eCommerce for a leading luxury lighting retailer
Design / eCommerce
The Lighting Centre is a lighting retailer that specialises in the different and the unusual – an approach that has played an integral role in its continued retail success. Serving both the general public and trade customers, the business carefully curates only the finest, most innovative designs with a particular focus on imported German and Italian innovations.
For over 30 years the business has had an extensive showroom located in the heart of Guildford, Surrey. It’s breath of offering goes beyond what is shown online.
We worked with the Lighting Centre to design and build their new e-commerce website.
The Lighting Centre had an existing website which had been built on a bespoke website platform; it was deemed no longer sufficient to support the business. It lacked the much-needed flexibility and support that open-source alternatives were offering, with ongoing development becoming cost-inefficient. Moreover the design was not mobile-friendly and the site needed to perform better as a sales platform.
With this in mind the objectives were to make the design fully responsive and visually appealing and establish the business on a platform it could grow with.
Premium product positioning
The new site would need to reflect the premium positioning of the brand, showcase the innovative range of products in an innovative manner whilst still being easy to navigate and purchase from.
It would need to cater to multiple user groups and personas – customers at different stages in the sales cycle and with different browsing habits and informational needs from the website.
Understanding user journeys
Reviewing the information architecture and exploring the way in which customers typically engaged with shopping for lighting, we developed a deep understanding of the typical questions the Lighting Centre team were asking and fielding so that the new website could play a fundamental role in helping to answer some of these immediately.
This saw us rework the navigation to help optimise the key user journeys and provide a more intuitive way of browsing product, creating elegant search and filtering tools to personalise the shopping experience.
A word from
Morgan / Creative Director
“With such beautiful products available to buy from the World’s leading lighting brands, we designed The Lighting Centre in a way that complimented the collections without drawing attention away from them.”
A streamlined new site
Following a workshop session to elaborate on the requirements of the new website we proposed building the new site on WordPress given its versatility and ability to scale more cost-effectively. We leveraged its widely-supported Woocommerce integration for handling e-commerce functionality. It also gave us the requisite freedom to deliver a completely custom design and get to the best result possible.
The new site features an uncluttered, responsive design that now provides a consistent and seamless experience for both desktop and mobile users.
In streamlining the basket and checkout flow we removed as many barriers to purchase as appropriate so as not to inhibit conversion – as well as implementing Click & Collect functionality.
Since launching The Lighting Centre, the site has seen some great results.
REDUCTION IN BOUNCE RATE
INCREASE IN TIME SPENT ON SITE