Overview
Laguna is the largest book retailer in Serbia, with roughly 60 stores. Today the laguna.rs storefront, CMS, CRM, and order management run in production on oozmi — and the business team runs them with zero in-house developers.
The story is small in headline terms — a single retailer that picked a platform — but the proof is unusually public: a 2026 production site, stress-testable, with a Lighthouse 96 desktop score any prospect can verify in their own browser.
Technical context
The previous stack was an in-house ecommerce platform built up over years, maintained full-time by a dedicated engineering team. Beyond ecommerce, the operation ran across a typical mid-market spread — newsletter tooling, segmentation, campaign tooling, dashboards — each in its own system with brittle integrations between them.
Today the storefront, CMS, CRM, and order management are live on oozmi, in one admin, against one record model.
Challenges
The business team was a queue in front of engineering. Promotions, content moves, segmentation, and dashboards each required a brief, a quote, and a release. A single discount toggle could take developers two to three days.
Toolset sprawl. Newsletters, segmentation, campaign tooling, and analytics each lived in a separate system, integrated through brittle pipes that made anything cross-tool expensive.
Solution
The engagement was structured as a design partnership — close collaboration on the solution design, with scope agreed up front. Migration took one year from signature to full production: catalog, customer accounts, order history, content, SEO.
With the platform live, the business team stopped briefing engineering. Promotions, discounts, campaigns, segmentation, content, and dashboards are now self-serve through the no-code builder. The Gifts product line — a whole new category — shipped end-to-end through the merchandising team's interface, including product parameters, filter taxonomy, global search registration, the landing page, promo components, and manufacturer onboarding. None of those steps required a developer.
The tool stack collapsed too. Newsletters, segmentation, campaign tooling, and dashboards all live in oozmi now, in the same admin, against the same data.
Key Results
The headline is the Lighthouse score. 96 desktop on laguna.rs in production — verifiable in any prospect's browser. Accessibility 97, Best Practices 96, SEO 100 desktop. Mobile sits at 84 (Performance) / 96 / 96 / 100 — and that's the score as-is, with huge amounts of data, heavy pages, multiple complex third-party analytics tools, and a tailored website experience delivered differently to different user segments.
The team is the second headline. Zero in-house developers. Business teams self-serve everything they used to ticket. Discount changes went from days to minutes; complex multi-condition, multi-segment campaigns that used to start as "can we even do this?" now ship in minutes from the no-code builder. Data insights run real-time on demand.
And the operation now runs cross-border on a single storefront — one catalog, one inventory truth, locale-aware presentation per market.
What's next
The partnership continues on the modules already in production — deeper self-serve coverage, and more of the day-to-day running through the same admin, against the same data.
The commercial reframe matters more than the technical one. The cost story isn't "cheaper software." It's: promotions, campaigns, content, and reporting no longer wait on engineering — the separate marketing tools collapsed into one, and the business team is no longer a queue.