SOG

Take Point


SOG Knives & Tools strives to be the creators of the most distinctive gear - gear made especially for adventurous people who like to "live on the edge". A leading manufacturer of full line of innovative tools - field-proven by US Special Forces, even honored as the Navy SEAL knife of choice. Today, SOG Knives & Tools are carried with confidence into the most demanding situations; forged out of tradition, hardened in the field, honed for you.

www.sogknives.com

Challenge


SOG Knives & Tool had just undergone a major rebranding. Binary Anvil partnered up with them to replatform their current eCommerce to Magento Enterprise while implementing the new brand ID. Our partnership was so successful that the initial implementation set SOG aside as the online authority for knives and multi-tools. It is the best in class product page, had an unrivaled layered navigation and got more than 25% increase in revenue.

  • 01 Website Redesign & Replatform
  • 02 Detailed Attribute-Based Catalog Architecture
  • 03 Product Customizer with Real-time Preview
  • 04 Unique Customer Shopping Experience
  • 05 Best in Class Product Pages
  • 06 Limited Timeframe
  • 07 ERP Integration
  • 08 Advanced Server Configuration
  • 09 Increase Conversions Across All Devices

Approach


Binary Anvil implemented SOG Knives & Tools' new brand ID, replatformed to Magento Enterprise and provided their first ERP integration. The goal was to set them as the authority with the most comprehensive product pages, the ability to customize products and a layered attribute-based navigation that is second to none.

  • 01

    As one of the leading knives and tools manufacturers in the United States, the new SOG website must reflect that quality and passion. We started with the product data and then married that to the new brand ID.

  • 02

    We became students of the blade; we learned each part, material and nomenclature. We worked closely with SOG to determine what data points would allow consumers the ability to drill down to the right product for them that is never seen before on other related websites.

  • 03

    We set out to make the most informative product pages in the industry, combined with the most detailed attribute-based layered navigation. That goal was accomplished.

  • 04

    Aggressive window for the redesign, replatform, and integration. There was less than 4 months from the start of the project to a major annual trade show. The new site was live and functioning for the trade show.

  • 05

    Leverage the new brand ID to increase brand appeal across demographics and user groups.

01

As one of the leading knives and tools manufacturers in the United States, the new SOG website must reflect that quality and passion. We started with the product data and then married that to the new brand ID.

02

We became students of the blade; we learned each part, material and nomenclature. We worked closely with SOG to determine what data points would allow consumers the ability to drill down to the right product for them that is never seen before on other related websites.

03

We set out to make the most informative product pages in the industry, combined with the most detailed attribute-based layered navigation. That goal was accomplished.

04

Aggressive window for the redesign, replatform, and integration. There was less than 4 months from the start of the project to a major annual trade show. The new site was live and functioning for the trade show.

05

Leverage the new brand ID to increase brand appeal across demographics and user groups.

What we did


  • 01 Responsive Web Design (RWD)

    Redesigned the website to significantly improve user experience. We applied the RWD approach to positively impact usability across multiple devices and keep SOG’s presence consistent across the board. Binary Anvil defined all the necessary features and information needed to solidify the brand’s legacy and generate an even stronger online web presence.

  • 02 Custom Product Engraving

    Allows the customer to engrave customized text or image to their knife, multi-tool or any other known SOG tool complete with real-time progress preview. For text engraving, you can customize your font formatting and style. For image engraving, you can either choose from an existing library or upload your own.

  • 03 Granular Catalog Architecture

    Reorganized their product lines through in-depth data analysis and architected them for optimal visibility to the end-users and for easier backend management. This set-up greatly enhanced Magento’s native compare products functionality; providing customers a granular comparison sheet resulting in better-than-average shopping experience.

  • 04 Enhanced Search Results Refinement

    An automated segregation modification to Magento’s native layered navigation functionality that allows the end-user to sort through products easier the moment they end up with mixed product type results. The end-user will be presented an initial step to refine their results by product type first (e.g. knife, multi-tool, axe, backpack, etc.) before going through the native layered navigation interface.

  • 05 ERP Integration

    Integrated Magento with Microsoft Dynamics 365 as SOG's enterprise resource planning solution. This includes catalog updates – including inventory and price changes, and order fulfilment including invoice and shipment information updates.

  • 06 Dealer Locator

    Comprehensive dealer database and management system that provides a way for customers to search nearby authorized dealers or available online dealers.

  • 07 Automated Form Requests

    All of SOG's vital customer product care & service request and inquiry forms are configured for automated weekly scheduled transmission of data to their customer relations and services department.

  • 08 Data Migration

    Migrated and converted existing customer records, orders, catalog and other important data from the old website to the Magento platform.

  • 09 Multiple Server Configuration

    The SOG website is configured with multiple servers with load balancing designed to accommodate high traffic and peak performance.

  • 10 Multiple Websites Set-up

    Utilized Magento's native multiple websites capabilities to house SOG's other sub brands.

01 Responsive Web Design (RWD)

Redesigned the website to significantly improve user experience. We applied the RWD approach to positively impact usability across multiple devices and keep SOG’s presence consistent across the board. Binary Anvil defined all the necessary features and information needed to solidify the brand’s legacy and generate an even stronger online web presence.

02 Custom Product Engraving

Allows the customer to engrave customized text or image to their knife, multi-tool or any other known SOG tool complete with real-time progress preview. For text engraving, you can customize your font formatting and style. For image engraving, you can either choose from an existing library or upload your own.

03 Granular Catalog Architecture

Reorganized their product lines through in-depth data analysis and architected them for optimal visibility to the end-users and for easier backend management. This set-up greatly enhanced Magento’s native compare products functionality; providing customers a granular comparison sheet resulting in better-than-average shopping experience.

04 Enhanced Search Results Refinement

An automated segregation modification to Magento’s native layered navigation functionality that allows the end-user to sort through products easier the moment they end up with mixed product type results. The end-user will be presented an initial step to refine their results by product type first (e.g. knife, multi-tool, axe, backpack, etc.) before going through the native layered navigation interface.

05 ERP Integration

Integrated Magento with Microsoft Dynamics 365 as SOG's enterprise resource planning solution. This includes catalog updates – including inventory and price changes, and order fulfilment including invoice and shipment information updates.

06 Dealer Locator

Comprehensive dealer database and management system that provides a way for customers to search nearby authorized dealers or available online dealers.

07 Automated Form Requests

All of SOG's vital customer product care & service request and inquiry forms are configured for automated weekly scheduled transmission of data to their customer relations and services department.

08 Data Migration

Migrated and converted existing customer records, orders, catalog and other important data from the old website to the Magento platform.

09 Multiple Server Configuration

The SOG website is configured with multiple servers with load balancing designed to accommodate high traffic and peak performance.

10 Multiple Websites Set-up

Utilized Magento's native multiple websites capabilities to house SOG's other sub brands.

Integrations

Magento Enterprise

The eCommerce platform that is second-to-none in the industry in terms of performance, scalability and flexibility.

Listrak

Listrak is the leader in retail email marketing services with groundbreaking innovation and an unrivaled software tool.

Wordpress

Provides a powerful blogging platform that is integrated as a custom Magento extension.

Zerolag

Magento Platinum Hosting Partner, capable of Magento-optimized hosting solutions that provide maximum performance, reliability, and security on mission-critical eCommerce operations.

United Parcel Service

Fast and reliable global shipping solutions. It can easily be integrated with Magento as a shipping carrier of choice.

United States Postal Service

Provides a wide range of cost-effective service options that ship to more than 180 countries.

Bazaarvoice

Influential user-generated content where shoppers find, evaluate and purchase products and services.

Google Tag Manager

Premier tag management system that’s simple, reliable, and integrates easily with existing systems. Add and update tags for conversion tracking, site analytics, remarketing, and more.

McAfee

World's largest dedicated security technology company that delivers proactive and proven solutions and services.

Microsoft Dynamics 365

Intelligent business applications that help you manage and run your entire business while better engaging customers. Grow, evolve, and transform every part of your business to better meet the changing market and needs of your customers.