Enhancing ABC's Online Ordering and Content Discoverability for Merchandise

ABC, a leading broadcast television network, offers a diverse array of content including primetime and daytime shows, live events, and branded merchandise through its online shop. The challenge was to improve their digital presence, enabling easier access to shows and more effective merchandise ordering. CMSMART played a critical role by streamlining the online ordering process, enhancing the portfolio structure for show merchandise, and optimizing user navigation. These improvements allowed ABC to provide a seamless experience, where users could discover content effortlessly while reducing the steps required to order branded products.

The challenge

Background

ABC is a renowned television network in the United States, known for its primetime series and extensive catalog of live programming. With a significant focus on audience engagement and merchandise sales, the company identified a need to enhance its online platform to offer a more integrated and user-friendly experience for both content access and product purchases.

Challenges

Despite having a vibrant array of shows and merchandise, ABC faced several challenges in ensuring that users could easily navigate its offerings. The existing ordering process was cumbersome, leading to potential customer frustration, and the lack of efficient categorization made it difficult for users to discover specific products.

Goals

The primary goals were to simplify the ordering workflow, improve the discoverability of services, and create a clear portfolio structure that showcased the variety of available products, from apparel to collectibles. Additionally, the aim was to align the digital shopping experience with user expectations for modern e-commerce.

The solution

Solution Overview

CMSMART delivered a comprehensive solution that revamped ABC's digital storefront. By enhancing the layout of the site, CMSMART facilitated easier product discoverability and streamlined the ordering process.

Implementation Approach

The implementation involved several strategic phases, including an initial assessment of user experience, followed by the development of an intuitive interface that emphasizes service offerings. Extensive user testing ensured that the new functionalities met customer needs effectively.

Outcome

Outcomes

As a result of these improvements, ABC has provided a more frictionless customer journey from content discovery to purchase. Users benefit from a clearer understanding of available products while enjoying a significantly enhanced ordering experience.

Conclusion

CMSMART's successful intervention has allowed ABC to maintain its competitive edge in digital streaming and merchandise sales, ensuring that both content and branded products are more accessible than ever to its audience.

What the workflow covers

Easier product discovery

Supports clearer navigation from show-focused browsing to relevant merchandise, helping shoppers find what they want with less effort.

Cleaner catalog structure

Keeps collections organized and consistent (by show and product type), reducing confusion caused by duplicate categories or outdated groupings.

Fewer manual handoffs

Automates routine order routing and internal notifications so teams spend less time forwarding messages and more time resolving exceptions.

More reliable customer communication

Automates order status updates to reduce uncertainty and improve trust, while lowering the volume of avoidable support questions.

Reduced mistakes in fulfillment

Adds consistent checks and standardized steps for order handling, lowering the chance of missed updates or incorrect routing.

Faster day-to-day operations

Cuts repetitive admin work around catalog updates and order tracking, helping small teams handle higher volume without extra headcount.

Better visibility for leaders

Creates simple recurring reports so managers can see what’s selling, what’s delayed, and what needs attention—without manual spreadsheets.

Scales across shows and seasonal drops

Makes it easier to support new show launches, themed hubs, and promotional collections with repeatable rules and consistent customer journeys.

What clients say

Navigation-to-purchase finally feels connected

We needed customers to move from browsing shows to finding relevant merchandise without getting lost. The workflow helped us standardize how items appear in collections and reduced the friction in the ordering journey.

ErikSlot

Catalog updates are more consistent

Keeping product groupings aligned across multiple categories was time-consuming. This approach helped us maintain a cleaner structure and avoid mismatched labels and placements.

sblais

Customer updates reduced repetitive questions

Automated status messages improved clarity for shoppers. Support now spends less time answering basic order questions and more time handling edge cases that truly need attention.

Low Shu Yi

Less manual coordination after checkout

Order handoffs used to rely on people forwarding information. Automating routing and updates made operations calmer, and exceptions are easier to spot before they become customer issues.

cryz

Strong template, needed light tailoring

The template was a solid starting point, but we still had to adjust naming conventions and rules to match our store setup. After tuning, it has been stable and helpful day to day.

Oserian Flowers Limited

Questions about this project

Yes. Clearer product organization and automatic order status messages typically reduce “Where is my order?” and “How do I find this item?” requests. For best results, pair it with a paid plan that includes monitoring and quick recovery.

Yes, it can automate customer updates such as confirmation, processing, and shipment notifications—depending on what your store platform and email/SMS tools support. Pro plans are recommended if you want higher deliverability controls and alerting.

Yes. You can map products to show-based groupings and product-type groupings (like apparel, drinkware, accessories). A paid plan can help if you need more advanced rules, monitoring, or multiple storefronts.

It’s designed for media and entertainment brands that publish shows and sell official merchandise, and want a smoother path from browsing content to finding and ordering products. It also fits teams that need fewer manual updates across catalogs and collections.

No. Sign-in requirements for video access are separate from merchandise operations. This workflow focuses on organizing product discovery and simplifying ordering-related steps and notifications.

Yes. You can generate recurring summaries (orders, exceptions, top items) to email or a shared workspace. Pro plans are helpful if you want multi-recipient reporting, scheduling flexibility, and reliability features.

It can streamline the behind-the-scenes steps (routing, validation, status updates) and support clearer navigation to products. Checkout steps depend on your store platform, but the overall journey becomes more consistent.

It can be close, but most teams keep light oversight for exceptions (out-of-stock items, address issues, split shipments). Upgrading to a paid plan is recommended for stability, alerts, and priority assistance.

It can add consistent post-purchase messaging (like where to find return instructions) and internal flags for return requests. Actual refunds and returns processing remain in your shop and support tools.

You’ll want a clean product catalog (titles, categories, show associations), basic order statuses, and your preferred notification wording. If you have multiple collections/hubs, define how items should appear across them.

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Enhancing ABC's Online Ordering and Content Discoverability for Merchandise

The challenge

Background

Challenges

Goals

The solution

Solution Overview

Implementation Approach

What was built

Outcome

Outcomes

Conclusion

What the workflow covers

What clients say

Questions about this project

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