O'Neills Kitchen Supplies
Glasgow's leading trade kitchen appliance supplier
– Introduction
About 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 Stats
Increased clicks
Impressions
Increased Conversions
– Project objectives
The Challenge
The vision was to optimise their Magento website, allowing it to better serve as a central hub for O’Neills Kitchens 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 with them more easily.
Performance Optimisation: The website needed faster load times, optimised images, and 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.
– Solution
Our Approach
From the outset, Ina4 worked closely with O’Neills Kitchens Supplies team to understand their business, their customers, and the unique requirements of a trade-only operation.
Magento2 Development & 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 & 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.
The Results
The website relaunch delivered tangible benefits for O’Neills Kitchen Supplies. With a newly optimised site, new landing pages to grab increased conversions, and new content and digital marketing strategies firmly in place – the future is bright for O’Neills Kitchen Supplies.
A Website They Can Manage
The client now has full control over their content. They can make updates in minutes, not days, saving time and money.
A Better Online Presence
The sleek, modern design positions them as an industry leader and makes a great first impression on visitors to their site.
Higher Conversion Rates
The intuitive design and streamlined shopping experience led to a significant increase in customer conversions.
Increased Website Traffic
Organic traffic surged as a result of improved search engine rankings, with the client appearing on the first page for several competitive keywords.
Improved Search Rankings
Key service-related terms now rank higher in search results, making the client more visible to their target audience.
Enhanced Foundations
With an optimised website, the client is better positioned to achieve their long-term goals. The improvements in their online visibility have laid the groundwork for the next phase of their digital journey.