Start-Rite Shoes chose Williams Commerce to create their latest website on BigCommerce.

If you head on over to Start-Rite Shoes Discovery pages, it’s a great destination to learn all about the business, with a British heritage dating back to 1792.

We’ve been doing what we do from our home in Norwich for over 225 years. We’re timeless in our design, obsessive in our attention to detail, restless in our quest for constant improvement.”

We particularly love the carefully curated content on their discovery pages which tells the story of Start-Rite Shoes, across four key pillars; Here to help kids move free; Pioneering pedigree; Experts in little feet and Quality built in and for the team at Williams Commerce, it has been a real privilege collaborating  with such an impressive business to help continue evolve their digital journey for their customers. 

Start-Rite Shoes chose BigCommerce SaaS ecommerce platform for its huge range of built-in apps, extensive features and flexibility, plus the cloud based hosting environment. And a lower cost of ownership over time compared to other enterprise commerce solutions.

Complex Integrations from Magento Enterprise 1.14 to BigCommerce

The project involved a full data migration of customers and order data, including the complex migration of client order history from Magento 1.14 EE to BigCommerce Enterprise.  As Start-Rite Shoes had undertaken a new branding project and ecommerce design the year before, this project also required the latest iteration of their design on Magento to be migrated across to BigCommerce.

Like many apparel online retailers, Start-Rite Shoes use Prima Solutions, the multichannel Apparel and Fashion ERP Software. Williams Commerce is a leading solution integrator of Prima for ecommerce businesses. 

This project included the complex integration between Prima Software, Start-Rites new BigCommerce site and Cloudfy B2B SaaS software ensuring the key areas of customer and product data, order management and stock control are connected up delivering improved efficiency, helping reduce the cost to serve their customer base. 

Further integrations included Dotdigital for email marketing, Facebook Pixel (the Facebook Pixel helps get insights, measures performance, builds audiences and drives sales via paid advertising on the Facebook platform) and Feefo Reviews for those all important product and service level reviews down to product pages views.

“96% of people rely on reviews. Feefo gives you the tools and insight to build relationships, improve your brand reputation and make informed decisions for the future.” 

Taking B2B Ecommerce to the Next Level

In order to deliver a transformational retail ecommerce experience, behind the scenes Start-rite needed to modernise their integration touch points. Once in place this would underpin both their retail, B2B and multi channel strategy. Cloudfy, the SaaS B2B Ecommerce platform was selected due to its groundbreaking functionality, built in PIM and powerful integration capabilities out of the box.

The Cloudfy team implemented the SaaS B2B Ecommerce platform as a central hub for connecting to Start-rites ERP system Prima. By providing a modern API based integration with Prima, Cloudfy could synchronize all transactional data between the two systems.

Iterating and Continuously Improving the User Experience

When it comes to improving the user experience, Start-Rite took the opportunity to add in some very nice new functionality to aid the users journey.

1.  The sticky header. With navigation and search facility being one of your website’s more critical elements, fixed headers, or sticky headers are being utilised more and more and are particularly useful to reinforce brand messages, and to offer ever present sign posts for key elements such as basket, search facility, navigation items. And really come into their own on long pages that require a lot of scrolling. Its a solid improvement to the user experience.

2. Looking for ways to optimise site search will also pay dividends when it comes to improving usability.  Strong site search helps customers find things more easily and can translate into higher sales. Start-Rite Shoes upgraded their search facility via the Elastic Search module that offers extended configuration possibilities.

3. Every online retailer wants to offer the smoothest and speedy checkout process for their shoppers.  Over engineered and complicated checkouts can result in basket abandonment. We integrated PCA Predict, a leading address look-up and validation service provider with Start-Rite’s new BigCommerce website to help offer their site visitors further checkout efficiency.

4.  Another helpful piece of functionality is Start-Rite Shoes Store Locator.  For those online visitors who may prefer to buy in-store, the handy Find a Stockist page connects online visitors to their nearest stores stocking Start-Rite products.

Rob Williams, CEO of Williams Commerce, comments “Well done to the team working on delivering the new ecommerce store for Start-Rite Shoes. We’ve been working closely with both Start-Rite Shoes and BigCommerce to deliver an exciting new generation ecommerce store which will help the company continue to grow online and maintain its position as a pioneering leader in children’s footwear.”

View Start-Rite Shoes BigCommerce Store