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About Army & Navy Stores
Westcliff Army & Navy Stores, established in 1950, has a long-standing reputation for delivering quality goods at affordable prices, from clothing and accessories to camping gear and workwear. This family-run business prides itself on passing savings on to customers by sourcing products in bulk and negotiating discounts. Their website extends this commitment, offering a wide range of products with the same values of quality, affordability, and exceptional service.
The Opportunity
Westcliff Army & Navy Stores aimed to transition from a traditional retail model to an efficient online store to:
— Reach a broader audience across the UK and expand online sales.
— Provide a modern, user-friendly platform for customers to browse and purchase items easily.
— Showcase a constantly updated range of products, especially in the army clothing, camping gear, and workwear categories.
— Enhance the mobile experience, catering to customers shopping on various devices.
— Optimize SEO to improve search rankings and attract organic traffic.
The Solution
Smart Web Agency developed a robust, visually appealing e-commerce site for Westcliff Army & Navy Stores, powered by Shopify. The solution focused on:
— Shopify Integration: A complete e-commerce solution with secure payment options, inventory management, and easy updates for new products and deals.
— Simple Navigation: Easy-to-access categories for quick browsing, helping customers find exactly what they need, from footwear to camping accessories.
— Shop Pay Integration: Allowing customers a fast, convenient checkout experience.
— SEO and Marketing Optimization: Optimized product listings and content to improve search rankings, attract organic traffic, and convert visitors into customers.
Software Stack
— E-commerce Platform: Shopify for easy management and scalability.
— Secure Checkout: Shop Pay integration for a streamlined and secure payment process.
— Database Management: Ensuring secure and efficient product and customer data handling.
— Google Tag Manager: For detailed analytics and tracking to gain insights into user behavior and optimize sales strategies.
— Storefront Enhancements: Integration of various product showcases, including rotating new stock displays and highlighted deals.
Core Features of the Platform
— Intuitive Navigation and Search: Customers can quickly filter products by category, price, and more.
— Customer Reviews: Built-in review system to enhance trust and help customers make informed decisions.
— Product Highlights: Sections for new arrivals, popular items, and featured deals, emphasizing Westcliff’s constantly updated inventory.
— Newsletter Signup: Integrated email marketing option to inform customers of promotions and new product arrivals.
Mobile First Approach
Recognizing that many users browse on mobile devices, the website was designed with a mobile-first approach, ensuring:
— Responsive Design: Products display perfectly on all screen sizes, from desktops to smartphones.
— Quick Load Times: Optimized images and content for fast loading on mobile.
— Seamless Mobile Checkout: Customers can easily complete purchases on mobile, enhancing the shopping experience and conversion rates.
The Result
Since launching the redesigned website, Westcliff Army & Navy Stores has successfully reached a wider audience and driven sales through improved accessibility, user-friendly navigation, and optimized SEO.
Key Metrics
— 30% increase in online revenue within the first quarter of launch.
— 40% growth in mobile transactions, benefiting from the mobile-first approach.
— 50% increase in returning customers, reflecting strong user satisfaction.
— 20% rise in organic traffic due to enhanced SEO.
— 1 industry award for e-commerce design and user experience.
Conclusion
The Westcliff Army & Navy Stores website now serves as an essential digital storefront, blending tradition with modern convenience. Smart Web Agency handled the development, design, and SEO, resulting in a secure, user-friendly, and highly responsive platform. This digital transformation has allowed Westcliff Army & Navy Stores to maintain its family-oriented values while expanding its reach and meeting the needs of today’s online shoppers.
