Tiles sold by the square metre, collected from the branch down the road

The unit of sale is the problem. Tiles are stocked in boxes, priced per square metre and planned per room. A customer who has to convert their kitchen floor into boxes themselves either over-orders, under-orders or leaves to ask in a branch. The same conversion has to hold on the product page, in the basket and in every feed sent to Google and Facebook.

The branch network is the second problem. Many customers want a free sample before they commit, then want to collect from the branch nearest to them on a day that suits. Samples, delivery dates, cut-off times and collection slots all had to be handled online. The platform also had years of agency history behind it, so every change had to land without breaking a live, trading store.

One established core, extended rather than replaced. Wired In Commerce kept the AspDotNetStorefront platform the company already trusted, then moved their own rules into a dedicated library and a scheduled-process service. Pricing, samples, branches, search and feeds are all data the catalogue owns, so the calculator, the basket, the checkout and the shopping feeds never disagree.

Technical highlights

• Square metres, not boxes — price is calculated per m² and per price level, including customer-level trade pricing. A tile calculator turns room dimensions into the boxes to order, and the same m² price goes into the Google and Facebook feeds.

• Free samples as a proper order flow — samples have their own basket handler and checkout. A scheduled job exports sample orders to Excel and PDF and sends them by SFTP and email. Blocked addresses are filtered out, and GA4 and Pinterest record sample orders as conversions.

• Branch collection and delivery dates — customers pick a branch for click & collect, Saturdays included, or choose a delivery date that respects shipping cut-off times. Opening times and facilities are managed in admin and shown in a Google Maps store finder.

• Search that finds tiles fast — Lucene.NET powers search with facets, sorting and suggestions, rebuilt by a separate index service. Merchandisers maintain search filters and search-term mappings in admin, so a customer's word for a product finds it.

• Feeds and marketing on a schedule — a scheduled process builds the Google Shopping and Facebook catalogue feeds, with GTINs and m² prices. Abandoned-basket emails and Mailchimp customer journeys, with double opt-in, run automatically.

• Content that ranks and converts — how-to guides carry schema.org HowTo markup and FAQs are edited in admin. Product badges, mega-menu, image galleries, careers pages, Trustpilot reviews and Sirv-hosted WebP images are all run by the companies team.

Before

• Customers worked out boxes from square metres themselves

• Sample orders gathered and passed on by hand

• Collection and delivery arranged by phone or in branch

• Shopping feeds, abandoned baskets and newsletters handled manually

After

• The calculator and m² pricing show what to order and what it costs

• Sample orders exported and sent to fulfilment on a schedule

• Customers choose a branch, collection day or delivery date at checkout

• Feeds, abandoned-basket emails and Mailchimp journeys run automatically