Solutions
Company
Paradise Grills, the largest American manufacturer of outdoor kitchens, has long been a leader in offering a diverse range of grill islands, pergolas, and grilling accessories, alongside other outdoor leisure products. Traditionally, their sales were anchored in a robust network of over 40 showrooms. Both showroom staff and online customers benefited from a 3D configurator, enabling them to customize grill islands, bars, and accessories to meet their specific needs.
With a strong brand and an established market presence in the United States, Paradise Grills recognized the significant growth potential offered by e-commerce. According to Statista's forecasts, e-commerce revenues in the U.S. are expected to rise steadily from 2023 to 2027, reaching $490.4 billion by 2027. This made it the perfect time for the brand to capitalize on the e-commerce wave, especially as it was already in the process of refreshing its visual identity. The launch of a new e-commerce website was the natural next step.
Objectives:
The success of this project hinged on the ability to implement custom solutions tailored to Paradise Grills’ specific needs, particularly in managing the Paradise for Life (PFL) loyalty program and ensuring efficient customer communication. A key focus was the logic behind the PFL program, including dynamic pricing based on program tiers.
The collaboration between the AR-range and Paradise Grills teams began with the development of new layouts, visualizations, and imagery. Later stages of the project focused on refining the user experience (UX) and user interface (UI) to ensure optimal usability.
Despite the capabilities of the brand’s 3D configurator, there was a clear demand from customers for more straightforward ways to explore various configurations of bar islands and grills directly on product pages. This led to the creation of customizable products with options available through dropdown menus.
To empower the Paradise Grills team, it was essential to provide tools for easy content management. Various plugins were implemented in the e-commerce store, including those for showcasing showroom locations, collecting customer reviews, managing cookies, optimizing SEO, and building marketing databases. The AR-range team also developed custom web pages and extensions to meet the brand’s specific needs.
Integrations were a critical component of the project, including the addition of payment methods (Authorize.net), shipping options (FedEx), and taxation tools (Avalara). Given the complexity of tax regulations across different U.S. states, implementing a plugin that could automatically calculate appropriate taxes based on local laws was vital.
An unexpected challenge arose with the synchronization of customer databases between WordPress and Constant Contact, which was crucial for the effective management of the loyalty program. By developing a script to compare datasets at specified intervals, continuous and accurate updates of user status across both platforms were achieved.
To further enhance performance and ensure stability, the team migrated the website to SiteGround's cloud hosting. After extensive testing, optimizations, and plugin updates, the new website was successfully launched.
The new e-commerce platform significantly boosted Paradise Grills' product sales, enabling customers across the United States and Canada to make purchases online, including ordering spare parts. The integrations streamlined operations for the sales team, automating various processes and ensuring seamless data synchronization across multiple platforms.
The Paradise for Life loyalty program has driven increased sales and fostered greater customer loyalty. Moreover, the Paradise Grills team can now easily update website content, create new pages using available templates, and customize marketing emails to better engage with their audience.
Looking ahead, there are plans to implement inventory management systems and integrate a new product configurator, further enhancing the online shopping experience for Paradise Grills customers.
