Royal Chain Group | IronPlane

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AVERAGE ORDER VALUE

CONVERSION RATE

107

OVERALL REVENUE

BOUNCE RATE

INDUSTRY

B2B

COMPANY SIZE

Mid-size

HEADQUARTERS

North America

PLATFORM

Magento

A family-run jewelry wholesaler founded in 1978, Royal Chain Group is a leader in the world of designer jewelry. With a nationwide client list of respected jewelry retailers, they have a laser focus both on beautiful products and exceptional client service.

In order to provide an even richer client experience, Royal Chain Group selected Magento 2 as their digital commerce platform and chose IronPlane as their development partner.

The Challenge

Royal Chain Group’s existing website was not meeting their needs. A high visitor bounce rate and low returning visitor numbers were two key elements demonstrating the need for an overhaul.

Their vision was to create an inviting website their clients would want to visit and stay to browse, and one that would allow them to easily build and complete their orders.

Restructured product data to comply with industry-standard categorizations and naming conventions
A tool for the Magento admins to update their store to accurately reflect the current market price of gold
A more intuitive product search functionality using the new product attributes
Custom-tailored AWS Magento hosting solution to ensure security, stability, and scalability

Full-featured client portal with:
- Quick order function
- Product comparison tool
- Product reviews
- Wish list
- Advanced grouped product capabilities
- Order history and rapid re-order

As a B2B company, Royal Chain Group’s key performance indicators (KPIs) were centered on servicing their existing clientele with an attractive and useful website.

The results were dramatic with a 107% increase in revenue, 66% increase in conversion rate, 32% increase in average order value, and a 40% decrease in bounce rate.