With 60 years of industry expertise, Birmingham Optical Group are the leading market providers of optical equipment and services.
To keep up with their growing demand, the company needed an eCommerce platform equipped to empower in-house sales team, delight existing and new customers as well as engage site’s visitors with a fresher look and improved user journey.
The eCommerce user journey was central to the new site. The first step for the Web Development team was to refine the site’s requirements from both visual and technical point of view, considering innovative solutions to allow quick and easy access to the online shop. An integration with Microsoft Navision was also explored, but a more cost-efficient solution for stock and price management was introduced using a CSV automation.
The online shop was at the forefront of the site’s navigation. Therefore tabbed sub-navigation was introduced within product pages to contain technical information, product brochures and outlines of product features. The colour palette was based on the existing brand guidelines and decided to be a neutral base palette of grey, white and black with added magenta brand-colour accents to refresh and modernise the webpage.
Additionally, other eCommerce features were added to ease the consumer’s journey and allow quick access to products. The homepage also features many calls to action and direct access to the online shop and sale. A related products function was also enabled, to suggest other products the users might enjoy. This aids the user’s journey through the site and increases sales.
Birmingham Optical Group has seen a clear benefit of upgrading their existing and adopting a stronger eCommerce strategy. The newly designed website eases the customer’s journey with quick access navigation and a clear, organised sitemap. The new structure and design is contemporary and streamlined, whilst also efficient to administer and run sales and marketing promotions.
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