Long Eaton Appliances

Magento installation for the best customer experience

The challenge

Long Eaton Appliances wanted a website that would promote their vast range of products and attract enquiries from potential customers. They operate in a highly competitive market and wanted a new site that delivers a strong brand message while enabling them to manage the expanding product range, as well as promoting their expert knowledge. While the retailer has a big regional customer base, brands such as Rangemaster also give the business a national reach.

What we did

Once we understood the clients requirements we recommended a Community version of the Magento ecommerce platform. We then identified several customer personas and planned their customer journey through the site, creating wireframes for all the required templates, so that we could ensure effective usability before considering any graphic styling. Because the customer didn't want to sell through the site we had to replace the checkout process with a wishlist and enquiry process. This allows the sales team to discuss bespoke pricing offline.

To ensure the best customer experience we adapted the Magento installation with a dynamic mega menu created from the category structure which allows users to drill down to the specific types of product. This is backed up by an advanced search function that includes auto-suggest text and allows certain product attributes to be weighted within the search results. Brand landing pages showcase all the major manufacturers that the client stocks, which helps to improve SEO and produces better search engine results. All the added extras are geared towards giving the client comprehensive control over the content of the website, allowing them to create special offers and edit the product listings as and when it’s required. Finally we made the template responsive so that it will work intuitively on desktop, tablet or mobile devices.