Ben wanted a new online retail property that sold the “Rolex” of fishing reels online. At the time he said I have 7 reels. What we didn’t realize, is that the 7 reels had multiple color options and multiple “customizable” options. We thought it would be a straight 2 day built. It turned out to be anything but.
During the 2 Day Deep Dive we realized what Ben was really asking from us was a store that would have over 40 thousand customizable options!!!! Forget populating a store with 7 products. His vision had been more bold and evolved!
Our team accepted the challenge! No where online did a store like it in the “reel” industry exist. We looked at other stores in other verticals that could inspire the build. We found that the cycling industry had similar custom builds, and studied their user experience and navigation.
It was a super complex build, but finally we achieved the “Build Your Own Custom Reel” store! Within months, the store had built a solid reputation with fishing pros and anglers around the globe. The owner is currently adding to his line and looking at our team to upgrade the store functionality. It turns out that people spend “hours” in the store building several reels before they check out. In the midst of building their custom reel, they are usually calling the artist behind the reel looking for even more customization!
This had to be one of the more complex builds we did. We had to stay true to Ben’s “brand”. And given these reels are “legacy items” like a fine watch, we had to really think this one through. These reels would be taken care of like a “Patek Philippe” and would be handed down from generation to generation.
Penetrating the marketplace against “chinese” products that are cheap and cheerful wasn’t going to be easy. But Ben did it! You’ll want to go ahead now, test it out, and go build a reel
This was initially a 2 day deep dive. But we worked about 3 months getting it to Ben’s spec! His vision was clear and our team had to deliver!