Review
In a world where brands seek full digital control, campaign flexibility, and an online presence that speaks their language, even leading brands like FOX are choosing to build independent ecommerce websites.
After years of being sold as part of the Terminal X website, FOX’s clothing brand made the strategic decision to launch a dedicated website that reflects its DNA and delivers a shopping experience tailored precisely to its customers.
BOA Ideas was chosen to lead the project: from discovery and planning through development to the smooth launch of a Shopify Plus website, built on a stable infrastructure with customized features and deep integrations with the group’s existing systems.
Results
The website launched in August 2024 and is already delivering impressive results.
- Increased engagement and conversions.
- A user experience tailored to the FOX brand.
- Independent management of e-commerce operations.
- Full integration with FOX’s operational infrastructure.
- A promotions engine that enables the implementation of the company’s complex marketing strategy.
Self-management
Independent management of the e-commerce operations, separate from the Fox Group websites.
Promotions engine
A promotions engine that enables the implementation of the company’s complex marketing policies.
Engagement and conversions
Increase in engagement and conversions after the website went live in August 2024.
Full connection
Full integration with FOX’s operational infrastructure.
FOX is one of Israel’s best-loved and most recognized fashion brands, with hundreds of stores nationwide and a loyal customer base.
As part of its digital transformation strategy, FOX wanted to establish an independent e-commerce site, separate from the Fox Group’s websites, that would reflect the brand’s identity, enable customized promotions, and improve the user and shopping experience.
Before the new website was launched, FOX operated as part of the Terminal X multi-brand website, making it difficult to manage its ecommerce operations independently:
- Lack of a clear brand identity online: The previous website did not reflect FOX’s content and values.
- Limitations in managing campaigns and promotions: FOX has a diverse, dynamic promotions policy that is not easy to implement on an ecommerce platform.
- Gaps between online and offline: Promotions were not synchronized across sales channels, confusing customers and creating a barrier to sales.
- Need for infrastructure to independently manage a profit and loss unit: Including financial and operational integrations.
As part of the project, BOA Ideas, together with FOX, planned, defined, and built FOX’s new website on the Shopify Plus platform.
- Project planning and management by sprints: A series of meetings with all relevant stakeholders across the organization led to a comprehensive assessment of requirements, while sprint-based management helped ensure deadlines were met.
- Backend development tailored to FOX’s structure: A management system tailored to a single brand yet built to scale, including integration with S400, PayPlus, and external delivery systems.
- Custom promotions app: We developed an app for managing a wide range of complex campaigns, including 2+1 and 6 for 100 promotions. Special approval was obtained from Shopify to expand the promotions limit.
- FOX loyalty program: Seamless integration using a unique identifier, easy registration through the website, and management of points and promotions based on customer profiles.
- Brand-specific UX: Printing a logo on shirts, including searches by city and school; a “color card” to display complex promotions in the cart; and a Pizza Bar at checkout that visualizes the progress of the purchasing process.
Key technologies
- נוזל
- הגב
- Vue.js
- Node.js
