A family owned western wear store was in need of a website redesign to increase ecommerce traffic and transactions.


The Client

Centerville Western Stores is a primarily brick and mortar western wear retail store located in Centralia Washington. The large physical location was not matched by the out-of-date website, which was difficult to navigate and not representative of the Centerville brand.

The Challenge

Increase online traffic and incremental sales.

The Solution

Redesign and develop a fully functional ecommerce website that would resonate with Centerville Western Store’s core customer.

The project consisted of two phases: research, and website redesign.

For the research phase, primary and secondary research was conducted. This included drilling down on the key audiences most likely to participate in the Western Wear niche, uncovering both demographic and psychographic information.

The compiled consumer research was then put to work in the design and development of the website, resulting in a site that not only looked great, but represented the characteristics those consumers wanted to see in a western wear brand: authenticity, style, and rugged, lasting quality.

The Results

  • 92% increase in ecommerce sales YOY 
  • 73% increase in orders YOY
  • 57% increase in user sessions YOY