Animated Figure
Portfolio Overview

Tackle Direct

A specialty outdoor retailer offering the top fishing brands for saltwater, freshwater, and fly fishing.

Man on tablet viewing
A Custom BigCommerce Design

The Design

A fully responsive design on BigCommerce while staying true to the company’s established brand.


What We Did

General Services
  • Yahoo to BigCommerce Migration
  • Custom Theme Design
  • Custom Theme Development
Custom Features
  • Segmented Product Recommendation Carousels
  • Custom Product Page Stock Chart
  • Custom Product Option Variable Solution
  • Custom Product Page Tabs
  • Mobile Friendly
  • Web Accessible
  • Custom UX Enhancements
  • Custom Product Database API 

Their Story

TackleDirect, the World’s Premier Fishing Outfitter, is a specialty outdoor retailer offering the top fishing brands for saltwater, freshwater, and fly fishing. With world-class customer service, superior product knowledge, and a vast in-stock assortment of premium brands, is the online merchant of choice for shoppers serious about fishing.

With their previous website built on the Yahoo platform, TackleDirect experienced mounting frustrations and sought a better ecommerce solution for their growing business. They turned to the BigCommerce experts – IntuitSolutions – to migrate their Yahoo store to a more robust, scalable solution on BigCommerce. 

  • Animated Figure
Tackle Direct brick and mortar store
Man using laptop on table with on screen

The Challenge

In the late 90s, Yahoo helped create the foundation for modern ecommerce – but times and technology have changed tremendously since then. The new industry leaders for ecommerce platforms, like BigCommerce, provide businesses of all sizes with superior technology and features Yahoo struggles to match.

The most common reasons to leave Yahoo include:

  • Outdated platform design 
  • Low feature content and usability
  • Lack of security features
  • Limited customization options
  • Poor app integration and flexibility

Yahoo’s lagging technology and security issues not only restrict online store owners from reaching their full earning and growth potential – but also create vulnerability for security threats and cyberattacks from hackers. Add to this the less-than-flexible options available for website features and functionality, and many Yahoo merchants realize a move to a better ecommerce platform is imminent.

The Solution

When looking for a new ecommerce platform that allowed for rapid growth, the answer was clear. With far fewer issues and an abundance of new features, BigCommerce is the best and most scalable ecommerce solution available these days, and can feel like a breath of fresh air for merchants making the switch from another platform. Additionally, its ability to technically scale far outpaces the restrictive nature of Yahoo. 

The Comprehensive Solution Included:

  • Custom Design and Responsive Development on BigCommerce
  • Thorough cleaning, organization, and optimization of product data performed by the TackleDirect team
  • Integration with Enterprise Research Planning software (ERP), Warehouse Management System (WMS), and Point of Sale (POS) performed by the TackleDirect team
  • API and third-party module/apps integration
  • Animated Figure
Man using laptop on table with Mega Menu on screen
Yahoo to BigCommerce Migration

The Process

& Data Migration

A creative process to produce a design tailored to the TackleDirect brand. Cleaning & optimizing data for an effective migration.

& Integration

Best-in-class custom BigCommerce theme development, custom systems integrations, and third-party app integrations.

& Collaboration

Rigorous browser and device testing. A collaboration with trusted partners to deliver a full enterprise solution.

& Support

A coordinated launch to complete the migration process, followed up with post launch audits and ongoing support.

A Closer Look

Site Customizations & Enhancements

Some highlights of the unique solutions we implemented for their new BigCommerce store.

Custom Product Page Chart for In-Stock Updates

To make the design even more shopper-friendly, our developers custom-built an order chart for the product detail pages to help customers quickly see what’s in stock. Within the chart, customers can view product details, choose the right size or other options, adjust quantities, and add directly to their shopping cart. Each item is coded with a custom message such as “Price Match” or “Free Shipping” when applicable to that product or product variation.

Custom product order chart for Tackle Direct

Custom-Built Solution to Handle Product Option Variables

TackleDirect’s previous product catalog in Yahoo consisted of entirely flat products, meaning there was no option data for product variables – like size, color, etc. – set up in the merchant’s back office. Because BigCommerce does not have a current native solution to generate different levels of product options for an entirely flat product catalog, our team built custom front-end and back-end systems to create product options dynamically.

How it works:

The system enabled us to create different product page views and functionality for each custom product type. This allowed us to manually handle the “add-to-cart” and “add-to-wishlist” functionality and create landing pages for each custom product type where the user can view all options related to a particular product.

It also created the ability to inject custom product data into pages to control customizations – the custom product chart illustrated above was one example of this.

  • The back-end system handles generating JSON data containing relational data used to create product options on the front end.
  • This data is transmitted via TackleDirect’s API to the front end.
  • The front-end system requests this data and creates support for custom product types, including multi-option products, (organic) single-option products, and (organic) flat products.

Web Accessibility Improvements

A focus on web accessibility was also essential to the build. Web accessibility is a set of rules, behaviors, code standards, and design guidelines that help enable people with disabilities to use websites effectively. According to ADA title III, every business website has to be accessible to people with disabilities, or it will be at risk of being sued and facing unnecessary legal expenses.

Using the latest tools and technology, our team carefully analyzed TackleDirect’s current site to assess its level of accessibility in accordance with WCAG 2.1 guidelines. We provided a comprehensive report of issues and implemented improvements for the new site launch. They continue to work with our team for ongoing audits and improvements to website accessibility.

Woman browsing on laptop

Notable Apps & Integrations

We tested, adjusted, and updated several third-party integrations with the following providers:

  • Segmented product recommendation carousels on the product detail page with integration from SearchSpring
  • SEO Audit, Migration, and Optimization with Agital
  • Custom Product Database API, Data Migration & Third-Party Integrations with Choose Your Company
Man and young boy smiling as they fish together, sitting on rocky edge of water

"Without great partners like IntuitSolutions, BigCommerce would not be where it is today."

Dan Fertig - BigCommerce VP of Partnerships


The Results

Migrating your online store from Yahoo to a modern ecommerce platform can be a significant undertaking, but the results are well worth the effort. After working with IntuitSolutions, now has a beautiful, feature-rich ecommerce solution fit for discerning clientele – equipped with the front and backend technology to scale without the headache.

As a BigCommerce Elite Partner agency, we have successfully migrated hundreds of stores from Yahoo and other outdated platforms and are here to answer your questions about moving your website to BigCommerce. Whether you’re looking for a brand new BigCommerce store design or considering migrating to BigCommerce from another online platform, our team of BigCommerce experts can help.

Book a Consultation

Start Here!

Olark Widget Preloader