Selling paint online isn’t your average e-commerce experience. With more than 3000 colours of paints available in different sizes and over 2000 testpots, Resene’s online shopping experience needs to account for a multitude of buying options and configuration – and still feel easy for the user. We developed a B2C solution for the New Zealand market.
Simplifying product management and maintenance
The challenge Resene faced is that each finished paint comes from a base colour (e.g. white) and is then tinted. Although the bases are relatively stable, essentially any kind of colour can be created out of these. The price for the product is based on the base colour in combination with the pack size, rather than based on each individual ‘tint’. Setting up each pack size colour combination individually would result in around half a million(!) paint products or even more to manage. To mitigate this, we started with Magento and added extensive customisation to develop a flexible system which prices off the base colour - meaning there are just a few hundred paint products instead.
Calculating the right amount
When you buy paint in-store there is normally someone on hand to help out with the quantities you need. How to replicate this in an online shop? The Paint Calculator allows customers to estimate their quantity requirement based on the size of the room they’re painting.
It’s important that Resene provide their customers with everything they need to get the job done well - such as the right brush for their paint choice. The Essential Accessories module within the paint product displays Resene’s recommendations for extras, and allows the customer to add them to their cart there and then.
Getting the paint to the customer
Ordering paint from the comfort of your home should also mean receiving that paint in the comfort of your home. To achieve this and set up delivery by postcode we worked with New Zealand Post’s eShip integration . The system also offers a Click & Collect service. This is not only for the benefit of customers who enjoy popping down to their local Resene ColorShop or are not around to receive delivery, it is essential for some of Resene’s paint products that contain solvents. The system has to be smart enough that if a product containing solvent is added to the cart the order option is only to be collected from a physical Resene ColorShop. Customers can then select the Resene ColorShop closest to them and their preferred pickup date and time.
DIY Card benefits
Resene offers great benefits to their regular DIY card customers and these have been translated to Resene ColorShop online. Resene ColorShop online allows for customers to sign up for a DIY card and immediately receive the discounts and special promotions.
Ben and the team did a great job of really listening to what we were after – and then making suggestions on how deliver. Throughout the project Springtimesoft showed a ‘sixth sense’ for finding the sweet spot between ideal results, upfront costs and ongoing support cost.
Joe Robins — Resene Head of Applications Development