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Dogg Scooters.

Dogg Scooters.

The old adage “necessity is the mother of invention” certainly rings true for Dogg Scooters. Part of Greenover Sports, the brand was founded in the South West of England in 2009 after local riders became increasingly frustrated over the lack of premium scooter products in the UK. Dogg Scooters caters to a full spectrum of riders - from beginners to intermediate and advanced - with a quality range of scooters and parts from the most exclusive brands in the business. Since launching, Dogg Scooters has been recognised as a leading force behind the emergence of the UK freestyle scooter scene. And better still, the brand is now the UK’s number-one scooter store!
Development, Design, Optimisation, bluprint For Success
The Challenge

On the ball with multi-brand, multi-store architecture & a custom scooter builder.

“Greenover Sports operates a number of brands under this parent company, including Dogg Scooters, which was ready to upgrade from Shopify to Shopify Plus,” says Kaja Sztuczka, Project Manager at blubolt. “Given the numerous brands under Greenover Sports, this project was a perfect candidate for a multi-store, multi-architecture site. In addition, Greenover also required an interactive product builder for custom scooters.” With this in mind, the blubolt team set about unleashing the flexibility and in-house control Shopify Plus offers, as well as a fresh design and bespoke builder functionality.

The Solution

Delivering multi-brand, multi-store architecture on Shopify.

Madeleine Gale, Designer at blubolt, said: “Greenover Sports wanted the ability to create a distinct look and feel for each brand while ensuring each website could be easily maintained and adapted”. As such, the blubolt team deployed a multi-brand, multi-store architecture for maximum efficiency and effectiveness. This involved one master theme used for multiple brands that all sit under one parent company, so in this case, blubolt delivered one finely tuned master theme for Greenover Sports. This master theme was then first used for the Dogg Scooters brand before being translated to other brands in the stable, such as Green Overhead, Rocky Mountain and a Greenover B2B solution. The master theme focuses on making the user journey easier and more enjoyable and incorporating sleek lifestyle imagery and videos. This ensures all the individual brand sites have a unique feel while utilising all the settings and Shopify Online Store 2.0 features blubolt provided.

Riding high with features & functionality.

Built with Shopify’s Online Store 2.0, the Dogg Scooters site takes advantage of the greater in-house flexibility and creative control it offers. The brand can now customise pages thanks to Shopify’s ‘sections everywhere’, easily changing up banners, copy and CTAs when desired. The new USP bar, which is also customisable in-house, allows them to highlight advantages like next-day delivery. Furthermore, the improved navigation flags new products and best sellers for each category and enables the team to add product adverts.With Dogg Scooter’s discerning clientele in mind, blubolt also added a ‘Shop by brand’ slider so users can head straight to their preferred maker's collection page. The team also added a handy mini-cart pop-out at the checkout with a “Why not add” CTA for upselling.

Tech partners for the project include Klaviyo for email marketing, Feefo for customer reviews, Boost Commerce for search and filtering, Covet. pics for the social feed, and Klarna for ‘buy now, pay later’ payments.

New wheels: build your own custom scooter.

The pièce de résistance of Dogg Scooters’ new site is the fun and fabulous custom scooter builder. Constructed with React and utilising Shopify’s Storefront API, the builder enables customers to create a bespoke scooter that suits their needs. The parts available and the compatibility between them are fully customisable by the team at Dogg Scooters.

Before starting the build, customers can choose the scooter size (for example, small, tall or all riders) so the builder can show suitable parts and components. From there, customers can select everything from bars and decks to forks and wheels. It also has a "randomise" function, which builds a scooter (tailored to your size) by randomly pairing suitable parts. Customers can then purchase that scooter design or use it as a starting point and make their own. 

Once customers have confirmed the design, the builder supplies a handy summary to check over and an option to have their masterpieces built ready to ride (rather than self-assembly).

Increase in mobile revenue
Increase in total revenue
Increase in AOV
The results.

Scoot over to Dogg Scooters today.

With a freshly upgraded Shopify Plus site, complete with an interactive product builder for custom scooters, the Dogg Scooters team have everything they need to win over new and old customers alike!

Are you considering a custom product builder for your brand? Find more inspiration from our other custom builder projects - like a bespoke furniture builder and a custom bike builder - here.

Or are you also juggling multiple brand websites under one parent company? A multi-brand, multi-store set-up on Shopify Plus - more here - may be an effective and cost-efficient solution for you.

Either way, do get in touch to discuss your project requirements. We're happy to help!