How London Tile Company Supercharged Conversions with BigCommerce

Unlocking Scalability with BigCommerce

London Tile Company, a heritage name under Hampshire Tile Warehouse, faced an inflexible bespoke platform that demanded full-stack developer support for simple updates. The team was constrained by technical debt, backlogs, and limited variant capabilities—all roadblocks to expansion and improved customer experiences.

The Challenge: Developer Bottlenecks and Limited Flexibility

Before the switch, London Tile Company ran on Kryptronic, a custom solution that required coding know-how for trivial tasks like changing product images or tweaking pricing tiers. Losing direct access to an in-house developer left the team scrambling to tackle even routine updates, preventing quick marketing pivots and stalling growth strategies.

Choosing a New Platform: BigCommerce Shines

After collaborating with digital agency 9xb, the brand evaluated several platforms. BigCommerce emerged as the hero with its intuitive dashboard, comprehensive native feature set, and hands-on onboarding assistance. The team quickly appreciated its accessibility: marketing staff could manage products, pricing, and promotions without waiting on developers.

Solution Highlights: Native Tools and Custom Innovations

BigCommerce’s powerfulcustomer groupsandprice listsenabled segmented discounts for trade accounts and volume buyers. Unlimited product variants let the brand showcase every tile size and color combination without confusing shoppers. Beyond the out-of-the-box tools, 9xb and the BigCommerce Customer Success Manager crafted two key custom features:

• Free tile sample requests directly from category and product pages, with built-in SKU-based limits.
• One-click DIY bundle kits, automatically grouping all project essentials for faster upsells.

Third-Party Integrations: Streamlining Operations

To automate order prep, the team implemented Printout Designer and PrintNode, instantly generating labels with QR codes and order details. Shipping complexity was tamed by ShipperHQ, ensuring profitable delivery rates across varied product sizes and weights. These integrations lifted manual tasks off the squad’s plate so they could focus on customer delight.

Results: Traffic, Conversions, and Awards

In the year following the migration, London Tile Company recorded:

• A 62.6% increase in site visits
• A 30.9% rise in new customer accounts
• A 15.4% boost in average order value

Conversion rates climbed, especially around the free sample feature that sparked broader buying interest. The brand also won the 2023 Make It Big Innovation Award for its creative sampling strategy. Internal teams reclaimed hours previously lost to platform maintenance—and they was able to launch new marketing initiatives faster.

Looking Ahead: Consolidation and Growth

Riding this momentum, the parent company will migrate another ecommerce store under the London Tile Company umbrella, centralizing operations and amplifying resources on a single, high-performance BigCommerce site. With seamless communication and expert support, the sky’s the limit for tile sales and digital expansion.