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Calton Cases

Transforming Calton Cases into an E-Commerce Success Story

Client Overview

Calton Cases is a well-established manufacturer of custom, high-quality instrument protection cases. Since the 1960s, the company has been recognized for its best-in-class custom guitar and instrument cases. Before working with us, Calton Cases operated exclusively through authorized dealers and a quote-based custom-order system. However, challenges brought on by the COVID-19 pandemic forced the company to rethink its sales strategy and transition into direct-to-consumer e-commerce.

Initial Challenges

  1. Technical Issues with the Existing Website:
    • At first glance, the website appeared 90% complete, but a deeper inspection revealed core foundational issues. The lookup system for custom case configurations was inefficient, causing slow load times of up to 10 seconds per step and a total of 90 seconds for a single case selection process.
    • The website's infrastructure was riddled with bugs and was deemed not launch-able.
  2. Outdated Business Model:
    • Calton Cases relied on its network of authorized dealers for sales. When COVID-19 caused physical stores to shut down, the company experienced a sudden halt in revenue.
    • Leadership was initially resistant to direct-to-consumer e-commerce, preferring to maintain the dealer model. However, the necessity to survive led them to pivot.
  3. Complex Product Customization Process:
    • The company's cases offered over a million possible combinations, including custom colors, finishes, and other personalization options. While this showcased their craftsmanship, it often led to "analysis paralysis" for customers, reducing conversion rates.
  4. Fragmented Internal Processes:
    • Manufacturing, fulfillment, and sales departments had manual workflows that lacked integration. This made scaling the business difficult.

Approach

Phase 1: Discovery and Roadmap Development

  • Conducted a thorough discovery process to uncover technical, design, and UX challenges.
  • Developed a roadmap to rebuild the website with a focus on mobile-first design, seamless user experience, and technical reliability.
  • Collaborated with Calton's internal graphic design team to ensure the designs were suitable for digital platforms and adhered to UX best practices.

Phase 2: MVP E-Commerce Launch

  • Within 14 days, we developed a minimum viable product (MVP) to enable customers to purchase cases online. This included:
    • A basic form with dropdown menus for customization.
    • A simplified order submission and payment system.
  • This MVP allowed Calton to resume sales during the pandemic and generate immediate revenue.

Phase 3: Full E-Commerce Transformation

  • Built a custom WooCommerce solution on WordPress, including a fully customized theme and plugin stack for their product customizer.
  • Designed an interactive case customizer tool that allowed users to select options and visualize their case in real time. Over a million possible combinations were made available, yet the user interface was simplified to prevent decision fatigue.
  • Introduced an "inspiration gallery" showcasing popular configurations, along with ready-to-ship cases for faster delivery.
Fig 1. Demo of Calton Cases Customizer
Fig 1. Demo of Calton Cases Customizer

Phase 4: Streamlined Operations

  • Automated internal workflows by developing a custom SKU generation system. This allowed the manufacturing team to easily track and produce cases based on specific configurations.
  • Implemented an abandoned cart recovery system. Using a custom-built image compression engine, the system generated preview images of partially configured cases, which were emailed to customers to encourage conversions.

Phase 5: Marketing and SEO

  • Partnered with Calton’s marketing team to optimize the site for SEO, ensuring organic growth.
  • Conducted user research and usability testing to refine the customer journey.
    Launched limited ad campaigns to test consumer interest and refine marketing strategies.

Results

  1. Revenue Growth:
    • The e-commerce platform generated over $1 million in revenue annually in 2022 and 2023, accounting for 60% of the company’s sales. This marked a significant shift from a 100% dealer-based model to a blended dealer-direct approach.
  2. Traffic Growth:
    • From 2021 to 2022, active users increased by 300%.
    • Organic traffic alone grew by 41% from 2022 to 2023.
  3. Improved User Experience:
    • The new interactive customizer and "inspiration gallery" reduced decision fatigue and increased conversions.
    • Customers praised the ability to customize and purchase cases directly from the company, a service that had previously been unavailable.
  4. Operational Efficiency:
    • Automated workflows significantly reduced manual labor for the manufacturing team.
      The streamlined ordering process decreased lead times and improved customer satisfaction.

Key Challenges and Solutions

  1. Analysis Paralysis:
    • Challenge: Customers were overwhelmed by the sheer number of customization options.
    • Solution: Introduced pre-designed “popular options” and ready-to-ship cases to guide customer decisions.
  2. Technical Limitations:
    • Challenge: Legacy systems slowed down the customization process and created inefficiencies.
    • Solution: Rebuilt the website from scratch, leveraging modern front-end (HTML, CSS, JavaScript) and back-end (PHP, WooCommerce) technologies. Planned future upgrades with React for performance improvements.
  3. Resistance to Change:
    • Challenge: Leadership was initially hesitant to embrace direct-to-consumer sales.
    • Solution: Demonstrated the necessity of e-commerce during the pandemic and designed an MVP that quickly proved its value.

Timeline

  • Engagement Period: January 2020 - December 2023
  • MVP Launch: 14 days after the project kickoff
  • Full E-Commerce Platform Launch: Within 6 months

Key Takeways

  • Adaptability is crucial in times of crisis; Calton Cases pivoted from a traditional sales model to e-commerce, ensuring business continuity.
  • A customer-centric approach, combined with technical excellence, can drive significant revenue growth and brand loyalty.
  • Collaboration across departments (design, manufacturing, fulfillment, marketing) is essential for implementing scalable solutions.

Conclusion

Our collaboration with Calton Cases transformed their business from a dealer-only model to a thriving e-commerce platform. By overcoming technical, operational, and strategic challenges, we helped them not only survive the pandemic but also position themselves for long-term growth. The project showcased our ability to deliver rapid, impactful solutions while aligning with the client’s vision and brand.