Even though Dan's Fan City had a website for several years, it lacked the eCommerce tracking and analytics needed to justify its role as primary point-of-sale for new and existing customers. Dan's Fan City's challenge was to of course increase their online sales, but to also establish measurement capabilities for a multi-channel digital marketing strategy. Most of their sales were done in the brick-and-mortar stores, but the online store sales were not keeping up. One major contributor to this inertia was that their previous CMS, Drupal was antiquated and did not support content customization and personalization. It was also missing other key features and, more importantly, a look and feel that would match the standards of today's modern online shopping experience. Dan's Fan City understood that, as purchasing trends shift increasingly to digital platforms, they needed to compete more aggressively in the online retail fan space.