Where Quality Costs Less
Client: Des Kelly
An iconic Irish brand and major retailer in the home furnishings market.
Des Kelly Interiors celebrates 50 years in business, marking half a century since ‘the Carpet Man’, Des Kelly Snr, opened his first store at Cross Guns Bridge in Glasnevin in Dublin. Founder Des Kelly passed away four years ago, and the company is now led by his sons Greg, Gerardo and daughter Youlanda and members of the extended Kelly family work across the network of ten Leinster showrooms and in its online retail business.
This wholly Irish owned and run family business, supplying quality products and offering expert advice in beds, floorings and home furnishings, has grown significantly in recent years and a large new central warehouse was established at North West Business Park in Dublin to house and distribute its extensive range of carpet, flooring, bed and furniture solutions to its stores and direct to customers nationwide.
Designing an expansive and effective web and e-commerce platform for a 21st century brand.
In a modern age, a brand is only as effective as its online presence. The management at Des Kelly realised that although their brand was well known and highly regarded, they needed a better presence online coupled with an e-commerce platform that could adapt and ensure that Des Kelly Interiors remained at the forefront of home furnishings retailing in Ireland.
With a product catalogue spanning more than 2,500 items and the potential to increase in volume, a fully flexible and functioning web e-commerce site was paramount on Kelly interiors maintaining its position as a major supplier to furnishings to Irish homes.
The ecommerce catalogue was a challenging task and bespoke functionality was built to allow customers to measure and price a carpet or floor product to within a single percent of the final price if measured onsite. Coupled with a shipping matrix that would challenge any mathematician the online tool has become an invaluable tool in helping guide browsing customers very effectively.
CDG were tasked with developing and designing a contemporary website that included a large and complex e-commerce facility – easily adaptable to product changes and additions while providing an ease of navigation and use.
A modern online look for the modern consumer.
With the goal of creating a modern and commercially functioning website, CDG utilised a contemporary colour palette and look that complimented the existing brand design and colour scheme. Within clearly defined and easily identifiable product categories, we incorporated bespoke photography into visually appealing graphic templates to create a fresh-looking, vibrant and easy to use site.
Creating the navigation architecture and designing the information facad
Following the launch of the new website and e-commerce facility, website traffic increased by 200% in coupled with a significantly lower 40% bounce rate. More importantly, online orders grew by over 50% in the 3 months post launch.
What some of our customers say …
“Des Kelly Interiors knew we had to up our game online with more and more people now choosing to shop online. We were concerned about how we could create a truly successful store online and finding an agency that could successfully produce exactly what we wanted.
CDG came in and very quickly got up to speed in terms of our requirements and the customers we serve. They simplified something we thought was too complex – too many products and produced a website that looks great and says what we need it say. What put it over the top for us is them creating and producing a shopping platform that identifies all our products and is just so easy to use.”
Improving customer service and increasing sales
An effective navigation system takes into account the full scope of the consumer journey – from initial customer interaction to finding exactly what they’re looking for, through to selection and payment. CDG transformed the user experience by organising content in a clear, logical way. This gives products more context while seamlessly injecting the brand voice throughout the entire journey.
The new site needed a powerful categorisation device that could optimize a complex product catalogue. Our solution rested with producing responsive, reusable design components used which maximise the user experience.
It was essential that the shopping experience was personalised and always relevant to the consumer and guide them to the best product for their needs in one simple flow. Through implementing a product comparison overlay, CDG was able to create a solution helping customers decide which product is right for them and saving them the hassle of switching between product detail pages. As a result, users are directly routed through the sales funnel in one seamless flow.
CDG also set out to create a central framework that would not only serve as a shopping platform but also as a brand enhancer. In doing so, we were able to weave Des Kelly Interiors’ expertise into each product story and keep consumers engaged in the brand, even if they were merely browsing.