SwimShop: Life in the Fast Lane

January 5, 2015

By: Elizabeth Van Dyke,
Author Title: 
Thought Leadership
, Magento
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With a name like SwimShop, it’s rather obvious that the UK based retailer’s passion is swimming. Established in 1980 and headed by an Olympic finalist, they’re Europe’s premier swim specialist, carrying over 5,000 different products from the world’s leading swim brands including Speedo, Nike, Adidas, and Kiefer. The challenges for their web business included scaling their site to support their business growth, coordinating multiple international sites, managing a B2B wholesale business, and managing a loyalty program. SwimShop also wanted robust merchandising features to streamline the buying process for consumers.

“The battle is fought in the user interface. We wanted to give our customers a simple and smooth shopping experience in our mobile store—this is a crucial step for us for keeping our leading position within swimwear and swim accessories,” says Mark Sear, CEO at SwimShop.co.uk.

To meet SwimShop's requirements, Magento Gold Solution Partner Redbox Digital helped SwimShop upgrade from Magento Community Edition to Enterprise Edition 1.14 in September of 2014. Having launched eight merchant sites globally on version 1.14, Redbox Digital knew they could bring the new SwimShop site to market quickly. To make mobile shopping quicker, easier, and more intuitive, Redbox Digital integrated a cutting edge drag and drop selection functionality (Drag-2-Buy from ShopLogiQ). On the B2B side, SwimShop was able to manage both B2B and B2C functionality on one site, using multiple logins to offer different pricing and discount levels. Another key differentiator was the upgrade to their loyalty program which provides “Dolphin Points” for every purchase.

SwimShop upgraded again to Enterprise Edition 1.14.1 just before Black Friday and Cyber Weekend, making it the first live site in the world to use the new release. The merchandising features SwimShop was looking for—particularly color swatches (critical to their business) and tools to more easily update and optimize category pages for seasonal changes and sales events—are built into Enterprise Edition 1.14.1.

Not only were SwimShop’s developers happy with the smooth launches and time saved, they were delighted with the noticeable performance and conversion improvements they experienced with the upgraded software. SwimShop reported a Black Friday record with an 85% increase in sales over their previous busiest day, and a 20% increase in B2C sales (YOY).

Visit the SwimShop site