Project
Details
Modernization of a legacy e-commerce setup combined with the creation of an a/b test framework to drive rapid development and iterative growth over a short timeline.
Challenge
As the original sneaker consignment marketplace with both a strong ecommerce brick-and-mortar presence, Flight Club had substantial business and technical challenges when they first approached Gamma Waves (then known as Sellry). Two stores with high foot traffic combined with a legacy e-commerce setup led to substantial inventory complications and poor customer experiences. Flight Club team members were manually performing tasks that were time-consuming and expensive; and conversion rates from the website were much lower than desired. Flight Club was a fast-growing company that required features and experiences uniquely personalized to their customers. Competitors were entering the market and Flight Club needed to improve and differentiate its customer experience in order to gain market share.
Goal
Resolve legacy e-commerce technology issues. Streamline inventory management and implement a new payment processor to better connect brick and mortar and online shoppers. Build an A/B test plan that allows for continuous improvement against key metrics. Prove brand strength in preparation for a fundraise and merger.
Result
Flight Club initially employed another development firm for years but were left in a worse position than when they started. Flight Club initially called in Gamma Waves to audit their technology stack, but quickly decided to use Gamma Waves' full-service capabilities — inventory management, new payment processor development and implementation, technical support, Magento support, conversion optimization, UI/UX consulting, etc. Gamma Waves not only cleaned up the damage from the previous development firm, but also helped Flight Club grow to become a world-class brand, raise a significant funding round and, ultimately, merge with GOAT. First, Gamma Waves dramatically improved database efficiency and performed damage-control from the previous development firm, then went on to propose and implement changes that drove customer-engagement with the brand. Gamma Waves collaborated with Flight Club to completely redesign all pages on the website, preventing user confusion. Customer experiences were noticeably improved, and sales gains correlated closely with these changes. As the project with Flight Club progressed, Gamma Waves followed a practice of continual quality improvement, including test-driven development. Gamma Waves performed qualitative and quantitative analytics to optimize the ecommerce experience and streamline inventory management. With Gamma Waves' help on the ecommerce side, Flight Club was able to complete a successful merger with GOAT, becoming a true sneaker superpower.
