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 approached us with a great informational site, (www.rockhall.org) but a very poor online store presence. Due to the structure of the museum and retail store, the “informational” area of the website needed to be separate from the store. In the past, this had been accomplished by opening a new browser window from the museum page. The popup window was ineffective, frequently blocked by browsers, and consisted of a generic template ecommerce display. It wasn’t rock & roll at all! Even with the power of such a recognizable brand and a great line of products, total online sales for 2007 were less than $29,000.

Strategy

Speartek recognized that in order for this to succeed, the Rock & Roll Hall of Fame would need a creative, high voltage solution. Somehow, we needed to incorporate a separate site with a different URL into the existing site, and give visitors a seamless rock & roll shopping experience.

Solution

By replicating the navigation and styling of the existing Hall of Fame site on a new ecommerce page, Speartek integrated two separate sites into one seamless presentation. Customers could literally go between the two sites without every feeling as if they had left the Rock Hall site. The site included over 100 products and a custom sales reporting tool to keep the two sites and their accounting separate. The Hall of Fame now has a sleek, rocking design that meets all the business rules and requirements without detracting from the user’s experience.

Ongoing Success

In the first year after launching the site on Speartek’s powerful ecommerce platform, the Rock & Roll Hall of Fame store saw $120,000 in sales. That is a 400% increase over their existing site. This project produced a complete return on investment in just a few months. As sales volumes remained strong following the launch, Speartek was hired again to generate 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 & Roll Hall of Fame and Museum. She led the development and ongoing management of the site. “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

• Highly customized online store
• Seamless integration with existing informational site
• Custom sales reporting tailored to meet specific accounting rules
• Daily data download for automatically generating UPS shipping labels