B2B Ecommerce

BELL Lighting

The brief

BELL approached us to re-design and re-build their already successful ecommerce website, to help improve performance, mobile responsiveness, overall content control and to future proof the website, which is a key revenue stream for their business.

What we did

We built a user friendly, highly functional and conversion centric website on the Kentico CMS platform.

Visit the website

Supporting a bright future for Bell Lighting

Part of the BELL Group of companies, BELL Lighting was established in 1920, and it is still a family run business to this day. Over the last one hundred years, the've grown to become a leading manufacturer and supplier of quality light sources and fixtures to the electrical wholesale industry. When BELL approached us to help with designing and building their new website, we were building on an already successful digital channel for BELL, so it was important the new website, not only maintained their online success, but grew it as well.
Bell Lighting Control - Pixelbuilders
Bell Lighting Website Homepage - Pixelbuilders

Conversion rate optimisation and user experience design

When it came to tackling the brief from BELL, our design team had to focus very much on user experience (UX) and conversion rate optimisation (CRO), both of which were central to helping BELL achieve their business goals with this new website. CRO was especially relevant as the website isn’t specifically aimed at gaining new customers but instead, serving existing customers and helping them order more products in the quickest and most efficient way.

That being said, it didn't mean the website design could entirely neglect new customers either so there was still a need for the design team to consider content that would support their user journey as well, so additional focus was given to the implementation of the company history content, case studies and various energy saving calculators.

Making the most of a robust ERP integration.

Our developers built the new website on Kentico CMS as the site hosts over 1,500 different products. There is a large integration with BELL’s ERP system and seperate product data system that helps to:
  • Update customer-specific product pricing
  • Syncs stock levels (every 5 minutes)
  • Details to customers when out of stock items will be in back in stock
  • Populates key product data from their PIM system, including on the fly product detail documents
  • Processes orders placed on the website direct into the ERP system for fulfilment
  • Unpublishes discontinued products
  • Manages products that are allowed for general sale vs customer specific ranges
  • Syncs PO Numbers used by customers (online and offline) to avoid duplication
  • Maintains mulitple delivery types and charges
Bell Lighting Website on iPhone - Pixelbuilders
Bell Lighting Website Product Page on iPhone - Pixelbuilders

Introducing a wealth of key functionality

The team made use of the Integration Bus within Kentico to ensure that when processing orders, there is a fall-back position that queues the items should the ERP connection be down and therefore avoid lost orders. Within the front-end site, there is an extensive site search and content (such as stock and pricing) are hidden from users until logged in. There’s also a number of energy saving calculators, a poster creator and Rep finder.
As part of the ordering process, there is a quick add function (whereby a user can add a product by simply entering part number and quantity), PO number validation, the ability to choose delivery address or collection and on-the-fly basket pricing – including delivery pricing. There is also the ability to upload a CSV to quickly bulk add products (simply upload part number and quantity per line). Via the My Account function, customers are able to view historic orders (and re-order them in full), manage their address book and add products to a favourites list.
“Since launching with our new site, we have exceeded our goals for increased orders placed via the web, thanks to the quality of life improvements the new site and ERP integration brings to our customers. On top of that, working with Pixelbuilders has been an absolute pleasure.”

Peter Hill
Senior Business Analyst, BELL Lighting