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Client case study
RIC Supplies
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Project overview
A brand new eCommerce brand built from the ground up
RIC Supplies is a brand new business entering the market without an existing online presence. With no website, no branding, and a large product catalogue to organise, they needed a partner who could take them from zero to a fully functioning eCommerce store, ready to compete from day one.
Marketing Labs partnered with RIC Supplies to create everything from scratch: visual identity,including logo, colour scheme and fonts, plus a complete eCommerce website built on WordPress, with WooCommerce. Every element was designed in Figma before development, ensuring the look, feel, and user journey were refined before a single line of code was written.
Beyond the build itself, we streamlined all product data ready for launch, established a strong SEO foundation through smart categorisation and product optimisation, and introduced features tailored to RIC Supplies’ audience, including trade account functionality with a unique points-based loyalty system, lead time visibility, and flexible VAT pricing. The result is a polished, conversion-focused online store designed to grow with the business.
The challenge
RIC Supplies came to Marketing Labs as a brand new venture with no existing digital presence. Unlike a redesign or migration project, this was a ground-up build, which brought its own set of challenges:
No existing brand identity: RIC Supplies had no logo, visual identity, or design language. Everything needed to be created from scratch to establish credibility and stand out in a competitive market.
Large product catalogue requiring structure: With a wide range of products to launch with, all data needed to be streamlined, categorised, and formatted consistently before going live, ensuring customers could find what they needed quickly.
SEO foundations needed from day one: Launching a new site without organic visibility is a significant hurdle. The site needed proper SEO structure, optimised product pages, and logical categorisation baked in from the start to give it the best chance of ranking.
Complex pricing and account requirements: The business needed to display both ex and inc VAT pricing, support trade accounts with unique login functionality, and incorporate a bespoke points-based system to encourage repeat purchasing and improve customer retention.
Lead time communication: Customers needed clear visibility on expected delivery timescales for products, requiring custom functionality that isn’t available out of the box.
Checkout and UX needed to be frictionless: As a new and unknown brand, there’s less room for error. The user experience had to be as smooth and straightforward as possible to build trust and convert first-time visitors into buyers.
RIC Supplies needed a complete digital foundation: a brand that looked professional, a site that performed, and functionality that supported both B2C and trade customers from launch.
The solution
Marketing Labs delivered a full brand creation, design, and eCommerce build, taking RIC Supplies from concept to a fully operational online store. Every element was purpose-built to support growth, usability, and long-term SEO performance.
Our solution included:
Complete brand identity and logo design
We developed the RIC Supplies brand from the ground up, including logo design, colour palette, typography, and visual language. This gave the business a professional, cohesive identity ready to compete in the market from day one.
Full Figma design process
The entire site was designed from scratch in Figma, including bespoke templates and card designs tailored to the product range. This allowed the RIC Supplies team to review and refine layouts, page structures, and key user journeys before development began, reducing risk and ensuring alignment.
WordPress + WooCommerce eCommerce build
We built the complete eCommerce store on WordPress and WooCommerce, providing a flexible, scalable platform that the team can manage independently. The setup supports a large and growing product catalogue without performance or usability trade-offs.
Product data streamlining and catalogue structure
All product data was cleaned, structured, and formatted consistently ahead of launch. We established clear categorisation and naming conventions that make the catalogue easy for customers to browse and easy for the RIC Supplies team to maintain.
Foundational SEO structure and optimisation
We built SEO into the site from the start: logical URL structures, optimised product titles and descriptions, proper category hierarchy, and metadata aligned with search behaviour. This gives RIC Supplies the strongest possible organic foundation for a new domain.
UX optimisation and simplified checkout
We focused heavily on making the buying journey as smooth as possible. Clear navigation, intuitive product filtering, and a streamlined checkout process reduce friction and make it simple for customers to find and purchase what they need.
Lead time functionality
Custom functionality was added to display expected lead times on products, giving customers clear delivery expectations and reducing pre-purchase uncertainty.
Ex and inc VAT pricing
The site displays both exclusive and inclusive VAT pricing, catering to both trade and retail customers without confusion or manual calculation.
Trade account functionality with points-based loyalty system
We built in dedicated trade account functionality, allowing registered trade customers to log in and access tailored pricing. Alongside this, a unique points-based system rewards repeat purchases, encouraging customer retention and long-term loyalty.
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