International Military Antiques
Customer Success Story

  • International Military Antiques
  • International Military Antiques
  • Customer Profile

    Founded in 1965, International Military Antiques (IMA) is the world’s leading retailer of pre-1945 Military Collectibles, Vintage Military Antiques, and Militaria.

    North America

    Gifts & General Merchandise

    Performance & Scalability, Marketing & Conversion, User Experience & Design

    International Military Antiques

    Magento Solution Partner

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  • “Magento gives me a wealth of choice, stability and flexibility that used to be available only to the largest of ecommerce players.” Alex Cranmer,
    Vice President, International Military Antiques

  • Business is Booming for Military Antiques Dealer


    Scaling for Growth & Maximizing Opportunities

    After starting out on Magento Community Edition, International Military Antiques (IMA) teamed up with Magento Gold partner Corra to upgrade to Magento Enterprise Edition in 2012 to handle the traffic spike expected with its reality TV show debut “Family Guns” on the National Geographic Channel. The show’s success generated fantastic growth, including a 300% increase in unique visitors and a 50% increase in transactions, and propelled IMA to the number-one search result in their market. IMA wanted to build upon and sustain the interest prompted by the success of the show and to maximize the visibilty of its very exclusive stock.


    Capitalize on Leading Digital Technologies

    As a 12-person company with zero technical staff, IMA took a highly focused approach, and carefully executed a three-part digital strategy that included targeted marketing, upgraded site merchandising, and optimizing for mobile. For IMA the winning marketing combination came down to intelligent on-site search, product recommendation engine, and robust email campaigns. They also improved their overall site merchandising to better highlight the unique story behind each item on their site, as well as teaming up with Gilt Groupe for prominent Father’s Day and Holiday promotions. Finally, they embraced responsive design in time for the 2014 holiday season.


    Business is Booming

    Along with a responsive site to be envied by any business, IMA’s three-pronged strategy produced amazing results including:

    • #1 organic search for military antiques
    • 179% increase in YOY mobile business
    • 163% increase in mobile transactions (30% increase in tablet)
    • Processed 40K orders last year
    • 150 orders daily average (vs. 10-15 orders daily in 2004)
    • At holiday 2014, had 300K users (about 20K daily) hit site with no problems