Murdoch’s Ranch and Supply, Outdoor Supply Retailer, Grows Organic Revenue by 22% with Omnichannel Implementation by Luminos Labs

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 was able to offer 250% more inventory on their website because of the tightly integrated Order Management System (OMS) solution. They increased online revenue over the same period of the prior year by 22%, and the conversion rate increased by 1% on the product detail page.


Murdoch’s identified significant problems with their commerce experience. Online and physical store inventory allocation lagged, and hundreds of products on their website lacked size and color variations. Murdoch’s needed a digital commerce transformation to modernize retail features such as buy-online and ship-from-store.


Luminos Labs was selected as Murdoch’s implementation partner to deliver the omnichannel vision by planning, designing, and executing the integration between the existing Episerver Commerce platform and an Order Management System (OMS), bringing the in-store inventory online.

Murdoch’s introduced back-end improvements and revamped their site experience with a full redesign, and chose to upgrade Episerver to the latest version to take advantage of the newest features.

A robust and long-term delivery model allowed for iterative enhancements to commerce experience over many years. This solution allowed the Murdoch’s team to drive day-to-day results, while also focusing on the broader digital experience roadmap.

Technical Integrations

  • AddThis
  • Avalara Avatax
  • Custom ESB
  • Epicor
  • Epicor Eagle
  • Episerver Find
  • Eway
  • FirstData
  • Google Analytics
  • Google Maps
  • Google Tag Manager
  • Kount
  • Listrak
  • LivePerson
  • Order Dynamics
  • Payeezy
  • UPS
  • WebEngage