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Specialist Crafts

One license… endless possibilities. Screen Pages creates 8 B2B websites on one instance of Magento to help transform and grow Specialist Crafts online.
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In April 2019, Specialist Crafts appointed Screen Pages Ltd to take on the task of creating 8 distinct Magento 2 websites for their brand across 4 regions. These websites are:
Specialist Crafts is the leading supplier of Art, Craft and Design materials to educational establishments, students and artists worldwide. 

Their range has over 20,000 products, all of which have been tried and tested by specialists, and their in-house expertise is unrivalled.
Their research and development teams ensure that customers are up to date with the newest products and techniques, and they support art education in all corners of the globe through events, sponsorship and competitions. 

With a distribution centre in the UK, and satellite operations in Ireland and Dubai, they have over 30 years’ experience in supplying the highest-quality materials and the best value for money, as well as exceptional customer service.

For this project, the key aim was to build and deliver an improved user experience across all sites, while transitioning smoothly from Magento 1 to Magento 2. 

During development of the sites, Specialist Crafts decided to improve eCommerce for their B2B customers as well as their B2C customers. Fortunately, the rich B2B functionality that comes with Magento 2 allowed the company to do this with little code intervention.
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Responsive Web Design

Responsive web design (RWD, also referred to as responsive design) was a key focus for Perfect Moment.

Screen Pages had to ensure an optimal viewing experience across a wide range of devices (from large high-resolution desktop computer monitors, to mobile phones).

Combined with Perfect Moment’s mission for accessibility, the user experience (UX) became our obsession.

The objective was to ensure the user eCommerce journey was as streamlined and efficient as possible, whilst maintaining high regard for the Perfect Moment ethos.
Since going live in September 2020, the uplift across the 8 websites has been significant* 


Average length of time spent on site is up by 42.09%


62.68% ↑
- Overall conversions are up by 62.68%


3.99% ↑
Conversion from mobile devices is up from 0.85% to 3.99%
*In comparison to the same period in 2019:

Screen Pages’ innovation-focused strategy included:

Some of the site's features


The implementation of a ‘Quick Order’ page, allowing customers to enter multiple product names or catalogue codes to their baskets in one go. 

This feature was particularly important for their B2B customers who make bulk purchases when they receive the latest product catalogues.


Improve payment options with PayPal Express checkout and pay on account for B2B customers.


Improve site search functionality for customers by introducing autocomplete, product and category recommendations.


Improving customer engagement and encouraging repeat purchasing through the implementation of a rewards and loyalty programme.


Providing AI-powered personalised recommendations throughout the user journey.


GEO-IP detection allowing Specialist Crafts to easily define which websites/stores/store views can be viewed by country.
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After working in partnership with Screen Pages for several years, we trusted them once again to help take our business to the next level. This time serving even more regions across 8 websites, Screen Pages managed to deliver a quality solution with transparency and consultative advice every step of the way.
- Nick Beavon, Managing Director at Specialist Crafts.
Key goals for the new website included:
To deliver eCommerce websites that would take advantage of all the best online retail practices, such as:
Diverse payment methods
Optimised for B2B and B2C customers
Optimised site search
A great user experience 
Easy to use and update by Specialist Crafts
To achieve maximum search engine performance
To enable improved service by capturing traffic and customer analytics
Self content creation, product placements and campaigns creation
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Sarah Willcocks, CEO of Screen Pages, said “Specialist Crafts is a great example of a successful company providing much needed, desirable products to the education sector, artists and consumers worldwide. We’re delighted to have helped them with their digital transformation and growth online and look forward to working in partnership with them for many more years to come.
- Sarah Willcocks, CEO Screen Pages
Screen Pages (http://www.screenpages.com) has provided eCommerce and related value-added marketing services to online retailers since 1997. It is now one of the leading Magento Solution Partners and PWA agencies in the UK.
UK Office
Office 1C, Send Business Centre, 4 Tannery House, Tannery Lane, Send, Woking, Surrey GU23 7EF
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Qatar Office
Al Rabeea Building 2, Al Jazeera Al Arabiya Street
Fereej Bin Omran, Street No. 362, Doha, Qatar, P.O. Box 14156,
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