Challenge

A leader in quality and innovation, 5.11 Tactical produces a wide range of gear and apparel for law enforcement, military, and firefighting professionals, specifically designed for safety, speed, and performance. Facing substantial pressure from their retail channel partners, 5.11 Tactical connected with us to tackle a number of items on their business Wishlist. These included harnessing the flexibility, efficiency, and scalability of an enterprise-class ecommerce platform and using their ecommerce channel as the engine driving their direct-to-consumer and international expansion ambitions.

Approach

As the base of the solution, we delivered a mobile-ready ecommerce site on the Magento Enterprise platform. Just as 5.11 Tactical creates “purpose-built” products to meet their customer’s mission-critical needs, we used user persona and analytics data to inform a collaboratively designed interface, with an upgraded look, navigation, and shopping flow. This further establishes the brand’s identity and satisfies the growing expectations of an increasingly tech savvy customer base to enable growth in their direct-to-consumer channel. Going from kick-off to launch in only 4.5 months, we were able to ready the new site for the holiday season, and include capabilities that allow 5.11 Tactical to sell into over 90 global markets.

With the move from an IT-intensive legacy ecommerce platform, we simplified site management tools to give their business users direct control over their merchandising and promotional marketing efforts, while integrating Magento with the 3rd party tools and systems necessary to form a cohesive system. Working from a defined strategy roadmap that we developed with 5.11, we’re actively pursuing future phases to continue to enhance their ecommerce channel, while supporting the site day-to-day with our Managed Services and dedicated cloud hosting environment.

Outcomes

A functionally enhanced ecommerce channel, with improved design, user experience, and promotional tools led to a record holiday season for 5.11 Tactical.

  • Key Integrations: Bronto; SOLR Search, Power Reviews, Brightcove, ID.me, Akami CDN, Google Tag Manager