International Military Antiques
Customer Success Story

  • International Military Antiques
  • International Military Antiques
  • Customer Profile

    International Military Antiques (IMA) was founded in 1981 by Christian Cranmer. In 2004, his son Alexander joined the business and together they have grown IMA into the world leader in Military Collectibles, Military Antiques and Militaria.

    North America

    Military Collectables

    Performance & Scalability, Third-Party Integration, User Experience, and Remarketing

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  • From Our Blog

    Magento Customer Goes Primetime!

    You are the world leader in the militaria industry with thousands of Military Collectibles and Antiques. To operate an online business of this magnitude, you need to be able to have the flexibility and scalability to grow your business, which is why International Military Antiques chose Magento Enterprise as its platform in 2010.


  • “We were happy with Magento Community, but now I’m thrilled with the performance and features of Enterprise. We’re glad to have a platform that can support our growth for years to come.” Alex Cranmer
    VP, International Military Antiques

  • Platform Upgrade Gets IMA Ready for their Close-Up


    Prepare for a Reality TV Rush

    When International Military Antiques’ (IMA) father and son owners Christian and Alex Cranmer found out the company would be featured in a new reality television series called “Family Guns” on the National Geographic Channel, they knew it would provide a great opportunity to share their unique and historic products with millions of people. With the show’s premiere set for September 2012, Alex and Christian anticipated a significant surge and permanent rise in traffic and needed a platform that could keep up. Specifically they wanted a site that could:

    • Handle massive increase in traffic
    • Preserve and improve integration with Order Motion backend
    • Improve search functionality
    • Offer more options for promotions and remarketing campaigns


    A Site that Can Scale

    With the help of Magento Solution Partner CorraTech, IMA had launched a site using Magento Community Edition in 2010. IMA wanted to stay with the partner and platform that had helped fuel their growth, so they asked CorraTech to help them upgrade to Magento Enterprise Edition. The upgrade dramatically increased the speed & performance of the site while also making it highly scalable for future growth. Features of the new site include:

    • A new mini-shopping cart leading to less interruption to customer experience
    • Re-designed product pages with roll-over zoom and thumbnails
    • Decreased transaction times
    • Ability to push products directly through OMX
    • Significant man hours saved thanks to Order Management connector upgrade


    Handling Traffic and Converting Visitors

    The new IMA site provides a number of practical benefits that have saved the company considerable man hours and effort. Most importantly, the site has readily handled the surge in traffic generated by the TV show. In the words of IMA VP Alex Cranmer, “business has been insane.” Year-on-year growth highlights since upgrading to Magento Enterprise include.

    • 300% increase in unique visitors
    • 50% increase in transactions
    • 45% increase in revenue