CHALLENGE
For many years, CNCRouterShop served as the aftermarket ecommerce division of AXYZ International – a router manufacturer. However, when the company recently acquired a waterjet manufacturer and restructured the company, the name CNCRouterShop would no longer be applicable. While a similar brand, “CNCWaterjetShop” could be created from scratch, it would have very little brand recognition and the management of two entirely different ecommerce platforms would become cumbersome. And not to mention, for every new brand acquired, the number of completely separate ecommerce stores would multiply.
SOLUTION
Drop the word “Router” from CNCRouterShop and rebrand as CNCShop – a simple and more memorable brand that would build off the already established brand equity of its predecessor. This new brand would be machine agnostic and provide parts and services for all industries. This move would also open the door for additional growth opportunities including reselling, private labeling, and position the brand to become a leading marketplace in industry.
The site was migrated from Magento 2 to Shopify to reduce the amount of internal resources required to maintain and manage the global platform. Migrating to Shopify also enabled the brand to manage inventory from one place while utilizing a multitude of additional channels (Amazon, Ebay, and Facebook).
DETAILS
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Category
Branding
Ecomm
Links
* All work shown is owned by AXYZ Automation Group (AAG) and was produced during my employment with the company.