How SF Tackle Modernized Commerce & Digital Marketing with i95Dev

Susquehanna Fishing Tackle (SF Tackle) is a dedicated online tackle shop offering anglers high-quality fishing gear, fast service, and free shipping — everything you need for your next big catch.

SF Tackle’s digital transformation journey had two major dimensions: technology modernization and digital marketing visibility. 

Technology Challenges 

• A Discontinued POS System – Their long-standing RMS POS was discontinued, yet deeply embedded in operations. 
• An Outdated eCommerce Store – Their Magento 1 site struggled with scalability, performance, and user experience. 
• Disconnected Systems – No integration between eCommerce and POS, leading to manual data entry and inefficiencies. 
• ERP Migration Hurdles – Moving from RMS to Microsoft Dynamics 365 Business Central meant tackling complex data migration and ensuring employee adoption. 

Digital Marketing Challenges (Post-Go-Live) 

• After the Magento 2 upgrade in October 2024, site performance issues caused loss of visibility and revenue decline in early 2025. 
• Urgent need to restore SEO hygiene and improve product/category discoverability. 
• Brand visibility required paid campaigns to recover lost momentum and drive awareness. 

Despite these challenges, SF Tackle’s vision was clear: modernize, integrate, and grow—both operationally and digitally. 

Solution: i95Dev’s Phased Transformation

i95Dev partnered with SF Tackle as a single partner for eCommerce, ERP, integrations, and digital marketing. 

1. Stabilizing Operations 

• Upgraded the Magento 1 store to the latest Magento version for improved performance, security, and scalability. 
• Integrated the Magento store with RMS POS using i95Dev Connect, automating order and inventory sync. 
• This allowed SF Tackle to continue operations seamlessly—even when in-store sales halted during COVID-19. 

2. ERP Modernization 

• Migrated from RMS to Microsoft Dynamics 365 Business Central, a modern ERP that enabled: 
• Real-time inventory tracking. 
• Automated order management and processing. 
• A centralized view of financials, sales, and operations. 
• Tackled complex data migration challenges and supported the SF Tackle team through training and onboarding to ease the transition. 

3. Deep eCommerce + ERP Integration 

• Leveraged i95Dev Connect to integrate Magento and Business Central. 
• Automated critical workflows, including: 
• Product & Catalog Management – Centralized product data with automatic updates across channels. 
• Inventory Management – Real-time sync reduced stockouts and overselling. 
• Order Management – Orders flowed automatically into ERP for faster processing. 
• Financials – Automated invoicing and reconciliation improved accuracy and reporting. 

4. Customer Experience Transformation 

• Redesigned storefront with a mobile-first, modern design to boost conversions. 
• Added advanced navigation, filters, and detailed product attributes. 
• Implemented AI-powered product recommendations to drive cross-sells and upsells. 

5. Digital Marketing Recovery 

When performance and visibility dropped post-upgrade, i95Dev’s digital marketing team stepped in with a structured plan: 

• On-Page & Technical SEO
  • Optimized 200+ new product/category pages.
  • Updated meta data, schema, internal linking, and fixed crawl/index issues.
• Content & Campaigns
  • Launched targeted email campaigns (Labor Day, Tournaments, Product promotions).
  • Optimized blogs for keyword growth and visibility.
  • Off-page promotions to strengthen rankings.
• Paid Social Campaigns
  • Designed ROI-driven campaigns around hot products and events.
  • Achieved CTRs up to 5.4% and CPCs as low as $0.08–$0.10.
  • Expanded reach through new audience list creation.
• Performance Tracking
  • Weekly review meetings, monthly reporting, and continuous recommendations