Shopify Plus migration, store locator, and discount automation for a 100-year-old retailer

Tandy Leather has been selling leathercraft supplies for over a century. By the time this project started, they had over 100 physical store locations and a multi-national online presence that their existing platform couldn't support properly. Content updates were slow, the brand identity wasn't coming through in the digital experience, and they had no way to manage store-level information — hours, staff, class schedules — without a developer touching it every time.

They also had a specific business need their old platform couldn't handle: automated discounts for military members, first responders, and employees. The rules were nuanced — they needed to interact correctly with existing sale prices — and the manual process was unreliable.

The migration moved their multi-regional storefronts to Shopify Plus, preserving SEO value and keeping disruption to operations minimal during the transition. A custom theme was built to reflect the brand properly — Tandy has an established identity and community, and the previous platform wasn't expressing either.

The store locator was the most architecturally interesting piece. With 100+ locations each needing individually managed content, a static solution wouldn't work. I built a dynamic system using Shopify Metafields as the data layer and the YEXT Location Listings API to surface and sync location data. Each store gets its own landing page — hours, employee profiles, class schedules — all editable by local store managers without developer involvement.

The discount logic went into Shopify Scripts (Ruby). The script checks customer tags at checkout and applies the appropriate discount, with logic that correctly handles interaction with existing sale prices so eligible customers always get the better of the two.

• Multi-national Shopify Plus migration
• Custom theme development
• Dynamic store locator — Metafields + YEXT API integration
• Individual landing pages for 100+ store locations (manager-editable)
• Custom discount script (Ruby) — military, first responder, employee eligibility
• Sale price interaction logic (eligible customer always receives best discount)
• Listrak email marketing integration
• Acuity Scheduling integration (workshops and events)
• 10+ custom landing pages for marketing campaigns

A 20% increase in online sales was reported in the first week post-launch. This is a launch-period figure — it reflects the impact of moving from a limiting platform to one that worked, not an isolated performance optimisation. No GTmetrix data is available for this engagement.