California Shutters
Taking an e-commerce brand to the
next level.
California Shutters are a brand we have worked with for over 10 years since their inception. We built their original platform and have worked with them to build the brand over a number of years as their key digital and marketing partner.
However the previous site and brand had been built very much for a brand in their infancy and with a marketing strategy largely focussed around SEO dominance. For many years this has worked well but in recent years the market landscape has become significantly more competitive.
As such we were asked to look at re-designing both the brand and the platform for the business’ next phase of growth.
Our strategy team worked with the parent group TCMM Shutter group to identify opportunities and positioning in the market for four of their window covering brands. We then focussed on re-positioning California Shutters as a style conscious brand for those not averse to getting out a drill and doing a bit of D.I.Y to get “the look”.
We then set about overhauling the user experience and design system to create a digital experience that would not only meet but exceed this premium audience’s expectations. Moving the platform to a headless implementation of Umbraco Core CMS teamed with Umbraco Commerce and a new Product Information Management system gave us the opportunity to not only reduce their infrastructure costs but also to optimise the tech available to create the most future proofed possible technical architecture and open up endless opportunities for future feature optimisations.
This overhaul in design has allowed us to hone the experience and reduce friction in the purchase journey with a view to increasing conversion rates on site.
The re-design also gave us the opportunity to ensure a seamless switch to mobile devices, creating clear differentiation for the brand, buying permission for the premium window covering whilst delivering a surprisingly affordable product. This is all designed to create greater desire for the brand, increase branded search and reduce the reliance on organic SEO to maintain position in a more competitive market than ever.
“The guys at true know the shutter market as well as we do – maybe even better! They deliver great results for us, worldwide.”