Case Study: Rokers

Ecommerce website for UK pet shop Rokers

Building a new online pet superstore with 10,000 products

1847 Rokers master logo

Rokers, as a suite of companies, owns a number of businesses all based near Guildford, Surrey. It has a wide variety of businesses but the main revenues come from the pet store animal feed business.


United Kingdom




Web design & ecommerce


The old website was rather dated and the user experience was a long way from being optimal: The ecommerce (shop) section of the site was built on Drupal and was not simple to manage or upgrade, and the site structure and design was outdated and sub-optimal for SEO.

As well, the main EPOS system for the shop did not have a real-time link/API with the website.

The brief

There were three workflows for the project:

  • Information architecture and UX design
  • Website development on nopCommerce
  • API integration to in-house EPOS system

The Rokers brand underwent a complete overhaul before the project started so the site benefited from a completely new design and optimized user experience.

The solution

The critical requirements:

  • Web orders were all handled online

  • Automatic integration with ParcelForce

  • Automatic integration with SagePay

Rokers new eCommerce website


  • Product integration with existing system, Premier EPOS
  • Customer integration with Premier EPOS
  • Premier EPOS was used in-store so all data has to be synced with our store database (SQL server)


Feature list:

  • Store
  • Approximately 10,000 product lines
  • Re-order previous sales facility
  • Delivery and "click & collect" options; some products will be delivery only, some click & collect, or both.  (Option to have a split cart for both types of products – Click & Collect and Delivery)
  • Automatic integration with Parcelforce
  • SagePay as the payment gateway
  • Star products to appear at top of lists
  • Customer notified to increase quantity to qualify for discount
  • Loyalty scheme
  • Multiple discount options for admins
  • Products staged before showing to the public, so no products are shown until full image, descriptions etc. are entered
  • Email / SMS customer when back in stock functionality
  • Newsletter / Loyalty Card signup

The results

The website has literally just gone live with a host of new features so we will be embarking on some fun online marketing for the pet shop.

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