Looking for room to grow
Despite the success, CEO and owner Jamie knew that the platform GLTC had used to reach this level of success wasn’t going to carry them further on toward their goals. There were several limitations on how far their old platform could take their business. First and foremost was the lack of control over their site.
Adding products, creating content, launching new sales and promotions were all being held back by the workflow of their existing site. It wasn’t a matter of technical expertise either, they just didn’t have the tools to do what they needed to do. The business itself was held hostage by the very platform they used to reach their customers.
Besides being inaccessible to employees, there was a deeper lack of functionality. Even when they could arrange development time to release updates, they couldn’t always accomplish the things they needed.
For a store as large as GLTC, there were a number of tools missing from their businesses toolkit when it came to selling online. Not having these tools held their online sales and their business back.
- Guest checkout
- Third-party payment integrations
- AB testing capability
- Product sets
- Product collection options
- Sale and discount notifications
Picking a new platform
Starting out on a new technology platform is not such a big deal. For an established store with thousands of products and a decade worth of order and customer history, things get complicated.
Choosing a partner
Shopify Plus is the most accessible ecommerce platform on the market, but Jamie knew that to get the results he wanted for the company, he would need outside expertise, saying “We knew early on that we wanted to do a bespoke web design and add in new functionality and for that we would need Shopify experts - it was way out of our capabilities.”
For a company as large as GLTC, a simple redesign wasn’t enough. They needed a partner who could help them through a major transition with several complicated moving parts:
- Bespoke site design that reflected the brand and product range while driving sales across multiple product collections
- Data migration including hundreds of products, thousands of customers, and a decade of order history
- Integration with GLTC’s own warehouse, as well as other suppliers and dropshippers
- Integration with multiple analytics providers and marketing partners
- In-depth Google Tag Manager integration
Hundreds of products with variants. Thousands of customer accounts. 10 years of B2B and B2C order history, complete with notes, discounts, and shipping specifications.
Some stores can do DIY data migration when they replatform, but for GLTC, that was never an option. There was simply too much critical data, and the migration had to work. There was not only data within Shopify, but CRM data, warehouse and third-party distributor systems, and other third-party systems and tools.
Working with Shopify Plus developers, we established a plan to make the data migration as smooth as possible.
First, product data was moved from Magento into the Shopify ecosystem Each product has several data points that had to be carefully transitioned:
Once products were in place on the new site, we were ready for customer data:
- Names Account ids and passwords Emails
- Contact and shipping information
- Associated third-party data
After customer data was migrated, it had to be reconciled to make sure that everything was accurate and formatted so that it could be recognised by Shopify’s systems and third-party partners. Multiple addresses, duplicate accounts, and dead emails all had to be removed or reconciled.
To bring existing customers into the new system, they would have to activate their account and set a new password.
Once products and customer data were in place, it was time to move the extensive order history for each customer:
- Purchase histories
- Order notes
- Discounts, Vendor tagging
- Currently active orders