A bespoke, custom built e-commerce platform for a specialist cast iron radiator retailer

Cast Iron Radiator Centre is a specialist online retailer of traditional UK-made cast iron radiators, offering a huge range of authentic, foundry-cast designs at up to 40% less than the high street.

The Challenge

Selling cast iron radiators online is far from a standard e-commerce job. Every radiator can be configured in a huge variety of ways, including height, number of columns, sections, finish and paint colour, and each one needs the right valves, wall stays and accessories to go alongside it.

Cast Iron Radiator Centre came to us with a catalogue of beautiful, highly configurable products, but an online sales process that wasn’t doing them justice. They needed a site that could handle the full complexity of their range without overwhelming the customer, and a checkout that guided buyers to exactly the right setup for their home.

Solutions

We started by getting under the skin of how cast iron radiators are actually bought, mapping every decision a customer makes from first click through to checkout. This allowed us to design a custom product configurator that turns an intimidating list of options into a simple, guided journey — choose your radiator, size it to your space, pick your finish, and add the valves and accessories you need without ever leaving the flow.

Behind that sits a bespoke checkout built to handle multiple product variations and add-ons in a single, frictionless basket. Whether a customer is ordering one radiator or a home renovation company needs multiple per house, the process stays clear, accurate and easy to complete.

Just as importantly, we didn’t stop at design and development. Throughout the project we acted as a sounding board for the client, challenging and refining their existing sales process and suggesting practical ways to remove friction, lift average order value and convert more browsers into buyers.