A & A Crack & Sons are wholesale leather suppliers, sourcing and stocking an unrivalled range of quality leathers from the world's greatest tanneries. For over 50 years, they have provided leather into numerous trades and industries. Fulfilling bulk orders to contract upholsterers and the hospitality sector to supply single skins for artisan projects and smaller leather goods.
The online platform of A & A Crack & Sons no longer fit their ambitions in the industry nor did it reflect their position within it. After admiring one of their own customer’s web stores and discovering who built it, the client approached Onstate to migrate from Magento to Shopify.
After getting under the skin of the business, it was clear that an essential part of the project would be to champion the specialist tanneries A & A Crack work with. They wanted to show support to the worldwide community of skilled leather producers, as fellow leather lovers.
Onstate drew inspiration from the passionate, family run team and took great care in helping to source beautiful, story-telling imagery from across the world and stitch it throughout the fabric of the new site. Generations of expertise and master craftsmanship from renowned tanneries would be visibly acknowledged and never forgotten.
As a sample site, customers were used to ordering free samples, but with such a huge range of leather colours and characteristics, along with leather tools and accessories for sale, the site structure and filtering options needed to be addressed. UI was a primary focus, as was the visibility of the product, where very fine differences between ranges and finishes are significant.
The Shopify store links to Cin7 (the inventory management system) to provide a seamless link between online orders and internal business processes. The shift to Shopify has greatly freed up the day to day management of the store and enabled the client to focus on the passion for leather and industry they operate in.
The previous Magento site was lacking in terms of categories, on-page copy and a defined content strategy. Whilst reconfiguring the navigation, we felt it was essential to acknowledge the mastery of the art and make heroes of the leather industries, characteristics and tanneries by enriching categories with insightful copy.
Prior to launch, we conducted thorough keyword research in order to define a long-term content strategy. This is to be rolled out as part of an integrated marketing strategy inclusive of PPC and email marketing.
Alongside the SEO plan, Onstate are working with A & A Crack to drive online and offline sales via new customer acquisition and retention strategies. By using Paid Social, Paid Search, & Shopping as key channels to raise awareness of the company in addition to generating more sales.
Utilising the power of Klaviyo, the Onstate team are starting to build segmentation and automated flows in order to serve customers of the business more tailored, relevant and targeted communications.
Onstate took the time to understand all aspects of our company and our customers, and baked this process and story into the fabric of our website - one which we are immensely proud of.