Bathrooms in a new outfit — this is how we created a “shop feel” online

A new way of shopping

Their goal was to innovate how we shop for bathroom goods online. We liked what we heard. They wanted to stand out in the industry by creating something that was far more modern and interactive. In short, the challenge was: Is it possible to empower online shoppers the feeling of being in a physical store?

If we were to do that, we would have to do a thorough preparation. It meant SEO and analytics of the industry, of course, but perhaps most importantly we had to figure out: What is actually the difference between an online store and a physical store? During a workshop with the customer, we worked our way through this and similar questions. What are the positives of tussling around in a store? What are online retailers failing to catch — and how can we do it?

When we contacted Increo we had a desire, a vision and a clear goal. We were met with openness and interest from the very beginning. Increo helped us bring our ideas to life, as well as contributing new, perhaps even better, ideas in collaboration with a skilled, engaged and creative team. It has been, and still is, a great reassurance to have a stable and good team in the back.

— Kamilla Eide, General Manager Eitra

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Hotspots and hot tubs

The overall grip was crystal clear: The visuals had to play a bigger role. When you enter Eitra's new web solution, you are greeted by gorgeous environmental photos of bathrooms. Here you don't have to know what you're looking for — it's just as nice to just take a look. The images inspire as much as the texts inform.

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Another supporting element was the customer's idea of a hotspots concept, inspired by Instagram. Do you see something you like in an environmental picture? A shiny washbasin, or a cool mirror? Then you can easily hover the pointer over the highlighter and you will get information about the product. Click in — and discover more.

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Full package

All this had to be smooth. Extremely agile. The animations should be and feels vivid and alluring. To bring the digital buying experience to life, we used React in the frontend. The CMS is headless and based on our own Wondercode. We have also been responsible for the entire visual profile — from logo to fonts and colour palette. Here we got great help from Eitra itself, which had a conscious relationship with its own brand. Nothing is better than close cooperation with skilled clients.

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All in all, it creates an online store that invites you in, and that conveys quality — no matter what kind of customer you are. And this is what we have worked on a lot: If you are one of those who just wants to look around, you should be able to quickly get from the inspiration pages and into the individual products. You should be able to switch quickly between rooms and products — yes, as if you were in an actual store.

And if you are one of those who knows exactly what you are looking for, we have created an intuitive and simple menu structure that will quickly take you to your destination.

It was advantageous to cooperate with all stages of development early in the process, to avoid big surprises, avoid forgetting important points and to be several wise heads together. We are very pleased with the result and look forward to Eitra being able to evolve in line with trends, customer needs and new innovative solutions we can create in partnership with Increo.

— Kamilla Eide, General Manager Eitra

The result is that when you enter Eitra's new web pages, you don't get into a directory — you enter a bathroom. And maybe it will soon be yours?

Explore the online shop eitrabad.no here.

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