--- title: Surrey Cricket Club on Shopify description: Surrey Cricket Club left Jonas Sports for Shopify. Orders rose by over 300%, and conversion moved from 1.2% to 4.3%. slug: surrey-cricket-club client: Surrey Cricket Club sector: Sports retail headline: From the boundary rope to the basket. summary: Orders rose by over 300% after the move from Jonas Sports. Conversion went from 1.2% to 4.3%. platform: Jonas Sports to Shopify fromPlatform: Jonas Sports toPlatform: Shopify integrations: - Print on demand export - Advanced shipping rules metrics: - label: Conversion before: 1.2% after: 4.3% - label: Orders before: The Jonas Sports baseline after: Up over 300% service: migrations location: london order: 4 featured: true heroImage: /images/work/surrey-cricket-club/hero.jpg heroAlt: Surrey Cricket Club match day atmosphere stats: - label: Orders value: Up over 300% - label: Conversion value: 1.2% to 4.3% - label: From value: Jonas Sports deliverables: - Products, customers and orders moved from Jonas Sports to Shopify - A catalogue with consistent names, sizes and collections - A custom export that sends print-on-demand orders to the suppliers - Shipping rules for baskets that mix stock and print on demand - A theme designed around the club, including on a phone - The retail team set up to add products and run a promotion - A support retainer after launch gallery: - src: /images/work/surrey-cricket-club/gallery-1.jpg alt: Surrey Cricket Club Shopify storefront on laptop - src: /images/work/surrey-cricket-club/gallery-2.jpg alt: Surrey Cricket Club product browsing on laptop - src: /images/work/surrey-cricket-club/gallery-3.jpg alt: Surrey Cricket Club mobile storefront testimonial: rating: "5.00" quote: parallel was recommended to us via a Shopify Plus sales guy and we warmed to him straight away. It was great to deal with someone from start to finish. He has never backed down from a challenge and always found a solution. Our website looks great and I am looking forward to using the ongoing support to gain better knowledge from them! name: Samuel role: Commerce director --- Surrey Cricket Club left Jonas Sports for Shopify. Orders rose by over 300%. Conversion moved from 1.2% to 4.3% in the first months. The retail team can run the shop. Sports retail. Shopify. Jonas Sports migration. ## The problem Jonas Sports had been enough for a long time. The retail ambitions of one of the UK's most recognised cricket clubs had moved past it. Merchandising was rigid. A match-day bundle was awkward to build. Featuring different products for different buyers was not how the platform thought. Anything it did not support became a workaround, and a workaround became a manual job. Manual jobs do not survive a busy fixture list. The catalogue had years of different owners in it. Names did not follow one rule. A size might be Large on one shirt and L on the next. One product was a jersey. The same kind of product was a shirt. Collections existed, but not in an order a new person could explain. If you had been there from the start, you knew the quirks. If you had not, adding a product meant guessing. Print on demand is a real part of the shop. Match-day pieces, custom apparel, short runs. The suppliers do not have a native integration, and Jonas Sports had no route for them either. Every print order was found, exported and sent by hand. Someone had to remember. Volume makes that fail. Shipping made it worse. A fan can buy a shirt from stock and a printed jersey in the same order. Those leave from different places, on different clocks. The old rules could not say that. The team adjusted orders by hand. Every limit landed on the retail team. A new product needed a technical person. A sale depended on the system cooperating. A new idea waited for a developer. They needed a shop that could hold that complexity, and that a small team could run around a fixture list. ## What we did - Products, customers and orders moved from Jonas Sports to Shopify, with the catalogue rebuilt rather than copied. - Names, sizes and attributes brought into one set of rules, and collections a new person can follow. - A custom export that sends print-on-demand orders to the suppliers, without someone pulling a file. - Shipping rules for a basket that mixes a stock item and a print job, with the timing and the cost shown before payment. - A theme in the club's brand, built for a phone, where a lot of this browsing happens. - The retail team able to add a product and run a promotion without a developer in the loop. - A support retainer, so the people who launched the shop can make the next change. ## The detail ### The catalogue A Jonas Sports catalogue collects history. Each person who added products left their own logic. You learn the quirks if you were there. Someone new has to guess. A migration cannot import that and call it done. We mapped the catalogue first. Size, colour, style, fit and material each mean one thing. Large is Large. Colours use the same names. Collections follow a logic you can explain. The sport, the type of apparel, the buyer. When the team add a cricket shirt now, they follow that shape. A new colour sits on the product it belongs to. Stock updates in the collections that should show it. A new person can add a product without breaking the last one. This is easy to understate. It is the difference between a team that can run the shop and a team that needs a developer for a shirt. ### Print on demand Surrey sell stock and print on demand. Stock leaves the club. A printed piece is made by the supplier and sent from there. One order can contain both. There is no native app for Surrey's print suppliers. On Jonas Sports, someone identified the print lines, exported them and sent them on. That is how a line gets missed. The export runs when the order does. A print line goes to the right supplier without a person in the middle. The stock line stays with the club. Volume can rise without the same manual queue. ### A mixed basket The fan still needs to know what they bought. A stock shirt and a printed jersey do not share a delivery. The cost is not the same. The wait is not the same. Shipping rules split that basket. Checkout can show a stock item leaving in 2 to 3 days, and a print job leaving in 5 to 7 days. The cost of each is clear before payment. The team are not correcting the order afterwards. ### A shop the team can run The other half of the move was the admin. Data that only the last owner understands is not a catalogue. It is a memory. Templates mean the next shirt follows the last one. A promotion is something the retail team can set up. They do not need a developer to add a product, and they do not need the unwritten rules from Jonas Sports. The theme was part of the same launch. Photography, the detail a fan asks before they buy, and a checkout that keeps moving. A lot of this traffic is on a phone, around a match, so the page has to work there. Samuel, the club's commerce director, wrote about dealing with one person from the start of the project through to support after launch. His review is on this page. ## The results Orders rose by over 300% in the first months after launch. The platform had been the limit. It stopped being the limit. Conversion moved from 1.2% to 4.3% in those same months. Clearer products, a page built for the club, and a checkout that can explain a mixed basket. Print orders go out without a manual export. A stock line and a print line can share a payment and still ship as two jobs. The wrong line is less likely to reach the wrong supplier, because a person is no longer the routing step. The team add products and run a promotion around a fixture, without waiting on a developer. The support retainer is there for the next change. Ordinary work stays with them. ## The stack Platform: Shopify, from Jonas Sports. Catalogue: products, customers and orders, rebuilt into one structure. Print on demand: a custom export to the suppliers. Shipping: rules for mixed stock and print-on-demand baskets. Theme: designed and built for the club, including on a phone. After launch: a support retainer. ## A shop that can follow the fixture list A sports shop lives on a calendar the club does not control. A match day, a drop, a short run of a shirt. The platform has to be ready that week, and the people in the shop have to be able to change it. A fan finds the shirt and a printed piece, sees that they leave separately, and pays once. The print line goes to the supplier. The stock line is picked. The team spend the week on the next fixture, not on an export. A catalogue the next person can add to, and a route for print on demand that does not wait for office hours. The move is a [migration](/services/migrations), including the [Jonas Sports page](/services/migrations/jonas-sports-to-shopify). The club is part of how we work in [London](/locations/london). Sports clubs as a sector are on the [industry page](/industries/sports-clubs).