Optimising Target Darts’ UK storefront for a new era of growth

Target Sport had an existing eCommerce website built on Adobe Commerce Cloud, but had been struggling to make proactive changes. They needed to introduce new features to the platform, resolve technical debt and make the necessary performance improvements. 

The challenge was clear: unlock hidden value whilst providing access to tech that would allow them to test , optimise and scale efficiently.

We undertook a high-level audit of the website to understand the landscape and shortcomings of the existing site. We optimised the current platform, cleaned up existing code and introduced modern tooling within the Adobe marketplace. Delivering a strategic roadmap, focusing on the highest priority areas for improvement and impact for Target. 

Enabling enhanced search capabilities through a rollout of Live Search, providing Target the ability to test and assess how search could improve metrics across the site. Enhancements to the website contact form, a smoother customer service flow, and a Cookiebot for cookie management and full GDPR compliance. Finally, we took Target Darts international with soft launches for its US and German storefronts. 

Offsite we introduced and integrated Klaviyo, enabling marketing automation and personalisation through Klaviyo's customer data platform (CDP). Adding additional value to the online customer experience and multiple touch points that would result in a better UX and revenue gains for Target.