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Ehrman Tapestry
The Story So Far:
For over 40 years, Ehrman Tapestry has revolutionised the traditional craft of needlework with their stylish designs. Working with some of the world’s finest textile designers, they offer an unrivalled range of styles and their needlepoint kits are sold all over the world.
The Challenge
Ehrman first approached us with a re-platform project early in 2019. The main goal was to take them from a custom e-commerce platform and build a mobile-friendly, multi-currency solution while increasing visibility, and client reach. But we saw the opportunity to deliver way beyond their expectations – elevating brand and site design to the customer, and driving forward internal processes and logistics.
Unified Approach
After looking at design inspiration across the industry and creating moodboards, we developed personas for Ehrman’s customers. This process helped us give the site a subtle rebrand and redesign it in a way that reflects how their customers shop. It now feels light, bright and easy to navigate.
Ehrman’s old website was pretty much a desktop-only website. While orders could be placed via catalogues, we were tasked with managing stock levels while driving sales via the website with a new responsive e-commerce site for all devices. Their previous site was really hampering not just sales but also browsing, particularly from a younger demographic. The way we redesigned and built the website means it is now completely mobile-friendly.
With a significant customer base in America, we needed to deliver a single store, multi-currency solution, while also simplifying conformance with American state tax rules. We were already a partner with Avalara so this was a no-brainer for us, and this married perfectly with Opayo (formerly SagePay) payment processing service.
In line with the key goals Ehrman laid out for us, we performed a migration of Ehrman’s products and existing customer database over to a custom WooCommerce system- a decision made easy thanks to WooCommerce’s scalable integration with virtually any service.
In addition, we created a number of custom systems in order to manage stock, backorders, royalties to pay designers and Sendgrid integration with user account preferences for bespoke email campaigns…. the list goes on.
Since building their new website, from a technical perspective, we’ve made significant site performance improvements. We’ve carried out security hardening, consulted and made significant improvements to their existing PPC campaigns. And we’re now moving on to back-end systems – including stock and warehouse management.
Through consistent communication, we have formed a thoroughly enjoyable partnership with the team at Ehrman Tapestry – listening and understanding pain points or aspirations, and working closely to develop solutions with them.
Looking Ahead
We’re delighted that Ehrman have put their trust in us to push their e-commerce business forward. With an active roadmap across design, build and digital marketing, there are lots of exciting improvements still to come!
“Unified have delivered a beautifully designed website which sets up our business for the future. And what started out as a project to relaunch our website has developed into so much more. Unified have brought their expertise into many areas of our business, from branding and marketing to stock control and distribution.”
Hugh Ehrman - Ehrman Tapestry
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