E-Store Customisation with BigCommerce: Getting Light Feet’s E-Store Up and Running

e-store customisation - light feet

This article forms part of our ‘Customising BigCommerce’ case study series. We continually impress our clients who are looking for e-store customisation by using BigCommerce as our platform of choice. In this case study, we will look at how we helped our client, Light Feet, create a digitally advanced website to increase sales and take their business global.

A Bit About ‘Light Feet’

Working as podiatrists in the ’90s, Graeme Simpson and Dan Thomas realised that nearly 80% of their patients shared similar foot and ankle problems. The duo were already aware that custom-making insoles for each patient was not cost-effective and many patients could not afford this personalised solution. In 2001, Simpson and Thomas founded Light Feet, a cheaper alternative for their patients and a viable business opportunity.

E-Store Customisation with BigCommerce

Within the first few years of business, Light Feet was already experiencing increasing sales. It became clear to the founders that they could harness their growing brand recognition and take their their products global. And thus, they launched their first e-commerce site. Despite their best digital marketing efforts, their retail model was not growing at the rate they had hoped. Experts in podiatry but not in digital, the duo sought the services of AndMine for e-store customisation and a partnership was forged.

We determined that the two key areas of focus were the creation a fully functional e-store and the sound and effective execution of digital marketing. In line with our methodologies of the four pillars of online success, we assembled teams for the key focus areas. One team developed an e-store with BigCommerce using regular and customised features and the other team worked on marketing strategy to create an online presence and social buzz.

The following features were part of the website building and e-store customisation:

  1. Stockist management and displaying of stockist address on Google Maps.
  2. Stockist search.
  3. Step-by-step custom product filter and recommendations.

The marketing strategy to promote the new website included:

  1. Viral marketing.
  2. Social media marketing for organic traffic.
  3. Content marketing for brand awareness and brand value increment.

Just months later, a fully functional e-store, which boasted unprecedented conversion rates and organic traffic in the niche product category, came to life.

Today, Light Feet serves an international customer base and has established a solid reputation.


Big Commerce e-store


Go on, see if you can challenge us on "E-Store Customisation with BigCommerce: Getting Light Feet’s E-Store Up and Running" - Part of our 161 services at &Mine. We are quick to respond but if you want to go direct, test us during office hours.

Trusted by

Just a quick note to say a big thanks and well done for doing what you said you would - building us a world class Health Food web site.  It looks great! We will find a way to properly thank your team for their hard work and terrific results. - Russell, CEO, Melrose Health Thank you for all of your hard work in getting our beautiful Melrose website live today. Woohoo!From the incredible design, to all of the behind the scenes technical aspects, to making it all come together and managing all of our feedback. - Lucinda Hobson, Melrose Project Manager Thank you to each and everyone of you for your dedication and hard work in getting this live and running and for your continuous hard work over the week in ironing out the issues that come with a website launch. - Kat Heath, Melrose Group Marketing Manager

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&Mine Laboratory

&Mine team is a melting pot of technology and creative minds. Each year, we slice a few percent of our bandwidth to develop our own commercial projects. For example, we have developed a prototype Posture Detector with the help of Melbourne University's Engineering Department that will send signals to your smartphone and vibrate if your posture is poor. We are also improving our suite of cloud based software applications like Meet&Mine, our Networking Software. During its first year gathering data, it referred over half a million dollars of real business for a small Melbourne network group. If you’d like to know more about our laboratory projects and how you can get involved in capital raising, marketing or support, simply contact us.

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  • AndMine

    Digital Agency in Melbourne.
    Level 14, 333 Collins Street
    Melbourne VIC 3004
    Victoria, Australia
    Tel: +613 8844 5800
  • AndMine

    Digital Agency in Sydney.
    Level 5, 50 Holt Street
    Surry Hills,
    NSW 2010
    New South Wales, Australia
    Tel: 1300-ANDMINE

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