Creating a DTC Offering for a ‘Weekend DIY Warrior’

Establishing a powerful online presence was essential for trueCABLE’s success in the competitive, old-school industry of low-voltage supplies. With many of its competitors still relying on the traditional brick-and-mortar shopping experience, trueCABLE saw an opportunity to gain a competitive advantage in the market and better connect with its target audience.

Naturally, the business started selling products on Amazon and launched its online store using Shopify Plus. After some time, it became evident that trueCABLE’s direct-to-consumer (DTC) eCommerce website wasn’t providing enough value to its customers. Sales, conversions, and general user engagement metrics were all underperforming.

When the trueCABLE team came to us in the summer of 2021, they presented a list of web design and development needs, which included: A mobile-friendly website; Streamlined user navigation; Increased site speed; Updated homepage and product collection pages; Advanced product search capabilities; A rewards and referral program for customers.

As an award-winning UX design agency with over a decade of experience building and optimising eCommerce sites, Codal was a perfect fit for the job. Our team had the technical wisdom, skills, and bandwidth to not only deliver on trueCABLE’s initial list of requirements but also provide a multitude of other UX improvements.

Codal ran a 2 week discovery, understanding the architecture and theme-based approach to the workflows, adjusted business logic, and selected new third party-vendors. In a short accelerated release program, the ability to get this right, and replicate between the two sites was critical. 

This project is a great example of speed to market and digitization of a legacy homewares brand. Since launch, the brand has seen growth of sessions and revenue, as well as a conversion rate running 40% above Shopify industry average, and 270% increase in conversion rate from the original build.

With its fulfilment capabilities now aligned with the versatile Shopify Plus platform, Thermos is poised to deliver superior customer experiences and offer its much-loved products to a new generation of consumers. Codal continues to work with Thermos on enhancing its eCommerce presence via cutting-edge digital solutions. We couldn’t be more proud of what we’ve accomplished so far with Thermos and are looking forward to seeing what the future holds for this historic brand.