1.1_DESKTOP (21)

DRAFT: Beacon Lighting : Customisable Products

Platform
Adobe Commerce
SERVICES
AI & Personalisation, Conversion Optimisation, Creative, Customer Insights, Customer Journey Mapping, Data Driven UX & UI, Mobile / Desktop, Platform Implementation, Strategy, Systems Architecture, Technology
Beacon Lighting, a leader in innovative and stylish lighting solutions, is renowned for delivering quality and design that resonates with customers across Australia. With an extensive range tailored to diverse tastes and needs, they’ve become a trusted destination for lighting excellence.

Overdose. Australia is proud to have a longstanding partnership with Beacon Lighting, built on collaboration and a shared focus on continuous improvement. During a recent Quarterly Business Review, we identified an opportunity to enhance the customer experience within their Mix n Match product ranges, where navigation and exploration posed challenges for shoppers.

In response, our team developed a data-driven solution prioritising simplicity and engagement. By refining the functionality and user experience across Product Listing Pages (PLPs), Product Detail Pages (PDPs)and navigation, we enabled Beacon to showcase their customisable ranges in a way that is both intuitive and inspiring. This project reflects our commitment to combining thoughtful design with strategic expertise to deliver seamless digital experiences that drive meaningful results.
96

Integrations

adobe logo
2_A_DESKTOP
EXTRA_DESKTOP

Challenges

CHALLENGE #001
Navigating and Purchasing Complex Bundled Items

For product ranges like Artisen, which required multiple components to complete a setup, customers found it difficult to visualise their desired configurations online. This often resulted in confusion about which pieces were needed and uncertainty about the final cost.

SOLUTION

Overdose. created an intuitive, interactive experience that allowed customers to build their complete lighting solution visually. With dynamic updates to selections and pricing displayed in real time, customers could confidently make informed decisions about their purchases. This approach eliminated confusion, clarified costs and enhanced the overall shopping experience.

CHALLENGE #002
Managing Responsive Imagery and Pricing for Complex Product Ranges

The extensive Mix n Match ranges demanded significant effort to manage, from producing and editing imagery to ensuring agile pricing structures could handle offers like BOGO deals, VIP discounts and trade pricing. This complexity risked inconsistencies and inefficiencies.

SOLUTION

Through a seamless PIM/EEE integration, Overdose. enabled Beacon to efficiently manage imagery and price feeds. This solution supported selling products both as standalone items and bundled with discounts, ensuring consistency across retail and trade channels. By delivering clear messaging around offers, we improved customer understanding, reduced operational overheads and drove conversion rates.

CHALLENGE #003
Configurable Inventory for Customised Bundles

Customers needed the flexibility to select and adjust quantities of individual components within a bundle, particularly for projects involving multiple rooms or customised fittings. Integrating this functionality with inventory tracking, click-and-collect options and delivery logistics added operational complexity.

SOLUTION

Overdose. implemented a scalable solution leveraging Adobe’s default bundle behaviour to streamline inventory and pricing calculations while maintaining compatibility with future platform updates. This approach seamlessly integrated delivery and click-and-collect options, ensuring an effortless customer experience even for the most complex purchasing scenarios. By reducing the need for customisation, we minimised costs and future-proofed the solution.

Jane Houghton
"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat."
Jane Houghton
Senior eCommerce Marketing Manager
Beacon Lighting

Results

Increased Product View Rate
+11%*
Increased Add To Cart
+22%*
1.2_DESKTOP A

UX & UI

To overcome the challenges customers faced when navigating and purchasing bundled items, we approached the problem with a blend of strategic thinking, user empathy, and data-driven design. Our process began with exploring several potential solutions, each assessed for its complexity and ability to meet customer needs. While options like pre-configured bundles or quick-add functionality offered simplicity, they lacked the real-time customisation and interactivity customers needed. On the other end of the spectrum, solutions such as 3D rendering promised immersive experiences but were overly complex for this project’s scope.

Key operational hurdles shaped our approach. Beacon’s EEE system lacked automated bundle management, relying instead on manual processes. Additionally, the need for fresh, high-quality imagery of bundled products posed a challenge, which Beacon overcame through a dedicated reshoot and content creation effort. Beyond functionality, merchandising these bundles alongside individual items required a thoughtful balance of lifestyle and product imagery across search results, product pages, and wishlists to guide and inspire customers effectively.

Armed with these insights, we designed a dynamic, intuitive solution tailored to both desktop and mobile experiences. At its heart was a live, interactive interface that allowed customers to visualise their selections in real time. Instead of manually piecing together components, customers could seamlessly configure their lighting solutions with instant updates to product visuals and pricing.

This streamlined and engaging experience didn’t just resolve customer pain points—it transformed the way Beacon’s customers explored, customised, and purchased their products. By aligning with customer needs and business goals, this solution increased engagement, simplified complex decisions, and ultimately drove higher satisfaction and conversion rates. It’s a testament to the value of combining user-centred design with innovative problem-solving to deliver meaningful business outcomes.

desktop-pdp