As a leading fabrics manufacturer in the US specializing in high-end luxury fabrics, Ultrafabrics attracts numerous visitors to their online website daily. As a B2B manufacturer, their website is essential in distinguishing them from low-end fabric providers while functioning as a top-of-the-funnel business development tool. It supports their ability to identify new prospects and build trust through a robust ordering mechanism that allows future customers to sample their wide range of premium fabrics before making large purchase orders.
However, one of biggest challenges was how to showcase their extensive fabric collection and helping end-users, partners and distributors to visualize the fabric in different conditions. Their old website, built on Drupal CMS, was posing challenges, such as slow page speed, subpar UI-UX elements, stability, and infrastructure issues. Additional concerns included insufficient server space to accommodate heavy traffic, a lack of a straightforward way for customers to get product samples, and a digital experience that did not accurately represent their luxurious products.
Over the years, Ultrafabrics relied on multiple legacy systems, a content management system, and an intranet for order taking whenever an order was placed online. This was because both the intranet and internet were integrated for the website's operations. Consequently, one of the primary goals was to eliminate this dependency to ensure better efficiency by setting up a unified system that attracts new prospects, boosts engagement, and highlights their position as a luxury fabric provider.
The site urgently required significant adjustments on both their front and back end to better reflect their high-end fabric offerings. Additionally, there was a crucial need for a robust CMS that would cater to their content needs and deliver the right message at the right time to their customers, emphasizing their luxurious products.
Ultrafabrics engaged with Icreon to help them migrate their website from the outdated Drupal platform to Sitecore, aiming to improve user experience, increase conversion rates, and better showcase their luxurious fabrics used across the luxury goods industry in products like cars, aircraft, furniture, handbags, shoes, watches, jewelry, and other goods.
"Icreon has been instrumental in our digital transformation; their team has assisted us to move away from paper-based paraphernalia and onto an online digital experience. - Frank Cinque, Director of Technology, Ultrafabrics"