Underwood Ammo (underwoodammo.com)
Industry: Sporting Goods, Firearms
Services: E-commerce Platform Migration, Retention Marketing, Custom Development
Agency: Jamersan
Challenge:
Underwood Ammo, a respected manufacturer of premium ammunition, was burdened by their reliance on an aging Magento platform to drive their direct to consumer online sales. The site was increasingly difficult to manage, and incurred significant technical debt that hindered growth and innovation. They were unable to easily integrate new features and felt trapped by the platform’s limitations. Additionally, Underwood Ammo wanted to launch a retention marketing strategy to nurture customer relationships and drive repeat purchases. Finally, their customers were asking for better product categorization and filtering. Underwood Ammo sought a comprehensive solution to address these core issues:
1) Remove Technical Debt from Magento: The existing Magento platform was costly, complex, and required specialized developer resources, hindering agility and diverting resources from core business objectives.
2) Drive Customer Lifetime Value with Email + SMS Marketing: Underwood Ammo needed a robust marketing program to engage customers, promote new products, and foster brand loyalty.
3) Improve Product Findability with Advanced Filtering: The extensive product catalog was difficult to navigate, requiring a more intuitive filtering system to improve product discovery and enhance user experience.
Solution:
The cornerstone of the solution was a migration from the cumbersome Magento platform to the more agile and user-friendly BigCommerce platform, eliminating technical debt and streamlining operations.
Simultaneously, Jamersan integrated the Klaviyo email marketing platform, empowering Underwood Ammo to implement sophisticated automated email flows, audience segmentation, and the delivery of personalized communication/offers to customers.
To maximize product discoverability, Jamersan implemented a more robust product filtering system to enable customers to effortlessly refine their searches based on criteria like caliber, grain weight, bullet type, and usage scenarios.
To ensure conversion optimization, a new, modern theme was designed to provide customers with a frictionless shopping experience and that better aligned with Underwood Ammo’s brand identity.
Finally, recognizing the compliance needs of the firearms industry, Jamersan customized the checkout process to allow customers to securely provide their firearms licenses when necessary, ensuring adherence to state regulations and facilitating a smooth transaction process.
Results:
The strategic overhaul delivered significant improvements to Underwood Ammo’s online business:
– Elimination of Technical Debt: Migrating to BigCommerce freed Underwood Ammo from the constraints of Magento, resulting in a significant reduction in maintenance costs and developer dependency. The intuitive BigCommerce platform empowered their team to manage the store more efficiently.
– Increased Customer Lifetime Value: The Klaviyo email marketing program has been driving a whopping 60%+ of online sales revenue. Targeted campaigns and automated flows successfully engaged customers, fostered loyalty, and increased overall customer lifetime value.
– Improved Product Discoverability & Conversion: The advanced product filtering solution led to a 18% increase in product page views and a 12% decrease in site search usage, indicating that customers were able to find products more easily through browsing. This also resulted in an increase of conversion rate by 15%.
– Streamlined Operations: The move to BigCommerce, coupled with integrations with Fishbowl, streamlined Underwood Ammo’s e-commerce operations, allowing them to focus on customer service and retention.
By partnering with Jamersan, Underwood Ammo successfully addressed its technical challenges, implemented a powerful retention marketing program, and significantly improved the online shopping experience. The solution has positioned Underwood Ammo for continued growth and solidified their position as a leader in the ammunition industry.
