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Whitehall Garden Centres.

Whitehall Garden Centres.

Whitehall Garden Centres is a fourth-generation family business with three impressive garden centres and an online store. Along with high-quality plants, interesting gifts, and stylish garden furniture, Whitehall is also renowned for its extensive range of Christmas trees, decorations and home accessories.
Industry
Homeware
Website
Services
Development, Design, Optimisation, bluprint For Success
The challenge

Fast and flexible with bespoke beauty on Shopify Plus.

“The Whitehall team wanted more flexibility from the site with standardised, editable templates they could manage,” says Skylar Moffatt, Project Manager at blubolt. “Also on their wishlist was a bespoke theme, increased site speed, and a host of third-party integrations.”

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The solution

Digging for victory with Shopify’s Online Store 2.0.

The blubolt team delivered a smooth migration from WooCommerce to Shopify Plus, building the site on Shopify’s new Online Store 2.0. The end result is a fully flexible site, ripe with the potential to tailor in-house and a stable platform to continue growing the business. All ready in time for their Christmas collection launch!

Natural beauty with a bespoke theme design.

“Whitehall has a phenomenal product range, in terms of both quantity and quality, but the brand’s existing website was dated and cluttered, so it didn’t reflect this,” says Matt Richards, Head of Design at blubolt. “As a result, we raised the bar with a clean, modern and bespoke Shopify Plus theme. It showcases the beautiful product imagery to full effect and gives the brand the premium feel they required.” And with Christmas just around the corner, the new site now brings this product collection centre stage.

Busy bees: new opportunities for Whitehall on Shopify Plus.

So has the move to Shopify Plus helped the Whitehall team deliver a better and more personal eCommerce experience for its customers? “Yes, definitely. Previously, we had a smaller product range and only used supplier images,” says Charlotte Self, Marketing Brand & Graphic Design Manager at Whitehall Garden Centre. “To maximise the opportunities of the new Shopify Plus site, we’ve expanded our team and photograph everything ourselves. Our online offering is now personal to us and more competitive, which is why it was important to photograph everything in-house. So it’s been a really great hands-on experience that involves the whole team, and it’s very efficient!”

Fast-growing features & functionality.

“With the Whitehall team keen for a more flexible website, we delivered a streamlined and fully customisable homepage,” says Reece Williams, Developer at blubolt. “It includes section blocks, collection and product sliders, and blog posts to ensure users can quickly and easily connect to other areas of the website. In addition, we brought in customer testimonials and their Instagram feed thanks to an integration with Covet.pics.” The team were also diligent in ensuring these features and functionality performed equally well on PLP and PDP pages plus mobile. Lastly, the team set up collections and search with Boost Commerce, email with Klaviyo, wishlist functionality with Smart Wishlist and integrations with Patchworks and Netsuite.

Cream of the crop: the Whitehall team’s favourite features.

“Above all, my favourite features on the new site are the product listing pages and the product pages,” says Charlotte Self, Marketing Brand & Graphic Design Manager at Whitehall Garden Centre. “Before, we had very clunky pages with small text, small images and poor design. Now the products are easy to see, with big images and clear pricing plus a fantastic amount of product information. We can now upsell on all these pages by using the new features ‘complete the set’ and ‘style it with’. Also, the ease of Shopify payments makes the whole checkout experience more enjoyable.”

+15%
Increase in revenue
+70%
Increase in conversion
+30%
Extra visits per year
Before
After
The summary

Fresh as a daisy on Shopify Plus.

“We’ve had nothing but positive feedback on our new Shopify Plus site from our customers,” says Charlotte Self, Marketing Brand & Graphic Design Manager at Whitehall Garden Centre. “They’ve said that the website is much more user-friendly, the layout is clearer, and it’s easier to find products. The checkout method is efficient, and the introduction of Shopify payments and other payment methods such as Klarna have been really popular.”

So with a beautiful bespoke theme and highly customisable site built on the impressive Shopify Online Store 2.0, Whitehall Garden Centres are now set for a very merry Christmas! Visit the new site here.

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