Tucker Blair saves time
and grows sales with BigCommerce Enterprise

Classic style brand reduces site maintenance time while
improving conversion and sales

55% 75% 50%
increase in monthly sales improvement in online conversion reduction in time needed to run the website


Business goal

Build the brand and streamline operations

Tucker Blair, a retailer of handmade needlepoint accessories, built their success by bringing classic American style to buyers worldwide. But upon taking the reins in 2013, CEO Matthew Tara immediately recognized the 5-year-old lifestyle brand was at a crossroads.

The company’s growth was being hindered by a cumbersome Magento platform that was difficult to manage and incompatible with a growing number of mission-critical business applications.

“There was a lot of unneeded complexity in Magento to just make basic changes to your store, which was really difficult for us,” said Tara. “That was the biggest thing, and that's not something I would understate — on a daily basis, if you have any kind of business, you're constantly adding products. Things go out of stock. And unless you're pretty familiar with HTML, you got lost in about three seconds.”

BigCommerce benefit

Exceptional ease of use and flexibility

BigCommerce’s clean, simple aesthetic and best-in-class usability appealed to the Tucker Blair team right away. The streamlined admin panel helped optimize inventory management, merchandising and fulfillment. Tasks that used to take half an hour or more could be completed in minutes.

“It was just much easier, to a point where if you had only spent five minutes on a computer, you probably could navigate the basics,” said Tara. “You could make changes to your product. You could add things. You could go on and find orders. You could really manipulate the majority of your store for basic, meaningful things.”

The platform’s flexibility was another big plus. BigCommerce seamlessly worked with Tucker Blair’s existing third-party logistics vendor, allowing orders to be automatically sent to the warehouse and freeing up valuable time for the team. Integrations with the company’s payments and accounting programs kept backend operations running smoothly, and offered a unified view of the business from a single point.

There was a lot of unneeded complexity in Magento to just make basic changes to your store, which was really difficult for us.
Matthew Tara, CEO

Big Results

Major cost savings and conversion gains

increase in monthly salesimprovement in online conversionreduction in time needed to run the website

Almost immediately, Tucker Blair realized huge gains in efficiency, with a 50% reduction in the time needed to run the website. But BigCommerce delivered additional results that they weren’t expecting.

Despite a crowded marketplace and a competitor with a retail presence in thousands of boutiques nationwide, they saw a 75% improvement in web conversion and a 55% increase in monthly sales.

“Our site allows us to be everywhere for a lot of people,” said Tara. “The biggest challenge of being a really good online brand is to have continuity and make your site feel like it's not just a transaction — that there's an experience.”

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