Case Study Spotlight – How Tiger Feet Doubled Their Revenue With A Transformed Digital Commerce Ecosystem

Sometimes the truth can hurt… For many businesses, digital commerce migration is seen as a necessary evil - a challenging, resource-intensive process that’s easy to delay.

But what if migration wasn’t just a solution to existing problems - but an opportunity for transformation?

Tiger Feet, a leading wholesaler in the UK and Ireland, made the bold move to upgrade its ecommerce platform - and the results have been game-changing.

Facing rising operational inefficiencies, limited scalability, and a cumbersome backend, Tiger Feet needed a platform that could:

1. Enhance customer experience with seamless onboarding and self-service tools.
2. Improve operational efficiency by reducing developer reliance for website updates.
3. Ensure a scalable infrastructure that could support continued growth.

This case study explores Tiger Feet’s migration journey - from the challenges they faced to the long-term benefits they unlocked by switching ecommerce providers to Symphony Commerce.

Could your business be the next to break free from an outdated system? Let’s dive in.

Tiger Feet’s Challenges – Why Their Legacy Ecommerce Platform Was Holding Them Back

For Tiger Feet, growth wasn’t the problem - scaling efficiently was.

As one of the UK and Ireland’s leading wholesalers in the greeting, party, gift, and stationery sectors, Tiger Feet managed a massive product catalog of over 50,000 SKUs across nine warehouses.

But their outdated ecommerce platform was becoming a serious bottleneck, creating inefficiencies that impacted both operations and customer experience.

Here’s what was holding them back:

Cumbersome Customer Onboarding – A Barrier to Growth

The Problem:

1. A slow and complicated registration process discouraged new B2B customers from signing up and making purchases.
2. Manual customer approvals led to delays, impacting conversion rates and first-time order experiences.
3. A lack of automated account segmentation meant customers weren’t assigned the correct pricing tiers or product access.

For a business built on fast-moving wholesale orders, every extra step in the onboarding process risked losing a potential customer.

Tiger Feet needed an ecommerce platform that could streamline onboarding, automate approvals, and ensure a frictionless first-purchase experience.

Low Conversion Rates – Poor Performance, High Drop-Offs

The Problem:

1. Slow site performance caused high bounce rates and abandoned shopping sessions.
2. Outdated search and navigation tools made it difficult for customers to find products efficiently.
3. Lack of personalization meant customers weren’t being shown relevant products based on their buying history.

In digital commerce, speed and user experience are everything. If customers can’t find what they need quickly, they leave.

Tiger Feet needed an ecommerce solution that could provide faster load times, intuitive navigation, and personalized recommendations to improve conversions.

Costly & Inefficient Website Updates – Too Much Developer Reliance

The Problem:

1. Even minor site updates required developer involvement, increasing costs.
2. Marketing and sales teams had limited flexibility to create promotions or adjust content on the fly.
3. Seasonal changes or pricing adjustments were slow and expensive to implement.

For a fast-paced wholesale business, waiting days (or weeks) to implement updates wasn’t just frustrating - it was costing revenue.

Tiger Feet needed a self-service solution that allowed their teams to make real-time updates without technical bottlenecks.

A Clunky Backend – Managing 50,000+ SKUs Was a Nightmare

The Problem:

1. Product and inventory management was slow and prone to errors.
2. Searching and filtering within the backend was inefficient, making it difficult for staff to update product listings.
3. A lack of seamless ERP integration (Microsoft Navision) led to stock inconsistencies and manual reconciliation.

A successful ecommerce platform isn’t just about the front-end experience - it needs to be just as efficient behind the scenes.

Tiger Feet needed an intuitive, high-performance backend that could handle their large-scale operations without constant manual intervention.

No Sense Standing Still: Why Tiger Feet Needed a Digital Commerce Overhaul

The reality was clear - Tiger Feet’s existing ecommerce platform was no longer fit for purpose.

Without a modern solution, they risked:

1. Losing customers due to slow onboarding and poor UX.
2. Falling behind competitors that could move faster and adapt more easily.
3. Continuing to absorb unnecessary operational costs due to inefficiencies.

The next step? A digital commerce migration that could eliminate these pain points and set Tiger Feet up for long-term success.

The Symphony Solution – How Our Ecommerce Platform Transformed Tiger Feet’s Operations and Doubled Their Revenue

For Tiger Feet, sticking with their outdated ecommerce platform wasn’t an option. They needed a system that could handle their complex wholesale business, improve efficiency, and empower their teams with greater control over their digital operations.

Symphony Commerce provided a fully tailored, future-proof ecommerce solution that addressed Tiger Feet’s key pain points and unlocked new opportunities for growth.

Here’s how Symphony Commerce transformed their digital commerce ecosystem and doubled their revenue in 12 months.

Enhanced Onboarding – Seamless, Automated, and Built for Growth

The Challenge:

Tiger Feet’s old platform made it difficult for new customers to register, gain approval, and start purchasing - slowing business growth.

The Symphony Solution:

• Streamlined customer registration – A fully automated approval process eliminated manual approvals and speeded up onboarding.

• Integrated account segmentation – New customers were instantly assigned the correct pricing tiers and product access, ensuring a seamless wholesale experience.

• Frictionless first purchase experience – Faster account approvals meant customers could start shopping without delays.

The result? Increased conversion rates, a faster sales cycle, and a smoother customer journey.

Performance & User Experience – A Faster, More Intuitive Platform

The Challenge:

Tiger Feet’s slow site performance and clunky navigation were driving potential customers away.

The Symphony Solution:

• Optimized load times – A high-performance architecture ensured faster browsing and checkout experiences.

• Intuitive search & navigation – Advanced filtering and intelligent search allowed customers to find products faster.

• Personalized product recommendations – Tailored product suggestions based on purchase history and browsing behavior increased order values.

The result? Higher conversion rates, lower bounce rates, and a better overall shopping experience.

Greater Control with Customised Design & Self-Service Tools

The Challenge:

Tiger Feet’s marketing and sales teams were frustrated by their inability to make real-time updates without involving developers.

The Symphony Solution:

• Self-service content management – Teams could now update promotions, product pages, and site content without IT involvement.

• Real-time pricing & seasonal adjustments – Flexible pricing controls allowed instant updates for seasonal sales and special offers.

• Customised branding & design – Tiger Feet’s team had full creative control to make UX improvements as needed.

The result? Faster updates, reduced costs, and a more agile marketing team.

A Smarter Backend – Making 50,000+ SKUs Easy to Manage

The Challenge:

Managing a large product catalog and keeping inventory data in sync was time-consuming and inefficient.

The Symphony Solution:

• A streamlined, user-friendly backend – A redesigned catalog management system made handling 50,000+ SKUs more efficient.

• Bulk upload and editing tools – Teams could easily update product details and pricing in just a few clicks.

• Seamless ERP integration with Microsoft Navision – Automated two-way syncing ensured real-time stock updates, order processing, and accurate pricing.

The result? Fewer manual errors, increased efficiency, and a fully integrated digital commerce ecosystem.

The Symphony Difference – A Migration Built for Long-Term Success

Tiger Feet didn’t just migrate platforms - they upgraded their entire digital commerce operation and unlocked 100% growth.

With Symphony Commerce, they now have:

• A scalable, future-proof ecommerce platform designed to support their growth.

• Over double the conversion rates they had since migrating their ecommerce from Sana Commerce as well as faster performance, and seamless onboarding.

• A more agile team, with greater control over updates, promotions, and customer experience.

Does All This Sound Familiar So Far?

Outcomes for Tiger Feet – Doubled Ecommerce Revenue and Conversion Rates Since Migrating From Sana Commerce

Ecommerce migration isn’t just about fixing immediate problems - it’s about setting a business up for long-term success.

For Tiger Feet, moving to Symphony Commerce didn’t just resolve their operational inefficiencies - it unlocked new growth opportunities, improved customer satisfaction, and gave them greater control over their digital commerce strategy.

Here’s what they’ve achieved since making the switch.

Increased Efficiency – Cutting Costs & Improving Operations

Before Migration:

• Routine updates required developer intervention, slowing down operations and increasing costs.
• Inventory and order management processes were manual and time-consuming.
• The IT team was constantly troubleshooting issues instead of focusing on innovation.

Post-Migration with Symphony Commerce:

• Reduced operational costs – Self-service tools allowed marketing and sales teams to make updates without IT involvement.
• Improved order processing efficiency – A fully integrated backend streamlined workflows, reducing errors and delays.
• Faster, smarter decision-making – Real-time data visibility enabled better stock management and customer insights.

The result? A more agile business that can respond to market changes quickly and efficiently.

Enhanced Customer Experience – A Frictionless Buying Journey

Before Migration:

• New customers struggled with a complicated onboarding process, leading to lower conversions.
• Site performance issues caused frustrating delays for users.
• Product discovery was difficult, with outdated search functionality.

Post-Migration with Symphony Commerce:

• Streamlined onboarding – Automated approvals allowed customers to sign up and start purchasing faster.
• Faster site performance – Page load times improved significantly, reducing bounce rates.
• Intuitive navigation & search – Customers could now easily find what they needed, leading to increased order values.
• Conversion rates more than doubled - Logged in customers up from 8% on Sana to 19% on Symphony Commerce.

The result? Revenue doubled within 12 months, happier customers, higher conversion rates, and a better online experience.

Greater Control – Empowering the Tiger Feet Team

Before Migration:

• Making website updates was slow, expensive, and developer-dependent.
• Adjusting pricing, running promotions, or updating content was a manual process.
• The marketing team lacked agility, unable to respond quickly to seasonal demand.

Post-Migration with Symphony Commerce:

• Self-service tools enabled instant content updates – No more waiting for developer availability.
• Flexible pricing controls & promotional tools – Seasonal campaigns could be launched instantly.
• A more agile, empowered team – Marketing and sales could make changes in real time, responding to business needs dynamically.

The result? A business that moves faster, operates with more agility, and capitalizes on new opportunities without technical bottlenecks.

Putting It Into Words: A Testimonial from Tiger Feet

For Tiger Feet, migrating to Symphony Commerce was more than just a platform change - it was a business transformation.

Jon Fawcett, Head of Ecommerce at Tiger Feet, shared his thoughts on the impact of the migration:

“Symphony has revolutionised how we operate online. The ability to manage our website independently, combined with seamless integration with our internal systems, has been a game-changer. We’re already seeing the benefits, and we’re excited about what’s to come.”

With the right ecommerce migration strategy, Tiger Feet has turned its ecommerce platform into a powerful growth engine.

If your business is facing similar challenges - slow operations, high costs, and platform limitations - it’s time to take the next step.

Ecommerce migration doesn’t have to be daunting. With Symphony Commerce by your side, it becomes an opportunity to evolve, scale, and thrive.

Take the Next Step – Future-Proof Your Digital Commerce

Are you ready to experience the same transformation as Tiger Feet? Here’s how to get started.

1. Download the Whitepaper → Gain insights into the essential phases of ecommerce migration and how to minimize risk.
2. Request a Migration Consultation → Speak with our migration experts to assess your current platform and explore tailored solutions.
3. Get a Custom Migration Roadmap → Work with Symphony Commerce to develop a structured, low-risk migration plan designed for your business needs.

Don’t let an outdated ecommerce platform hold you back. Future-proof your business with a tailored, scalable solution built for growth.

Your next step starts today. Let’s build something better together.