Case study · Manufacturing & industrial
Australia’s largest manufacturer of cutting tools needed more than a catalogue. It needed an online experience that helps every customer, from home renovators to tradies, choose the right tool for the job.
The challenge
Sutton Tools is the largest manufacturer of cutting tools in Australia, and it needed a brand new website that would make data management easy. With over 21,000 products to showcase, the website needed to be fast and responsive, allowing customers to quickly locate what they were looking for.
We did not just want to create an online catalogue. The website needed to demonstrate that Sutton Tools are also industry leaders with a wealth of knowledge and experience to back them up. With multi-region support, we knew we needed to create a website that would work just as well at home as it would when you are out on a job.
We got to work on building a sleek and modern user interface.
Approach
How do you turn an extensive catalogue of tools into one easy to use website?
We had to create something brand new, the Expert Tool Selector. A step by step selector that allows users to input data about the type of job, down to the material and setup, and instantly receive expertly recommended tool advice.
This changed the website from something that you would simply browse, to a website that actively drives conversions. Manual data entry was not an option, so we built a complex ERP integration system to accommodate over 21,000 products and manage inventory.
Coupled with multi-site implementation across Australia, Asia and Europe and a mobile first responsive design, we knew that the website needed to be as tough and durable as Sutton Tools.
The shift
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The work
The new website feels both modern and fresh, with a powerful automated system making sure that stock levels are always accurate. With over 21,000 products housed in an easy to navigate website that puts mobile first, we knew we could not compromise on content or imagery.
Getting the right tool for the job has never been easier with the launch of the Expert Tool Selector. Not only does this drive purchasing but it also allows anyone, from home renovation rookies to experienced tradies, to find exactly the right tool for the task, every time.
We also created a News and Blogs tab so customers can find out the latest advice from the experts and keep up to date with any new products.
The result is a website that can quickly find what you need, even when you are on-site and all you have is your mobile.
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