Rebuilding Clam from the ice up

+189%

Average session time
+49%

Pages per session
5%

Average conversion rate

The challenge

An iconic brand ready for its next chapter

Clam Outdoors is a name ice anglers know and trust, and its community was overdue for a fresh, modern online shopping experience. The goal was a complete rebuild of the site, with new messaging, design, imagery, and architecture that could truly connect with Clam’s audience of passionate winter anglers.

Behind the scenes, the challenge was just as big. The new site needed to manage an extensive catalog of product categories, SKUs, and variations across size, color, and quantity, all while supporting ERP integration and a multisite configuration.

Our approach

A unified team across strategy, design, development, and SEO

Perrill brought together strategy, design, development, content, and SEO to rebuild Clam’s digital experience from the ground up. Working collaboratively, our teams developed a new brand messaging strategy, redesigned the shopping experience, and built the technical infrastructure needed to support Clam’s extensive product catalog and growing family of brands.

Strategy

Positioning that shaped the entire site

A brand messaging and website strategy exercise clearly positioned Clam within its industry and laid the foundation for the new site’s messaging and structure. From there, our teams built an entirely new architecture, from the homepage and top-level navigation down to individual product pages, so users can find exactly what they need in seconds.
Development

A backend built for scale

Perrill’s in-house Magento experts ideated, built, and managed the site’s backend architecture, making it easier than ever for Clam to manage its extensive inventory of products, SKUs, and variations. The team also spearheaded ERP integration and multisite configuration throughout the build.
Design & SEO

Captivating design meets organic discoverability

Content, design, and SEO worked side by side to deliver a cohesive, intuitive experience that conveys the stature of the Clam brand. Every page was built so products are readily findable through organic search, and as launch approached, each department came together to bring one unified vision to life.
Launch & expansion

Elevating an entire family of outdoor brands

The new Clam Outdoors site launched on time in summer 2023, bringing a fresh, long-awaited shopping experience to Clam’s community of winter anglers. The project was such a success that Clam asked Perrill to repeat the process for its four sub-brands—Blackfish Gear, All-Terrain Tackle, Polar Trailer, and Quick-Set Shelters—all of which went live with full rebuilds in late fall 2023.