Murdoch’s Ranch and Home Supply Grows Online Revenue by 22% with Omnichannel Implementation.

Murdoch's Ranch & Home Supply
Bozeman, MT
Ranch and Home Supply


Murdoch’s Ranch & Home Supply, a modern-day mercantile selling clothing, footwear, tools, pet supplies, fencing, and power equipment, had an eCommerce experience with many issues. The website was unable to display the different sizes and color variations for their products, and the online and physical store inventory allocation were not up to date. Murdoch’s needed better support and a full digital commerce transformation to provide a better user interface and modernize retail features such as buy-online and ship-from-store.

A deeper look,

Murdoch’s chose to upgrade to Optimizely's latest version to redesign their site experience and introduce back-end improvements. To deliver their omnichannel goals and execute the integration between the existing Optimizely Commerce platform and the multiple systems, Murdoch’s selected Luminos Labs as their implementation partner.

A screenshot of the home page of the Murdoch's website that says Back to Basics


Murdoch’s Ranch & Home Supply implemented many complex integrations with the guidance of Luminos Labs. Their Optimizely system has full integration with Avalara for Tax and Address Validation, First Data as the Payment Gateway, Kount for Fraud Validation, UPS for Shipping, and Tecsys (Order Dynamics) as their Order Management System (OMS).

Buy Online and Pick-up In-Store (BOPIS)

Customers can purchase products online and then pick them up from their nearest store at their convenience. Users will see the amount of inventory in-stock for each store. The website utilizes BOPIS functionality in the Cart, the Checkout steps, and the OMS integration.

A product detail page of a Men's Premium Exotic Full-Quill Ostrich Western Boot then to the right of the page is a list of different store locations where you can pick up the product

Online Returns

An improved online return feature provides additional options for customers. Users can quickly initiate returns directly on the website from their order history. The return functionality utilizes the OMS functionality to automatically update inventory, generate shipping labels, and initiate refunds or credit.

E-Gift Cards

A new gift card program was developed to allow customers to purchase credit for Murdoch’s Ranch & Home Supply, which can then be redeemed online or in-store. A custom gift card management interface was created for the Murdoch team to generate and manage the cards.

Murdoch's Gift Cards Perfect for the Cowboy or Cowgirl in your life

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The Results

Users Increase*


Online Revenue Increase*


Sessions Increase*


*Compares the YOY Google Analytics results of the same period 12 months after launch.

Murdoch’s Ranch & Home Supply offers 250% more inventory on their website because of the newly integrated Order Management System (OMS) solution. After launch, they increased their online revenue over the same period of the prior year by 22%, and the conversion rate increased by 1% on the Product Detail Page (PDP).

The collaboration with Luminos Labs and the robust and long-term delivery model allow Murdoch’s Ranch & Home Supply to optimize and grow through enhancements to the commerce experience over many years, while also focusing on the broader digital experience roadmap.