CDNN Sports Inc. is the largest wholesale liquidator of firearms and accessories in the U.S. They offer a wide selection of products for personal protection, hunting and recreational shooting. Historically the company has focused on inside sales and direct to consumer marketing through their catalog, but focus has shifted now that over 50% of their business is generated online.
Jarrod VanBrocklin, Sales Manager/Buyer for CDNN, recognized the opportunity to grow the business exponentially through investing in a new ecommerce platform. In 2012 they migrated from Yahoo Stores to Magento and immediately saw a lift in overall revenue. While the Magento platform met their overall ecommerce needs, the CDNN team believed there was an opportunity to improve results and the customer experience by replacing the native on-site search function.
“Products were very difficult for visitors to find especially if the search query contained multiple terms such as product description and manufacturer. Instead of returning results specific to the manufacturer, they contained a combination of products and manufactures that were not relevant” explained VanBrocklin.