Russell Marine Products (RMP) is a premier fishing technology retailer based in El Dorado, Kansas. RMP is a certified distributor for Garmin, Lowrance, Minn Kota, and Humminbird electronics.
RMP prides itself on expert customer support including hands-on product demonstrations, boat system designs, and installation guidance. RMP also offers an innovative trade-in and trade-up program to keep their customers fishing with the latest and greatest tech.
The Challenge
The Russell Marine Products website was originally built on the Volusion eCommerce platform. While Volusion was suitable at the time, it soon became a limiting factor as RMP made plans for future growth.
Volusion didn’t offer the necessary integration opportunities, lacked automated order fulfillment capabilities, was not mobile-optimized, and prevented RMP from implementing their desired custom functionality.
The Solution
Russell Marine Products knew they needed a new eCommerce solution and had already identified Magento as a leading contender. They reached out to IronPlane specifically for our expertise with the Magento platform.
IronPlane’s first goal was to validate Magento as the best choice given RMP’s functional and business requirements. As a partner to both BigCommerce and Magento, IronPlane was well-suited to compare the two platforms to determine the best long-term solution for the Russell Marine Products business.
After comprehensive requirements gathering, Magento became the clear choice. IronPlane designed a personalized migration and implementation plan, which involved:
- Designing and developing a mobile-optimized Magento site with a modern look, efficient user experience, and fast page speeds
- Implementing this new site on IronPlane’s Colibri Foundation leveraging the open-source Alpaca Magento theme
- Custom data migration
- Sourcing a hosting partner and completing the setup
- Redesigning and optimizing complex integrations with each integration partner
- Implementing shipment automations
