Transforming Sanderson Design Group with Adobe Commerce
The Challenge The original trade site, while highly functional, just wasn't offering the inspiring and seamless experience that a luxury brand deserves. The user journey needed a good spruce-up. Fragmented Research: The old platform was, in essence, a one-screen platform purely for SKU-based ordering. It offered no product pages or details, meaning customers had to visit up to six external sample sites to research products before coming back to place an order. Lack of Inspiration: Customers logged on only to order, missing the opportunity to browse products and gain inspiration from the brands themselves. Brand Silos: Despite being part of the same Group, a customer with access to all six luxury brands had to work across multiple, separate experiences to manage their account and explore new collections.
Key Features & Impact
The new platform was built with trade customer efficiency and client presentation firmly in mind, delivering smarter tools that streamline the path to purchase.
All-in-One Product Research
Feature: Customers no longer need to leave the platform to research products. All inspirational imagery, functional product features, details, and specifications are centralised on product pages. Impact: Customers have given 'really positive feedback that they don't have to work across six different platforms all at once.'
The Solution: A Unified, Inspirational Trade Hub
We teamed up with the brilliant folk at Sanderson Design Group, including brand managers and designers, to completely flip the experience on its head. We crafted a truly customer-first platform designed to make doing business smarter, simpler, and much more inspiring. Unified Brand Experience: We used UX best practices to create a single trade hub where customers can browse and shop across all six iconic brands in one place, while ensuring each brand's unique personality still shines through via dedicated landing pages. Intuitive Customer Journey: The platform shifts from a purely functional space to an inspirational homepage where new collections and launches can be highlighted. Customers can shop by specific brand, search for a specific product, or browse all products across all brands (e.g., searching for 'blue fabrics' regardless of the brand). Omnichannel Foundation: This launch established an omnichannel experience connecting trade touchpoints, designed to support the way Sanderson's customers work and help them grow their businesses.
AI-Powered Discovery
Feature: The platform launched with AI-powered search and product recommendations. Impact: The system will become more intelligent over time, driving better results and creating a 'real opportunity to upsell and cross-sell between brands.'
The Next Chapter: Harlequin's Debut D2C Site
Following the successful launch of the B2B trade platform, our partnership continued with the latest launch of Harlequin. This is a monumental moment, as it marks the first-ever D2C website for Sanderson Design Group. Our work here ensured the new platform not only captures Harlequin's vibrant, distinctive aesthetic but also sets the benchmark for all future D2C launches across the Group, allowing them to truly 'own the customer journey.'
Don't just take our word for it
"We've completely flipped that on its head and created a much more visual and inspirational experience for our trade customers. Now, they can browse products, get a little bit of inspiration from the brands themselves, and explore across the multiple brands they have access to within their account."
Behind the Launch: A Chat with Antonia Wordie
In our latest Q&A, our in-house Ecommerce Manager for Sanderson Design Group, Antonia Wordie, shares what it takes to evolve a legacy brand for the digital age - and what other homeware and furniture brands can learn from their journey.
Read the full story and watch our video interview 👇What Were The Results?
Since relaunch, Sanderson Design Group has seen remarkable growth across all key performance indicators, demonstrating the power of strategic Adobe Commerce (Magento) implementation.
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