February 15, 2020

Transforming Safariland: From Demandware to Shopify

Welcome to a detailed account of a groundbreaking project that I spearheaded at Safariland – a renowned name in the industry. Our ambitious endeavor involved transitioning our extensive e-commerce platform from Demandware to Shopify, a move that was met with initial skepticism due to the sheer volume of 140,000+ SKUs and the intricate custom configurations required.

 

As the leader of this massive project, not only was I responsible for Safariland but also its sub-brands. The challenge was monumental – many believed it couldn’t be done. We were tasked with ensuring a seamless transition without disrupting our customer experience, all while managing an incredibly diverse and extensive product range.

Our journey began with a critical decision: moving away from Demandware. Despite its robust features, we faced limitations that hindered our agility and scalability. Shopify emerged as the beacon of efficiency and cost-effectiveness. This platform promised significant savings in monthly updates and maintenance, freeing up resources for enhancing our online presence. The planning phase was intense, involving meticulous strategizing to ensure every SKU was accounted for and every custom option was seamlessly integrated.

Driving Revenue... the important things

The financial implications of this move were profound. By cutting down on recurring expenses, we redirected funds towards amplifying our digital footprint. The results were staggering – a 70% surge in revenue. This uptick was not just due to the platform switch but also a result of an integrated approach involving targeted digital advertising, strategic email marketing, and a robust content strategy.

A significant benefit of this transition was operational efficiency. We shifted from a robust team structure to a leaner, more agile framework. This not only reduced overheads but also fostered a more dynamic working environment. For our customers, the new website meant an enhanced, frustration-free experience. They spent more time exploring and purchasing products rather than dealing with customer service issues.

 

This transition was more than a technological upgrade – it was a brand revolution. The new website resonated with our identity, striking a chord with our customer base and setting us apart from the competition. We weren’t just selling products; we were offering an experience, a statement of quality and innovation.

 

In the four years, Shane has been with the Safariland Group, he has been a catalyst in creating and launching our brand websites, eCommerce growth of 70%, and dynamic growth in our social media presence.

– Brad Williams President, Safariland Group

We didn’t stop at e-commerce. The website became a platform for education – both about our products and the industry. We created an ecosystem where learning and purchasing went hand in hand, engaging our customers and fostering a sense of community. This approach not only educated our customers but also built trust and loyalty.

The journey from Demandware to Shopify was not just a change of platform; it was a metamorphosis of Safariland’s digital persona. We broke barriers, exceeded expectations, and set new standards. This project was a testament to what can be achieved with vision, leadership, and a relentless pursuit of excellence. It’s a story of transformation, innovation, and a bold step into the future.