Case Study

Dar Lighting

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DAR lighting is a widely recognised as one of the leading suppliers of a full range of innovative, quality lighting products for both domestic and commercial applications. They have an extensive range of quality traditional chandeliers and large statement-piece light fittings as well as outdoor lighting and easy fit pendants.

Dar invited Star Digital to pitch for the complete ecommerce overhaul as they moved from a legacy platform into Magento Enterprise to deliver both a B2C experience and a B2B ordering portal with extensive systems integration to multiple legacy back office systems.

The main deliverable was to make online ordering of bespoke light shades for the trade audience an easy experience and to deliver those orders through to the warehouse as a digital bill of materials.

Tell Me More

The B2B site has seen 391,118 users with 5,263,174 page views since launch, proving that the portal is popular with trade users.

DAR on Macbook

What We Did

Star Digital chose Magento Enterprise 1.14 as the core platform for DAR and developed two storefronts, delivered using a scratch built responsive theme.

Systems integration and bespoke module programming was a key part of the project. The daily methods of operation at DAR were well established and the web technology needed to embrace these to reduce operational friction in the product ordering and product assembly in the warehouse.

The certified Magento developers at Star Digital used the ‘Connected Commerce’ module to deliver a bridge between the multiple 3rd party data systems including ERP, CMS and PMS and Magento. The approach allowed us to translate data fully using a sophisticated data junction where it is translated into a format suitable for transfer into the Magento models efficiently.

The system integration is highly complex and allows for custom product attribute creation, configurable product creation and custom option creation programmatically as well as creating/updating/deleting categories, products, and attributes. All with full automation.

The solution delivers two websites, one that is entirely B2C, which doesn’t offer a checkout option and a B2B site behind a trade login. The B2B site is heavily customised and extended from Magento core functionality without compromising any core code elements and provides a lot of extra functionality compared to a standard Enterprise Edition site.

Star Digital also built a Product Configurator for bespoke shade orders from scratch, which utilises data from existing products and combines it with additional options to create bespoke products for the customer to order.

The Results

Traffic levels have increased with new visitors being 56.6% with also retaining previous visitors at 44.4%. The B2B site has seen 391,118 users with 5,263,174 page views since launch, proving that the portal is popular with trade users..