Upgrading a Leading Music Retailer’s Shopify Store: A Case Study

About RockonAV

Rockonav, a premium music retail brand known for its curated selection of instruments and audio gear, was struggling with an outdated Shopify store and wanted a website that echoed its high-end brand positioning while offering a smooth and modern user experience. As the brand grew, they required a storefront that could handle a broader product range, support advanced functionality, and deliver a seamless backend management experience without compromising speed or design

To achieve this, Rockonav collaborated with APPWRK’s dedicated team for Shopify website optimization and, in just three weeks, the team transformed the store with custom product templates, advanced functionalities like pre-order and backorder options, and third-party integrations like Uppromote, Affirm, and Pre-order Globo.

Industry

Music
Services

Shopify Theme Customization
Business Type

B2C
The Team

Shopify Expert and Graphic Designer
Website

Rockonav
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Project Overview: Elevating RockonAV’s Online Presence with a Complete Shopify Redesign

Rockonav's website

With a growing product catalog and the need to reflect its premium brand identity, Rockonav aimed to enhance its online store to deliver a more seamless, user-friendly shopping experience. Their goal was to create a visually engaging, performance-optimized Shopify store that could support dynamic content, advanced product handling, and custom functionalities.

Rockonav's website

To meet these requirements, our team redesigned the website using Shopify’s Impact theme, focusing on clean navigation, flexible product templates, and backend efficiency. We integrated key third-party apps and optimized the site for speed and mobile responsiveness, empowering Rockonav to deliver a premium digital experience while simplifying store management.

Technologies Used

Shopify
CSS
jQuery
Adobe Photoshop

Challenges Faced While Optimizing RockonAV’s Shopify Store

1. Implementing Advanced Custom Functionalities Without Disrupting Store Performance

One of the core challenges we faced when optimizing was integrating complex features like Pre-order and Back-order capabilities and customized shipping settings based on location, without negatively impacting the user experience or site speed.

2. Structuring a Complex Product Catalog Across Multiple Brands

Rockonav’s diverse inventory of instruments and audio gear, sourced from various top-tier brands, made product and collection organization a significant challenge. We had to ensure that every item was categorized clearly and logically while maintaining an intuitive shopping experience and a clean backend structure for easier management.

3. Overcoming Performance Bottlenecks from Legacy Code and Assets

With the previous RockonAV’s Shopify site suffering from slow load times due to accumulated unused code, outdated scripts, and unoptimized media, our team had to clean up and optimize the codebase, while ensuring nothing essential was disrupted to improve speed and overall performance metrics.

4. Redesigning Outdated Visual Elements to Reflect a Premium Brand Identity

The visual presentation of the site, including banners and layout elements, lacked the polish expected from a premium brand. We had to strategically blend design with branding expertise to craft modern, high-resolution visuals that aligned with Rockonav’s brand image.

What We Delivered: A Custom-Built High-Performance Shopify Store for RockonAV

01

We customized the Shopify Impact theme to match Rockonav’s premium brand identity, enhancing mobile responsiveness and delivering a clean, user-friendly interface that reflects the high-end nature of the products.
02

Our team developed dynamic, custom product templates that adapt content based on variants, tags, and stock status, providing a more personalized and informative shopping experience without requiring manual updates.
03

In order to address evolving customer needs and internal workflows, we introduced Pre-order and Backorder options, along with custom shipping logic, making the experience smoother for shoppers and simpler for the team.
04

To support performance and visual appeal, we optimized code and media assets for speed, created high-impact promotional banners, added over 100 products, and reorganized collections for better navigation and product discovery.

The Outcome

Enhanced user engagement through a sleek, responsive design that accurately reflected Rockonav’s premium brand identity, encouraging customers to explore and interact with high-end musical products more confidently.
Streamlined backend operations with intuitive product and collection management, enabling Rockonav’s team to efficiently handle over 100 products without the need for continuous developer intervention.
Improved site performance by optimizing code and media assets, resulting in faster load times, smoother navigation, and a significantly better overall user experience across all devices.
Expanded sales opportunities with the implementation of Pre-order and Backorder features, allowing Rockonav to capture demand even when items were out of stock or awaiting launch.
Boosted customer experience and marketing reach through seamless third-party app integrations, including affiliate tracking, financing options, and dynamic pre-order messaging, creating a more engaging and conversion-ready shopping journey.