+44%
ONLINE SALES YoY
/ AI DEVELOPMENT
/ AEO & MIGRATION
/ LOCAL AEO
Drummond Golf
AI-assisted replatform delivering online sales growth and in-store traffic lift
Drummond Golf needed to modernize their platform without sacrificing hard-earned organic visibility. We delivered a risk-reduced migration with measurable online and offline results.
The Challenge
Drummond Golf needed to deliver a refreshed, content‑rich e‑commerce experience without sacrificing the organic visibility and authority the brand had already earned—an especially high‑risk brief given the scale and complexity of a full platform migration. Moving from Magento 1.9 to Adobe Commerce Cloud introduced the classic replatforming threats: broken URLs, diluted internal linking, lost category equity, and ranking volatility that can quickly translate into lost revenue. At the same time, the growth objective wasn't limited to online sales. As a national retailer, Drummond Golf also needed to increase in‑store traffic and loyalty, connecting digital discovery to local store outcomes and strengthening online‑to‑offline conversion pathways. In short: modernise the platform and content experience, protect rankings during migration, and use local visibility to drive measurable foot traffic—without creating operational drag for internal teams.
The Solution
We executed an AI‑assisted replatform and AEO program designed to reduce migration risk while improving performance across both online and store journeys. On the build side, we migrated from Magento 1.9 to Adobe Commerce Cloud using AI development tooling—AI code review, automated test generation, and regression bots—to ship faster with tighter quality control and fewer post‑launch surprises. In parallel, we re‑engineered the site's information architecture, navigation, and URL structure to preserve entity and authority signals, ensuring legacy equity carried forward while content was structured in an answer‑engine‑ready format to capture intent more efficiently. To convert digital demand into store outcomes, we deployed a Local AEO layer: standardising NAP data, optimising Google Business Profiles at the store level, and automating review insights so teams could action local sentiment and improve conversion drivers. Supported by ongoing Conversion Intelligence, this approach delivered +44% YoY online sales, reinforced Drummond Golf's position as Australia's #1 e‑commerce store for golf equipment, and produced a significant lift in foot traffic and online‑to‑offline conversions.
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