Games Workshop - multi-site ecommerce case study
Ecommerce battle games
Black Library and Forge World are divisions of Games Workshop - the largest and most successful tabletop fantasy and futuristic battle games company in the world. Both Black Library and Forge World sell gaming products to a specialised sub-section of Games Workshop's customers selling limited edition and collectable items that are always in high demand.
Whilst Black Library's publications are also available via high street and online retail chains, direct sales via the division's website are a major part of its business. Virtually all of Forge World's business is conducted via its website. Historically, both divisions had websites that dated back to the early days of the business. "Both websites were completely unsuited to our business," explained Ragnar Karlsson, Black Library's Direct Sales Manager. "Any orders that we received had to be rekeyed into our back office systems - a time consuming and expensive process that was open to errors."
"Customer service is a critical part of our businesses," added Stephen Green, Forge World's Operations Manager. "Our customer service teams were spending all of their time processing orders and not interacting with customers."
When Games Workshop announced its intention to update its corporate website, Black Library and Forge World realised that this would give them the opportunity to implement a completely new, flexible and powerful ecommerce solution that would deliver the levels of service that both divisions' customers wanted. Ragnar approached a number of ecommerce solution specialists and asked for proposals. "We wanted a partner that would work with us to develop a solution that delivered the features and functionality that we needed, as well as helping us achieve economies of scale," he explained. "Red Technology hit all the right buttons; they understood our business and proposed a solution that would allow both divisions to implement fully functioning and independent ecommerce websites."
Tight back office integrations
Working closely together, teams from Red, Black Library and Forge World designed, developed and implemented dual ecommerce websites based around tradeit - a proven and highly successful ecommerce platform. Core to the success of the projects was tight integration with Games Workshop's back office systems to streamline and automate the entire order process from purchase to delivery.
Both ecommerce websites recently went live. "Although it's early days, the solution has been extremely successful," said Stephen. "Tight integration with our back office systems has taken the back breaking work out of fulfilling orders and allows our customer service teams to focus on the customers. The websites have been very well received and make online ordering a smooth, intuitive and secure process."www.blacklibrary.com