Realization

Elements Lighting B2B: an e-commerce site for professionals

Elements Lighting, lighting to enhance your home!

The Elements Lighting brand offers a range of products, from pendant lights and chandeliers to floor lamps and wall lights. Each collection is created with passion, know-how and technical expertise to enhance, decorate and give character to your interior! The company also heads up a second consumer-oriented brand, Message In The Bulb, with its iconic message bulbs.

Their mission? To bring joy and creativity to lighting for everyone: from private individuals to professionals.

Project skills

Design
UI/UX
Development
Project management

Customer

Creation date

2018

Sector of activity

Luminaires and lighting trade

Technologies used

BigCommerce

Vercel

The transition from a showcase site to a B2B e-commerce site

With strong growth, the Elements Lighting site created on Wix could no longer meet the company's needs, nor those of its customers, particularly professional resellers. A simple showcase, the site presented products from a PDF catalog that could be downloaded online. Contact was possible via a form, but the e-commerce component was missing, sorely lacking in the user experience.

More than just a redesign, the main challenge was to move from a showcase site to a B2B e-commerce site aimed at professionals. The objectives were as follows:

Create a web design specific to the Elements Lighting brand universe

Define a different tree structure for connected and non-connected pro customers

Set up configurable products so that pro customers can create their own combination of products, add them to the basket and pay directly online.

Improve catalog visibility for existing and future pro customers

Facilitate order taking for existing pro customers and account creation for future ones

A UX path tailored specifically to B2B needs

One of the special features of Elements Lighting's B2B e-commerce site was the need to build a fluid, efficient user path, tailored to the needs of the web user.

The following two types of profiles were to be addressed:

Le professionnel ayant déjà un compte : revendeur de la marque, ce dernier devait avoir accès aux catalogues produits, bénéficier des prix spécifiques à son groupe client, retrouver rapidement ses dernières commandes, commander et payer en ligne, contacter facilement le SAV…
The professional without an account As a future reseller, this customer needed to be able to find the product catalog and all product information, easily apply to become a reseller, easily contact the brand...

Mission accomplished! Thanks to tailor-made developments and the BigCommerce platform, our Smotly developers brought to life a dual-entry B2B e-commerce site.

From shadow to light

Discover the before-and-after evolution! An easier, improved and optimized shopping experience to meet Elements Lighting's ambitions.

An agile methodology for a successful project!

To successfully complete this project, our teams worked in close collaboration with the Elements Lighting teams, following an agile and flexible methodology.

01.

A needs definition workshop: briefing, presentation of the company, existing situation and definition of the technical and functional scope.

02.

Creative workshops Design workshops: from wireframe structure to the transition to color with the presentation of mock-ups

03.

Integration in line with validated models with insertion of content shared by Elements and back-and-forth during development to fine-tune course specificities

04.

An internal internal and external from the Monday ticketing tool for end-to-end quality control

05.

A pilot version of the site launched for a dozen professional customers selected by Elements Lighting

06.

On-line launch, opening the site to all business customers

The project +

Cross-fertilization with B2C e-commerce site MessageInTheBulb

The Elements Lighting website went online a few months after the MessageInTheBulb website. For this first site, we used the BigCommerce platform, the richest Open Saas on the market! These two-phase deployments were strategic: a connected professional customer had to be able to access MITB catalogs with specific prices, directly from the Elements Lighting site!

Using BigCommerce, we set up a specific architecture to retrieve stock and order flows, as well as the entire MITB catalog.

And like MessageInTheBulb, the success of the Elements Lighting site is based on the flexibility and adaptability enabled by BigCommerce. If you'd like to find out more, take a look at our Smotly blog!

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