Modelflight — RC retail and customer service
We tied web sales, stock, promotions, and service workflows into one coherent omnichannel story—keeping image-heavy PDPs fast and fulfilment messaging honest for a national hobby audience.
Project overview
Long-running retailers accumulate real-world constraints: two locations plus a national web audience, bulky shipments, and loyal customers who expect continuity across upgrades. Our work supported unified catalogue truth, service-adjacent flows, and performance budgets on media-rich pages.
Client challenge
Omnichannel RC retail breaks when stock, promotions, or advice channels disagree.
- Stock accuracy across web and physical locations
- Media optimisation for thousands of SKUs without losing detail
- Checkout edge cases for bulky or regulated shipments
- Service workflows for pre-sales questions tied to catalogue truth
- Clean migrations for accounts, URLs, and order history across upgrades
- Promotions and shipping rules that could scale with campaigns
What we delivered
Unified catalogue layer
Single source of truth for web and in-store teams.
Fulfilment messaging
Clear checkout copy that reduced cart abandonment on complex shipments.
Performance improvements
Incremental work to keep Core Web Vitals healthy on large galleries.
Service integration
CRM or ticketing hooks where pre-sales tied to product records.
Promotion mechanics
Rules that merchandising could operate without fragile manual overrides.
Release discipline
Shipping patterns that reduced regression risk during peak buying.
Solution architecture
Retail stack with a central commerce core, integrations to inventory and service tools, and a presentation tier optimised for rich PDP media.
Key features
High-trust PDPs
Technical detail with stable layout on mobile.
Service-aware journeys
Paths that connect questions to product context.
Stock-backed promises
What users see matches what operations can ship.
Campaign-ready promotions
Configurable rules for seasonal pushes.
Omnichannel continuity
Consistent experience across channels after upgrades.
Performance guardrails
Budgets for images and scripts on PDP templates.
Technology stack
Storefront
- Responsive commerce UI
- Image pipelines
- Lazy loading
Integrations
- Inventory feeds
- Service tooling
- Payments
Operations
- Shipping tables
- Promo engine hooks
Infrastructure
- CDN
- CI/CD
- Monitoring
Business impact
Fewer fulfilment surprises
Honest messaging reduced tickets after purchase.
Better conversion quality
Users completed carts with clearer shipping expectations.
Faster merchandising cycles
Teams could refresh campaigns with less engineering drag.
Healthier performance
Large galleries stayed usable on real devices.
Why this project matters
Omnichannel retail is integration and truth, not just a theme. This project shows we can modernise specialist commerce without losing the advice culture customers rely on.
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