Mcguirks Golf
Magico were delighted to begin working with McGuirks Golf in late 2009 when they contracted Magico to redesign and develop a new look Online Shopping Website which would reflect the high quality and professionalism that the brand has developed in Ireland over many years.
As with all our clients, our solution started with a detailed ecommerce workshop and a review of the current online offering. In that review, Magico found that the existing online shop was leading to ‘Missed Opportunities’. However, we were confident that with our experience and expertise, we could provide McGuirks Golf with an online retailing solution that would greatly increase online sales and also influence retail store visits.
In order to reverse these Missed Opportunities, Magico focused on a number of areas:
Developing Web-To-Store Sales:
Most of the products are available to purchase on www.mcguirksgolf.com however due to some brand contracts other products are not available to purchase online (i.e. Ping). McGuirks still continue to display these products online but with a strong ‘Call to Action’ to contact your local store for more information. Aside from this practical example, Magico are confident that customers researching golf clubs online will be impressed by the professional approach McGuirks have adopted to the online channel and this will help to drive unsure customers instore to try out the products in person.
Quality of the Homepage:
A quality homepage will get potential customers in the mood to shop.
Magico’s design and development team implemented a number of key selling opportunities on the homepage of the site which immediately entice the customer ‘into’ the site:
- Homepage Flash – Strong offers featuring free shipping, web discounts, attractive price points are essential
- A Featured Product Area which provides McGuirks with an area to feature and rotate new products or products on offer
- McGuirks Recommends – Another gateway into various products but presented in a different manner to the features above and with an added endorsement from McGuirks
- Top Brands & a Brand filter – Simple but effective providing potential customers with multiple navigation paths.
Quality of the Online Shopping Experience:
A web shopper should always feel in control and never have to second guess the next step to completing the shopping journey.
A clear navigation, strong sign posting, notifications each time something has been Added to Basket and a progress bar that updates as customers move through the checkout process are just some of the elements that help the potential customer through the shopping journey on the new McGuirks Golf website.
Quality of Online Sales Measurement:
Who are your Web visitors and what are they buying?
Integration of the site with Google Analytics coupled with a detailed Sales & Reporting system provided by Magico’s propriety MagiSHOP eCommerce Solution allows McGuirks to stay closer to their online customers and ensures they have detailed statistics which help them to monitor the impact of offline and online marketing techniques.
Ability to Up-sell & Resell to New & Existing Customers:
The provision of an email subscriber feature allows McGuirks to build on their existing customer database and the release of a Discount Voucher Code field in the Checkout allows them to reward customers with discount codes which can be redeemed against online purchases.
Quality of Product Photography:
From the start of all projects and right through the development of all of our eCommerce Solutions, Magico cannot stress enough the importance of the provision of high quality imagery. Gathering good quality imagery and granting enough space to the display of the primary image (and multiple images) cannot be underestimated.
The McGuirks Golf Site site has been hugely successful since the first week of its launch in April 2010.
What our client said:
Since go live of the new site there has been a dramatic increase in the volume of online orders we see on a daily basis. We can attribute this success to great new look website and strong online promotions. We are currently offering 10% off nearly all of the products online and free shipping to all of Ireland. We are delighted with this increase and we look forward to bigger and better success with McGuirks and Magico.ie
Gareth McGinn, Marketing Manager
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