Transforming a print catalogue-first commerce brand for a digital world

eCommerce websites
Content marketing
Data & analytics

Client overview

IMS Euro has been a trusted supplier of non-pharmaceutical healthcare products for over 30 years, serving both the medical community and veterinary sectors. With a diverse inventory that ranges from personal protective equipment to diagnostic devices, this family-owned business has established itself as a leading choice for clinicians and surgeons who value quality products at competitive prices.

The challenge

Historically, IMS Euro had relied heavily on print catalogues for order placements. However, the pandemic accelerated the demand for a digital transformation. Their legacy eCommerce site was nearing end of life, compelling IMS Euro to upgrade.

This transition was critical not only for syncing new technologies, including a new resource planning software, but also for addressing significant pain points such as poor mobile functionality, limited reporting capabilities, and the absence of shopping widgets.

The approach

Recognising the importance of their long-standing reputation in the healthcare sector, we focused on preserving the brand's heritage throughout the transformation. Our approach was comprehensive, ensuring that we not only revamped the user experience but also empowered the internal team to sustain this growth in the future. Here are the key elements of our approach:

  • Rebranding and design

    We modernised the IMS Euro storefront while preserving the brand’s heritage. Our designers implemented a subtle redesign of the colour palette, enhancing user experience and aiding conversion rates.

  • Streamlining the information architecture

    Our marketing team audited the existing site structure, significantly reducing the navigation complexity. We improved user navigation across healthcare and veterinary product listings by merging or archiving low-performing pages.

  • Empowering the internal team with content training & templates

    We tailored training sessions for IMS personnel to help them transcribe complex product descriptions into engaging, web-friendly content. Supplemented by easy-to-follow templates, this initiative equipped the IMS team to produce consistent and optimised product text efficiently.

  • Utilising an accelerator theme

    Collaborating closely with IMS’s digital marketing team, we employed an accelerator theme for their new eCommerce website. This approach provided a quick, budget-friendly route for creating a responsive, user-centred site.

  • Integrating resource planning software to streamline workflows

    We connected the new site with IMS’s Enterprise Resource Planning (ERP) system, enabling live stock visibility and order tracking for improved customer relationship management.

  • Implementing website analytics tracking

    We installed comprehensive data analytics within the site, giving IMS the ability to track customer behaviour meticulously and tailor their approach based on valuable insights, enhancing their decision-making processes.

The results

The newly designed platform enhances user experience and equips the IMS Euro team with the tools they need to thrive in a competitive marketplace.
Key outcomes from the project include:
  • The modernised user interface and streamlined navigation have made it easier for customers to find and order products, significantly boosting sales conversions.
    9.9%
    increase in conversion rate
  • With improved site functionality and a more engaging shopping experience, customers place more orders, contributing to a healthy uptick in transaction volume.
    8.62%
    increase in transactions
  • Our focus on user experience and mobile optimisation has led to a notable reduction in bounce rates, indicating that visitors are more engaged and willing to explore the site further.
    34.6%
    decrease in bounce rate
  • The implementation of best practices for website performance has resulted in faster page load times, enhancing overall user satisfaction and retention.
    48.6%
    decrease in page download time
IMS Euro

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