FOX & BOA Ideas: Fashion Meets Function

In a world where brands seek full digital control, campaign flexibility, and an online presence that aligns with their unique voice, even leading brands like FOX are choosing to launch independent ecommerce stores.
After years of being sold through the multi-brand site Terminal X, the FOX fashion brand made a strategic decision to launch its own dedicated website, one that reflects its brand DNA and delivers a shopping experience tailored specifically to its customers.
BOA Ideas was chosen to lead the project - from scoping and planning, through development, to a smooth launch of a Shopify Plus-based website with a robust infrastructure, tailored features, and deep integrations with the group’s existing systems.

Services

Frontend

Backend

Shopify

Integrations

Company

Fox

Industry

Fashion

Year

2025

Website

fox.co.il

About FOX

FOX is one of Israel’s most popular and recognized fashion brands, with hundreds of branches nationwide and a loyal customer base. As part of its digital transformation strategy, FOX set out to launch an independent ecommerce site- separate from the FOX Group’s umbrella sites to reflect the brand’s unique identity, support personalized campaign management, and enhance the overall shopping and user experience.

Challenges

Before launching the new website, FOX operated under the multibrand site: Terminal X, which posed several difficulties for brand-specific ecommerce operations:

Lack of clear digital brand identity: The multibrand site didn’t represent FOX’s content, style, or values.
Limitations in managing campaigns and promotions: FOX operates a vast and dynamic variety of promotions that were difficult to execute under an ecommerce platform.
Gaps between online and offline experiences: Promotional inconsistencies across sales channels confused customers and hindered conversions.
Need for independent P&L unit infrastructure: Including integrations with financial and logistics systems.

Solutions

In collaboration with FOX, BOA Ideas planned, scoped, and developed FOX’s new ecommerce website on the Shopify Plus platform:

Sprint-based Project Planning & Execution: We ran multiple stakeholder meetings to define FOX’s requirements, followed by structured sprint management to ensure timely delivery.
Custom Backend Development for FOX's Structure: A tailored backend system was built for FOX, designed for single-brand operation with future expandability. The system includes integrations with S400, PayPlus, and external shipping providers.
Custom Promotions Engine: We developed a specialized promotions app to enable FOX to manage complex campaigns, including 2+1 offers, "6 for 100," and more. Shopify granted special permission to increase the platform’s native promotion limits.
FOX Loyalty Club Integration: An innovative integration with a Unique Identifier that enables seamless user registration, loyalty point management, and personalized offers- all directly from the website.
Brand-Specific UX Enhancements: To match FOX’s unique customer experience, the following features were developed and embedded:

- Logo Printing on Shirts: with school and city search, color selection, and live preview

- “Color Tabs” UX: a dynamic cart feature for displaying multi-layered deals

- Pizza Bar Checkout Visual: a real-time visualization of the checkout process

Results

Launched in August 2024, the site is already demonstrating strong performance:

Increased user engagement and conversion rates
A tailored shopping experience aligned with the FOX brand
Full independence in ecommerce operations
Deep integration with FOX’s internal infrastructure
A promotions engine supporting FOX’s unique marketing strategy

Key Technologies

Liquid, React, Vue.js, NodeJS

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