Curtain & Blind Co. (C&B Co.) is a family-run, Australian-owned business specialising in DIY window furnishings. Spanning three generations, C&B Co. has grown into a leading provider of premium curtains, blinds, and shutters. Their commitment to fast turnaround times and exceptional customer service has positioned them as a market leader.
As its product range expanded, C&B Co. encountered operational challenges. Their WordPress-based platform struggled to handle the complexity and scale of their catalogue, resulting in inefficiencies, slow updates, and a fragmented customer experience. To support future growth, they needed a robust ecommerce solution to streamline workflows, improve product management, and enhance the online shopping experience.
The Challenge: Managing Growth with an Inefficient System
With over a thousand SKUs, C&B Co’s existing system required individual product management, leading to redundant processes and administrative bottlenecks. Their made-to-measure offerings relied on customisation flows configured at the product level, making updates cumbersome and time-consuming. The absence of a structured hierarchy created inconsistencies across listings, increasing manual effort and impacting the customer journey.
To address these challenges, C&B Co. required:
- A structured, scalable product hierarchy to improve data management.
- A streamlined customisation process to enhance efficiency.
- Seamless integration with Shopify for real-time updates.
- An improved UI/UX for a more intuitive shopping experience.
Our Solution: A Smarter, Scalable Product Architecture
1. Establishing a Structured Product Hierarchy
We restructured C&B Co.’s product catalogue to create a logical, scalable hierarchy: Product Group → Style → Fabric → Colour
- Eliminated duplicate data, reducing manual updates and errors.
- Centralised product relationships for consistency across listings.
- Provided a scalable foundation for future expansion.
2. Optimising the Customisation Flow
Previously, customisation logic was applied at the individual product level, leading to unnecessary repetition. Our solution:
- Implemented customisation at the Product Group level, reducing duplication.
- Refined logic to dynamically adjust based on user selections.
- Developed an internal tool for effortless customisation management, minimising admin effort.
3. Enhancing UX/UI for a Better Customer Experience
A more intuitive storefront was essential to improving user engagement. We:
- Simplified navigation to help customers find and customise products with ease.
- Streamlined the customisation process with a cleaner, more user-friendly interface.
- Refined the shopping experience to create a smoother path to purchase, increasing conversion rates.
4. Seamless Shopify Integration with Retool & Middleware
Shopify’s native product structure required a custom integration to support C&B Co.’s new hierarchy. We:
- Implemented Retool as an interface for managing structured product data efficiently.
- Developed a custom middleware for real-time data synchronisation between Retool and Shopify.
- Ensured accurate and instant updates, reducing administrative workload.
The Results: Increased Efficiency, Scalability, and Customer Satisfaction
By migrating to Shopify with a structured product hierarchy, C&B Co. achieved:
- Faster product updates, eliminating redundancies and simplifying inventory management.
- A dynamic customisation process, making it easier for customers to personalise products.
- Enhanced navigation and UX/UI, improving engagement and boosting conversion rates.
- Seamless internal management, enabling teams to update products with minimal effort.
Key Takeaways: Lessons from C&B Co.’s Transformation
This project underscores the importance of structured data management in scaling ecommerce operations. A well-organised product hierarchy enhances both backend efficiency and the customer experience. Investing in UX/UI improvements simplifies the buying journey, while automation through tools like Retool and middleware integrations reduces administrative overhead, allowing businesses to focus on growth.
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