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Bushnell Golf Elevates Its Digital Commerce Experience

TA Digital, a full-service digital transformation solutions and services provider for enterprise companies for more than 18 years announced the release of a new case study that documents how Vista Outdoor Inc., a leading global designer, manufacturer and marketer of consumer products in the outdoor sports and recreation markets, has partnered with BigCommerce and TA Digital, a digital transformation agency, to elevate the digital commerce experience of its Bushnell Golf Brand. In anticipation of the critical holiday shopping season, the Bushnell e-commerce leadership team turned to TA Digital and BigCommerce to accomplish the improbable – launch a new website on a new platform within six weeks to capture new revenue to fund future growth. In order to meet the challenge, the Bushnell Golf team needed a “turn-key” commerce platform and a solution implementation agency capable of quickly delivering a content-rich online shopping experience with all the commerce functionality required to run a modern digital commerce website.

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Using the BigCommerce SaaS commerce platform as the base, TA Digital and the Bushnell Golf team embarked on a lean, agile-type project focused on streamlining the user journey and creating a frictionless checkout process for its site visitors. The team identified and implemented key user-experience improvements, created a one-page checkout flow with a guest checkout mechanism, integrated a full suite of payment and fraud-prevention tools and connected the commerce platform to Bushnell Golf’s existing ERP and Order/Inventory Management Systems. With clear swim lanes and real-time communication, a cross-functional team comprised of members in six cities, four time zones, and two continents were able to successfully deploy the new site within the six-week window.

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Post launch results were outstanding.

Date Range Comparison: Fiscal YTD (April – November 13, 2018) vs. Holiday Selling Season (November 14 – December 31, 2018)

Conversion Rate

  • Overall Conversion Rate Lift: +450%
  • Mobile conversion Rate Lift: +500%

Abandon Cart

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  • Abandon Cart Rate: -12%

Bound Rate

  • Overall Bounce Rate Reduction: -32%
  • Mobile Bounce Rate Reduction: -40%

“It was almost a joke when we first presented the scenario to TA and BigCommerce – The timing was unrealistic. The budget was tight. The team was new. All factors that should have resulted in a complete debacle – but TA and BigCommerce said it could be done and quickly outlined the game plan,” said David Barth, Director of Digital and Ecommerce for Bushnell Outdoor Products. “It became very clear to me that these two organizations have a great working relationship and know how to orchestrate a project plan together. They delivered beyond our expectations at every step of the way and pushed the site live on time and on budget. Both TA and BigCommerce continue to be pertinent to the success of our efforts for Bushnell Golf and are now helping us grow our business across the broader brand portfolio.”

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“As a company, we are committed to providing our merchants with all the resources necessary to develop, launch and scale a thriving ecommerce business, and that includes connecting them with the right partners to bring their vision to life. TA Digital represents the best of the best when it comes to blending content and commerce seamlessly, and had the skill set to address Bushnell Golf’s unique business challenges,” said Daniel Fertig, Director of Agency Partnerships at BigCommerce. “Combining BigCommerce’s ease of use and flexibility with TA Digital’s innovative approach to solving complex ecommerce challenges enabled the Bushnell Golf team to successfully deploy an ecommerce experience in time for the busy holiday shopping season and positioned them for accelerated growth in 2019.”

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“The ability to meet an aggressive timeline is a testament to the strong partnership with Bushnell Outdoor Products, BigCommerce and TA Digital,” said Joe Brannon, Global Commerce Director at TA Digital. “The BigCommerce platform enabled the delivery team to quickly generate value chains for business benefits with measurable KPIs in record time. The BigCommerce enterprise level functionality and ease of integration enabled a rapid deployment with a customized customer experience. We are very excited to continue working with the Bushnell Golf Product team to deliver compelling frictionless commerce experiences using the BigCommerce platform.”

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