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Fox Factory

Fox Factory, a global leader in the design and manufacturing of high-performance products for bikes and powered vehicles, faced a challenge with their online presence. Their digital experience was getting dated and fragmented across multiple platforms and URLs, – a mixture of eCommerce, product catalogs, storytelling, blogs, and technical help centers.

 

Recognizing the need to streamline and modernize their digital experience, Fox Factory set out to unify their bike and power vehicle groups on a single Shopify platform. This initiative aimed not only to consolidate their website experience as much as possible but also to elevate their iconic products, create a cohesive brand halo, and guide users—especially those less familiar with the technical details—toward the right products.

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Platform

  • Shopify Plus Online Store 2.0

Industry

  • Automotive
  • Sports & Equipment
  • Sports Tech

Highlights

  • Online Store 2.0
  • Site Redesign
  • Highly Flexible CMS
  • Multi-Country
  • Multi-Lingual
  • Complex Catalog Strategy
  • Technical Strategy
  • Inventory Management

The Technical Consolidation Play

Moving from a fragmented ecosystem that included a custom platform, multiple WordPress hosted blogs, and Shopify storefronts, we were able to consolidate a significant amount into a Shopify store per country. This makes site management vastly faster and easier for the entire Fox team.

Multiple Product Discovery Flows

With a varying user familiarity and comfort with Fox’s technical product catalog, we mapped out and executed an extensive array of “finder” flows. For instance, for bike forks we guided the user via the fork selector based on bike type, ride style, and even stanchion size and series type.

Finding the right shock for your vehicle—whether it’s a truck, snowmobile, or motorcycle— is crucial for a confident purchase. We integrated industry-standard year, make, and model fitment data models and leveraged custom API, PIM, and Shopify’s native filtering functionality, to serve back to users the shock options that fit their needs and their vehicle.

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Pushing the boundaries

Known for allowing athletes to push their vehicles to the limit, we pushed Shopify’s front end to its limits. Each section was purpose built to enable product discovery and brand expression, layered with motion and interactive elements to bring it all to life.

Rich Product Data

Each product includes specs, vehicle compatibility, and other product compatibility, all managed flexibly using Shopify’s metafields and metaobjects. This included over 100 product metafield definitions, over 75 variant metafield definitions and almost 20 collection metafield definitions. From this we created just seven product templates to handle around 1,500 unique products.

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