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Midwich Case Study

Established in 1979, Midwich Group is a specialist audio visual (“AV”) distributor to the trade market, with operations across the UK and Ireland, Continental Europe and Asia-Pacific.

"Simplify the processes and platforms currently used to maintain and manage our website infrastructure across the full suite of Group websites."​

Product, Inventory & Order Netsuite integration

Revenue up by 31.5%

45% increase in organic traffic

Individual brand websites


  • Midwich Group were seeking to build a unified solution for all their global brands, encompassing both an ERP and Ecommerce consolidation
  • In total this was made up on 20 sites across 26 locations making this a truly global solution
  • As part of this process there was a need to understand the challenges and complexities of their web presence and how to support
  • Internal stakeholders from different areas of the business
  • Global B2B and B2C customers
  • To achieve this an experience led discovery project was initiated by Williams Commerce in parallel to Midwich’s internal ERP discovery.
  • The objective was to engage with all stakeholders globally, and to produce a detailed design focused specification that could be used to scope the overall project as part of a separate tender process.  The specification also had to be informed by real users as part of the engagement.


  • Access to data for all Midwich sites was analysed to identify user behaviour patterns to guide discovery
  • A questionnaire focused on key functional areas was shared to support ERP team discovery
  • A series of workshops guided the Midwich team through:
  • Persona development
  • Journey mapping
  • Content modelling
  • Benchmarking
  • Stakeholders from multiple countries and brands participated in all workshops to help us define:
  • Common functionality
  • Region / brand specific needs
  • We also interviewed a series of Midwich’s largest customers to understand their needs and concerns
  • A complete wireframe prototype was built and then run through user testing to confirm this met business goals
  • In addition, we provided guidance to Midwich to support their selection of a PIM solution to support both Ecommerce and ERP data needs


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2021- 2022


On Request



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