Sector(s)
Churchill are a premium supplier of high-quality tableware for the hospitality industry. With a long-established history, trading and developing since 1795, Churchill now supplies the hospitality industry in over 70 countries worldwide. They combine historical origins with ever-evolving technological advancements, ensuring the company’s authority and longevity.
For Churchill's clients, leading chefs at the finest restaurants, the stakes are high. Selecting the right tableware is the difference between mediocrity and theatre for their signature dish. Achieving this online is challenging. Details of colours, textures, finish are hard to communicate on-screen. The challenge was to connect the chef with the product, and allow them a tactile experience before making a final commitment.
In order to provide chefs the best experience, Churchill needed to offer the ability to explore their extensive ranges, in a visually impressive way. Not only this they wanted to offer the ability for chefs to request samples so they can test Churchill product aesthetic in combination with their culinary masterpieces.
To complement the existing technical catalogue search we introduced a visually rich pathway to discover products via the "Inspirations" section. Featuring immersive video and high quality interactive photography, the chef now explores products thematically.
Thanks to the power and extensible nature of Drupal our developers were able to create page components which allow Churchill content creators to easily define the position of hotspots and associate a product to each. When a visitor rolls over the hotspot, a preview is auto populated with the relevant product data and helpful link to details.
Whilst visually impressive, this takes no time because Drupal does the hard work!
About the project
We implemented a responsive design to present a polished digital appearance across all devices, from a single URL. Developing the Drupal theme to have a content hierarchy, we designed the website to provide the same high-quality user experience on desktop, tablet and mobile screens.
Informed Information Architecture
We designed a logical information architecture, in order to present an extensive product range and a vast quantity of informative content, in a simple and manageable way. Intelligently grouped content make relevant features easy to find. This involved creating a navigation with primary and secondary elements, in order to immediately present the user with key topics, before filtering down into more specific subject areas. This navigation is accessible from the header of every site page, promoting an easy customer journey throughout.
Informative Product Listings
To provide comprehensive product listing pages, we developed a variety of different content options. Each product page can include images, PDF attachments, textual product details and dimensions, metadata, and a variety of calls to action.
Producing a consistent standard, the product listing pages were designed with a clean and clear aesthetic. The new pages provide all key information, regarding size, cost and material, for both the individual product and the standard delivery carton. Importantly, all dimensions are automatically generated in both metric and imperial measurements, in order to appeal to a global market.
Using flexible Drupal modules, and a simplified content management system, editors can customise content and then duplicate templates where relevant, to ensure consistency across the site. For example, site wide landing pages adhere to uniform guidelines, presenting a visually engaging overview of content.
Editors can customise content and then duplicate templates where relevant, to ensure consistency across the site
Smart Search
We also input an Apache Solr faceted search feature, in order for users to find specific products even quicker. From the rationalised search results page, products can be filtered by type, shape, size, capacity, colour, material, brand or range, in order to match the user with their ideal product, with minimum effort on their part. With a product range of over 2300 items, it was vital to provide multi-levelled filtering to simplify the user experience.
Removing barriers to entry
Users are able to add to their sample cart at any time, but they must register and login to complete their order. Once logged in, a user’s cart is saved and easily accessed across all channels and devices; this improves the user experience and prevents abandoned carts.
Ease of use and operational efficiency for staff
The login detail simplified the back-end process for Churchill employees, regarding the review of sample requests. Integrated with Churchill’s fulfilment system, the new site creates an data file each time a visitor completes an order. Beyond intelligent information gathering, an overall webmaster at Churchill can create accounts to delegate actions for staff, utilising different login levels. With only certain staff members tasked with managing sample orders, Churchill is able to streamline and secure their operations.
Integrated with Churchill’s fulfilment system, the new site creates an data file each time a visitor completes an order.
Brochure Branding
Aimed at global distributors who use the Churchill site to stock their warehouses, we designed a customisable brochure feature. Each product page includes an ‘Add to Brochure’ call-to-action, allowing distributors to select only the most relevant product ranges to appear in a personalised, downloadable PDF brochure.
Otherwise, pre-existing brochures for each range can be downloaded at just the click of a button.
Regional personalisation
Operating globally, in over 70 countries, Churchill needed the ability to personalise their offering dependent on region. An efficient filter solution restricts content, based on a user’s location. Listing pages can be customised and curated to present specific combinations; even the navigation can be altered accordingly.
Integrating the capability to create region-specific collections and to tag products as visible for only certain regions, Churchill now have complete control over who sees what and where
Integrating the capability to create region-specific collections and to tag products as visible for only certain regions, Churchill now have complete control over who sees what and where. This enables a streamlined fulfilment and delivery service across their global distributor network.
Branding
As a long-established brand, operational for over 200 years, the new website needed to update and modernise Churchill’s identity, whilst adhering to existing brand guidelines. In order to allow on-brand publishing quickly and easily, we used themes to ensure consistent branding.
An important part of the Churchill brand identity is their investor relations. As such, we created an area of the site dedicated to providing accessible information regarding the company personnel and performance.
Results
The resulting Churchill website is modern and innovative, as any e-commerce site without the purchase element. We delivered an up-to-date, customisable website, allowing Churchill to showcase their vast and growing product selection. The new site also integrates features designed to help Churchill offer a personalised service to users and clients.
The Churchill website is modern and innovative, as any e-commerce site without the purchase element.
Why Drupal was chosen
Churchill was operating on an outdated content management system that made management of their extensive catalogue (over 2,300 products) time-consuming and laborious. They needed to migrate to a modernised platform and to improve the user experience that their site offered. This involved designing a new navigation, improving search capabilities and rationalising product variations.
Ostensibly an e-commerce site, Churchill China required a customised site with the capacity to distribute samples. Drupal's powerful content management tools combined with Drupal Commerce is a winning formula to satisfy this common requirement, a solution not easily achieved seamlessly with other systems.
Technical Specifications
Drupal version:
Key modules/theme/distribution used:
