Experience & Engagement
Multi-column desktop menu; mobile drill-down; links managed self-serve in Teepee's Navigation module
In one sentence
A multi-column desktop mega menu and a drill-down mobile menu, with the entire link structure managed self-serve — so the way the range is presented can change as fast as the range does.
How it works
Navigation is built and edited by the brand team rather than by developers: columns, groupings, ordering, promotional slots and imagery are all configured in the platform's navigation module and published without a release. Desktop shows a multi-column menu that can expose several levels of the range at once; mobile uses a drill-down pattern sized for thumbs, with optional thumbnails at the final level. The same structure drives both, so there is one thing to maintain, and changes can be scheduled for a launch or a sale.
The problem it solves
For the brand
Navigation carries more traffic than any campaign, yet it's typically the most rigid part of the site — hard-coded, owned by engineering, and out of date the moment a new category launches. Ranges change weekly; if the menu can only change quarterly, the newest and most profitable lines are the hardest to find.
For their customers
Most shoppers don't use search; they navigate. If the menu doesn't reflect how they think about the range — by need, occasion or concern rather than internal category codes — they conclude the product isn't stocked and leave.
For shoppers
For the brand
Range structure changes same-day, in-house
Time to expose a new category, engineering tickets avoided
Promotional slots put margin-priority lines in front of everyone
Category click-through, promoted-range revenue
Better navigation reduces reliance on paid category traffic
Organic category entry, cost per session
Fewer dead ends and abandoned searches
Bounce rate, null-result searches
One structure for desktop and mobile
Maintenance effort, structural inconsistency
In practice
A shopper hovers a top-level category and the mega menu opens showing four columns of sub-ranges plus a promoted seasonal edit with imagery.
They spot a grouping they didn't know existed and go straight to it.
On their phone later, the same structure appears as a drill-down, with thumbnails on the final level to distinguish similar ranges.
The following week the merchandising team reorders the columns for a sale and schedules it to go live overnight.
Where it lands hardest
Health, wellness & nutrition
Ranges are best navigated by goal and format rather than by product type — the ability to restructure by need is what makes the catalogue legible.
Beauty & personal care
Brand, concern and product type are three competing axes; a mega menu can expose all three at once instead of forcing one hierarchy.
Food, drink & FMCG
Large SKU counts with shallow interest per item — shoppers need to reach the shelf fast, and seasonal reshuffles are constant.
Pet care
Species, life stage and need cut across each other; grouped columns handle this far better than a single nested tree.
Fashion & apparel
Drops, edits and seasonal categories change constantly, and promoted imagery in the menu is a genuine merchandising surface.
Luxury & premium lifestyle
Use sparingly. Luxury tends toward a short, uncluttered menu; the value here is precise editorial control, not density.
Common questions & objections
Why the platform version wins
Most platforms treat navigation as theme code, which puts every menu change behind a developer and a deployment. Here it's content — governed, schedulable and owned by the team that owns the range.