A bespoke, high-conversion marketing website and custom content management system built to showcase premium retail merchandising services for a leading UK agency.
What we did
- Full website redesign and brand-aligned UI/UX development
- Custom ExpressionEngine CMS integration
- Strategic information architecture and content planning
- Responsive front-end engineering for mobile and desktop
- Performance optimisation for rapid page loading
- Technical SEO and metadata implementation
About the project
Gem Merchandising is a cornerstone of the UK retail support sector, providing expert field marketing and in-store merchandising services for some of the world’s most recognisable brands. Following the successful delivery of their technical reporting platform, Bee Vizible, Gem Merchandising turned to Tinderhouse to revitalise their primary digital storefront. The objective was to create a marketing website that accurately reflected their market-leading status and the technological sophistication they bring to the retail environment.
The project required a blend of creative design and robust technical execution. While the core of Gem’s business is physical, stocking shelves and setting up point-of-sale displays, their digital presence needed to demonstrate the data-driven precision behind their operations. We focused on a comprehensive web development strategy that would allow Gem to communicate their unique value proposition to procurement managers and brand stakeholders across the globe.
To ensure the new site delivered value quickly, we followed a minimum viable product strategy, prioritising the high-impact service pages and lead-generation forms. This allowed Gem to refresh their brand identity in the digital space while we continued to build out deeper case study archives and interactive elements. By treating the project as a scalable digital asset, we ensured that the marketing site could evolve alongside their service offerings. This foundational approach to app development principles—even within a web project—ensures the final product is as fast and reliable as a native piece of software.
The Challenge
Despite their prestigious client list and operational excellence, Gem Merchandising’s previous website did not do justice to their brand. They faced several specific challenges that hindered their online growth:
- Outdated Brand Perception: The old site failed to showcase the high-tech, data-driven nature of their modern merchandising services.
- Complex Navigation: Prospective clients found it difficult to navigate the range of services, leading to higher bounce rates and missed lead opportunities.
- Content Friction: The team lacked a user-friendly way to update their portfolio or share industry insights, making the site feel static and out of touch with market trends.
- Poor Mobile Performance: With a significant portion of B2B users researching vendors on tablets and smartphones, the lack of a truly fluid responsive layout was a major drawback.
- SEO Limitations: The site was not structurally optimised to compete for high-value retail merchandising keywords in the UK market.
- Fragmented User Journey: There was a disconnect between the marketing site and the sophisticated Bee Vizible reporting tool we had previously built for them.
Our Solution
Brand-Led UX and Visual Design
We began by stripping back the user journey to focus on what matters most to retail brand managers: expertise, reliability, and technology. Our design team created a sleek, professional aesthetic that used high-quality imagery of Gem’s teams in action. We implemented a clean, logical navigation structure that separates core services like tactical merchandising and field marketing into distinct, easily digestible sections. This focus on business app development standards ensures that users find the information they need with minimal friction.
Bespoke ExpressionEngine CMS
To provide the Gem team with total autonomy over their content, we used ExpressionEngine. As specialist Expression engine developers, we built a tailored administrative interface that allows staff to create new service pages, upload team member profiles, and publish case studies without touching any code. This structured data approach ensures that every new page automatically adheres to the site’s design guidelines and SEO requirements, maintaining brand consistency across the entire platform.
High-Performance Responsive Architecture
We engineered the front end using modern HTML5 and CSS standards to ensure the site looks and performs flawlessly on every device. Recognising that modern business owners are often on the move, we prioritised mobile speed. This involved optimising image delivery and minifying code to achieve rapid load times even on mobile data. Our approach to mobile app development performance was applied here to ensure that the transition between the marketing site and the Bee Vizible portal was smooth and professional.
Technical SEO and Conversion Optimisation
A website is only as effective as its ability to attract and convert leads. We integrated a comprehensive technical SEO framework into the build, ensuring that every page is structured for search engine crawlers. We also strategically placed calls-to-action (CTAs) throughout the site, encouraging prospective clients to request a quote or view a demo of their reporting tools. By aligning the digital marketing strategy with the technical build, we helped Gem Merchandising turn their website into a proactive lead-generation tool.
The Results
The relaunch of the Gem Merchandising website in 2018 marked a significant turning point in the company’s digital strategy.
Elevated Brand Authority: The new design has been widely praised by clients for its professional feel and technical clarity.
Increased Lead Generation: The streamlined enquiry forms and clearer service descriptions led to a 25% increase in online enquiries within the first year.
Improved Operational Efficiency: The internal marketing team can now update the site in minutes, keeping the business's online presence fresh and relevant.
Enhanced Mobile Visibility: Mobile traffic engagement increased significantly, with a marked reduction in bounce rates on tablet and smartphone devices.
Seamless Ecosystem Integration: The marketing site now acts as a perfect gateway to their proprietary reporting tools, creating a cohesive digital experience for Gem’s clients.
Technical Highlights
CMS Architecture: Custom ExpressionEngine build for secure, structured content management.
Frontend Logic: Responsive HTML5 and CSS3 using modern frameworks for cross-browser stability.
Backend: PHP and MySQL architecture designed for scalability and high-speed data retrieval.
Performance: Optimised asset loading pipelines to ensure rapid page delivery.
SEO: Integrated schema markup and semantic structure for improved retail sector rankings.
Hosting: Secure, high-availability server environment with automated backup protocols.
Ready to Refresh Your Digital Presence?
Whether you need a high-conversion marketing site or a complex MVP development strategy for your next digital tool, our Kent and London based developers are here to help. We specialise in creating bespoke web and mobile solutions that drive business growth.