Dogg Scooters.
A growing parent company ready for a more scalable digital model.
Greenover Sports manages several fast-moving brands, each with distinct audiences and merchandising needs. Dogg Scooters was ready to upgrade from Shopify to Shopify Plus and, in doing so, rethink the structure supporting the entire group.
The Greenover team needed:
- A multi-store, multi-architecture solution that would allow each brand to have its own identity while staying efficient to run.
- A platform that provided greater in-house control and flexibility for rapid updates.
- A fully custom interactive scooter builder that could handle product rules, compatibility logic and ongoing content changes.
This was the ideal opportunity to apply a journey-led growth approach: mapping how riders shop, identifying friction across the group’s brands and rebuilding a structure that improved every step of the customer experience.
1. Multi-brand, multi-store architecture designed for journey-led growth.
Greenover needed to give each brand the freedom to feel unique while staying operationally streamlined. Our solution was a single, finely engineered master theme deployed across multiple stores.
This architecture enables:
- Consistent, efficient content management across all Greenover brands.
- Unique design layers that reflect each brand’s personality.
- Shared UX foundations designed around customer journey insights, ensuring every store reduces friction and supports long-term growth goals.
Dogg Scooters was the first brand to implement this master theme, paving the way for others, including Green Overhead, Rocky Mountain, and a Greenover B2B store.
The master theme incorporates lifestyle imagery, video, clear navigation patterns and intuitive product discovery, all informed by behavioural research and user needs.
2. Flexible, content-rich Shopify Plus experience.
Built on Online Store 2.0, the new Dogg Scooters site gives the internal team full control. They can adapt content quickly, respond to trends and highlight promotions without additional development work.
Key upgrades include:
- Sections everywhere, enabling on-the-fly customisation of banners, copy and CTAs.
- A customisable USP bar to highlight operational benefits such as next-day delivery.
- Improved navigation that elevates new products and best sellers.
- A Shop by brand slider for riders loyal to specific makers.
- A mini-cart upsell pop-out prompting add-ons at the ideal moment in the journey.
- Integrated technology partners include Klaviyo, Feefo, Boost Commerce, Covet.pics and Klarna.
All of this supports journey-led growth by reducing friction at key conversion points, simplifying discovery and empowering the team to continually optimise the experience.
3. A fully custom scooter builder that transforms the buying journey.
A standout requirement was an immersive, highly functional custom scooter builder that allowed riders to design a scooter tailored to their setup, size and style. We built this using React and Shopify’s Storefront API, giving Dogg Scooters complete flexibility to manage parts, compatibility rules and new product releases.
The builder includes:
- A size selector to filter components by suitability (for example, small, tall or all riders).
- Real-time part selection across decks, bars, forks, wheels and more.
- A “randomise” feature to build a scooter (tailored to your size) by randomly pairing compatible parts.
- A clear summary view, plus an option to have the scooter pre-assembled.
This tool removes guesswork, enhances confidence and streamlines a complex purchasing journey into something intuitive and enjoyable.
A future-ready platform with a standout customer experience.
With its Shopify Plus upgrade, multi-store architecture and custom scooter builder, Dogg Scooters now has a scalable digital foundation built fully around the rider journey. The team can adapt quickly, serve customers more effectively and continue to grow across new markets and product lines.
The result is a platform that empowers the brand today and supports Greenover Sports’ long-term growth strategy across all stores.
