Brief
The Big Trade Counter, established in the 1990s, has been a cornerstone in supplying the building trade with a comprehensive range of windows, doors, and composite products. Known for their technical expertise and customer-oriented service, they have been a go-to resource for tradespeople. However, the digital footprint of The Big Trade Counter needed modernisation to reflect its market-leading position. The challenge was to conceptualise a new e-commerce website that could eventually transition into an online sales platform, aligning with the brand’s long-term vision.
The project, initiated as a conceptual redesign of the existing website, aimed to enhance online visibility and functionality. However, it faced a significant shift when GJB, the parent company, decided to merge The Big Trade Counter with another of their brands, Listers, leading to a halt in the e-commerce development. This case study explores the conceptual design process and the strategic considerations behind the website’s planned overhaul.
What We Did
The Concept Design for a New E-commerce Site
Development and Content Writing
The focus was on developing a website that could evolve from a product showcase to a fully functional e-commerce platform. The content was tailored to provide comprehensive product information and resources for installers, enhancing user engagement and brand value.
Branding and Market Positioning
Central to the redesign was the reinforcement of The Big Trade Counter’s brand identity. The aim was to create a distinctive online presence that stood out in the competitive marketplace, aligning the digital persona with the company’s reputation for quality and expertise.
Website Functionalities and SEO Performance
The existing website lacked comprehensive product information and engaging content. It was crucial to elevate the site’s functionality to match competitors and prepare for a future e-commerce shift. Additionally, the site’s declining SEO performance since its 2019 rebuild needed addressing to improve online visibility and drive traffic to the physical trade counters.
Balancing Current Needs with Future Goals
While e-commerce capabilities were not an immediate requirement, the design needed to account for this future transition. The challenge was to create a platform that was e-commerce ready but initially focused on driving physical store visits.
What We Had Planned
Targeted Marketing and Storytelling
Our strategy included segmented marketing with content specifically tailored for tradespeople, house builders, and homeowners. By creating compelling narratives about The Big Trade Counter’s services, we aimed to attract more visitors to the website and, subsequently, to the trade counters.
E-commerce Preparation
The site would showcase the product range, with e-commerce functionalities built-in but not activated. This approach was designed to familiarise customers with the product offerings and encourage in-store purchases, setting the stage for a future transition to online sales.
Client Comments
Full Circle Marketing’s work on our website was a game-changer. Their strategic redesign and SEO expertise not only boosted our online presence but set the stage for our future in e-commerce. They’ve been instrumental in elevating our brand in the digital space.
Emma Frost, Marketing Manager, The Big Trade Counter
Results
The conceptual redesign of The Big Trade Counter’s website represented a significant step towards aligning the brand with the evolving digital landscape. The project’s vision was to transcend traditional boundaries by creating an online platform that not only showcased the extensive product range but also set the stage for a future e-commerce transformation. This strategic foresight was aimed at enhancing customer experience and accessibility, thereby reinforcing the brand’s market position. While the project’s progression was curtailed due to strategic realignments within the parent company, GJB, the conceptual groundwork laid a robust foundation for future digital initiatives. It highlighted the importance of proactive and adaptable digital strategies in an ever-changing market and demonstrated our agency’s capability in balancing immediate needs with long-term business objectives.
The experience gathered from this project underscores our agency’s expertise in navigating complex market dynamics and our commitment to delivering cutting-edge marketing solutions. Our approach to the redesign project – combining SEO optimisation, compelling content creation, and an intuitive e-commerce ready platform – was a testament to our holistic and forward-thinking strategy. This endeavour not only fortified The Big Trade Counter’s digital presence but also positioned it well for future growth and integration with Listers. As Full Circle Marketing Agency, we remain dedicated to harnessing our extensive industry knowledge and marketing acumen to empower brands like The Big Trade Counter, helping them to achieve sustained success and growth in their respective industries.
