[ Case study · Retail e-commerce ]

Irish since 1979. Open around the clock.

An online store for an Irish retailer with shops in Annapolis, Brunswick and Newport. It sells tartans, knitwear, jewelry, gifts and groceries, with family-name search and a clan tartan finder that the in-store staff used to do by hand.

Download Case StudyVisit irishtraditionsonline.com

Find your family tartanExample

O'Brien

O'Brien tartan

Scarves, ties and caps in this tartan

[ Results ]

An Old Shop, Open Around the Clock

Online revenue
+120%
growth in online sales year on year
Repeat buyers
38%
of online orders come from returning customers
Search to cart
2x
more tartan searches ending in a purchase
Heritage
Since 1979
family retail, now selling nationwide

Figures reflect store analytics in the year following the relaunch.

[ The client ]

Irish Traditions, part of the Tipperary family of stores, has sold basic Irish luxury since 1979 from locations in Annapolis MD, Brunswick NY and Newport RI.

Sector
Specialty retail
Stores
Annapolis, Brunswick, Newport
Since
1979
[ The challenge ]

What Stood in the Way

  1. 01

    Loyal customers, but only in person

    Visitors fell in love with the stores on holiday, then had no easy way to buy again once they got home.

  2. 02

    Thousands of tartan variations

    Clans, counties, states and military tartans across ties, scarves and kilts made the catalog hard to browse.

  3. 03

    Staff knowledge did not scale

    Finding a family's tartan or crest took a conversation at the counter, which a website could not replicate.

  4. 04

    An older, loyal audience

    Many customers needed larger text, higher contrast and a very simple checkout.

[ What we built ]

The store experience, rebuilt for online shoppers

irishtraditionsonline.com
Irish Traditions home page

Search by surname, clan, county or state to find the right tartan and crest across every product type.

[ How it works ]

How a visit becomes a repeat order

Connecting the shop floor to the online store.

  • WordPress
  • WooCommerce
  • Custom Product Taxonomy
  • Accessibility Toolkit
  • Klaviyo
  • Stripe / PayPal
  • CDN
  1. Step 01

    Visit in store

    Holiday shoppers discover the brand in Annapolis, Brunswick or Newport.

  2. Step 02

    Sign up

    Email capture at the till and online brings them into the list.

  3. Step 03

    Find their tartan

    Family-name search surfaces the right products instantly.

  4. Step 04

    Order again

    Seasonal campaigns and gift guides bring them back year after year.

[ What changed ]

Before and After

Before

Customers who loved the stores could not easily buy again, and finding a family tartan needed a conversation at the counter.

After

The whole catalog is searchable by family name, accessible to every shopper and open for orders all year round.

[ Your turn ]

Planning an e-commerce store?

Tell us what you are building. You get a clear plan, a fixed price and a team that has shipped this kind of product before.

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Delivered in this engagement

  • E-commerce store
  • Tartan and family search
  • Accessibility and email marketing setup
irishtraditionsonline.com
[ More work ]All case studies
[ Contact ]

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  1. 01Pick a time that suits you
  2. 0230 minutes on scope, stack, timeline and budget
  3. 03Fixed-price proposal, NDA on request
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