Restyling the company

Ovalworld, Wallpaper Central's holding company, came to Absolute looking for some advice on how to build their wallpaper brand. Ovalworld were well known for their warehousing and distribution services, but not their retail side. Our first project was the name generation of the retail arm, which we changed from Ovalworld to Wallpaper Central to focus on what they actually did. This was a better fit for the company and separated the distribution arm from the retail arm for a clearer consumer understanding.

Once the rebrand was completed, we set about developing a completely new e-commerce website to reflect the new brand. At the same time undertook a price comparison research study and discovered that they were actually underselling themselves in the market place and this was one of the reasons that they were losing sales. Consumers were cautious and confidence was low due to a poor brand message, which affected sales conversions. In the first month, the new improved website launched with a new pricing structure, sales increases over 700%, but more importantly profitability increased dramatically.

Since the launch of the first new website over 4 years ago, Absolute have continued to develop new features to increase customer retention and conversion as well as other assets to aid the sales process such as branded sample folders, monthly email mailshots, sponsorship, PPC, SEO and remarketing campaigns. In 2013 Absolute rebuilt the website with a Magento e-commerce content management system and integrated it with both Amazon and EBay for increased sales. The website continues to go from strength to strength after seeing a 700% increase in sales.