An app so real it smells like the outdoors
Speed to market and mobile conversions on a platform that flexes for outdoor retail.

From swimsuits to fishing gear, Scheels was thriving in its in-store and online sporting goods sales. But a low mobile conversion rate presented a huge opportunity: A new mobile app that would make it easier for customers to browse and order their favorite Scheels products.

We knew immediately that a React Native app would bring a lot of benefits: Faster load times, improved navigation, the ability for Scheels to reach out to its customers via push notifications, and more. It was crucial that the app worked well with Scheels’ internal systems both now and in the future.

  • Ecommerce Strategy
  • Product Design
  • User Research + Testing
  • Mobile App Development
  • React Native
  • Accessibility
  • Approach
    Hybrid app team

    Scheels’ focus for the app build was speed to market, so we worked together to prioritize features that were essential to browsing and ordering products. This was also a prime opportunity to improve the user experience; our design team showed how a native app offered visual advantages over a mobile website, making it easier for customers to navigate to the most important screens.

    Key to the project success: forming a small team of Capillary Digital and Scheels employees who met daily to prioritize tasks. To ensure that Scheels would be equipped to maintain the site going forward, we helped hire and train two new software engineers on their team. To future-proof the experience, we made sure that the app’s content and data sources were not dependent on one technology, but could respond flexibly as Scheels’ internal software changed over time.

    Scheels first launched the app to a beta group of users so that we could monitor and improve the experience before a larger rollout. When consumer behavior changed — such as increased demand for mobile pickup orders — we were able to quickly prioritize, design, and develop the feature in a follow-up app release.

    The new app has enabled Scheels to be more proactive in reaching its mobile audience via push notifications and offers. We advise Scheels on ecommerce strategy, using product data to create personalized experiences in the app. And we integrated with mobile banking, so that customers could use their Scheels branded credit card without leaving the app.
    "We’ve taken [Scheels’ new developer] from someone who was brand new to software engineering to leading major features in a year. He’s just phenomenal to work with."

    Mark Thomes

    Principal Software Engineer  ·  Capillary Digital

    Since its launch, continuous increases in app downloads and active mobile users.

    Mobile banking integration via an in-app branded credit card.