Stone Tile Company achieves new growth on Magento 2
Williams Commerce are delighted to have been part of Stone Tile Company’s transition to Magento 2. The business was started in 2012 by founders who have more than 20 years experience of designing and specifying tiles. The company has established relationships with dozens of factories around the world. These strong supplier partnerships mean Stone Tile Company (STC) can bring the very latest premium products at prices significantly lower than many high street retailers.
Stone Tile Company started online on Magento 1 in 2012. Having this ecommerce platform, together with strong customer service (Stone Tile Company’s five-star Trust Pilot Excellent rating status is testament to this) and a carefully curated range of tile products, proved to be a winning combination as the business grew and started to scale.
Services: Magento 2, Integration, UX
We decided to move to Magento 2 in January 2017...
Magento 1 had served us well, but we were learning about the benefits offered by Magento 2 around speed performance and increased merchandising flexibility and so much more. This was a chance to 'clean up house' and take advantage of the opportunity to evolve our brand online through a redesign, in parallel with the move to Magento 2.
And the results have been stunning.
The new website achieves a polished, streamlined design that focuses on an intuitive shopping journey and brings to life the new and improved branding. This branding is clean, minimalist and completely focused on the company’s carefully selected range of on-trend products.
The range extends across wall and floor tiles, natural stone, porcelain, quartz, split face mosaic and accessories. These are accessible through Magento 2’s search facility, a no-nonsense menu navigation and via a series of stunning lifestyle imagery blocks featuring the company’s best-selling categories.
In the category pages, Stone Tile Company’s new Magento 2 store offers a multi-select filter allowing shoppers to select from attributes including suitability, colour, finish, material, size and price per square metre. Visitors can easily funnel their search to their short-listed selection of products in only a few clicks.
Integration with Trust Pilot brings reassuring trust signals to Stone Tile Company’s online visitors throughout their customer journey. STC’s reputation as a high-quality, professional and credible player in a very competitive market is solidified through their consistently positive reviews from satisfied shoppers.
A complete customer journey
A particular area of focus has been on a key USP of the business: the Style and Advice section on the website. These pages complement the ecommerce journey and enable prospective shoppers access to the very latest product news and interior design trends through detailed content pages. These include a blog, installation guides, fitting guides, product guides and a clever tile pattern page aimed at educating and inspiring home-owners who may be just starting out on their DIY journey.
One of the key objectives for the Magento 2 build was to incorporate intelligent functionality to help customers calculate the cost and place an order according to their preferred measurement – in square metres or by pack size. This has been developed on the product page and customer feedback for this functionality has been very positive.
Dealing with their free sample offering was also a top priority. When it comes to DIY projects, Stone Tile Company customers are obviously very keen to see samples before placing a considerable order. The ability to order a cut sample from the product page is now easy and frictionless, with the usual add to basket and checkout process enabling customers to add up to 2 samples free of charge.
“Feedback from our customers has been very positive. We’ve been able to present a more cohesive brand offering online and incorporated in elements that we know are so important to our customers, while taking advantage of all the core functionality within Magento 2.” - Katie Jenkin, Creative Director and Co-Founder at Stone Tile Company
We’re delighted with our new Magento 2 website...
It’s so much faster for our customers and easier for my team to use day to day from a merchandising and management perspective. The growth in our sales is proof that it’s been an excellent investment for our business.