O'Neills Kitchen Supplies

O'Neills Kitchen Supplies is the leading trade-only supplier of quality kitchen supplies in Scotland, serving designers, installers and kitchen professionals across the region. They approached Ina4 to modernise their digital presence, seeking a website that could handle a large catalogue of products, provide an intuitive shopping experience for trade customers, and support the company's long-term growth.

Their existing site had become difficult to navigate, particularly on mobile devices, and the checkout process was cumbersome for trade clients who frequently reorder products. The business required a digital solution that would not only reflect the high quality of their products but also make life easier for their customers and internal teams alike.

The vision was to optimise their Magento website, allowing it to better serve as a central hub for O'Neills Kitchen Supplies' extensive product range while addressing several key challenges:

• Complex catalogue management: the website needed to showcase a wide range of trade-only products clearly and efficiently, making it easy for customers to browse, filter and select items.
• Mobile accessibility: a large proportion of customers access the site via tablets and smartphones. The previous website did not provide a smooth mobile experience.
• Streamlined checkout: trade customers often place repeat orders and require fast, frictionless checkout flows. The legacy system slowed down transactions and risked cart abandonment.
• Trade account creation: the O'Neills team wanted to integrate a new trade account system on their website, allowing users to sign up for trade accounts more easily.
• Performance optimisation: the website needed faster load times, optimised images and an improved overall user experience to boost engagement and reduce bounce rates.
• Scalable marketing platform: the client wanted a foundation for future digital marketing campaigns, including PPC, SEO and content updates.

From the outset, Ina4 worked closely with the O'Neills Kitchen Supplies team to understand their business, their customers and the unique requirements of a trade-only operation.

Magento 2 development and UX design

• Optimised the Magento website for desktop, tablet and mobile devices, ensuring customers could browse and purchase products from any device.
• Created detailed wireframes and prototypes to map out user journeys, making navigation intuitive and simplifying access to thousands of products.
• Streamlined the account management system for new trade client sign-ups.
• Implemented image optimisation, speed enhancements and mobile-first design principles to improve engagement, reduce load times and boost overall site performance.

Content strategy and optimisation

• Created new landing pages, such as "Shop by Brands", to improve product discoverability and SEO performance.
• Revamped the blog section to provide ongoing educational content and establish O'Neills Kitchen Supplies as an authority in the trade kitchen wholesale sector.

Digital marketing support

• PPC campaign management: conducted monthly account passes, compared performance with previous periods, and optimised campaigns using keyword research, competitor analysis and search terms reports. Updated ad copy, assets, sitelinks, logos and callouts to improve campaign performance.
• SEO strategy: optimised existing pages, implemented targeted keywords, tracked rankings and built a foundation for long-term organic growth.

By combining technical development with strategic marketing support, the project was designed to deliver both immediate improvements and a platform for sustainable digital growth.