British Made Interiors stands out as a leading supplier of made-to-measure curtains and home textiles, boasting an extensive inventory of over 60,000 fabrics across 20 departments. Seeking a bespoke solution to efficiently manage 1.2 million SKUs, British Made Interiors turned to Twilo to bring efficiency to their inventory and to revamp their digital presence, providing a user-friendly platform for their customers.
Twilo’s strategy for British Made Interiors was threefold: deliver a custom product generator to save countless hours of manually inputting product data, designing an aesthetically pleasing and user-friendly website with a simple UI, and implementing robust digital marketing campaigns to achieve revenue targets and keep a busy factory working.
The first challenge lay in creating a custom product builder to handle British Made Interiors’ extensive range of fabrics, allowing customers to customise products based on size, style, stitching, and styling. This was achieved with a custom Laravel application which allows the user to import basic fabric information. The custom system then outputs comprehensive website content, from product descriptions to attributes and tags, ensuring the end user has all the information they need before choosing their preferred fabric.
The website design focused on creating an immersive online shopping experience. Twilo used Photoshop to generate realistic, in-situ product images, dropping the fabric swatch behind a detailed transparent PNG which provides customers with a clear visual representation of their customisations. The product options UI makes a complex pricing matrix simple, delivering real-time pricing for customers.
Recognising British Made Interiors’ target audience of affluent females aged 45-65 looking for branded curtains, Twilo developed a comprehensive digital marketing strategy. Google Ads played a pivotal role, with campaigns spanning search, display, and video adverts. Additionally, Twilo continues to deliver profitable email marketing campaigns, as well as posting on Meta, Pinterest, and LinkedIn to maximise brand visibility.
A complex website such as this one brings many challenges. Taking time to understand the complexity of the pricing was key, and the client patiently talked us through the complicated matrix that sits behind a product such as curtains. Turning this layered formula into code required a lot of testing to ensure the prices outputted were correct, it only took a slight rounding issue to throw off the price by hundreds of pounds. Twilo successfully navigated this, presenting a custom system that resulted in efficient inventory management with accurate real-time pricing.
The collaborative efforts between Twilo and British Made Interiors yielded impressive results. The website not only showcased a vast product range but also provided an intuitive customization experience. The custom product builder saved the client’s team unmentionable hours compared to populating the website manually, while reliance on income from Google Ads consistently achieves a high return on ad spend, reflecting the success of the digital marketing campaigns.
The British Made Interiors website offers free post sample orders. This unique user journey adds a risk of losing the customer if they’re ordering samples from multiple suppliers. To mitigate this risk we implemented automated email follow ups to customers 7 days after their sample is ordered. This approach increased the online conversion rate by incentivising customers to turn their sample order into a full order of curtains and blinds. By continually reviewing the performance of email campaigns we’ve increased revenue generated from the email source by 8x in the past year alone.
It’s estimated that over 80% of buyers look at a company’s socials before making a purchase. This is especially true for British Made Interiors who sell high-end fabrics. To ensure customers felt comfortable spending several hundred pounds online, we spent the time required to align social media channels with the website, ensuring the customer receives the same message across all touch points. The Meta ads continue to be a good source of fabric sample orders, catching customers early in the journey, while organic socials across multiple platforms promote new fabrics and offers to keep existing customers engaged.
“We’ve been working with Twilo on our website development and marketing for over five years and we continue to see excellent results. Our website is extensive and complex, it requires custom calculations, separate web apps and products with millions of variables. Twilo consistently proves themselves to be capable, professional, and highly responsive. Most importantly, they always deliver on their promises and make websites that work – Twilo even won a Web Award for the website and system!”
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