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British Ceramic Tile invests in digital proposition

BCT new website

British Ceramic Tile has invested in its digital proposition with the upgrade of its website britishceramictile.com to better support retailers and consumers.

Aspirational and informative, the newly revamped website is content-rich offering weekly updates on interior trends and real home makeovers, while providing a range of where to buy options including a ‘find a retailer’ facility.

Easy to navigate, the new site enables users to discover the company’s product portfolio by need, filtering tile selection based on room, colour and style to support consumers in their search for their ideal tile.

A free, quick turnaround sample service has been introduced to fulfill consumer demand for samples they can try in their home, while a simple to use tile calculator is now live to determine tile quantities based on range and room sizes. A fully ecommerce site, consumers can now also buy direct from British Ceramic Tile.

The latest marketing initiative from the UK’s leading tile manufacturer, the new website underpins a wider brand building strategy which seeks to ensure tiles become a key part of the decision making process when making home updates.

In an industry characterised by a lack of consumer brands, British Ceramic Tile is determined to change the status quo and provide consumers with a credible, fashion-forward tile brand known and loved for its high quality British manufacturing heritage and style-led approach.

British Ceramic Tile’s global sales director, Neil Anderton, explains: “We live in a digital age where technology and best practice are constantly changing. Our new site has been developed in answer to feedback gathered through our recent market research, which confirmed that many consumers search for inspiration and tiles online, before making a purchase in store or buying online to complete the customer journey.

“It’s not our intention to replace our bricks and mortar retail sales, instead it’s meant to compliment and extend our offering within the retail environment. The new site is more about advice, guidance and inspiration, pointing consumers to retailers through the where to buy section.

“If the consumer can’t find the tiles they need locally, then they can order online. All pricing will remain at full recommended retail with a core product range online only, protecting the exclusivity agreements we have with our retail customers.”

Future developments of the website include a dedicated retailer portal where customers can login, view photography, order POS, and place orders, saving valuable time while streamlining the order process. 

Source: Insight DIY Team & British Ceramic Tile

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02 August 2017

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