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Signet
The
Project
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As one of Australia’s leading packaging, safety and warehouse supplies businesses, Signet has grown from humble beginnings into a nationally recognised brand, now part of the Spicers group. They distribute global industrial brands such as 3M, Ranpak, tesa and Kimberly-Clark alongside their own Signet’s own range of manufactured stretch films, flexibles, paints, inks, labels and signage. Signet serves as a highly loyal B2B customer base that relies on fast, reliable supply and tailored product solutions.
Signet partnered with Overdose. to modernise both its B2B commerce foundation and its performance marketing ecosystem, transforming a legacy B2C/B2B experience into a data‑driven, fully integrated digital channel. Overdose. has partnered with the Signet team across web development and design, SEO, Google Ads and social media marketing, with our paid strategy focused on helping Signet connect with Australian businesses.
Signet continues to raise awareness of its extensive product range and community initiatives through a strong mix of digital activity, from Google Shopping and search ads that highlight its breadth of packaging and warehouse solutions, to YouTube and social campaigns that bring to life sponsorships and brand stories such as Team Signet (Olympics), Signet’s Runway Fashion Show and Signet on Air.
Integrations
Overdose. integrated Adobe Commerce with Microsoft Dynamics NAV to create a real-time, two way directional data flow between Signet’s online storefront and its operational systems. This integration synchronises product data, complex customer-specific pricing, account hierarchies, orders, fulfilment, shipping events and accounting information, ensuring that B2B buyers always see accurate availability, contract pricing and order status, while internal teams avoid double-handling and manual data entry across systems.
On the experience layer, the commerce stack is enhanced with Nosto for granular AI personalisation and cross-sell/upsell logic, Algolia for high-performance search that still returns the right results even when queries are misspelled, along with easy to use filters (for example by category, brand, size or application) and Dotdigital for automated lifecycle programs, including replenishment, onboarding and loyalty journeys tailored to trade customers.
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+ Solutions
Unifying Complex B2B Pricing & Large Catalogue Online
Signet’s B2B operation involved 40k+ SKUs, multiple B2B customer groups and complex contract and tiered pricing, historically managed through legacy systems and offline channels. Bringing this online without sacrificing accuracy, performance or internal control required deep Magento/Adobe Commerce knowledge and a robust approach to systems architecture and integration.
Overdose. designed and implemented an Adobe Commerce architecture tightly integrated with Microsoft Dynamics NAV, enabling real-time, customer-specific pricing and availability at scale. We leveraged NAV + Kingsway as the source of truth for accounts, pricing and fulfilment rules, while using Algolia and Nosto to keep the front-end experience fast and intuitive even as catalogue depth and B2B rules expanded. This allowed trade customers to see the right products, at the right price, with the right stock position, all in a single, self-service digital interface.
Modernising B2B Performance Marketing
Although Signet already had strong above‑the‑line creative and brand presence, its digital performance marketing was largely campaign‑based and not yet fully optimised for B2B growth. The opportunity was to develop a more sophisticated, full‑funnel strategy to consistently acquire and nurture high‑value B2B customers, including important segments such as female buyers.
Overdose. rebuilt Signet’s paid media strategy across Meta and Google, shifting from burst campaigns to a full‑funnel, always‑on framework tuned for B2B demand generation and retention. We reshaped the audience setup to rebalance segmentation and explicitly include high‑performing female buyer cohorts, aligned creative and messaging to core B2B personas, and linked media performance more closely to on‑site behaviour and lifecycle programs in Dotdigital. This approach has supported a more predictable pipeline of qualified B2B traffic and stronger commercial outcomes.
Turning Brand Campaigns into Measurable B2B Impact
Signet invests heavily in brand and sponsorship properties such as Team Signet (Olympics), the Runway Fashion Show and Signet on Air. The challenge was to move beyond awareness and ensure these initiatives contributed to tangible B2B outcomes, from account acquisition and product adoption to loyalty and repeat purchase.
Overdose. worked with Signet to embed digital performance frameworks around major brand campaigns, using paid media, landing experiences and CRM to capture interest and convert it into measurable commercial value. Campaigns were mapped to specific B2B objectives (e.g. new account sign-ups within particular industries, cross-sell into new product families or reactivation of dormant customers) and orchestrated through Meta, Google and Dotdigital with aligned creative, messaging and audience strategies. This ensured brand activations contributed directly to improved ROAS, AOV and repeat order rates.
Scaling Retention and Automation for Trade Customers
With a large, diverse B2B customer base placing regular replenishment orders, Signet needed to reduce reliance on sales and service teams for routine ordering, while maintaining strong relationships and spend across key accounts. Manual follow-ups and generic campaigns were not sufficient to keep pace with growth.
Overdose. designed and implemented retention, loyalty and subscription journeys using Dotdigital, powered by behaviour and purchase data from Adobe Commerce and Dynamics NAV. These flows cover onboarding, replenishment reminders, cross‑sell/upsell prompts, win‑back and loyalty value exchanges, all tuned to B2B buying cycles and basket structures. Combined with personalised on-site recommendations via Nosto and a UX optimised around fast re-ordering, this automation framework increased repeat purchase frequency and customer lifetime value while freeing internal teams to focus on higher-value strategic relationships.
UX/UI
Overdose. approached Signet’s UX/UI with a clear objective: make complex B2B purchasing feel as simple as consumer eCommerce, without losing the nuance of trade pricing, product depth and operational constraints. The Adobe Commerce experience was designed around fast, confident task completion for busy B2B buyers, from warehouse managers and procurement leads to owner-operators.
Key UX/UI principles included:
- Search and discovery first: With a catalogue of 40k+ SKUs, we used Algolia to power an autocomplete-led search experience, combined with relevant, B2B-focused filters (category, brand, application, spec, pack size), helping buyers quickly narrow from thousands of options to the right product set.
- B2B account-centric journeys: Account holders see contract pricing, relevant assortments and order history surfaced prominently within their account area. Journeys are optimised for reordering, list management and bulk basket building, minimising clicks from login to order confirmation.
- Personalised merchandising: Nosto drives dynamic recommendations, surfacing frequently bought together items, replenishment prompts and category‑adjacent products based on each customer’s behaviour and account profile, particularly valuable for broad, replenishment‑heavy ranges like packaging and safety supplies.
- Content and conversion alignment: Key brand and campaign moments (e.g. Team Signet, Runway Fashion Show) are woven into the on-site experience with clear CTAs and pathways to conversion, ensuring storytelling directly supports B2B objectives rather than distracting from them.
- Consistent, trade-friendly UI: The interface prioritises clarity, readability and utility, emphasising pack sizes, specifications, compliance indicators and stock messaging, so B2B buyers can make quick, low-risk decisions. Design patterns are consistent across B2C and B2B contexts, reducing cognitive load for users who operate in both modes.
Together, this UX/UI approach has reduced friction for repeat trade orders, made complex pricing and product structures feel intuitive and created a digital experience that reflects Signet’s position as a modern, service‑oriented B2B brand.
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CLIENT
LoVE
“The Overdose team were given the challenge of increasing our online revenue, brand presence and new customer acquisition. The unique relationship with the team at Overdose has played a key part in our success and we are consistently impressed by the level of depth and thought put into the strategies to ensure we are spending both our energy and budget in the most effective way.”
Prudence Krook
Digital Marketing Manager
- Signet
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