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Jamersan Fires Up Underwood Ammo's Growth with Strategic E-commerce Overhaul

Underwood-Ammo-Image

Industry

Firearms, Ammunition, Sporting Goods

Challenge

Premium ammunition manufacturer burdened by an aging Magento platform that's difficult to manage and creating technical debt. They were unable to easily integrate new features and felt trapped by the platforms developer dependency. Additionally, they wanted to launch a retention marketing strategy to drive repeat purchases and needed better product categorization and filtering to meet customer demands.

Result

Eliminated Technical Debt: Migrated to BigCommerce, reducing maintenance costs and freeing the team to manage operations more efficiently.Increased Revenue: Klaviyo email marketing now drives 60%+ of online sales through targeted campaigns and automation.Improved Conversions: Advanced product filtering increased page views by 18% and boosted conversion rate by 15%.Streamlined Operations: BigCommerce and Fishbowl integration enabled the team to focus on customer service and retention.

Fishbowl, Klaviyo, BigCommerce

www.underwoodammo.com
60%+
Customer Lifetime Value
15%
Conversion Uplift
18%
Advanced Product Filtering
12%
Site Search Decreaste

By partnering with Jamersan, Underwood Ammo successfully addressed its technical challenges, implemented a powerful retention marketing program, and significantly improved the online shopping experience. The solution has positioned Underwood Ammo for continued growth and solidified their position as a leader in the ammunition industry.

Jason Hendrix

Director of Sales & Partnerships @ Jamersan

underwood-shop-ammo__34378

Underwood Ammo

Underwood Ammo manufactures high-performance hunting and self-defense ammunition for military, law enforcement, and civilian clients. All products are made in the USA in Sparta, IL, and the company offers discount programs for military and law enforcement personnel.

The Challenge

Their aging Magento platform was costly, complex, and required specialized developer resources. This technical debt hindered agility, limited feature innovation, and diverted resources from core business objectives.

The company lacked a retention marketing strategy to nurture customer relationships and drive repeat purchases through targeted engagement.

Finally, customers struggled to navigate their extensive product catalog and requested better categorization and filtering to improve product discovery.

Underwood Ammo needed a comprehensive solution to modernize their platform, implement a customer retention program, and enhance the shopping experience.

The Solution

Platform Migration: Jamersan migrated Underwood Ammo from Magento to BigCommerce, eliminating technical debt and streamlining operations with a more agile, user-friendly platform.

Email Marketing Integration: Klaviyo was integrated to enable sophisticated automated email flows, audience segmentation, and personalized communications that drive customer engagement and repeat purchases.

Enhanced Product Discovery: A robust filtering system was implemented, allowing customers to refine searches by caliber, grain weight, bullet type, and usage scenarios for easier product discovery.

Optimized Shopping Experience: A modern theme redesign provided a frictionless checkout experience aligned with Underwood Ammo's brand identity, including customized compliance features for firearms license verification to meet state regulations.

 

Jamersan helped us when no one else could

The Results

Eliminated Technical Debt: Migrating to BigCommerce freed the team from Magento's constraints, reducing maintenance costs and developer dependency while enabling more efficient store management.

Increased Revenue: The Klaviyo email marketing program now drives 60%+ of online sales through targeted campaigns and automated flows that engage customers and foster loyalty.

Improved Product Discovery: Advanced filtering increased product page views by 18%, decreased site search usage by 12%, and boosted conversion rate by 15% as customers found products more easily through browsing.

Streamlined Operations: BigCommerce and Fishbowl integrations simplified e-commerce operations, freeing the team to focus on customer service and retention initiatives.

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