Project Dominic Smith Electrical by Matrix Internet

The Brief

Dominic Smith Electrical is one of Ireland’s most reliable independent retailers for appliances and systems, with four outlets in Gorey, Dundrum, Cavan and Navan.

Since launching in 2006, the company has been nominated multiple times in the Retail Excellence Awards, and they’ve built up a reputation for premium customer service through their expert team and their dedicated showrooms.

They needed a new website that showcased their vast product range, while offering a world-class eCommerce experience. Matrix responded with a powerful, modern new platform that delivers a highly engaging and rewarding online customer experience, which replicates and builds upon their reputation for customer service and after-sales expertise.

The new site targets both homeowners and property developers all over the island of Ireland. We made sure Dominic Smith Electrical stands out against bigger competitors, with a UX/UI that strengthens their online brand positioning and focuses marketing on the most effective digital channels.

The new eCommerce system is enhanced with powerful third-party integrations and secure EPOS integration, intuitive product filters, a streamlined sales process and a showroom booking system.

The site also has multiple payment gateways such as Stripe, Paypal and HUMM, and customer convenience is enhanced further through .com and .ie redirects for customers in ROI and NI.

Matrix has helped Dominic Smith Electrical plug in the gaps by delivering a new site that has real staying power.

Website

See the project

Key features

01
iSite / Loadbee — loads product data from third-party sources so Dominic Smith doesn’t have to update;
02
Users can book an appointment in their chosen store through Calendly, which can also facilitate setting up virtual meetings;
03
New coupon and discount codes offering;
04
Flixmedia Dyson Comparison Calculator — user can view and compare related products;
05
Mailchimp email marketing newsletter signup.

Goals

To replicate Dominic Smith Electric’s premium customer service with a new bespoke eCommerce platform.

Create a more inviting, inclusive shopping and browsing experience for customers all over the island of Ireland;
Move from outdated OpenCart CMS to new bespoke WordPress platform;
Increased functionality through carefully selected plugins.

Process

UX design thinking defines a new user-led website build.

UX discovery workshops to define eCommerce functionality, user journeys and personas;
Bespoke custom design with full UX/UI process, from sitemaps to wireframes and final templates;
Development phase, including migration of products from OpenCart CMS platform to WordPress;
QA process and training before launching live site.

Results

New website has had an incredible effect on eCommerce revenue and conversions since launch.

450% increase in website revenue in 2022 compared with 2021 — and a 6,300% increase in online revenue since 2019;
65% increase in eCommerce conversion rate (compared with the same period in 2021); 12,500% increase on 2019 figures;
Number of users increased by 86% on 2021 figures;
57% drop in bounce rate on 2021 figures.