Russell Marine Products launches a Magento eCommerce website

Case Study: Russell Marine Products

Russell Marine Products launches a Magento site to improve automation and give their site a modern look and feel.

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. RMP reached out to IronPlane specifically for their expertise with the Magento platform.

IronPlane’s first goal was to validate the Magento platform 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. Following the decision to move forward with Magento, 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

The Results

A mobile-ready, highly usable, and SEO-friendly website.

Improved operational efficiencies resulted from successful integrations, which reduced manual data management and solved the challenging commission structure issues.

Created pre-built reports to analyze their sales at-a-glance.

Set the stage for their next project: Boat Builder.

Conversion rates increased by over 27%.

Average page load time decreased by over 54%.