Smartphone screen displaying Farrow & Ball paint color No. 96 Radicchio with options to select finish, quantity, and samples on a radicchio-colored background.

Smartphone screen showing Farrow & Ball website with paint color No. 96 Radicchio on a matching red background.

Transforming eCommerce with Personalisation

Elevating the Customer Journey Through Adobe Commerce & Personalisation

The Pixel partnered with Farrow & Ball to reinvent their eCommerce journey, using Adobe Commerce and Adobe Target to deliver a seamless, tailored, and inspiring shopping experience driven by data and customer behaviour.

Smartphone displaying Farrow & Ball website page for Adelaide 6302 wallpaper priced at £150, showing a patterned wallpaper design in beige and blue tones.

+40%
Time On Site

Open paint can viewed from above with light pink paint inside and a matching light pink background.

Top corner of an indoor room featuring ornate white crown molding and part of a guitar hanging on a light beige wall next to a dark red wall.

+71%
Add To Basket

Wall-mounted wooden shelf holding books and a spider plant, next to a standing lamp with a beige shade above a gray couch.

-11%
Bounce Rate

Smartphone screen showing a Farrow & Ball online store page with a 1-inch angled brush priced at £9.00.

Two smartphones displaying a website with living room and bedroom decor ideas, featuring photos of colorful rooms with dogs on sofas.

the challenge

A Rigid, Outdated Platform Holding Back an innovative brand

Farrow & Ball’s previous platform created barriers:

No personalisation or tailored content
Rigid templates requiring developer support
Slow rollout of new features and promotions
Limited creative control for brand storytelling
Personalised journeys for key segments like DIYers, aspirational shoppers, and trade professionals
Visitor targeting using profiles, browsing behavior, and social signals
B2B-specific experiences with custom pricing and checkout

They needed a scalable, flexible solution to personalise experiences and speed up delivery.

APPROACH

A Smart, Seamless Experience

Platform & Checkout Overhaul
Migrated to Adobe Commerce for better agility and UX, with an optimised checkout flow for both samples and full-size products.

AI & Personalisation
Used Adobe Target to deliver tailored imagery, dynamic product suggestions, and real-time room-based recommendations.

Engagement & Content
Integrated user-generated content from Instagram, smart paint suggestions, and personalised emails powered by Mapp.

Tools for Confidence
Built a standalone paint calculator to help users estimate quantities, supporting a smooth transition from inspiration to purchase.

Three smartphones displaying a paint selection and quantity interface for Farrow & Ball paints, showing options for Estate Emulsion, Modern Eggshell, Estate Eggshell with coverage, prices, and quantity selection.

Two smartphones displaying Farrow & Ball website pages featuring pink colour schemes and inspiration by colour and room ideas.

SOLUTION

A Dynamic & Data-Driven eCommerce Platform

By implementing the Adobe DX Suite, we enabled:

Personalised journeys for key segments like DIYers, aspirational shoppers, and trade professionals
Visitor targeting using profiles, browsing behaviour, and social signals
B2B-specific experiences with custom pricing and checkout