UltraLEDs

UltraLEDs initially wanted to make updates to its original BigCommerce set up, but it was decided that this wasn’t a sensible step because of how dated it had become. Faced with the prospect of a rebuild on Stencil or going Headless, the UltraLEDs team opted for a Headless framework due to the power and flexibility that it offers.

When the client came to 5874, it was using Nextopia as its chosen Search and Merchandising platform. However, as Nextopia was end of life at this point, this would have to be replaced with a more fitting alternative. 

There were also issues surrounding stock management and delivery methods that the client wanted to improve upon. As well as selling stock from its warehouse, UltraLEDs wanted customers to be able to order stock that is still due to arrive via purchase order. This would mean that customers don’t have to wait for stock to physically arrive in the client’s warehouse before making a purchase and securing their desired product. In addition to this, the client wanted its users to be able to pre-select a date for delivery for when all their products are available. These stock and delivery solutions would therefore contribute to a seamless and tailored shopping experience. 

Finally, 5874 would need to enhance the client’s ecommerce event tracking capabilities, giving them the knowledge they need to grow and scale their business going forward, with a view to internationalisation.

In addition to adopting a Headless framework, a number of integrations with our tech partners were leveraged throughout the project to achieve the desired results for the client. In order to give the client a high level of control over their headless site, 5874 decided that Builder.io should be used for its visual editor and drag and drop capabilities. This included campaign pages and allowing for A/B testing that would enable UltraLEDs to learn more about their users and provide the best possible experience for them.

In order to advance Search and Merchandising capabilities for UltraLEDs, 5874 suggested Searchspring as an alternative to their current end of life platform. Searchspring was chosen as its much more lightweight than their original platform which was a javascript integration, and it also allows for a greater level of personalisation and advanced search and merch functionality. By integrating Searchspring into BigCommerce, facilities across both product and blog/article content were advanced dramatically. Features introduced by Searchspring include personalised recommendations, product add-ons, boosting rules applied to product pages on category pages and blog/product search and filtering. The implementation of Searchspring also meant that Searchspring-driven widgets and components became available to the client, which could then be added to pages via Builder.io.

Other Key Integrations:

ShipperHQ – chosen shipping platform integration. When integrated with BigCommerce, it allows shipping groups to be applied at the product-level, giving the merchant a higher level of control over delivery method availability.

Dotdigital – an online marketing platform, was also integrated to allow transactional emails and abandoned cart flows to be actioned and tracked with ease. 

Brightpearl – the chosen ROS (Retail Operating System) for the BigCommerce Marketplace App, seamlessly syncing orders from BigCommerce to Brightpearl.

One of the ways that 5874 improved site functionality was by introducing a Stock Calculator App. This app syncs the warehouse stock count with incoming purchase orders through BigCommerce, allowing pre-orders to be taken efficiently. Additionally, a calendar date picker in the checkout now enables users to receive multiple items together in one shipment. These features allow B2B customers to self-serve with ease.

Defaults were also leveraged to create customer groups which were each associated with a price list that all users would be allocated to. Using a Price List App, prices in Brightpearl are synced into the relevant price lists in BigCommerce so that the pricing that all users are exposed to on the site is centrally controlled.

In order to achieve an elevated ‘look and feel’ for the client’s headless site that would ultimately improve user experience, 5874 made a number of improvements to the Product Display Pages across the site. Firstly, to ensure customers are able to make informed decisions when purchasing, downloadable technical documentation was made available for logged-in users. Another addition was the display of sample products on a PDP through cross-selling functionality. 5874 also made it possible for customers to request a quote for a group of desired products, allowing customers to easily access tailored price information. UltraLEDs were also provided with a range of templates for different product types, empowering it  to have control over how its products are displayed.     

In order for UltraLEDs to continue to grow successfully, it also needed to improve its tracking and analytics capabilities. 5874 facilitated this by building a custom data layer that was configured through Google Tag Manager, providing enhanced ecommerce tracking events in GA4. By enhancing tracking capabilities, the success of the whole project can now be tracked more efficiently by the client, allowing them to reach their next stage of growth with confidence.