Tiileri
A traditional brand becomes a modern digital sales channel
Tiileri is a Finnish expert in bricks, fireplaces, and chimneys, with roots dating back to 1952. The trust and quality built over decades needed to be reflected in digital channels as well, but the old website no longer met the business needs.
The previous website, nearly 10 years old, had reached the end of its technical lifecycle and was no longer actively maintained. At the same time, more was expected from the digital channel: a better brand image, higher quality inquiries, and growing e-commerce.
The previous website, which was almost 10 years old, had reached the end of its technical life cycle and was no longer actively maintained. At the same time, more was expected from the digital channel: a better brand image, higher-quality contacts and growing online sales.
“Working with Sofokus has been really smooth. Through close collaboration with Topi, I’ve also learned a great deal about website development and the ins and outs of WordPress and WooCommerce.”
The challenge of addressing two target groups with one strong brand
The key challenge in Tiileri’s digital transformation was to serve two different target groups under one strong and unified brand: consumers and professionals. The goal was to create clear and functional customer journeys for both without fragmenting the brand or diluting the message.
From a business perspective, it’s also not feasible to sell all of Tiileri’s products directly online. However, comparing accessory products and various package solutions, such as fireplaces and installation packages, needs to be easy for customers.
On category pages, success is based on a strong brand and previous purchase decisions that guide choices among alternatives. Although the operating environment is more complex than before, it opens up new opportunities for growth and optimization.
The project also simplified previously very complex shop logic and addressed challenging delivery models, with heavy freight and third-party systems imposing special requirements.
Objectives of the project
- Emphasizing sustainability and Finnish origin
- Growing self-service e-commerce alongside reseller channels
- Making it easier for clients to compare fireplace and installation options and their combinations before making a purchase decision
- Building a flexible website and shop where digital marketing and continuous development go hand in hand
- Lowering the threshold for contact
“Perhaps the best part of our collaboration has been how Topi has been able to challenge our somewhat rigid way of thinking and opened our eyes to how customers unfamiliar with our products see things. The project was a major undertaking for us, and we worked on it alongside our other responsibilities. In the end, however, the results speak for themselves, and we’ve already received positive feedback from several customers.”
The solution: a website and a WooCommerce shop supporting sales
Sofokus developed a modern and visually strong website and WooCommerce e-commerce platform for Tiileri, functioning as one integrated whole.
The solution combines:
- A clear brand experience for both target groups
- Guided paths that support timely contact
- An extensive product catalog clearly visible
- The opportunity to grow e-commerce
- A website that enables systematic development of search engine visibility
Shall we tackle the challenges of your online sales next?
