How we helped a luxury kitchen appliance brand serve multiple audiences across the UK and Europe

One website - multiple audiences

It’s not always easy to properly address different audiences through a single website. When you’re trying to satisfy a range of customers with a range of job types, requirements, desired outcomes and information needs, how can you be sure to satisfy everyone?

Easy. You call 1994.

Contracted by a luxury kitchen appliance brand to build out their UK and Europe web presence, the first thing we needed to do was understand the different customer journeys.

Whether they’re a retailer, showroom team, kitchen designer, kitchen fitter or end-customer, each website visitor would have their own specific set of requirements.

For example, an end-customer would want to browse the collection, get a feel for the brand and download a brochure before placing their order through a kitchen fitter or designer. They’d also need to be able to go back to the website in future to buy any additional parts or accessories.

A wholesaler or kitchen retailer would want to see catalogues, stock levels and lead times.

Built with

Craft CMS
Alpine JS
Tailwind CSS

£25-50k
Price range

User Requirements Analysis

Our first job?

To understand exactly how each of these different user groups would best interact with the new website.

Client interviews, data analytics and best practice UX experience allowed us to take a deep user journey insight and plot out a new sitemap.

With the new sitemap in hand, the next task was to identify the CMS and Ecommerce platform best able to quickly and easily handle large imagery, site customisation and technical integrations.

We chose Craft CMS and Craft Commerce.

Not only are they highly customisable - with our client able to update products quickly - the system’s custom Google Sheets integration allowed us to easily feed through stock and replenishment information from the client’s own database. The Salesforce API also gives the showroom teams complete visibility on the status of every enquiry or sale.

And on top of all that, the navigation is clean, simple and easy to use - whatever your reason for visiting the site.

275 pages, 191 products, 200 accessories and 48 parts across two sub brands for multiple audiences in multiple languages, our client’s new luxury kitchen appliance website… is cooking up a storm.