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Debuting an ecommerce experience for a legendary drum brand
When DW Drums first came to Domaine, its website was non-shoppable and primarily used as a showcase for sponsored artists, while the drum kits were sold offline through retailers and small shops. We jumped in to relaunch DW Drums' on Shopify; with so many product variations, adapting the complex catalogue into a digestible format was a major focus.
Given the complexity of project, the Domaine team took a phased approach with the launch. The first phase included a complete redesign for a modern headless site, a robust e-commerce platform for their products with complex kit building logic, and an integration between the DW Drums and Roland Cloud sites. Furthermore, Domaine developed a brand new blog (which is labeled “Stories”), and the team is continuing to integrate new features and functionality for subsequent phases.
Domaine provided creative guidance when it came to envisioning the new look of the DW Drums site, debuting a whole new channel for the brand. This involved a lot of strategic work within design and product backend architecture to deliver on the brand’s complex business needs. The ecommerce launch required a lot of careful UX consideration to factor in the many different attribute, feature, and brand combinations that are possible to create a drum kit. Introducing the brand’s catalogue to an ecommerce platform also meant finding space to identify discontinued and custom products.
DW Drums prides itself on being a one-stop shop for drummers, which means offering not only quality product but also inspirational content. Domaine made sure this brand pillar was being reflected on the website by revamping the “Stories” blog page, where sponsored artists can share updates on their current activities through visual and written content.
Rather than solely having a dealer locator, the Quiver Shopify app was integrated by the Domaine team to allow orders placed on the DW Drums site to be fulfilled by wholesaler inventory. This is a unique feature that both strengthens the relationship with the retailers and mom and pop shops that carry DW drums, while also simplifying things from an inventory management perspective.
Founded in 1972 by Don Lombardi, Drum Workshop (DW) has earned a reputation as the most respected custom drum company in the world.
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