Murdoch’s Ranch & Home Supply

Murdoch’s Ranch & Home Supply Transform their Digital Experience with Omni-Channel Commerce Capabilities through Episerver Digital Experience Cloud


Operating thousands of product lines across multiple ranges including; Sporting Goods, Pet, Tools and Hardware, Clothing, Footwear and Agriculture, Murdoch’s Ranch & Home Supply are testament of a modern, diverse mercantile. With strong growth over the last 25 years, the chain operates 31 physical storefronts concentrated across 5 US States and a digital footprint spanning North America.

Murdoch’s had become all too familiar with inventory gaps between their digital commerce warehouse and physical stores. Hundreds of assortments on lacked size and color variations, and Murdoch’s were unable to offer their entire product catalog online. The retailer needed to kit themselves with a digital landscape that included features relative to their cause - such as buy-online and ship-from-store to drive sales. Murdoch’s also recognized industry trends and the migration towards more cloud-based technologies to support digital commerce. As a result, Murdoch’s sought a more complete Content & Commerce solution that could be managed and maintained in the cloud.

Measures for Success

  • Build a strong relationship to create and execute a long-term, futureproofed delivery model
  • Focus on continuous growth, by making incremental improvements to digital environment to increase KPI’s
  • Enable modern digital commerce retail features like buy-online and shop-from-store
  • Implement a Cloud solution that will enable the business to take advantage of the latest retail features to meet the needs of customers
  • End experience - better serve the buying habits and needs of the customer base and offer the entire product catalog across all regions of retail footprint




Murdoch's Home and Ranch upgraded from Ektron to the Episerver Digital Experience Cloud. It was chosen as the platform to drive an omni-channel model of digital commerce.

To complete the implementation, Murdoch’s Ranch & Home Supply selected Episerver Premium Partner, Luminos Labs. Together, the teams were tasked to deliver an omni-channel vision, replicating the in-store inventory online. In addition to back-end improvements, Murdoch’s revamped their site experience with a full redesign. A core pillar in the success of this partnership was creating a strong, long-term delivery model that would allow for Murdoch’s to make several, enhancements over the course of many years to the user experience. This long-term delivery model allowed the Murdoch’s team to drive day-to-day results, while also focusing on the broader digital experience roadmap - delivering innovation to Murdoch’s digital commerce program.

These critical enhancements would not have been possible without Luminos Labs. We consider Luminos Labs an extension of our team and will work with them in the future to ensure we are continually working towards the goal of being a modern retailer.

We can now confidently say, we have the strong foundations in place to support our continuing roadmap for a customer-centred omnichannel strategy.

-Troy Barker, Director of eCommerce, Murdoch’s Ranch & Home Supply


With KPI’s and metrics increasing year over year, Murdoch’s are reaping the rewards of Episerver Commerce. The solution has proved a strong fit for digital and marketing scenarios. The next phase is to replatform Murdoch’s OMS to OrderDynamics, a distributed order management system and Episerver technology partner, and deeply integrate the new OMS to Episerver. Through a continuing digital evolution, Murdoch’s has been able to delight their customers for all digital commerce needs.

Murdoch’s is now ready and able to support additional regional growth as a result of the Episerver Digital Experience Cloud implementation. They are disrupting the status quo for their industry in terms of flexible digital commerce purchase paths, customer journeys, and fulfilment.

Murdoch’s future goals include continuing to be able to support and serve all their different customer journeys as well as drive increased KPIs and metrics across average order value, online revenue, and conversion rate. With all of Murdoch’s products now available on Murdoch’s website, their internal teams can now focus on serving up the right content, at the right time, to enable more relevant, and smooth, purchase cycles.

This project was implemented by Episerver Premium Partner Luminos Labs.

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