Ground to Up, B2B e-Commerce portal within 3 months

Understorey | Furnishing | India

Ideation + UX + e-Commerce + Maintenance​

Let's Connect

Accelerating the ‘Idea to Market to Operations’ journey by bringing a 100-year-old premium rug business online with a scalable B2B eCommerce platform, all within a span of 3 months.

  • Dedicated team with diverse skills
  • Scalable and functional e-Commerce portal
  • Continuous support from content to security management
Let's Connect
Background
Strategic move towards digitalization marked a significant milestone in the growth journey of “S.N Kapoor Carpets” and their new brand “Understorey”. However, the brand that prides itself in having catered to creme-de-la-creme of the elite didn't want to dilute the brand and its 100 year old legacy value to clutter of B2B.
Key Challenges
  • Translating the brand/marketing vision and goals into impactful sales-driven campaign.
  • Limited availability of skilled resources to execute the e-commerce and CRM requirements.
  • Increasing demand from key stakeholders for different marketing and internal/external communication collaterals across media platforms.
  • Collaboration difficulties between the internal team and other stakeholders.
Approach
UIConnect considered various off-the-shelf vendor solutions to choose the right solution for a modern e-commerce portal. The approach involved:
  • Capturing user needs, journey, scenarios, assumptions, and functionalities to choose the best-suited e-commerce portal design.
  • Implementing and customizing the chosen website template/theme and integrating it with a CMS platform based on business requirements, specific situation, context, and challenges.
  • Developing a scalable system that incorporates ease of content update and feature management.
  • Designing, developing, and deploying a modern website with e-commerce features.
Our Solution
UIConnect provided digital consulting with a systematic approach of requirement gathering, solutioning, prototyping and implementation with a mix pool of experienced resources to work as a resolute extended team to deliver the project.

The tech architecture involved a customized version of WordPress/PHP, WooCommerce stack developed with Elementor and hosted on AWS Lightsail. The website covered the indicative sitemap (Home, About Us, Styles, Customization, Materials, Blogs etc.) and highlighted various products categorized based on collections/styles along with their prices.

UIConnect also supported on enhancing the workplace technology setup, collaboration tools and brand go-to-market activities. This included UX/Tech/Website management, Campaign Management, Analytics, Content, and Creative. An additional layer of account management and MarTech consulting/direction layer was also provided complementary to ensure a smooth transition from briefing to execution of deliverables.
Understorey Homepage
Layout elegance that matches the premium brand positioning
Success
  • Digitization enabled Understorey to engage their audience effectively and convert into business enquires.
  • Value-added services through thought leadership and an exceptional engagement team to identify problem areas and bring fresh ideas and perspectives to enhance the overall customer journey across digital touchpoints.
  • Post go-live continued support to adapt with the needs Understorey sales and back-office teams.
This case study demonstrates the power of effective digital transformation in enhancing brand visibility and customer engagement. It emphasises the importance of understanding user needs and preferences in creating a digital platform that is not only functional but also user-friendly and engaging. The success of this project serves as a testament to UIConnect’s expertise in digital transformation for go-to-market journeys.
Let's Connect
Disclaimer: UIConnect’s case studies cover information available until the time period of our engagement with our clients. Subsequent changes to the ideas / final product that are beyond the scope of our engagement may not be included in the case study. Clients may choose to make changes to their model in subsequent time periods.