Retail
Malhotra Bag House.
A catalogue rebuilt for search and a partner acquisition funnel that opened wholesale expansion into two new regions.
- Scope
- Web + expansion
- Timeline
- 12 weeks
- Squad
- 4 people
- Year
- 2024
The brief, in their words and ours.
Malhotra Bag House sells 2,300 SKUs to both walk-in retail customers and wholesale buyers, through one website that served neither well. Retail shoppers could not filter by material; wholesale buyers had to email to ask about minimum order quantities. The expansion plan for two new regions had no acquisition channel attached to it at all.
The challenge
A large catalogue sat behind unstructured category pages, wholesale enquiries mixed in with retail support, and expansion plans had no acquisition channel behind them.
What we shipped
- Rebuilt catalogue architecture across category, material and use case
- Separate retail and wholesale journeys with dedicated funnels
- Tuned on-site search and merchandising system
- Partner acquisition funnel with regional paid support
How we worked
- 01
Restructure the catalogue
Category, material and use-case architecture was rebuilt around how buyers search rather than how the warehouse is organised.
- 02
Split the two audiences
Retail and wholesale journeys were separated, each with its own funnel, proof and enquiry handling.
- 03
Merchandise with search data
Collection pages and on-site search were tuned against real query and conversion data every fortnight.
- 04
Open the partner channel
A partner acquisition funnel with regional targeting supported the move into two new markets.
How the engagement actually ran.
Every phase ended with something shipped and something measured. Nothing waited for a big-bang launch.
Before and after
| Measure | At kickoff | After |
|---|---|---|
| Organic revenue | Baseline | +87% year on year |
| Wholesale enquiries | 22 / month | 53 / month |
| On-site search conversion | Baseline | +33% |
| Regions served | 3 | 5 |
Beyond launch
Merchandising is reviewed fortnightly against query data by the internal team. We manage the regional paid programme and advise on the next two markets.
Services on this engagement
- Web development
- Technical SEO
- Merchandising & search
- Paid campaigns
- Digital strategy
“The site finally works the way our buyers think. Wholesale went from a side inbox to a real channel.”
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