The Army Painter: Spillet stærkere med Shopify Plus

CASE: The Army Painter

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"The human touch makes all the difference! D.TAILS showed genuine enthusiasm and curiosity about our business. They don't just offer a solution; they provide exactly what we need. Additionally, their own experience with managing webshops gives them an intrinsic understanding of the industry. They share their most effective practices, allowing us to confidently depend on their expertise."

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

The battle is fought around the clock, and new hand-painted warriors constantly appear on board games worldwide. Paint must be purchased, lots of paint – and it has to be easy, even for those selling the paint! At the Danish company The Army Painter, which is the world's largest independent Warhammer paint brand. The company had a Magento solution, which was outdated – there was a need to improve the purchasing experience and gain more control in-house. The focus turned to Shopify, and when a handful of potential suppliers were found, it was us who conquered the competitors in the battle to win the task.

Who is

The Army Painter

The Army Painter sells various types of paint for board game figures. It is a niche business in the most literal sense of the word, but the niche is a global phenomenon. The customers are very enthusiastic, and the demands for paint, brushes, and other equipment are sky-high. The Army Painter has both a division in Denmark, covering the entire European market, and in the USA: Two separate entities operating under one umbrella. This requires a complex setup.

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Complex setup behind standard front

The outdated Magento solution was rigid and cost-heavy, necessitating a more dynamic system. With Shopify, the e-commerce team now independently manages updates, with all content seamlessly synchronizing between European and US sites.

After assessing their needs, a standard Shopify theme meeting essential requirements was selected, and The Army Painter adhered closely to it. This upgrade enhanced customer experience significantly, improved administrative processes for staff, and allowed The Army Painter to gain valuable insights into customer behavior through superior reporting. Among their upgrades, they benefited from:

Transition of their Magento solution to Shopify 2.0 using a standard theme
Integration with a Synker app that synchronizes content every hour across their European and US stores
Deployment of our Wish List app
Advanced redirect capabilities
Klaviyo integration

Redirect functionality ensures correct traffic

When the market is global, and there is both a European and an American webshop, it is important to be able to direct customers to where their order should be placed. With our setup, the location of the visitors is tracked, so the individual lands on the right blog or the right product depending on where they are located.