A customised purchase experience for customised SCUF Gaming controllers.
1M+
Customised product configurations
Products:
Objectives
Meet customers growing demands for customised products
Support global scalability to meet surging demand
Improve operational efficiencies while integrating with legacy systems
Results
Millions of product configurations
Seven websites in four languages
9.5% 5-year industry CAGR
Customisation at the core
SCUF Gaming in Suwanee, Georgia innovates and customises high-performance controllers for the world’s 2.7 billion gamers, from first-timers to 80% of e-sports professionals. Handmade, individually tested SCUF handsets — sold in millions of configurations — are backed by more than 100 patents that improve gameplay and comfort.
Customisation drives SCUF’s success. Gamers expect an active, immersive experience that puts them in control. So SCUF’s goal from the beginning was to customise configuration and purchasing—to give its customers a responsive configuration and ordering process that parallels their gaming experience.
Achieving that goal required a lot of in-house customisation, with integration of both customised and off-the-shelf components. SCUF had already built customised product configuration, order-management (OM) and manufacturing (ERP) solutions. In 2019, they engaged e-commerce experts Guidance to enhance their website, integrating solutions to extend customisation from configuration all the way to delivery of the completed product, across multiple geographies and languages.
“Consumers increasingly expect customised products and a purchasing experience to match,” says Guidance CEO Jason Meugniot. “Advances in digital commerce let brands offer a unique experience that builds revenue, customer satisfaction and loyalty.” Guidance recommended that SCUF enhance its commerce website platform from its original Magento implementation platform to Adobe Commerce, a platform that offers new integrations, scalability, security and the flexibility to meet SCUF’s demanding vision.
Made-to-Order Design: Consumers are increasingly expecting customised or "made-to-order" products. SCUF Gaming has taken customisation to a whole new level with their online controller customisation tool.
Integrating a website — and an experience
The Guidance team led the rebuild of SCUF’s product configurator as an application, using granular product definitions from the Adobe Commerce catalogue to send configuration information to their legacy ERP and OM systems.
They also built and integrated a carrier-independent Delivery Estimator to calculate delivering times to the customer’s front door, accounting for such variables as parts backlogs, transit delays, test time — even local holidays in sourcing countries.
Finally, Guidance consolidated multiple country-specific websites into a single Adobe Commerce database and ecosystem, so that geolocation data directs customers to a shop that speaks their language and transacts in their currency.
Customisation drives growth
The enhancements to SCUF’s Adobe Commerce website wrapped up late in 2019 — just before the COVID-19 pandemic triggered an explosion in both gaming and online commerce. “March and April 2020 were difficult months for a company like SCUF that relies on in-person hand assembly and testing, recalls David Guerra, IT Director of SCUF Gaming. “But the sales spike was incredible and with Adobe Commerce, we were ready for it.” SCUF’s updated website and configuration engine, powered by Adobe Commerce, scaled smoothly to meet 2020’s unprecedented demand. It helped manage 1,400 parts sourced from three factories, accelerated manual assembly and testing and unified configuration and delivering so customers could not only see the product they configured, but know when to expect it.
“The sales spike was incredible and with Adobe Commerce, we were ready for it.”
David Guerra
IT Director, SCUF Gaming
Adobe Commerce also helped SCUF automate product imports, streamline product maintenance and feed granular product-category information to the website menu. Additional integrations for website error reporting and fraud protection operate smoothly in the background.
Many of these seamless operational improvements have revenue impacts, as error tracking, basket abandonment and account management data help SCUF fine-tune its processes from advertising and search-engine optimisation all the way through delivering and delivery.
With its improved commerce experience, international and operational improvements, SCUF was able to take an outsized share of 2020’s gaming-industry surge.
Staying ahead with headless commerce
SCUF Gaming has already engaged Guidance to implement its next round of Adobe Commerce capabilities. One-touch payment will accelerate and further simplify transactions. Headless commerce will help SCUF deploy its content quickly across multiple classic and nontraditional shopping channels with no additional demands on developer time and resources. “Later this year, we plan to go live with full headless content management,” David explains, “so our content managers can modify content directly in CMS modules and our developers won’t have to be content managers.” Reaching gamers through their mobile devices is a must-have right now and reaching them in-app — during their gaming sessions — is an important future priority.
“Later this year, we plan to go live with full headless content management.”
David Guerra
IT Director, SCUF Gaming
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