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GAA Store

The world's destination store for GAA sports merchandise.

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Fulfilment software for sportswear retailers

fulfilmentcrowd has enabled us to save management time, improve our service to customers and achieve better approval ratings; all of which put us in a robust position for future growth.” Padriac McKeever, Managing Director

Diversifying the business

In 2004, Padraic McKeever decided to turn his passion for Gaelic football and experience in sportswear sales into a business opportunity. Beginning in his spare bedroom, he developed a concept for combining the new company’s own-label goods with recognised brands-including Adidas, Nike, Puma and Canterbury-to create a one-stop-shop for GAA clothing, equipment and accessories.

The company trades through two websites of its own, and, alongside Amazon, eBay and its brick-and-mortar stores. The business soon scaled up successfully, growing a global customer base and allowing it to become a leading online sportswear company across Ireland and the UK.

Relieving some strain

Unfortunately, GAA Store's growth meant that their existing facilities and processes were no longer aligned to their needs. “To some extent,” Padraic explains, “we had become a victim of our own success. We needed to find a partner that could help us make sure our growth was more sustainable by taking some of the pressure off our team and integrating our software, sales, management and fulfilment to enable us to maintain high service levels to customers.

Another online retailer had recommended fulfilmentcrowd to us having used their fulfilment, technology and management systems. We decided to approach them to see if they had the range of services we needed.”

A helping hand 

Padraic knew that a software solution alone would not be sufficient to address theGAAStore’s need for process improvement and integration, so his goal was to work with e-commerce experts that could offer a 360 approach across the company based on proven methods. He adds: “Software in isolation would not have made the impact we needed, and it was clear from the beginning that the integrated approach that fulfilmentcrowd could offer- answering all our needs within a single team- made them an ideal partner for our business. Rather than trying to reinvent the wheel, we wanted to buy in support from the experts.”

Thanks to fulfilmentcrowd’s consultancy advice, theGAAStore’s warehouse layout has been re-formatted to maximise spatial efficiency, with new workflows applied to every department. The company has also invested in modern handling equipment and has implemented a new fulfilment platform with full integration across all sales channels.

The power of technology

After implementing significant change with fulfilmentcrowd's order processing software, theGAAStore is focusing on achieving marginal gains that will deliver continuous improvement to the business and its service levels.

Meanwhile, fulfilmentcrowd continues to develop its technology and refine its service offer and GAAStore plans to continue building on the current relationship in the future.

Padraic comments, “The technology that fulfilmentcrowd  have been able to offer us, combined with their efficient fulfilment service and sound advice on everything from process design to how we lay out our warehouse has resulted in a transformation of our business.”

“With the help of fulfilmentcrowd, transformation of our business took just three months and we are now a much leaner operation.”

A long-lasting bond

Since working with fulfilmentcrowd,’s Trustpilot rating has risen to 9.1/10 and is still rising. The company’s same day dispatch rate also averaged 97.5% for 2017. Looking to the future, Padriac summarises: “Looking ahead, we aim to continue improving our goods inwards efficiency and improving data quality in the system to benefit our parcel routing and pick/pack speed. We know we can rely on fulfilmentcrowd's support with this and the latest version of their software will enable us to implement perpetual inventory, which is built into the picking module to further enhance stock accuracy.

“I have already recommended fulfilmentcrowd to other online retail companies. They are a valued partner of and we look forward to seeing how their technology evolves in the future.”

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