FOX & BOA Ideas: Bringing Brand, Technology, and the Shopping Experience Together

After years of selling online through Terminal X, FOX decided to launch an independent ecommerce site that would give the brand full control over its brand experience, campaigns, and commercial activity.

BOA Ideas led the discovery, development, and launch of the Shopify Plus site, including a custom promotions engine, loyalty program integration, and integrations with the group's operational and financial systems.

FOX is a fashion brand within the FOX Group, offering casual fashion for women, men, children, and babies, with operations in Israel and Canada.

The independent site gave the brand its own ecommerce channel alongside the group's retail operations.

Before the independent site was launched, FOX's online activity operated through Terminal X. Moving to a standalone site meant giving the brand independent control without losing its connection to the group's existing infrastructure.

• Independent brand identity: Creating an ecommerce environment that expresses FOX's own language and experience rather than appearing as part of a multi-brand store.
• Complex promotions management: FOX runs a diverse promotions strategy with campaign mechanics that could not be implemented effectively using standard capabilities alone.
• Connecting online and offline: Promotions and the commerce experience needed to stay aligned across sales channels.
• Operating as an independent business unit: The site needed to function as an independent ecommerce operation while remaining connected to the group's financial, operational, and logistics systems.

BOA Ideas designed and developed FOX's new Shopify Plus site with a layer of custom solutions tailored to the way the brand and the group operate.

• Custom promotions engine: We developed an app that lets FOX manage a wide range of complex campaigns, including 2+1 and 6 for 100 promotions. The project also received special approval from Shopify to extend the promotions limit.
• Integrations with group systems: The site connects to S400, PayPlus, and external shipping systems, linking the shopping experience with the operations behind it.
• Loyalty program integration: We developed an integration based on a unique identifier, enabling website registration and the management of points and promotions according to the customer profile.
• FOX-specific UX: We developed dedicated experiences such as school-logo printing on shirts with search by city and school, clear display of complex cart promotions, and a checkout progress bar.
• Infrastructure built to grow: The backend was adapted to FOX's independent operation while preserving the ability to expand and connect additional systems.