Ecommerce design for K-Rauta

Client and Task

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K-Rauta is a Finnish chain of stores specializing on goods for construction, repair and on selling houses and cottages.

The market of building materials is highly competitive. If the store wants to stand out, it needs to be modern and convenient for the customers; maintain a dialogue with its clients both offline and on the website. Our task was to design a new online store that would become a part of company’s communication with customers both in real world and online.

Process

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We studied the market: competitors and their positioning. It is common practice for all the companies to provide good choice of construction and finishing materials, building tools, household and garden goods. Convenient location, prices, interior design ideas – those are also among competitive advantages of other companies.

K-Rauta offers its customers spacious stores, convenient navigation and no queues. As a part of strategy to stand out from competitors, we set some new goals:

  • Create an omnichannel system for the customer: one can add all the necessary items to the cart on the website, modify the list later on the mobile, pay at the checkout or online, receive the goods at home or pick up immediately.
  • Focus on additional services: designer or a technical consultant help.
  • Show some real interiors in stores.
  • Arrange K-Rauta goods into collections on the website — this will help to choose the goods of the same style.

The next step was to identify and describe the categories of online customers. We found several scenarios of their communication with the offline and online store — from looking for an inspirational idea to the final step of returning excess goods after completing the repair-project.

We examined every customer's step: search → convenient purchase → active process of repair → finish.

We defined K-Rauta role in this process— an assistant and consultant who does everything to simplify the process. We introduced ready-made collections from the K-Rauta catalog: the customer chooses the solution on the website and, if necessary, modifies it free of charge with the designer in the offline store.

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