American Outdoors

industry eCommerce

The part we played

Brand Strategy
Third Party Integrations
Web Design
Web Development

American Outdoors offers some of the most popular names in the shooting, hunting, and rugged outdoor enthusiast markets. They have successfully grown from a single firearms operating division founded in 1852 under the iconic Smith & Wesson brand to four operating divisions today.

The Challenge

Originally hired by Battenfeld Technologies Inc (BTI Brands), the company had an extremely successful, multi-million dollar business selling manufactured goods. The company was without a functioning eCommerce site. We were tasked with developing an easily manageable website for employees and customers, alike. As BTI continued acquisitioning brands, we continued building additional websites including TC Arms® and Smith & Wesson® Accessories sites. BTI was eventually acquisitioned by American Outdoor Brands Corporation.

Our team learned the business model from the customer and employee perspectives. We became an extension of their internal teams, developing a pixel for pixel, line for line custom eCommerce website. With custom backend components, we made it possible for additional brands to be added and customized with ease using a tailored WordPress solution. Mobile-first, responsive design led our approach. We have worked for years with the client as additional acquisitions, industry changes, and brand developments have occurred.

The re•kreate team offered the same or better services as competitors two or three times the expense and went above and beyond what would normally be expected of a vendor in this space. Our requirements, at times, have been very specific and unique to our industry. The team not only achieved our vision, but provided guidance and insight throughout the process, consistently leaving us with a finished product that was better than we had expected. Their team has continued to provide exceptional support. As a result of our partnership with re•kreate, our sites look and function great, are easily managed, and it has had a significant positive impact on our business!

Clay Wright

Technical Manager

Multi-Brand eCommerce Platform

• 01

Managing Large Portfolios. Our custom developed, WordPress system was able to be a platform for over 15 major brands with eCommerce capability. Hundreds of thousands of dollars of product sold throughout the various sites. Same trusted system for employees to manage.

• 02

Multi-Brand Solution. Within individual sites, we were able to develop the ability to add and remove brands with ease. We empowered internal employees to be able to change and create all of this within one simple system.

• 03

Inventory & Reporting. The integration of SAP for inventory management and the WooCommerce Reports system worked together for easy internal department reporting allowing for internal optimization of daily operations within teams.

• 04

Custom Pricing Strategy. Fine-tuned details like pricing strategy with MSRP and other design details were implemented to honor other distributers of the brand. This also maximized sales on their official brand pages as MSRP purchases were at premium prices driving bottom-line return.

3rd Party Integration

Our team was knit into the BTI brands development team to produce an SAP® Integration for real-time, warehouse inventory and pricing management. Simple edits within their backend system are automatically pulled, loaded, and displayed with a single-source edit in their daily operations.

BTI Brands

The first of the sites we built, BTI Brands is a multi-brand eCommerce platform. We worked extensively with their team to develop a system that connected customers and employees, alike. Complete with a custom downloads, dealer locator, and backend brand management system.

TC Arms

TC Arms was acquired by BTI Brands. We were brought in to build an Accessories extension to the already existing Firearms website (that was non-eCommerce). Our eCommerce addition was built seamlessly with the existing brand. We integrated all current systems for seamless BTI employee function with the newly acquired TC Arms line.

Smith & Wesson® Accessories

S&W® acquisitioned BTI Brands underneath the American Outdoors family of brands. Our team was able to work with multiple internal teams through transition and development of new sites as redistribution of internal operations were settled. Our final product was the development of another eCommerce website for the accessories sales of the Smith & Wesson® brand.

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