Digital Fuel were tasked with building an e-commerce website from scratch for sports memorabilia company Icons of Sport. The specific requirements from the client included completely new brand guidelines, a mobile responsive design that is SEO friendly with the end result leaving the Icons of Sport marketing team the ability to add new products, integrate pricing models with tax and shipping details. The huge amount of detail and sheer volume of products meant that the CMS had to be flexible enough to enable new products to be added, along with featured images to showcase the highly sought after sports memorabilia.
Icons of Sport were traditionally an offline retailer; therefore the transition to online would be a challenge in itself. Bringing a suite of products from an ‘in-store’ environment to an online environment means users and potential customers need to get as near to an experience as they would in the store. That means clear product descriptions and images and an easy way to navigate around the online shop.
Additionally, a separate challenge we faced was that Icons of Sport were using a server that was somewhat out of date and not fit for purpose when it came to the online store. This meant an upgrade to the existing solution and transferring the site across.
The website was built using the content management system Wordpress, enabling the team to manage the content themselves as far as adding pages, writing page content and META data, adding products, adjusting navigation etc.
For the ecommerce functionality, the plugin Woocommerce was chosen, mostly due to its user-friendly environment, ease of integration with Wordpress, ability to take credit card payments, automatically calculate shipping costs, manage stock levels and create featured products (e.g. product promotions, sale items etc).
Another key element of the project was to integrate a CRM solution. Given the nature of the product and the volume of traffic to the website, the most flexible and easy-to-use platform we chose was Mailchimp. As with Wordpress, it’s a very straightforward tool to use and suits the needs of the customer. Mailchimp allows Icons of Sport to collect data through an email sign up section, so that users can be notified of the latest signed memorabilia item available.
To solve the issue of the redundant server, a new solution was brought in, a Wordpress specific hosting platform known as FlyWheel. As FlyWheel is exclusively designed for hosting Wordpress websites, it’s ideal for easily managing and monitoring any site downtime. Along with speed and reliability, there’s also the added benefit of easily adding an SSL certificate to the site, in order to accept online payments.
Icons of Sport can now accept online payments for their products, adding an additional revenue stream to the business. The whole marketing team is up to speed with the CMS after extensive training from Digital Fuel. Additionally, Icons of Sport now have the ability to manage their database online and quickly and easily speak to customers about exciting new signed sporting goods!