Syntilor inspires DIY enthusiasts with a new website

The aim: enhance brand image and boost attractiveness in stores

SQLI was selected by Syntilor to perform a complete overhaul of its website. The brand aims to be inspiring and offers Internet users total immersion in the world of DIY and home improvement. Syntilor wants to support DIY enthusiasts at every stage of their projects. Thanks to digital technology, Syntilor can take this further and enhance its brand image among the general public.

A culture of innovation focussed on high-performance solutions

Syntilor is a market leader in wood protection and decoration. Distributed throughout France and Europe, the brand currently has a selection of more than 5000 products for the public to choose from. They protect and embellish wood and other materials, while protecting users and the environment.

As part of its innovation strategy and digital transformation process, Syntilor wanted to bring together its various websites within a single platform in order to respond to DIY enthusiasts' new usage habits. This involves a number of challenges:

  • Increase brand awareness among the general public
  • Conquer new markets
  • Develop web-to-store channels in order to generate footfall

SQLI was selected by Syntilor to take on this strategic project following a call for tenders, thanks to its technical expertise and mastery of the Magento solution (SQLI is a Magento Silver Partner), as well as a clear understanding of Syntilor's business challenges.

Placing DIY enthusiasts at the centre of the online platform

Using responsive design, SQLI built Syntilor's new platform based on the Magento solution. SQLI also provided comprehensive UX and design support in order to create a fully tailor-made customer journey, with the aim being to respond to the needs of DIY enthusiasts at every stage of their home improvement projects:

  • Inspiring and entertaining Internet users interested in interior decoration by creating 'style look books' and collaborating with bloggers
  • Sharing knowledge by providing DIY and decoration assistance services with tutorials and professional advice
  • Offering demonstrations and tips for Internet users looking for a practical solution to meet their needs, in particular by suggesting products and their textual references.

Launched in June, the website presents all of Syntilor's products and now has a smart search engine that features an autocomplete system and search filters. The buying process has also been simplified: the user is given the product's price and the names of distributors that stock it.On the back of this success, Syntilor is already looking ahead, with plans to deploy the website in other countries around Europe.

Ludivine Liagre, Syntilor's Digital & E-commerce Manager stated that: "SQLI provided a perfect response to our specifications with its "Swiss army knife" platform, bringing together multiple catalogues, websites and languages, which means we can centralise the administration of our dozen or so Blanchon and Syntilor websites. We will be able to grow our visibility in France and internationally and, above all, provide the best user experience possible, in particular by creating a bridge with our distributors on all product data sheets. The first brick has been laid, with an almost painless migration of the Syntilor France website. Valuable advice provided by SQLI's teams regarding the choice of suitable modules to optimise our SEO and searchandising is already producing promising results: traffic has increased and there has been a 35% increase in time spent for each visit. We can see that Internet users are browsing in all of our sections: they are being inspired, seeking advice and discovering all of our product ranges. A resounding success! "