Ringlock: eCommerce Design & Development Case Study: Brent Wilson - Website Designer & Developer / App Designer in Tauranga

Problem

After a few years in the New Zealand market, Ringlock’s sales had plateaued. They had a very basic eCommerce store and were looking to grow their revenue and establish themselves as a serious online-first competitor to the two large scaffold retailers who dominated the market.

Project goals

Establish Ringlock as a trusted nationwide retail brand.
Simplify and streamline internal business operations.
Create an industry leading eCommerce website.
Create a high performing digital marketing system.

Approach

I began by defining Ringlock’s customer segments and identifying the needs, pain-points, and opportunities of each segment. This research then became the basis for a range of innovations and tailored content, designed to remove the main pain-points of each segment and deliver additional value.

Scaffold packages: A large barrier for Trade and Residential customers was simply not knowing which scaffolding components they required. We created a range of customizable scaffold packages and targeted them at specific sub-segments, such as a Bricklayers package or Roofers package. Offering packages was new for the market and has been a huge success for Ringlock. All Ringlock’s competitors now offer similar packages.

Business systems: All internal processes were streamlined through the Ringlock website to ensure that the business runs as efficiently as possible, both now and as they continue to scale. The website is built on a leading content management system and can be easily modified and maintained, while adding new functionality is fast and very cost effective.

Sales: All sales, both online and offline, are processed through the Ringlock website, keeping stock and sales data consistent and always accurate.
Accounting: Ringlock’s accounting system is integrated directly with the website so all sales, invoices, and taxes are automatically processed.
Stock management: Stock quantities, forecasting, and reordering are all managed through the website to maintain consistent stock levels.
Shipping: Freight and courier requests are processed electronically and automated directly into the checkout process.
Reporting: A large amount of data is collected through the website to better understand customers and refine operations.

Marketing system: At Ringlock I developed a marketing system that is targeted, measurable, and highly automated. The marketing channels and sales funnel have been refined to the point where they can achieve consistent sustainable results with an outstanding ROI ratio of 75:1.

I put systems in place for the following digital marketing channels: