Rule One Proteins is operated by athletes, bodybuilders and crossfitters on a mission to deliver outstanding products to other fitness junkies. They know the difference between so-so powders that get OK results — and supplements that actually help you maximize your workouts and body. Rule One’s team spends its time creating products that its target audience will love — which means there’s less time to spend driving traffic to its direct-to-consumer (D2C) store.
That’s where Parkfield Commerce comes in. We worked with Rule One to migrate its D2C presence to a new platform and ensure that it was structured to effectively connect fitness-focused customers with amazing supplements that help them lift more, recover faster and get better day after day.
Rule One was using Magento as its D2C platform. Unfortunately, Magento could not offer the functionality or scale that Rule One needed to realize its potential. With each passing day that the brand remained on its legacy platform, Rule One would be letting down its hard-won customers.
The Rule One team had created a specific vision for what it wanted in its next platform, complete with high-fidelity designs, wireframes and specifications. While this seems helpful at first glance, it actually created a level of complexity that the Parkfield team was uniquely suited to navigate.
Rule One was only scratching the surface of its potential when selling on Magento. It needed a platform with a robust selection of apps that could add features the brand needed to accelerate its growth and become a D2C powerhouse. Shopify Plus was the obvious choice as a platform for Rule One’s D2C efforts.
Rule One had already attempted one migration with a different agency. That migration attempt … did not go well. Our team at Parkfield was charged with cleaning up the mess created by the botched migration, transforming Rule One’s vision for a D2C platform into a reality, and migrating the brand’s product and customer data to the new platform without missing a beat. Along the way, we also planned to include some of our team’s own design upgrade recommendations.
Rule One also relies on an enterprise resource planning (ERP) platform to make strategic decisions as leadership scales the business and manages for sustainable growth. The Parkfield team would have to migrate the brand’s D2C presence from Magento to Shopify Plus while also ensuring that the ERP integration remained stable — allowing Rule One’s leadership team to continue making informed and strategic decisions on the best opportunities for growing the overall business.
Rule One came to the table with a clear vision for where it wanted to go with its D2C platform. But, as with any client engagement, our team was prepared to recommend ways that it could add value to the project, allowing Rule One to maximize its profit potential by selling more to its target audience.
The Parkfield team recommended adding a “Shop By Flavor” feature. This new capability would enable customers to browse powders, snack bars, meal supplements and other products — all in the same flavor they love. Not only was this feature designed to enhance the customer experience, it was also intended to increase average order value.
The team also suggested creating a subscribe-and-save loyalty program. Loyalty programs, when designed effectively, help brands increase customer lifetime value while also turning one-time buyers into long-time brand advocates. It’s easier and more profitable to serve repeat buyers than to go out and attract net-new customers.
High bounce rates can kill the revenue potential of a D2C store. In an effort to help decrease bounce rates and maximize revenue, the Parkfield team recommended inclusion of a fixed header that would streamline the checkout experience. The concept was intended to help reduce cart abandonment rates and generally eliminate friction in the path to purchase.
The combination of Rule One’s wireframes and overall vision plus Parkfield’s store migration capabilities allowed this project to deliver expectation-exceeding results. After the launch of Rule One’s D2C store on Shopify Plus, the company experienced a 41% lift in sales, a 14% increase in total orders, an amazing 372% spike in conversion rate, plus a 9% jump in average order value. The data migration and ERP integration also went seamlessly, allowing Rule One to make strategic decisions for growth while operating a D2C store that delights customers and drives more revenue for the business.