Case study | Maplin

How Greenlight reinvigorated Maplin Electronics’ online presence with a new eCommerce site.

The Client

Maplin Electronics is a well known British high-street retail chain that sells a large selection of electronic equipment and electrical hobbyist products in over 200 stores across the UK and Ireland. In 2013, the company embarked on a new digital strategy to align their commerce website and systems to provide an omni-channel experience. They did this by completely overhauling all the existing stores, widening the product range and establishing a clear online message to the customer that gave a single view of the brand and experience to the customer.

The Objectives

  • Double the range of products sold online from 15,000 to 30,000 SKUs (stock keeping unit).

  • Provide flexible omni-channel touch-points including desktop website, mobile website, mobile apps, call centre.

  • Deliver a new eCommerce platform enabling stability for future growth in international markets.

  • Provide Maplin Electronic’s customers with a flexible set of store fulfillment options when checking out, including Reserve & Collect and Pay & Collect, as well as providing same-day delivery slots.

  • Integration to over 20 different merchandising and back-office systems to improve sales and site operations respectively.

  • Deliver to market within 6 months prior to the 2013 peak Christmas trading period

The Strategy

Greenlight conducted an in-depth consulting and platform evaluation programme, including reviewing the existing technical landscape of Maplin Electronics. Workshops were conducted with the client, in order to ensure that we understood the business and could deliver a solution that met the best return on investment. Greenlight delivered a new solution on the hybris platform that included all relevant commerce features, channel touch-points and back-end integrations. A brand new front-end design was also created for both desktop and mobile specific channels. The site launched within 8 months, with integration to over 30 systems and 100+ APIs.

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Data Insights

Overall Results



More Results

  • Click and collect success

    £6.5m generated in sales

  • Company growth

    2014 yielded the best company results in 7 years

  • 100% increase in products available online

    SKUs increased from 15,000 to 30,000

What we did?

  • Ecommerce

    eCommerce consultancy and platform selection.

  • UX and design

    Creative direction and UX for desktop and mobile.

  • Project delivery

    Technical delivery, systems integration, project management and Live support.

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