The client
Stokers Furniture has been a trusted name for furniture in the UK for over a century, evolving from a small family-run business founded in Ormskirk in 1895.
Stokers transform living spaces while prioritising customer satisfaction through expert advice and personalised service.
The challenge
The long-established furniture retailer faced an outdated web infrastructure. Their existing websites, spanning eight brands, were built on a legacy version of Umbraco CMS that was approaching end-of-life.
Stokers needed a complete platform upgrade to improve user experience, search engine optimisation (SEO), and accessibility.
As its digital presence grows, Stokers aim to attract younger customers while maintaining strong connections with senior clients. Its objectives included increasing engagement, streamlining internal processes and enhancing e-commerce capabilities.
The insight
At GrowCreate, we believe modernising digital platforms goes beyond technology—empowering businesses to scale confidently. We approached Stokers' challenge with this philosophy: deliver seamless performance today while building future-ready foundations for tomorrow.
The solution
GrowCreate collaborated with Stokers to deliver a future-proof solution. We migrated their platform to the latest GrowCreate-approved version of Umbraco, transitioned from .NET Framework to .NET Core, and overhauled their infrastructure with Azure resources. The new setup included SQL Server on Azure, multiple storage accounts, and Azure App Services with auto-scaling capabilities for peak periods like Boxing Day sales.
Key aspects of the solution included:
- Tactical website design improvements: GrowCreate collaborated with Stokers' digital team and web designer to create a refreshed website that balanced accessibility for senior users with an updated look to attract younger audiences.
- Multi-site architecture: A unified CMS instance supported global and site-specific content, enabling consistency.
- Improved SEO and Structured Data: The Umbraco upgrade ensured structured data on all pages and introduced features to support targeted social media campaigns.
- Enhanced E-commerce features: A multi-step product configurator allowed users to customise every aspect of their products, from cushions to finishes, facilitating the ongoing roll-out of real-time rendering.
- Custom Integrations: Key integrations included:
- Google APIs for URL indexing.
- Azure Blob Storage for image caching.
- Multiple finance providers for interest-free credit.
- Dynamic content APIs for optimised social sharing.
- Algolia for scalable and responsive search capabilities.
GrowCreate completed the Umbraco upgrade in under nine months, with deployment scheduled before the crucial Boxing Day sales. The redesign process involved extensive collaboration with Stokers' team. We implemented automated testing frameworks like Microsoft Playwright throughout development to ensure quality.
Solution benefits
GrowCreate's solution provided Stokers Furniture with a modern, scalable platform that enhanced customer engagement, streamlined internal processes, and drove significant business growth.
- Future-proof technology: Migration to Umbraco 10 and Azure infrastructure ensures scalability, stability, and compatibility with modern technologies.
- Improved User Experience: The redesigned Stokers' website balances accessibility for senior users with a modern look that appeals to younger audiences.
- Enhanced E-commerce capabilities: The multi-step product configurator and real-time rendering simplify customisation, improving customer satisfaction and engagement.
- SEO and marketing optimisation: Structured data, dynamic content APIs, and improved SEO ensure better search rankings and more effective social media campaigns.
- Seamless operations: Integration with Google APIs, Azure Blob Storage, and finance providers streamlines workflows and improves functionality.
- Performance and Reliability: The Azure-based infrastructure and auto-scaling ensure smooth operation during peak traffic.
- Increased sales and engagement: The upgraded website achieved over 200% sales growth during a critical December weekend, with reduced bounce rates and higher engagement.
- Inclusive accessibility: Tailored features ensure the website serves a diverse audience, including senior customers.
The future
Stokers Furniture will continue evolving its digital presence and customer experience. The company plans to optimise performance through internal API improvements and expand payment options with Apple Pay and other modern methods.
Platform reliability and efficiency remain priorities with the ongoing development of automated testing frameworks. The e-commerce experience will see continued innovation to streamline the customer journey and boost conversion rates.
Through regular sprint-based development cycles with GrowCreate, Stokers maintains an agile approach to new challenges and optimisations. This ongoing collaboration ensures the company stays ahead of industry trends while maintaining its competitive edge. This forward-thinking strategy reinforces Stokers' commitment to delivering exceptional experiences to its diverse customer base, setting the stage for continued growth in the digital retail space.
Services and technology
Strategy and Research
User research
Market and Competitor Analysis
Business analysis
Engineering
Umbraco CMS
Custom web development
Custom software solutions
API and systems integration
DevOps engineering
QA and testing
Design
UX strategy
Journey mapping
Wireframing
Azure Cloud Services
Architecture
Cost Optimisation
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