Case Study Woolrich Batch12 Laptop 4459 Sj

Woolrich experiences rapid growth during journey with new ecommerce solution

How the classic outdoor brand elevates its business with BigCommerce after migration from Oracle ATG Web Commerce


60% 22% 18%
reduction in
total cost 
of ownership

increase in
revenue 
since migration


increase in
conversion
rate

The Woolrich success story

In 1830, John Rich emigrated from England and started his first woolen mill in Pennsylvania. He traveled to local lumber camps and farms, selling woolen fabrics, socks, coverlets, and yarn from his mule cart.

At the turn of the 20th century, Woolrich began producing a line of wool shirts, pants, jackets and caps and played a big role in the emerging leisure industry.

In 1978, the Woolrich Company Store relocated to its current location on Boardman Drive in Woolrich, PA. In 2000, Woolrich launched its first ecommerce store and mailed its first consumer catalog.

Yet in 2018, the Woolrich web team realized a need more ecommerce flexibility and scalability,

The project was led by Kent Ball, Senior Web Operations Specialist at Woolrich, who has worked in various roles in IT and web development for over 30 years in 15 countries around the world at companies such as Mercedes-Benz, Toyota, Toshiba, and Panasonic.

The Woolrich team decided to make the move from Oracle ATG Web Commerce to BigCommerce.


Oracle ATG was complex and difficult to manage

As told to BigCommerce by Kent Ball, Sr. Web Operations Specialist, woolrich.com

We are an online retailer of quality outerwear and apparel, not an IT company.

With Oracle ATG Web Commerce, our platform required a lot of day to day adjustments, bug fixing, and custom code. Rarely was anything out of the box with Oracle ATG Web Commerce. It was a complex software infrastructure accompanied by a very extensive, huge database. With that, it required that we hired an expert in Oracle and a team of Java experts.

With BigCommerce, we make small changes ourselves and publish them which takes less than 30 seconds. In addition, we no longer pay very significant deployment charges.

We really wanted to be able to focus our time on selling our product as opposed to building, maintaining, monitoring, and troubleshooting a web platform.

Realizing BigCommerce Enterprise was our best option after assessment of Shopify Plus

As told to BigCommerce by Kent Ball, Sr. Web Operations Specialist, woolrich.com

With Shopify Plus, we learned it was the responsibility of third party providers to ensure the wide range of apps is working. This was not feasible for us, so in the early stages, it disqualified Shopify.

With BigCommerce, 99% of the features and functionality is organized within the core platform. In addition, BigCommerce sales executives and engineers are very knowledgable regarding these service providers and integrations. If for some reason they don’t know, they find the details and get the information back to us. When we ask questions, they give us answers.


Ease of Use Allows Web Team to Focus on Increasing Sales, Not Managing Deployments

As told to BigCommerce by Kent Ball, Sr. Web Operations Specialist, woolrich.com

With BigCommerce, we can get our product online in minutes. Gone are the long delays to make changes on our website and launching new products.

With BigCommerce, we can implement very quickly. Somebody says, "Change the text. Change the price. Change the image. Change the styling," and we can since it's very agile. We can make a change, push live and deploy it, and it is done in 30 seconds at most.

It’s very intuitive to use for people within the organization that aren’t IT people. The only things to worry about are elements strictly related to the business and selling the product. They can easily log in the control panel to edit, save, and publish by themselves without having to contact anyone else.

"With BigCommerce, we can get our product online in minutes. Gone are the long delays to make changes on our website and launching new products."Kent Ball, Sr. Web Operations Specialist, woolrich.com 

"With Shopify Plus, we learned it was the responsibility of third party providers to ensure the wide range of apps is working. This was not feasible for us, so in the early stages, it disqualified Shopify."Kent Ball, Sr. Web Operations Specialist, woolrich.com

"As an agency, MoJo Active has been excellent. They are very proactive and very good at making sure everything has been thoroughly tested before they push it live. They have excellent communication. Whenever we ask them to do something, we get a proposal back right away, and once approved, it is quickly implemented."Kent Ball, Sr. Web Operations Specialist, woolrich.com
Case Study Woolrich Batch12 Tablet 4459 Sj

MoJo Active agency has excellent communication and is very proactive

As told to BigCommerce by Kent Ball, Sr. Web Operations Specialist, woolrich.com

We worked with MoJo Active to build and launch our new website in five months. MoJo Active designed and implemented an array of very technical custom integrations.

As an agency, MoJo Active has been excellent. They are very proactive and very good at making sure everything has been thoroughly tested before they push it live. They have excellent communication. Whenever we ask them to do something, we get a proposal back right away, and once approved, it is quickly implemented.


BigCommerce Allows Teams to Build Best-in-Class Digital Experiences

As told to BigCommerce by Kent Ball, Sr. Web Operations Specialist, woolrich.com

With BigCommerce, everything is included - the patches, uptime, monitoring, all of it. BigCommerce knows about a technical issue well before we do and they are already working on a solution. The team is constantly improving and pushing out new fixes and deployments. Since we’re already paying for the service, we don’t have to pay an additional programming development charge, as we did with our previous platform.

We get to ride the benefits along with all of the other BigCommerce customers. We save resources and money - 60% reduction in total cost of ownership to be exact - and we’re able to focus on selling our product and other revenue-generating initiatives.

We're going to have more flexible promotions as we develop the coupons and promotions inside the BigCommerce Control Panel. We'll be spending much less time trying to manually change prices to reflect sale prices.

When we refresh the homepage, it is painless, comes at little or no cost to us, and is much less error-prone than in the past. This definitely results in more agility and reliable updates to pages.

The shopping experience for our customers is much smoother and takes fewer clicks to checkout on BigCommerce, regardless of what device you’re using to shop on Woolrich.com.

"With BigCommerce, 99% of the features and functionality is organized within the core platform."Kent Ball, Sr. Web Operations Specialist, woolrich.com 

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