Case Studies - Rock & Roll Hall of Fame

Retail Ecommerce  |  Rock & Roll Hall of Fame  |  www.rockhallstore.com

Opportunity & Challenge

In 2008, The Rock & Roll Hall of Fame came to us with a great informational site (www.rockhall.org) but a very poor online store presence.  Due to the structure of the museum and their retail store, the “informational” area of their website needed to be separate from the store.  The way this had been done in the past was to open a new window to the store but the display was very inconsistent and used a generic template for presentation of the ecommerce site.  Even with the power of such a recognizable brand, total online sales for their old site were only $29,000 in all of 2007. 

Strategy

A seamless shopping experience – our plan was to a) make the online store have a very complimentary design that feels very much a part of the main informational site and b) rather than open into a separate window have the shop website displayed as if it were a part of the main site.  This could be accomplished by replicating the navigation from the informational site into the online store.  Customers would literally go between 2 separate websites with different domain names but feel and think as if there were having a seamless shopping experience. 

Solution

Redesign of the online store home page using the creative theme and brand of the primary website.  Launch the site and offer approximately 100 products.  Promote donations to the non profit organization.  Also, because of the independent nature of online sales activity within the organization, we developed custom sales reporting tools so that the museum could record revenue and track inventory values for accounting purposes.

Ongoing Success

After a full year of having this solution running on the Speartek ecommerce system, we can look back and see annualized sales of over $120,000.  That represents a 400% increase over their prior ecommerce website.  This is a project that had a complete return on investment in only a few months.  As sales volume remained strong throughout the year, the Rock Hall had us create a downloadable data file of daily transactions to populate UPS shipping labels. 

Client

Diana Borcz is the Director of Licensing and Merchandising for the Rock and Roll Hall of Fame & Museum and has internally led the development and ongoing management of the website.  “I had great expectations of what Speartek would do for our online sales, having thoroughly discussed their projects with other colleagues in our industry.  I was surprised and thrilled at just how successful this project has been and how easy their staff is to work with.” 

Fast Facts

• Custom designed online store
• Seamless shopping experience with main informational website
• Custom sales reporting for Rock Hall accounting purposes
• Daily data download for automatic population of UPS shipping information