Blending Tradition with eCommerce Evolution
Alpenglow Sports
Alpenglow Sports, a heritage brand established in 1974, is a trusted expert and outfitter for skiing and snowboarding enthusiasts in the Lake Tahoe region. In July 2023, we partnered with Alpenglow to completely revamp their website, expand their online business and help them compete in the increasingly competitive outdoor gear space. We migrated the site from a subdomain setup, with content on WordPress and eCommerce on Lightspeed, consolidating everything onto Shopify - all while preparing for a November launch ahead of the busy holiday season
Bringing the Alpenglow Experience Online
Historically brick-and-mortar-focused, Alpenglow embraced eCommerce during the pandemic. The site now serves as a digital showroom, showcasing nearly 8,000 SKUs, although most sales remain in-store. We integrated their Lightspeed POS with Shopify, enabling seamless inventory management across both online and physical locations. This setup, along with enhanced product filtering, positions Alpenglow for future growth, whether they decide to expand into eCommerce or maintain their focus on in-store sales.
Mini Brand Refresh
We kicked off the migration with a mini brand refresh, refining the site’s fonts and colors to align with Alpenglow’s legacy and outdoor lifestyle. We introduced a fresh font with a playful and knowledgeable feel and enhanced their brand colors with a gradient for a modern update. Ensuring ADA compliance was a top priority throughout the process.
Site Architecture & Product Organization
With nearly 8,000 SKUs, creating a streamlined, user-friendly site architecture was a top priority. We designed a robust navigation system inspired by leading outdoor retailers, tailored specifically to Alpenglow’s knowledgeable customer base. This included an intuitive, deep navigation structure and customizable secondary menus on each collection page for easy browsing. To simplify product management, we developed a plan that enabled the Alpenglow team to organize products into automated collections using spreadsheet uploads via Matrixify, providing hands-on support throughout the process.
Custom Product Enhancements
One of the most significant developments was the addition of detailed specifications on the product detail pages (PDPs), which powered dynamic filters on the product listing pages (PLPs). These custom filters enable Alpenglow's knowledgeable customers to effortlessly find products based on specific criteria like size, type, and performance. For more specialized categories, such as skis, filters were tailored to factors like ski profile, intended use, and waist width—making it easier for customers to navigate the complexity of technical gear (who knew skis were so complex?!).
Content-Driven Customer Experience
With a reputation built on exceptional in-store experiences and expert staff, along with a strong connection to the Lake Tahoe community through local events, content was a key focus for Alpenglow. We prioritized educational content across pages, blog posts, and event features to reflect their deep expertise. By strategically interlinking these sections with shopping features, we ensured that eCommerce remained at the forefront while also providing valuable information to help customers make informed purchasing decisions.
Alpenglow Sports, with its deep roots in the outdoor community, is now equipped with a refreshed digital presence that honors their history while embracing future possibilities. With custom-built features and thoughtful design, they are poised to continue serving as a lifestyle hub for mountain enthusiasts.