Improving the performance and functionality of Rayware, a household-name brand, with Adobe Commerce support.
B2B Supplier Home & Garden
Adobe Commerce
Support
Integrations
Adobe Sensei Recommendations
Creation of US website
Google Pay and Apple Pay via Adyen
The Rayware Group is a leading B2B housewares supplier based in the UK. It manages several household-name brands, such as Mason Cash, Viners and Kilner.
Before partnering with Fluid Commerce, Rayware faced challenges with their previous agency. Communication had broken down, and Rayware was no longer receiving the necessary support to resolve technical issues or meet their growth objectives.
This lead Rayware to search for a more responsive and proactive partner who could stabilise their website operations and help the business grow.
Rayware’s primary goals were to address several unresolved technical issues and ensure the stability of their online platforms.
They wanted to improve the functionality and performance of their Adobe Commerce B2C websites. However, their top focus was their B2B website that sells to department stores, caterers, garden centres, gift shops and more.
Fluid Commerce began by sitting down with Rayware to fully understand their short and long-term business goals. We provided clear recommendations tailored to Rayware’s needs and started implementing solutions that aligned with their objectives.
Bug Fixes and Stabilisation
Fluid Commerce quickly addressed all unresolved technical issues within the first month. This included fixing bugs that had been causing site instability.
GA4 Integration
We implemented GA4 ecommerce tracking across Rayware’s five websites to provide accurate data for tracking sales performance.
Performance Optimisation
We optimised site speed by improving JavaScript bundling and fixing render-blocking scripts to stop page-load issues.
These changes significantly enhanced the user experience and improved Core Web Vitals scores
US Expansion
Fluid Commerce created a dedicated Rayware US website, serving as a brochure site to make their products available to the American market.
This is part of Rayware’s broader strategy to expand overseas trade.
Payment Integrations
We enabled Apple Pay and Google Pay via Adyen integration, improving the checkout process and driving conversion rates.
PayPal messaging was also added to product pages and shopping baskets, informing customers about instalment payment options.
Promotional Readiness
Our team ensured that all systems were ready in time for key promotional events such as Black Friday, helping to boost sales.
SEO Optimisation
To enhance organic visibility, we optimised canonical URLs to prevent duplicate content issues and improved the indexability of blog posts.
Customer Experience
We developed a solution to help trade customers manage out-of-stock items in their baskets. This improved the shopping experience by allowing users to quickly identify and remove unavailable products.
AOV Optimisation
By rolling out Adobe Sensei Recommendations, we provided more accurate product suggestions based on customer behaviour. This reduced the need for manual admin and improving the relevance of product recommendations.
Third Party Module Upgrades
All websites are now fully updated with the latest third-party module upgrades, ensuring security and feature enhancements.
Trade Customer Features
We have extended the custom pricing logic to allow Irish customers to have their own specific price lists. Next steps are to help on-account trade customers become more self-sufficient by providing them with access to invoices and settling these invoices within the Magento platform.
The collaboration with Fluid Commerce has significantly improved Rayware’s websites, especially for B2B customers. The customer portal is now faster, more efficient, and offers a better experience for trade customers.
Rayware now enjoys a close working relationship with their dedicated Fluid Commerce account manager, who deeply understands their business and provides ongoing ecommerce consultancy to drive growth.
This partnership is not only helping Rayware to stabilise their digital platforms but is also positioning them for future success in both the UK and international markets.
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