- Strategy
- Partners
- Design
Topps Tiles & Tom&Co: Paving the Way for B2B E-Commerce Excellence
India Claydon
March 13, 2025
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4m
=For over 50 years, Topps Tiles has been the UK’s go-to specialist for tiles, consistently delivering an unrivaled product range and seamless shopping experience. To strengthen their B2B offering, Topps Tiles partnered with Tom&Co to transform their trade website into a cutting-edge, omnichannel solution. This collaboration has not only streamlined the customer experience but also significantly boosted revenue, conversions, and brand loyalty.
A Strategic Digital Transformation
In early 2020, Topps Tiles Trade faced an unprecedented challenge with the COVID-19 pandemic. As home renovations surged, the demand for online purchases skyrocketed, creating an urgent need for a more robust and efficient digital platform. Tom&Co spearheaded the relaunch of the Topps Tiles Trade website, implementing advanced omnichannel capabilities to meet the needs of trade professionals and businesses.
The results were immediate and impressive:
A 100% increase in revenue from trade customers
A 1000% surge in trade website visits
A 45% sustained increase in online sales post-lockdown
By positioning Topps Tiles Trade as a distinct entity with unique branding and trade-specific features, Tom&Co created a platform that offers an unparalleled B2B experience.
The results were immediate and impressive:
A 100% increase in revenue from trade customers
A 1000% surge in trade website visits
A 45% sustained increase in online sales post-lockdown
By positioning Topps Tiles Trade as a distinct entity with unique branding and trade-specific features, Tom&Co created a platform that offers an unparalleled B2B experience.
Advanced Features Driving Success
Understanding the needs of trade customers, Tom&Co integrated innovative tools and functionalities that enhanced efficiency and usability:
Visualizers for Tiles & Grout Matching: Two unique visualizer tools allow customers to preview tiles alongside grout and trims, reducing uncertainty and minimizing product returns.
AI-Powered Search & Personalisation: Integration with Loop54 enables highly personalized search functionality, allowing trade professionals to find the right products quickly.
Seamless Headless Architecture: The headless setup ensures maximum flexibility, allowing for fast API-driven commerce services such as diverse payment options (PayPal, Klarna, Barclaycard, Instagram Shop, and Deko) and VAT-switching functionality for businesses.
Visualizers for Tiles & Grout Matching: Two unique visualizer tools allow customers to preview tiles alongside grout and trims, reducing uncertainty and minimizing product returns.
AI-Powered Search & Personalisation: Integration with Loop54 enables highly personalized search functionality, allowing trade professionals to find the right products quickly.
Seamless Headless Architecture: The headless setup ensures maximum flexibility, allowing for fast API-driven commerce services such as diverse payment options (PayPal, Klarna, Barclaycard, Instagram Shop, and Deko) and VAT-switching functionality for businesses.
Enhancing the Omnichannel Experience
With 332 stores nationwide, Topps Tiles needed a seamless online-to-offline integration. Tom&Co implemented:
In-Store Digital Experience: The ‘Design Advice Area’ in stores allows staff to access customers’ online browsing history, use visualizer tools, and build personalized shopping carts that can be checked out in-store or later online.
Express Click & Collect: Integrated across all stores via an ERP connection with Microsoft Dynamics 365, customers can check real-time in-store stock levels and collect their orders within minutes.
Trade Loyalty Program (Rewards+): Designed to drive repeat purchases, this program allows trade customers to earn points redeemable for discounts and exclusive products.
In-Store Digital Experience: The ‘Design Advice Area’ in stores allows staff to access customers’ online browsing history, use visualizer tools, and build personalized shopping carts that can be checked out in-store or later online.
Express Click & Collect: Integrated across all stores via an ERP connection with Microsoft Dynamics 365, customers can check real-time in-store stock levels and collect their orders within minutes.
Trade Loyalty Program (Rewards+): Designed to drive repeat purchases, this program allows trade customers to earn points redeemable for discounts and exclusive products.
Measurable Impact & B2B Growth
Since the launch of the revamped platform, Topps Tiles Trade has achieved remarkable milestones:
Trade revenue increased by 82%
Desktop transactions surged by 110%
Trade website conversion rate jumped from 0.7% to over 4.0%
Mobile sessions grew by 172% YoY
Additionally, customer satisfaction remains at an all-time high. The Tile Talk feedback program revealed that 89% of in-store customers rated their experience as 5-star, making Topps Tiles one of the top 3 UK retailers in customer service.
Trade revenue increased by 82%
Desktop transactions surged by 110%
Trade website conversion rate jumped from 0.7% to over 4.0%
Mobile sessions grew by 172% YoY
Additionally, customer satisfaction remains at an all-time high. The Tile Talk feedback program revealed that 89% of in-store customers rated their experience as 5-star, making Topps Tiles one of the top 3 UK retailers in customer service.
Why This Partnership Stands Out
Tom&Co’s expertise in headless architecture and omnichannel commerce has set a new benchmark for B2B e-commerce. By blending technology with strategic UX enhancements, the partnership has created a frictionless, highly efficient shopping experience for trade professionals. With industry-leading integrations, real-time stock awareness, and AI-driven personalization, Topps Tiles Trade has solidified its position as the UK’s premier tile specialist. As this collaboration continues to evolve, Topps Tiles and Tom&Co remain committed to driving further innovation, ensuring that trade professionals have access to a digital platform that is as seamless and reliable as the products they trust.
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