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DomainMarkt
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Case study · Retail e-commerce
Irish since 1979.
Open around the clock.
An online store for America's most visited Irish retailer, with shops in Annapolis, Brunswick and Newport. It sells tartans, knitwear, jewellery, gifts and groceries, with family-name search and a clan tartan finder that the in-store staff used to do by hand.
Irish TraditionsUnited StatesE-commerce store
irishtraditionsonline.com
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 starting point
The challenge
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.
02
Thousands of tartan variations
Clans, counties, states and military tartans across ties, scarves and kilts made the catalogue hard to browse.
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.
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
Tartan and family finder
Search by surname, clan, county or state to find the right tartan and crest across every product type.
Organised catalogue
Jewellery, sustainable fashion, lifestyle, grocery and tartan collections with quick view and clean filters.
Accessibility toolbar
Text resizing, high contrast, readable fonts and grayscale modes built in for every visitor.
Store-connected
Locations, hours, travel guides and call-or-text support that link the online and in-store experience.
How it works
How a visit becomes a repeat order
Connecting the shop floor to the online store.
- 01
Visit in store
Holiday shoppers discover the brand in Annapolis, Brunswick or Newport.
- 02
Sign up
Email capture at the till and online brings them into the list.
- 03
Find their tartan
Family-name search surfaces the right products instantly.
- 04
Order again
Seasonal campaigns and gift guides bring them back year after year.
irishtraditionsonline.com
Stack
WordPressWooCommerceCustom Product TaxonomyAccessibility ToolkitKlaviyoStripe / PayPalCDN
Results & impact
What changed
after launch
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 catalogue is searchable by family name, accessible to every shopper and open for orders all year round.
Let's build your next
e-commerce store.
Tell us what you are building. You will get a clear plan, a fixed estimate and a team that has shipped this kind of product before, usually within 3 hours of the call.
Delivered in this engagement
- E-commerce store
- Tartan and family search
- Accessibility and email marketing setup
More work
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