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Van Dal Press Release

Van Dal is the UK's favourite wide-fitting shoe brand, famous for making shoes in Norwich since 1936. 

With over 100 years of shoe-making expertise behind Van Dal, they certainly know a thing or two about making quality footwear.

Screen pages helped Van Dal maintain this deep history whilst ensuring the look and feel of a small, independent business translates onto the Web. 

Understanding Van Dal's ethos and customer-focused approach helped ensure a seamless transition from physical to digital. Integrating the back office suit of software was crucial to the success of their eCommerce undertaking.

Screen Pages achieved this and helped Van Dal maintain their market position whilst pushing the frontiers of eCommerce and integration.

The chief functional improvements for the new website included:


  • Improved and flexible navigation and merchandising options, including gifting categories, together with filtering options and cross-sells and up-sells
  • More real estate and options for lifestyle and product photography
  • Better management of categories, landing pages, product content with full image and media management
  • Enhanced promotional options including gift vouchers
  • Loyalty scheme to improve customer retention
  • Better stock management & integration to correctly monitor and flag stock levels
  • Competent handling of multiple style/colour variants with availability in a range of sizes.
  • Improved SEO and social media technical implementation & management
  • Good content management throughout
  • Streamlined checkout with debit/credit card & Paypal payment options
  • Fast and reliable hosting (at Peer1)

The real beauty is behind the scenes

What makes Van Dal's site so special is the dedication and commitment to customer service and the dedication to quality footwear.

“We wanted to implement a next generation e-commerce platform that gave us a lot more flexibility, control and content management – that was Magento. Screen Pages were recommended and emerged as a professional, dependable Magento agency with a proven track record and strong e-commerce credentials. In short we wanted to future proof our ecommerce activities for growth and Screen Pages was the right agency to partner.”

Jason Larke, Head of Marketing at The Florida Group

“We are very pleased to be working with Van Dal. It’s an established brand with loyal customers, good marketing and a well thought out plan of campaign. We look forward to developing the many opportunities it has for expanding its online sales,” Roger Willcocks, former director at Screen Pages.

Magento is the most flexible and most powerful eCommerce platform. Customisable and agile, Magento gives your business the flexibility other platforms can't.

Magento is the easiest and smoothest implementation for any modern cloud commerce platform. It uses an open-source ecosystem and is flexible for B2C, B2B and hybrid solutions, extending beyond the shopping cart.

Screen Pages and Van Dal deliver a sophisticated shopping experience at every touch point.

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

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 Van Dal'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 Van Dal's ethos.

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