The biggest challenge faced by British Made Interiors is the number of products they sell. An estimated 60,000 fabrics are available from leading designers such as Kath Kidston, Ted Baker, Ashely Wilde, and Sanderson Group, to name just a few, in twenty different product groups, including curtains, blinds, cushions, tablecloths and more. It’s sensible to suggest that adding each product individually would be an impossible task regardless of how user-friendly we designed the admin section.
As a result, Twilo Creative designed and built a custom product generator using a combination of Laravel and Vue JS. This custom product generator allowed the client to import fabric list CSV files from their suppliers. All the CSV had to include was a fabric title, image name, fabric composition, and a few product tags to allow end users to filter the fabrics. The custom product generator did the rest, dynamically producing all the content required to display the fabric on the website. this includes a product description, which is made up of the fabric title, fabric composition and tags, as well as the product attributes. For the front end, Twilo Creative built an interactive product options section that allows end users to truly customise their soft furnishings, such as choosing the type of curtain, the fabric width and drop, lining, interlining, and much more.
This level of customisation brings a personal attachment between the end user and the product, resulting in an exceptionally high conversion rate on the website, backed up by enterprise-level PPC campaigns which continue to scale at a great rate, making British Made Interiors a leader in the online soft furnishings industry. Keen attention to detail on the UI has helped this site convert well. At the same time, the same principles have also been applied to the back-end, helping British Made Interiors with their internal processes, such as the simplicity of the order forms used in the production factory.
