Clark Rubber is one of Australia's most recognised franchises, a heritage brand known for its pool, rubber and foam products, and part of the Australian retail landscape for decades.
After a recent acquisition, Clark Rubber undertook a transformation rooted in a growth strategy built on innovation, customer experience and digital. Core dna was selected to power its eCommerce and digital experience for both franchisees and customers.
Challenges
Clark Rubber faced several challenges that needed addressing to stay competitive and improve the customer experience.
An inflexible eCommerce platform. The existing platform, Shopify Plus, was not equipped for the evolving needs of franchise eCommerce - split ordering, multi-store fulfilment and personalised customer portals among them.
An inconsistent customer experience. The in-store and online journeys needed to be harmonised rather than run as separate propositions.
SEO and digital presence. Robust SEO practice through the migration was critical to holding organic search visibility.
Operational efficiency. Back-end operations had to improve while business as usual carried on uninterrupted.
Core dna Solution
Migration to Core dna. The move was the first critical step in Clark Rubber's digital growth plans for FY24 and beyond. The new platform supports split ordering, multi-store fulfilment and a personalised customer portal, with Phase 2 introducing B2B functionality.
SEO migration and optimisation. Working with SEO specialists StudioHawk, the migration covered search intent mapping, URL mapping and 301 redirects - so Clark Rubber kept the organic visibility it had built.
A better shopping experience. Endless aisles give customers more variety and choice, with detailed product information and content to support the purchase decision.
Collaborative delivery. Clark Rubber's Merchandise, Masterdata, Marketing, Operations, IT and Finance teams worked alongside their suppliers throughout, which is what kept business as usual running while the platform changed underneath it.
Results
Improved online engagement. The new clarkrubber.com.au offers a stronger customer journey, with increased online engagement and higher conversion rates.
Operational efficiency. Streamlined operations reduced the need for extensive retail staffing and improved order fulfilment.
Customer satisfaction. Customers get a seamless experience whether they research online or buy in store. Innovations like the app for visualising made-to-order cushions have lifted satisfaction further.
With the improved platform, Clark Rubber is well positioned to grow sales across its digital channels, complementing a robust in-store performance.
What's Next?
Clark Rubber is not resting on its laurels. The company is already looking ahead to its "Store of the Future 2025" project, which aims to integrate the online and in-store experiences further - a retail environment where customers can easily find and buy what they need, supported by rich product information and genuine service.
