The incumbent ecommerce setup presented both technical and brand challenges. The existing OXEN WooCommerce website was creating problems around functionality, reliability, performance and scalability. At the same time, the separate Elite Pro Sports website provided the home for the company’s club and team stores.
Customers purchasing OXEN products and supporters shopping for team merchandise were therefore directed through different branded environments, despite both being part of the same wider business and product ecosystem. This weakened the connection between OXEN and its brand partners and created an unnecessarily fragmented customer journey.
The replacement platform needed to consolidate both websites, establish OXEN as the clear customer-facing master brand and create distinctive but consistent digital stores for each team. It also needed to support enhanced product personalisation, more flexible delivery options and the future growth of the ecommerce operation.
The website was being developed as part of a wider digital overhaul, including the introduction of Microsoft Dynamics 365 Business Central as the central ERP platform and Lightspeed for fixed and mobile point-of-sale operations. The new ecommerce environment therefore needed to operate effectively within the broader technology architecture being introduced across the business.
