Online store · shop till · bookkeeping, connected
The Starting Point
On Track & Field has supplied schools, clubs and athletes with track and field equipment for over forty years, and its customers are loyal. When the business changed hands and moved from Burbank to Simi Valley, the owner had a clear goal: keep everything customers loved — the catalog, the expert sales reps, the personal service — and give them a modern way to order online. The website was still a catalog to browse before phoning a rep; every order, stock count and ledger entry was a separate job. With half the warehouse becoming a running-shoe storefront, the timing was right to connect it all.
What We Did
We started with search. A mid-2020 SEO program lifted the site before the rebuild: by July 2020 the store ranked 9th on Google for “on track” (up from 35th), with more than 80 keywords in the top 20. From December 2020 we rebuilt ontrackandfield.com as a full online store, carrying over the catalog ourselves — hundreds of products, every number and description checked — so nothing customers relied on was lost. We chose a cloud point-of-sale system priced for a small retailer, set it up as the cash register for the shoe storefront, and connected it to the store so the shop floor and the website sell from one inventory. Products got barcode labels for quick scanning, and the till and the store were linked to QuickBooks so sales flow into the books on their own. Because schools buy with purchase orders, we built a quote system into the store — add products, submit a quote, pay on net-30 terms — plus a sales-rep finder by state and a rentals page for the prop-rental side business. Around the store we produced everything a supplier sends out: the 2022 printed catalog, designed to be reused for the following years, an interactive catalog on a touchscreen kiosk in the shop, flyers and email promotions, and an email-marketing system fed from the same customer data.
What Happened
Customers now order online any hour of the day, and walk-in and online sales draw down the same stock. Bookkeeping became a quick check-and-finalize step for one staff member — roughly ten hours a week freed up, by our count. Roughly ten thousand customer records from the accounting system and the mailing lists came together in one place, ready for email campaigns.
Proof you can check: as of September 2026, a Google search for “track and field equipment store” lists ontrackandfield.com on page one alongside DICK'S Sporting Goods, BSN Sports, Gopher Sport and UCS Spirit — the only single-location shop in that list. The store itself is live at ontrackandfield.com.
What It Means for You
If your customers already love you and mostly order by phone, an online store lets them buy from you at midnight too — and connecting the store, the till and the books gives you back the hours you spend typing the same order twice. It is not a big-company project; for a small supplier it was one connection at a time. Our Online Store and Connect What You Already Use add-ons cover exactly this.
