery cycles and increasing project risks.
- Scalability issues during peak traffic, with the SFCC platform struggling to handle critical shopping periods and seasonal spikes.
- Slow page load times caused by bloated JavaScript (JS) and CSS bundles, impacting site speed and Core Web Vitals.
- High API latency, reducing overall site responsiveness and customer satisfaction.
- Mobile user experience challenges, with a growing need for faster, mobile-optimized, and user-friendly digital journeys.
- Fragile mobile workflows and glue code, creating instability and inconsistent performance.
- Fragmented digital loyalty program experience, resulting in low customer re-engagement and reduced retention.
The Solution
NULogic assembled a team of digital performance specialists, Salesforce Commerce Cloud (SFCC) experts, and product leaders to deliver a high-impact eCommerce roadmap. With Agile execution, DevOps precision, and continuous delivery, the team built a faster, mobile-optimized, and more resilient digital commerce platform—positioning Leslie’s for scalable growth and customer loyalty.
Backend Refactoring for Performance
- Refactored SFCC controllers using Salesforce Commerce Cloud best practices.
- Reduced API latency and improved overall backend responsiveness.
- Rebuilt modular integrations using Boomi middleware logic for stability and scalability.
Frontend & Mobile Optimization
- Improved Lighthouse performance scores from sub-50s to mid-80s.
- Eliminated render-blocking resources and compressed large JS/CSS bundles.
- Streamlined SFCC ⇄ Boomi ⇄ Mobile data flows for faster responsiveness.
- Optimized SFCC eCDN with advanced caching and intelligent data storage.
Figma-Led Product Engineering
- Designed UX flows in Figma, converted into JIRA sprint plans for Agile execution.
- Delivered cross-platform development with full-stack coverage across QA, UAT, and production.
- Applied engineering processes used by global SFCC leaders like Adidas and L’Oréal.
Field Services Experience Redesign
- Rebuilt the Service Appointment Portal with dynamic Q&A logic for ease of use.
- Integrated custom SFCC objects with Accruent via Boomi APIs.
- Delivered a seamless, user-first booking experience for customers and field staff.
Loyalty 2.0: Pool Perks Go Tiered
- Transformed a flat-point rewards system into a tiered loyalty program.
- Integrated third-party rewards platforms via real-time APIs.
- Enabled live loyalty points tracking, redemption, and reward visibility across web and mobile.
Checkout Overhaul + GA4 Integration
- Redesigned the entire checkout experience (frontend + backend) for higher conversions.
- Embedded Google Analytics 4 (GA4) for cookieless precision tracking and insights.
- Positioned Leslie’s for future-proof customer analytics and digital growth.
The Results
- Lighthouse Mobile Performance Score improved from 48 to 85+, enhancing site speed, Core Web Vitals, and mobile SEO rankings.
- Loyalty Program Engagement surged immediately with a tiered rewards system and real-time API integrations.
- Checkout Bounce Rate significantly reduced, improving conversion rates and eCommerce revenue growth.
- Service Bookings YoY grew from baseline to +150%, driven by a redesigned customer booking experience.
- Platform Outages during Peak Season reduced from recurring incidents to zero downtime in 2024, ensuring scalable eCommerce stability.
Turning Support into a Strategic Asset NULogic embedded continuous monitoring and DevOps automation, transforming support into a data-driven performance enabler for smarter decisions and faster resolutions.
- Dynatrace Real User Monitoring (RUM): Delivered real-time behavioral mapping of customer journeys.
- Opsgenie Alerts: Enabled instant escalation to engineering war rooms, cutting downtime risk.
- SLA-Driven JIRA Workflows: Ensured high-priority incident resolution in under 15 minutes, boosting reliability.
- Cross-Platform Database Monitoring: Unified visibility across Salesforce Commerce Cloud (SFCC), Boomi middleware, and Manhattan OMS for end-to-end performance control.
Highlights
"Partnering with NULogic has been a game changer for Leslie’s. They have optimized multiple Salesforce platforms internally and are a true extension of our team – always responsive, collaborative, and invested in our success. Their ongoing support has ensured smooth and on time delivery as we continue to enhance our tools. In addition to support, they provide valuable insights to help drive improvement.”
Services
- eCommerce Development (SFCC)
- Performance Engineering
- Integration Services
- User Experience and Design
- QA & Testing Automation
- Monitoring and Support Operations
Technologies
Engineering Stack
Partner Integrations
Contact Us
Let's Work Together
