The Army Painter: Spillet stærkere med Shopify Plus

CASE: The Army Painter

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“The human approach makes all the difference! D.TAILS were genuinely excited and curious about our business. They don't just sell a solution. They sell us what we truly need. Moreover, it's a huge advantage that they have run webshops themselves and truly understand it from the inside out. They share their best experiences, and we confidently rely on the experts."

– Mikkel Cort, Head of E-Commerce, The Army Painter

The battle is fought around the clock, with new hand-painted warriors constantly emerging on board games worldwide. Paint needs to be purchased, lots of paint—and it needs to be easy, even for those selling the paint! At the Danish company The Army Painter, the world's largest independent Warhammer painting brand, they had a Magento solution that was outdated—there was a need to enhance the purchasing experience and gain more in-house control. The focus turned to Shopify, and after identifying a handful of potential providers, it was us who overcame the competitors in the battle to win the task.

Who is

The Army Painter

The Army Painter offers a variety of paints for board game figures. They are a niche business in the truest sense of the term, but this niche has a global presence. Enthusiastic customers have very high standards for paints, brushes, and other accessories. The Army Painter operates both a Danish division managing the entire European market and a U.S. division: two distinct units functioning under one umbrella organization, necessitating a sophisticated structure.

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Complex Setup Behind the Standard Front-End

The old Magento solution was both inflexible and costly, and a more dynamic system was needed. With Shopify, the e-commerce department can now make updates themselves, knowing that all content syncs between the European and American sites.

Based on the requirements specification, we found a standard Shopify theme that met the fundamental needs. The Army Painter has stuck almost 100 percent to this theme. The solution has led to a much better experience for customers, a significantly better administrative experience for employees, and for the first time, The Army Painter has gained insights into customer behavior through much improved reporting. Among others, The Army Painter has received:

Migration of their Magento solution to Shopify 2.0 with a standard theme
Integration of our Synker app, which syncs all content hourly across the European and US webshop
Implementation of our Wish List app
Sophisticated redirect functionality
Klaviyo integration

Redirect functionality ensures correct traffic.

When the market is global, and there are both a European and an American webshop, it's crucial to direct customers to the right place for placing their orders. With our setup, the location of visitors is tracked, ensuring they land on the correct blog or product based on their current location.