Sheplers Western Wear
Case Study

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Background

Western wear and Sheplers have been synonymous for over 100 years. Begun in a modest storefront in Wichita, Kansas, Sheplers has become the world's leading provider of apparel and accessories for the country/western lifestyle including: traditional cowboy wear, fashionable western wear, country inspired casual wear and authentic work gear. Consumers have the ability to shop wherever and whenever it is convenient for them: in one of our 21 stores across the US, online 24/7 at Sheplers.com or via its extensive catalog offering.

Sheplers proudly carries some of the world's best known brands from Wrangler, Levi's and Cinch to Justin, Lucchese, Ariat and Nocona, to Stetson to Carhartt and Montana Silversmiths, and much more all under one roof. Sheplers caters to men, women and children whether they are looking for a complete outfit, a fun accessory to finish off a special look, or a great piece of home decor. In fact, Sheplers carries over 800,000 pairs of boots and can fit virtually any size foot.

Widely known for its outstanding customer service, Sheplers was recently rated as one of the top ten of all catalogs in terms of customer satisfaction in the US.

Sheplers, since 1899, and still going strong.

The Situation

The Sheplers marketing team is driven by data, they don't make a move unless there is some analytics to back them up (we love working with clients like this).  In 2013 the Sheplers marketing team identified opportunities in the marketplace for the company to capture additional market share online through specific vertical channels.  The goal was to quickly capitalize on these opportunities by standing up unique URL's, pull inventory from the existing Micros platform, and capture new audience.

In 2012 Sheplers invested in an Enterprise eCommerce/back-office solution.  The platform did not give Sheplers marketing team quite the flexibility and speed to market that they required so they needed a solution that could be deployed quickly, integrated seamlessly with the existing platform, and could be rolled out in a cost effective manner.

The Sheplers development team did a thorough evaluation of the Slatwall Commerce platform and worked closely with ten24 on the project plan and implementation.

The Solution

The project began with ten24’s Engineering process, including a series of meeting to fine tune Shepler’s requirements, review the proposed designs, and map on the scripts required for data exchange.  The team spent a lot of time around the checkout, and how Javascript could be utilized to streamline the user experience into a one-page process.

Work began on westernwear.com in Jan 2014, including the development of key features:

  • Custom, responsive templates

  • Elastic Search

  • Real-time inventory

  • Order integration with the existing ERP system

  • Content management system

  • Integration with Shepler’s existing Promotion engine

  • International currency display based on API look-up

Site speed was a major concern, and Sheplers performed numerous load balance tests and worked with ten24 to optimize the site to ensure fast load times.

The westernwear.com site launched in April 2014.  Less than 3 months later a second site, workboot-express.com, launched.  Workboot Express utilizes the same Slatwall set-up and integrations, but different templates and product selection.   Finally, a third site, geared to ladies fashion western wear launched 2 months after Workboot Express, again, same back-end framework, just a custom UI and unique product mix.

Results

Sheplers has a framework in place that allows them to launch completely new sites, with custom templates and full functionality, in a matter of weeks.  One Slatwall installation is able to handle multiple websites so the technical footprint is small, and easier to manage.

The project did not require Sheplers to change their existing order workflow, or make major changes to their existing back-office systems.  Slatwall was surgically inserted into their framework to provide the flexibility to capitalize on marketing opportunities as they present themselves.

Sheplers has been able to leverage the flexibility inherent in Slatwall to add incremental revenue to their bottom line.


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