Reeds is a leading seller of gear and apparel required for hunting, fishing, and outdoor sports activities. With over 7,000 fishing rods, 356-reel models, and various accessories like tackle boxes and baits, it’s a go-to spot for anglers. They also stock top-notch GPS devices, fishfinders, and radios for hunters and fishers. Reeds also provides ultimate outdoors outfitter for any outdoor activity like fishing, hiking, camping, hunting, etc. Recently, they have started selling cookware and drinkware. Given the wide range of products and multiple storefronts, Reeds needed an asynchronous order processing.
The client prefers using a Magento Open-Source platform with more than 20 online shops. Each shop has its own distinct checkout process. Due to the large number of event-based shops, such as raffle submissions or trade show merchandise sites, Reeds needed to process orders asynchronously within Magento. This was necessary because the order volume experienced sudden spikes, and to prevent overwhelming the server in the present and future, they needed to control server usage. The main challenge for Reeds was making their online store work smoothly with features like multi-address shipping, splitting orders, and dealing with FFL (Federal Firearms License) requirements. This meant they required to make big changes to how Magento usually handles order processing to ensure everything worked correctly.
Reeds needed a specialized add-on for its Magento platform to accommodate its extensive product range and multiple storefronts. This add-on had to tweak the standard way orders were processed to fit the different custom checkouts on Reed’s many online stores. Additionally, it needed to handle the ability for customers to place orders with multiple delivery addresses or split their orders across different addresses.
Reeds chose Wagento for their Magento platform needs due to our extensive experience in Firearms/FFL and our proven ability to handle complex customizations for both B2B and direct-to-consumer (DTC) business models.
To address these challenges, Wagento developed an extension that customized Magento’s default asynchronous order processing feature. This customization was crucial for managing multi-address, split orders, and FFL (Federal Firearms License) functionality, which are integral to Reeds’ operations.
The solution we implemented now allows each of Reeds’ storefronts to have its own tailored checkout process, addressing the complex requirements of asynchronous order processing. This was achieved by placing every order into a managed queue that responds dynamically to server load, ensuring efficiency and reliability during high-demand periods. Furthermore, the system’s flexibility allows Reeds to disable this feature during non-peak times, optimizing resource use and reducing hosting costs.
The technology behind this solution leverages the customizability and scalability of Magento 2 Open Source, demonstrating Wagento’s expertise in navigating and extending this platform to meet specific commercial needs. As a result of this implementation, Reeds has seen a significant improvement in handling peak order volumes. The server stability during these times has enhanced, and the company has managed to avoid additional hosting expenses, which are often incurred with increased server demand.
This innovative approach not only ensures that orders are processed efficiently during high traffic periods but also contributes to an increase in overall order capture, revenue, and customer satisfaction.
These results demonstrate significant improvements in efficiency, cost management, and customer service, contributing to Reeds’ continued success in the competitive outdoor sports market.
This collaboration between Reeds and Wagento to enhance Magento’s capabilities was an adaptive eCommerce solution. An innovative solution in the firearms and sporting goods space for a well-recognized merchant serving nationwide clientele, the custom add-on developed for Reeds successfully addressed the challenges of managing multiple online stores with unique requirements. The implementation of an asynchronous order processing system tailored to handle high-demand periods, multi-address shipping, and split orders has not only improved operational efficiency but also bolstered customer satisfaction.
This strategic solution showcases the importance of flexibility and customization in eCommerce platforms to meet specific business needs. As Reeds continues to grow and diversify its offerings, the scalability of the implemented system ensures that they can adapt to changing market conditions and customer demands without compromising on performance or user experience. We can do the same for your online store.
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