In a bold step to meet the changing habits of modern consumers, Britain’s biggest tile specialist, Topps Tiles, has launched a brand new trade and consumer website, with revolutionary customer experience features and stunning visualisation tools at the heart of its design.
18 months in the making, both sites boast a range of clever features including artificial intelligence (AI) and user-friendly filters and tools. With intelligent design at the core, the new sites will deliver a true industry-leading omni-channel shopping platform for a seamless purchase experience for the user.
Launched on 1st October, these new interfaces will allow separate platforms for tradespeople and customers to enjoy a completely streamlined and faultless journey. The evolved platforms have both been built using past customer data to deliver a truly smart shopping experience with a brand new mega-nav function. For trade, this means the mega-nav focuses on the tile brands most searched for by installers and tilers and for consumers, it looks at the most popular tile choices first. This allows both users to see the tile in many different forms to drill down proficiently to the desired product.
For the trade website, thoughtful features include the automatic storing of VAT receipts for purchases made online and in store and the ability to buy in bulk. These functions have been designed to make the website a frictionless and efficient digital service that understands the requirements of those who are self-employed. As the AI abilities on the platform become smarter, it will in turn recommend products that are relevant to the user in order to make the journey as easy as possible for returning customers.
When it comes to consumers, Topps Tiles has segmented the products by area of the home. This allows for easy navigation of the site thanks to multiple filters including colour, material, size, shape and trend for an efficient and enjoyable shopping experience. In addition, the site also incorporates a clever ‘Shop The Look’ function, making it easy for the company to upsell essential items such as grout and trims, allowing the user to purchase products shown in imagery on the site. For those looking for inspiration, the ‘Lifestile’ gallery showcases past Topps Tiles customers and their finished projects for customers to aspire to and be inspired by.
Taking things one step further, once a product is decided upon, consumers can then emulate their ‘shopping bag’ in store with a Topps Tiles specialist and see the tiles in all their glory before completing the purchase in one, integrated and simple process.
Expert tools such as ‘Tile Finder’ and ‘Tile Visualiser’ will help buyers understand their needs, the laying possibilities and how the product might look in their home, and once a perfect tile is chosen, customers can use the ‘Find Me In Store’ tool to check stock levels before they head in to see the tiles. Furthermore, a dedicated ‘Knowledge Base’ section is packed with technical help, with preparing, fixing and finishing sections too.
Sian O’Neill, Head of Marketing at Topps Tiles, said: “These new websites are the combination of hard work, expertise and insight from across the business coming together and we are absolutely thrilled with the end result. The new site looks fantastic with a sleek, high-end design combined with a simple, frictionless journey for customers and tradespeople across all devices.
“Our physical stores will always play a huge, meaningful role in our business so that buyers can always see our tiles on display and ask for advice. However, we recognised that more and more customers and tradespeople begin their journey with us online, so there was a clear need for us to deliver a pioneering new site that would create an improved journey for every single user.
“The site has been built focusing on three main pillars: inspiration, knowledge and omni-channel experience. These pillars have enabled us to create a hugely intuitive site that is underpinned with AI technology for an industry-first website that will help our customers.
“Finally, we wanted to create a completely seamless, integrated experience that married the classic in-store browsing experience with a robust digital platform to enhance and improve the overall buying and purchasing journey for our customers. This not only benefits all of our customers, but will significantly improve how our hard-working staff can meet different demands along the buying process too.”
The websites will undergo additional updates and improvements to ensure it is always at peak performance, with further integrated features rolling out over the next few months.
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