Royal Chain Group

Case Study: Royal Chain Group

Enhancing their brand, expanding their market, satisfying clients, and selling beautiful jewelry.

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.

The Solution

IronPlane’s first step was to fully understand Royal Chain Group’s complex business needs and online analytics. Then, using the rapid development offered by the Colibri foundation, IronPlane delivered a complete solution. The core features implemented included:

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.

Deployed custom-tailored AWS Magento hosting solution to ensure security, stability, and scalability.

Implementing a 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

The Results

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.