Advertisement British Home Improvement Retailer MKM Lays the Foundation for Future Success with New Composable WebsiteTable of ContentsIntroductionThe Challenge of a Traditional Business in a Digital WorldThe Need for an Online TransformationThe Birth of a New Digital FoundationImplementing a Cutting-Edge Ecommerce SolutionImmediate Success and Continued GrowthThe Road Ahead: Future Plans and PotentialConclusionFAQIntroductionThe world of ecommerce is fast-paced and ever-evolving, demanding businesses to stay ahead of technological advancements to meet the needs of their customers. A surprising transformation story is that of MKM Building Supplies, a traditional British home improvement retailer. Although known for its personal touch and localized offerings, MKM found itself lagging when it came to its online presence. This blog post will delve into the steps MKM took to overhaul its digital strategy, the resulting successes, and the future plans for this pioneering company.The Challenge of a Traditional Business in a Digital WorldMKM Building Supplies, a major player in the UK's home improvement sector, faced significant challenges in the digital landscape. Catering to both commercial and DIY customers, MKM's traditional approach had stood the test of time in physical branches. The MKM experience was deeply rooted in personal interactions, with customers enjoying in-branch hospitality. However, the digital realm posed a new challenge, especially as a new generation of builders leaned increasingly on online purchases.The Need for an Online TransformationAs MKM faced a demographic shift with older builders retiring and a younger, tech-savvy generation entering the field, the company recognized the need to modernize its online platform. The existing website was outdated and inefficient, prompting MKM to re-platform to a more modern ecommerce framework. This decision was driven by the necessity to better serve the new generation of builders and tradespeople who prefer online transactions.The Birth of a New Digital FoundationA Chance Encounter Leads to TransformationThe journey toward MKM's digital transformation began with a serendipitous phone call. Craig McLaren, heading MKM's digital efforts, got a call from an old colleague, Andy Pickup. Their discussion, initially about building an ecommerce team, evolved into an opportunity for McLaren to spearhead a groundbreaking project. MKM aimed to transition to a headless and composable ecommerce model, a first for the company but deemed essential for future growth.Localized Yet Unified ApproachWith 125 branch locations across England, Scotland, and Wales, each having distinct inventories and pricing, MKM's ecommerce strategy needed to accommodate this complexity. MKM's unique business model operates as a franchise, allowing branch managers significant autonomy. The ecommerce solution had to reflect this localized approach while providing a unified online presence. Branch-specific inventory and pricing meant creating a digital platform that could essentially serve as 125 separate websites rolled into one.Implementing a Cutting-Edge Ecommerce SolutionChoosing the Right PartnersTo tackle this ambitious project, MKM collaborated with tech giants BigCommerce, Vue Storefront (now Alokai), and Bloomreach. These partnerships facilitated the transition to a composable ecommerce platform, focusing on a seamless and efficient user experience. Brave Bison, a media, marketing, and technology company, was brought in to integrate these solutions effectively.The Execution PhaseDespite the complexities, McLaren and his team executed the project within an impressive 11-month timeline. The project followed a Minimal Viable Product (MVP) approach, ensuring that the basic yet essential functionalities were robust and ready for initial roll-out. This lean method allowed them to prioritize speed and efficiency while leaving room for future enhancements.Key Features of the New WebsiteThe revamped website came equipped with several advanced features, including personalized product recommendations, real-time inventory updates, and custom pricing tailored to individual customers and branches. These features significantly improved the user experience, leading to a 42% increase in traffic and a 77% rise in time spent on pages within just four weeks of going live.Immediate Success and Continued GrowthThe early results of MKM's digital transformation were promising. Online orders surged by 133%, and revenue soared by 125% within the first year. However, McLaren pointed out that despite these impressive figures, online sales were still a small part of MKM's overall business, signaling considerable room for growth.Catering to Diverse Customer NeedsMKM serves a diverse clientele, ranging from individual DIY enthusiasts to large trade accounts. While DIY customers contributed to 70% of the online traffic, trade customers, who typically spend more and return frequently, made up the remaining 30%. Recognizing the importance of trade accounts, MKM plans to introduce features like cost estimation calculators and wish lists to attract this segment further.The Road Ahead: Future Plans and PotentialExpanding and Enhancing the PlatformMKM's composable platform allows for fluid adaptability. As they continue to expand their online presence, plans include enhancing the product catalog and incorporating additional functionalities tailored to different customer profiles. The objective is to make the digital experience as comprehensive and user-friendly as possible.Fostering Digital and Physical IntegrationOne of MKM's critical focuses going forward will be to ensure a seamless integration between their digital and physical operations. This harmonization will help maintain the balance between their deeply valued personal touch at physical branches and the efficiency and convenience of online shopping.Continuing Customer EngagementMaintaining and expanding customer engagement is vital. MKM's future initiatives include bolstering their online content to offer more detailed and helpful product descriptions. These enhancements aim to create a more informative and engaging shopping experience, increasing the likelihood of conversions.ConclusionMKM Building Supplies’ digital transformation journey illustrates the power of embracing innovation while respecting tradition. By re-platforming to a modern, composable ecommerce framework, MKM has successfully bridged the gap between its rich, localized heritage and the demands of a digital-savvy customer base. The trajectory of their continued growth and development signifies a promising future as they navigate the complexities of serving a diverse and evolving clientele. This transformation serves as a testament to the importance of agility and foresight in today’s competitive retail landscape.FAQWhat is a composable ecommerce platform?A composable ecommerce platform is a flexible and modular approach that allows businesses to tailor their digital architecture according to evolving business needs. It encompasses headless commerce, integrating various best-of-breed solutions.How does MKM’s localized pricing work online?MKM's website requires users to select a branch, reflecting localized inventory and pricing specific to that branch. This approach mimics the localized sales strategy seen in their physical stores.Why was the MVP approach chosen for this project?The MVP (Minimal Viable Product) approach was chosen to ensure rapid deployment and user feedback. It allowed MKM to launch critical functionalities quickly while leaving room for future system enhancements.How did MKM achieve such quick implementation?MKM's successful implementation within 11 months was due to careful planning, choosing the right tech partners, and focusing on essential functionalities first. This approach streamlined the process and facilitated a timely launch.What future features can customers expect on MKM’s website?Customers can look forward to advanced functionalities like cost estimation tools, repeat ordering options, wish lists, and enhanced product content. These features aim to cater to both DIYers and trade professionals more effectively.