Apparel & merch

Transforming Online Ordering and Content Discovery for a Leading TV Network

This case highlights how CMSMART helped a prominent broadcast television network improve its online presence and ordering experience. The network, renowned for its rich catalog of entertainment content, aimed to streamline its customer journey for accessing shows, live TV, and merchandise. CMSMART’s solutions significantly enhanced service discoverability, reduced friction in the ordering process, and facilitated clearer navigation through diverse content offerings, thereby enriching user engagement and satisfaction. Through strategic improvements, the network now provides a more efficient platform for viewers to explore shows and easily purchase branded merchandise, ultimately enhancing the overall consumer experience.

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Transforming Online Ordering and Content Discovery for a Leading TV Network - project preview

The challenge

Business Context

The broadcast television industry is characterized by intense competition for viewers and advertisers alike. For a leading network, visibility and ease of access to services are crucial. With a vast library of shows, live programming, and branded merchandise, the network recognized the need to enhance customer interactions on its platform.

Project Goals

The primary goals were to improve the organization of content, simplify the ordering journey for merchandise, and create a seamless viewing experience that would retain viewers and attract new audiences.

The solution

Solution Overview

CMSMART delivered a comprehensive enhancement of the network’s online presence. This included restructured navigation to showcase various categories such as on-demand episodes, live TV options, and merchandise more effectively.

Key Capabilities

  • Enhanced online ordering process, making it easier for users to find and buy merchandise.
  • Improved product categorization, allowing viewers to quickly locate their favorite shows and collections.
  • Facilitated an online design submission process, although detailed design support remained limited.
  • Implemented a clear and user-friendly interface that reduces the number of steps required for completing purchases.

Implementation Approach

The approach involved several phases, including an assessment of existing user pathways, restructuring the content layout for better visibility, and enhancing the linkages between different areas of the platform, such as programming content and merchandise offerings.

How it fits the order workflow

This transformation fits seamlessly into the client’s workflow, enabling viewers to effortlessly move from exploring content to purchasing merchandise. With reduced barriers in the ordering process, customers can easily navigate from product discovery to order completion, enhancing their overall interaction with the network.

Outcome

The resulting changes led to a streamlined user experience, with improved access to show and episode information, as well as merchandise purchasing. This redesign not only improved the overall flow but also allowed for a more engaging browsing experience, thereby fostering increased viewer retention and satisfaction.

What the workflow covers

  • Faster content discovery

    Helps viewers quickly find shows, latest episodes, and curated collections with clearer structure and fewer dead ends.

  • Smoother path to merchandise

    Reduces friction from browsing to buying, especially when the store experience is separate from the main viewing experience.

  • Clearer navigation across sections

    Improves how live viewing, on-demand pages, news/updates, and shop links connect, so users don’t feel lost.

  • Fewer manual content updates

    Supports repeatable routines for keeping key categories, collections, and featured callouts consistent as programming changes.

  • Better customer communication

    Automates helpful messages like confirmations and next steps, reducing confusion and increasing confidence in the purchase journey.

  • Reduced support workload

    Routes people to the right help resources based on intent (watching issues vs. order issues), lowering repeat questions.

  • More consistent user experience

    Creates a predictable flow across content browsing and shopping, improving satisfaction for both casual viewers and loyal fans.

  • Scales for busy seasons

    Makes it easier to handle spikes around premieres, finales, and special events by keeping navigation and messaging consistent.

What clients say

Merchandise flow feels less disruptive

The transition from watching content to shopping is clearer, with better calls-to-action and fewer confusing steps. Customers understand where they are and what to do next.
nomaand

Fewer repeat questions for support

Routing people to the right help resources reduced back-and-forth. The workflow made it easier to guide users who had playback questions versus order-related questions.
ddproduction

Content is easier to explore

The improved organization helped viewers move from homepage browsing to specific show and episode pages without getting stuck. Collections feel more intentional and easier to navigate.
juniorbrahzan

More consistent navigation across sections

Live viewing, on-demand pages, and editorial updates feel connected now. The overall experience is smoother and less fragmented for returning visitors.
minthukyaw

Strong foundation, needed light tailoring

The template covered the main journey well, but we still had to adjust labels and a few routing rules to match how our content and collections are structured.
urgane

Questions about this project

It’s designed for entertainment brands and broadcasters that publish a large library of shows and episodes, offer live viewing options, and also sell branded merchandise—often via a separate shop experience.

Yes—conceptually it supports a unified journey where viewers can explore content and then move to shopping with clearer navigation and fewer dead ends. Exact connections depend on your current site and shop setup.

It focuses on faster content discovery (shows, episodes, collections, live viewing) and a smoother merchandise path (finding products, clearer handoffs, fewer checkout drop-offs). A paid plan can help keep it monitored and stable.

Yes. The workflow is built to reduce confusion when the shop experience is external by improving how links, categories, and customer messaging are managed. Pro plans are recommended for ongoing reliability and support.

Not necessarily. This workflow is oriented around discoverability, ordering clarity, and communication. If you require customer artwork upload and approvals, you may need additional steps or a more tailored build.

Common options include order confirmation, “where to find your order status,” shipping updates (if available), and support routing messages. With a paid plan, you can also add monitoring to catch failed sends early.

You’ll want your content structure (shows, episodes, collections), key navigation destinations (live viewing, news/updates, support), and your merchandise path (shop link, policies, and order help flow).

Yes. Labels, routing rules, and content groupings can be adapted to your brand voice and internal structure. If you want a hands-off setup and priority help, choose a Pro plan.

By guiding people to the right help content and providing proactive updates, it reduces repeat questions about playback, account access, and order status. This is especially helpful during big premieres or promotional pushes.

Use a regular review cadence and lightweight rules for featured collections and shop callouts. A paid plan helps with monitoring and quicker updates when your catalog or navigation changes.

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