The Greg Chappell Cricket Centre (GCCC) is a market leader with over 50+ years of heritage. While their brand authority is unquestioned, they needed to modernise their digital ecosystem to match their in-store expertise. Partnering with Arkhi for website development and a full-service marketing retainer, we helped them unlock complex data challenges and drive a “digital-first” customer base. The result was a record-breaking historic revenue ceiling and proving that paid traffic could capture new market share without cannibalising their loyal offline following.
GCCC operates with a sophisticated pricing model involving member tiers, club-specific pricing, quantity discounts, and bundles. Translating this complex logic to a digital storefront was technically demanding and required more than standard Shopify functionality.
The Board of Directors lacked clear visibility into the digital ROI. They needed "unpacking" of marketing metrics, shifting from vanity metrics to actionable insights that demonstrated exactly what was working for the businesses bottom line.
With a strong network of physical stores, a key challenge was ensuring the digital strategy didn't operate in a silo. The goal was to drive users not just to the checkout, but to physical locations creating a unified brand ecosystem.
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Arkhi = Everything eComm, in one place No double-up. No finger-pointing. Just results. By trusting Arkhi with the entire scope, GCCC removed the “agency gap.” When the marketing team needed a specific data point tracked for a campaign, our dev team built it immediately. There was no loss of translation, just a single, specialised team working towards business goals.
Custom Microservice & App for Data & Pricing We built a custom GCCC Shopify app with an accompanying microservice to manage complex pricing, promotions, and cart logic. This enables automated Member and Club Pricing, quantity discounts, bundle rules, bat knock-in handling, and Cart Free Gift with Purchase functionality, all driven by customer tags and product metafields without compromising the storefront experience.
Advanced Data Feeds & Klaviyo Migration We migrated the client to Klaviyo and designed a new lifecycle flow framework that fully leveraged their rich customer data. We implemented enhanced data feeds and segmentation logic which enabled more relevant, conversion-focused messaging, supported by refreshed on-brand design, delivering a 55% uplift in returning customers year-on-year.
Strategic Reporting & Board Advisory We restructured their reporting framework to provide clarity for the Board. By aligning marketing metrics with business goals, we proved the value of the “digital-first” share, showing that paid media was positively influencing the share of online-first customers and supporting long-term growth.
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“After six months working with Arkhi, the difference is genuinely clear. Not just in the results, which have exceeded last year’s and stayed firmly on budget, but also in the confidence we now have in our digital decision-making. Arkhi didn’t just run campaigns; they helped us understand our data, clarify what was working, and explained it in a way that made sense right through to board level. Their reporting gave us real transparency on what we’re spending, what we’re getting back, and why. For a business with a long retail legacy like GCCC, that clarity has been invaluable and has played a big part in lifting us to a new revenue benchmark without compromising our in-store experience strengths.”
Dave Hooper, Head of Marketing, Greg Chappell Cricket Centre
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