Lancaster Archery Supply
Keeping Customer Service Right on Target
Lancaster Archery Supply is a successful multi-channel archery supply business.
The Current Commerce Solution was Missing the Mark
Lancaster Archery Supply operates a retail location, an annual catalog, and two commerce websites, all servicing the U.S. and global market of Olympic, traditional and bowhunting archers. As the company continued to grow and capture a significant percentage of its market, the need arose for a more sophisticated ecommerce solution that would allow for more flexibility and tighter integration with the back-end fulfillment system.
Because the business draws a following of archers from all corners of the globe, Lancaster Archery aimed to expand its digital presence to better satisfy the needs of its diverse customer base.
Because the business draws a following of archers from all corners of the globe, Lancaster Archery aimed to expand its digital presence to better satisfy the needs of its diverse customer base.
Taking Another Shot at Lancaster’s Digital Presence
After undergoing an extensive discovery and analysis phase, we determined the need to better define the types of customers and each group’s unique archery needs.
We implemented a full site redesign for two unique brands – Lancaster Archery and Tradtech – supported by a customized ecommerce solution that allows for commission-based pro staff recommendations and the ability to shop by brand, archery style or category. The overhaul gave professional archers a voice on the site as well, with opportunities to recommend products and educate customers.
The site also functions as a unique store for dealers to sign in and receive customized pricing and offers based on bulk orders and loyalty.
Results
Refined Brand Hits the Bullseye
Our fresh design gave Lancaster Archery a look that conveys expertise, a robust navigation structure, and flexibility in promotional areas.
The Lancaster Archery Supply and Tradtech sites launched with a redefined visual brand. Built with multi-site functionality, Lancaster Archery is able to easily update both sites with a single administration tool. With each site speaking to unique customer groups, Lancaster is able to customize the content to promote different product sets and connect customers to valuable information through blogs, event calendars, forums, videos, and pro staff recommendations.
Customers can now better interact with Lancaster Archery online, via phone, and in person thanks to the inclusion of a more robust expert help functionality and an increased awareness of the physical store and its offerings.
These features further position Lancaster Archery as a leader in the sport and offer each visitor a robust experience.