Child holding a handful of colorful Crayola crayons over a multicolored shirt with pink sleeves.

Child holding assorted Crayola crayons in both hands against a colorful 'Wake Up' shirt background.

Building flexibility and customisation for commercial success

Catering for B2B and B2C

Co-founded in 1974, Baker Ross is a family owned and run business whose innovative ideas have led it to become one of the leading suppliers of arts & crafts to schools, playgroups and organisations in the UK, currently offering over 3,000 products in their catalogues.

74.18% Increased Transactions

Stack of five sheets of paper in pastel colors: green, pink, blue, yellow, and purple, fanned out on a light background.

Small red, green, and white round sprinkles scattered on a white surface spilling from a clear jar.

+22.43%
Increased Conversions

Close-up of various colored pencils and sharpened tips arranged horizontally on a white surface.

+50.57%
Increased Revenue

Assorted colorful faceted gemstones in various shapes including hearts, ovals, rectangles, and teardrops on a light blue background.

Three smartphones displaying product pages from Baker Ross website: coloured paper plates, rainbow colours porcelain paint pens, and rainbow colours tissue paper pack.

PROBLEM

Future proofing for flexibility

A new platform with scope and flexibility to fully customise and cater for the very specific needs of Baker Ross’ B2B and B2C customers. A requirement to cater for 12 international stores, feature a custom checkout that integrated with Shipping GFS, integrated WordPress blog, and more.

The new site’s primary objective was to increase new users, conversion rate and ultimately site transactions as a result of the improved user experience and functionality.

APPROACH

Collaboration and operational excellence

Collaborative workshop planning and detailed reviews of all angles of the business to help us plan for the future. Looking at both B2B and B2C customer needs, retail stores, levels of customisation needs and how to make the end-to-end user experience as smooth as possible with all integrations and upgrades thought about. Creating operational excellence for internal teams to easily manage and coordinate activities.

Mobile screen showing Baker Ross Creative Station webpage with craft ideas for kids, teachers, and adults including paper plate flower activity and chick chick theme.

Mobile screen showing Baker Ross paint products including multi-purpose glitter paint pots, pastel powder paint pots, pearlised jumbo paint markers, and acrylic paint classpack with prices and discounts.

Mobile screen displaying Baker Ross website craft kits page featuring colorful caterpillar rainbow love heart bookmark kits and love heart pipe cleaner foam flower kits.

Two smartphones displaying Baker Ross creative activity pages, one showing Easter bird iced cookie recipe and the other a gift finder shopping guide by age.

SOLUTION

Creating a unique tailored shopping experience

Full migration to Adobe Commerce utilising and integrating all its abilities. We revised and streamlined shipping functionality with Shipping GFS and improved Layered Navigation for Magento 2 (from Amasty) to create a more unique and tailored customer shopping experience.

We improved and made more relevant search with Klevu, created a subscription model and better category pages. We added translation applications to cater for the multiple regions, increased personalisation, promotional codes, optimised checkout and customer reviews.

RESULTS