Baby Lock is a subsidiary of the Tacony Corporation focused on providing top-of-the-line sewing machines and accessories. Their products are designed by real sewers with a focus on quality, resulting in easy to use, reliable products for all sewers. Their commitment to value means customers can expect to receive unmatched quality, reliability and support.
Baby Lock has over 50 machines in their current catalog and are sold at over 600 independent, authorized retail locations throughout North America. They also pride themselves on community, with their Education and Events team hosting and producing hundreds of online and in-person events a year focused on helping consumers get the most out of their sewing machines.
Baby Lock was looking for a way to consolidate three separate websites (sewedclasses.com, babylock.com, and retailers.babylock.com) into a unified, seamless experience on babylock.com. The goal was to create a comprehensive online platform that not only merged various functionalities, but also allowed online purchasing and shipment of Baby Lock products.
The challenge was building a website that satisfied different customer groups including B2B, DTC and learning subscribers.
The new Baby Lock eCommerce site exceeded expectations in several areas, such as operational efficiencies and the ability to sell products online. The integration with the Sewed site for classes and the removal of manual processes in the retailer rewards section contributed to operational savings. The site also showcased improved sales.
In addition to all those successes, the IronPlane team also demonstrated their commitment to ongoing partnership by identifying ways to take the new Baby Lock website even further. Front-end search functionality, promotion capabilities, and retailer engagement with the rewards system were highlighted as future focus areas.
Tell us about your business and we’ll create a custom plan to improve, upgrade, and elevate your website.
