Semrush, a leading online visibility management and content marketing SaaS platform, contacted us to help with creating a fully managed eCommerce solution for their internal Shopify store and support their event needs, including swag, speaker gifts, and sponsor materials, for a high-profile conference in Amsterdam.
Solution
TVP NYC provided a complete Shopify setup and management system, complemented by end-to-end event merchandising support that included global production and fulfillment from an EU warehouse.
Background
Semrush Inc. required a partner capable of handling not only the technical aspects of an internal Shopify store but also the demands of a major event. For their conference in Amsterdam, they needed event merchandise, including lanyards, speaker gifts, sponsor materials, and swag giveaways, all delivered seamlessly across international locations. This project called for a global production approach with logistics expertise to ensure timely delivery.
Challenge
In addition to building a robust Shopify store, Semrush faced the challenge of coordinating the production, distribution, and fulfillment of event merchandise. With items produced in Asia, America, and Europe, and fulfillment through our EU warehouse, the logistics had to be precise to meet tight deadlines and showcase the company’s brand to speakers, sponsors, and attendees.
Strategy
TVP NYC approached this project with a multi-pronged strategy to address both eCommerce and event needs:
1. Shopify Setup
- Developed a Shopify store with product uploads, inventory verification, variant management, and SKU assignments.
- Configured rule-based and manual collections for streamlined navigation.
- Integrated Phantom to handle fulfillment management and shipping configurations.
2. Event Merchandise Production and Logistics
- Coordinated production of lanyards, speaker gifts, sponsor materials, postcards, and swag giveaways across three continents.
- Pre-sent personalized gift boxes with customized packaging that included a mirror inside when you opened it to speakers to build excitement and engagement before the event.
- Produced various swag items, including a star stuffy, color-coordinated balls for a ball pit, and various other items.
- Ensured all items were ready for the Amsterdam conference through fulfillment from an EU warehouse, reducing shipping costs and delivery times.
- Not only met but exceeded expectations with novel ideas for swag.
3. Ongoing Basic Operating System
Continued management of the Shopify store, including updates, logistics, and customer service, with quarterly reassessments to optimize support.
Results
The partnership between TVP NYC and Semrush Inc. yielded impressive outcomes:
Streamlined Event Execution
The Amsterdam conference was a success, with high-quality merchandise and thoughtful touches, like speaker postcards, elevating the event experience.
Global Production Expertise
Merchandise production in Asia, America, and Europe showcased TVP’s ability to handle complex, international projects with precision.
Efficient Fulfillment
Our EU warehouse integration enabled faster, more cost-effective delivery, ensuring all items arrived on time and in excellent condition.
Comprehensive eCommerce Support
The Shopify store is now a fully functional hub for Semrush’s merchandise, with ongoing operational management.
Conclusion
The collaboration with Semrush Inc. demonstrates how TVP NYC’s integrated eCommerce and merchandising solutions can activate and elevate a brand. By leveraging global production and fulfillment capabilities, TVP delivered an exceptional event experience while ensuring ongoing Shopify success.
We look forward to continuing our partnership and driving further innovation for Semrush’s merchandise and events.
