When global lighting company Chelsom turned its outdated website into an inspiring and efficient tool for customers, it achieved record-breaking business growth.
In 1947, Reg and Kay Chelsom opened a small antique lighting shop in Blackpool. Decades later, under the leadership of joint CEOs Robert and Will Chelsom – son and grandson – this family business has become a global commercial lighting competitor, with exports accounting for almost half the company’s turnover.
Chelsom touches the value chain at different stages: its customers are architects, designers, contractors, and the end customer. A new website built in 2014 needed to be able to inspire and inform, and it needed to be robust enough to cope with the demands placed upon it.
A key objective of the website redesign was to position Chelsom as an on-trend leader in its sector.
Cautious about the extent to which technology could help, nevertheless Chelsom knew the structure of a new website was important to its future, as well as making it more visually appealing to its target customers. We created an intuitive customer experience that addressed how they could best help designers and architects put concepts together using the website as a tool. For the wow factor, we created striking visual concepts with a timeless and elegant style.
Our strategy included releasing Chelsom’s valuable content and visual assets, which were previously only accessible to customers who created a log-in. Making design assets and technical information freely available quickly helped to nurture Chelsom’s relationships and build its reputation.
The company reported 60% growth just 12 months after the website launch. Customers said the new site design was a big factor in their decision-making.
We’ve continued to update the site to improve product visibility and offer Chelsom’s customers more chances to be inspired. Upgrades underway and scheduled for release in 2018 mean that, despite not selling products directly, the site has all the conventions and advanced capabilities you’d expect from an e‑commerce site.
The site is being developed in line with Chelsom’s needs and customer expectations, incorporating a deeper level of technical product data, introducing user-friendly product filtering and making full use of stunning visual assets. This powerful functionality allows customers to browse and search for all elements of product information, from imagery to installation instructions and technical specification documents, with no compromise on the website’s visual simplicity and elegance.