Signet
Signet's mix of B2C and B2B customers brought different pricing, permissions and checkout needs. The platform had to make those differences manageable without leaving buyers to navigate the complexity of the underlying catalogue.
The project
Signet supplies packaging, safety and warehouse products to Australian businesses and consumers. Its catalogue of more than 40,000 SKUs had to serve quick purchases as well as business accounts with several users, contracted prices and approval steps.
Overdose worked with Signet on Adobe Commerce, bringing an SEO-led category structure into the navigation and adapting accounts and checkout to those different buying patterns. Microsoft Dynamics NAV connected the commerce platform to business records, while search, personalisation and email services supported the wider digital experience.
Scope
- Application Design
- Conversion Optimisation
- Customer Journey Mapping
- Data Driven UX & UI
- Mobile / Desktop
- AI & Personalisation (Marketing)
- Automation & Segmentation
- Campaign Management
- Reporting & Attribution
- Strategy & Audits
- Keyword & Audience Research
- Audit and Review
Connected systems
Integrations
Adobe Commerce connected with Microsoft Dynamics NAV for information moving between the website and ERP. The published project also names Algolia for search, Nosto for personalisation and Dotdigital for email automation. The operational point was the relationship between account rules and the buying journey: the customer needed to see the right price and permissions, while orders and account information still had to reach the systems Signet used to run the business.
Platforms & integrations
The principal commerce and customer-experience services.
Integration
Platform
Adobe Commerce
B2B and consumer commerce
Microsoft Dynamics NAV
ERP data exchange
Algolia
Catalogue search
Nosto
Personalisation
Dotdigital
Email automation
Challenges & solutions
Swipe to explore all four
Experience
UX & UI
The interface needed to make a large catalogue navigable without exposing the complexity of Signet’s internal product and pricing rules. Category structure and search helped customers narrow a choice, while account screens made ordering rights and relevant prices visible to business buyers.
Checkout then separated quick guest purchases from account applications and credit approval. The same practical distinction carried through to mobile, where buyers still needed to find products and place orders without navigating a desktop-sized B2B workflow.
Client love.
“At Signet we're passionate about providing our B2B customers with the best online experiences. Partnership with Overdose gave us the best of both worlds.”
Suzie Young,
Head of Digital and Direct Marketing
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