Battalion Tools

The context

Battalion was selling something buyers had no reference point for, a heated toolbox billed as the first of its kind, and selling it before it existed. Neither half of that is an ordinary storefront job. Someone who does not already know what the product is cannot be dropped on a product page and asked to add to cart, and a unit with no ship date cannot be sold the way stock is. The store had to teach the category, keep the difference between two models straight while the shopper decided, and take money for a thing that was not built yet.

What the work involved

• Delivered the storefront on Shopify with a custom Liquid theme.
• Made model comparison a top-level destination rather than a table buried in a product page, because the choice a buyer is actually making is heated against unheated, not whether to buy at all.
• Structured the product pages to explain the category before asking for the sale: what the heater, the smart lock, the lightbars and the onboard power are each for.
• Built the pre-order path as its own flow, taking a deposit against a unit with no ship date and keeping it distinct from ordinary checkout, with orders still amendable up to availability.