Online Store & Launch Strategy

Uncle Pete's Toys // Toy Supermarket
New South Wales, Australia


  • Migration of 6000+ products into an online store
  • Rapid database growth via digital marketing
  • Full digital transformation of a traditional business


  • BigCommerce store design and development
  • Custom built product sync (with POS) middleware solution
  • Digital marketing strategy development and setup

Why Big Blue Digital?

  • Regionally based business
  • Combined development and digital marketing services
  • In-house ecommerce specialists


  • Established marketing database before launch
  • 100%+ database growth in the quarter following launch
  • Fully integrated POS and ecommerce system

single-location, brick & mortar beginnings

In late 2017, Uncle Pete's Toys were ready to go online.

They had been one of Australia's best-loved names in toys and games. As the sole remaining Uncle Pete's Toys franchise, it was time to evolve or risk losing out.

Uncle Pete's Toys needed the infrastructure to sell online. They also needed a solid marketing strategy to reinvigorate their customer base and reach beyond their immediate geographical space.

There were non-negotiables at the outset.
  • The POS system should be the stores' source of truth.

  • The POS system and it's current set-up - perfected over years of business - should not change.

  • The majority of online store management and content marketing should be managed in-house within 6 to 12 months.

Uncle Pete's Toys website as viewed on a laptop

Digital Transformation

Uncle Pete's Toys sought an approach that would get them selling, fast. 

We began with a structured discovery (research) project. This covered,
  • platform choice

  • POS integration 

  • in-store processes

  • competitive analysis

  • marketing opportunities.

Armed with this information, Uncle Pete's Toys adopted our recommendation to build a BigCommerce store and develop a middleware app to connect the online and in-store system.

We complemented the technical work with a Brand and Marketing Blueprint to guide store launch activities.

store Build & Integration

  • In depth requirements specification and combined technology and marketing strategy for the business, focusing on the ease of implementation and scalability for the business.
  • Full BigCommerce store build, including the development of apps to fully integrate BigCommerce and the store's POS system, SwiftPOS, to ensure accurate and up-to-date exchange of information.
  • Developed a complete content strategy, from website copy and structure through to guidelines on branding, imagery and written Tone of Voice, to help the business understand their key customers and drive all future work.


  • Executed social media and email campaigns to achieve aggressive database growth. One campaign saw an additional 40+ contacts being added to the Uncle Pete’s Toys marketing database daily for the life of the campaign.

  • ActiveCampaign setup and integration to handle customer relationship management, email marketing and automations, including automating customer segmentation by brand and category interest groups, to ensure future communications are targeted and increasing potential ROI.

  • Analytics modelling to translate headline goals (to be the leading online retailer of toys and games in Australia) to meaningful digital metrics and supplementing BigCommerce’s detailed store analytics with weekly custom Google Analytics reports to track results.