All Shine On

The Chal­lenge

To match its stand­ing in the indus­try, Elinchrom required a ded­i­cat­ed online pres­ence for its US mar­ket that would res­onate with its dis­trib­u­tors and clients.

The main goal was to update Elinchrom’s dig­i­tal pres­ence to reflect the brand’s qual­i­ty and inno­va­tion and cre­ate a brand new, high-per­for­mance web­site from scratch, exclu­sive­ly for the US market.

Our mis­sion was to deliv­er a mod­ern, fast, and beau­ti­ful plat­form, capa­ble of man­ag­ing a com­plex prod­uct cat­a­log and pro­vid­ing a seam­less user expe­ri­ence. In a way, it is true that the essen­tial is invis­i­ble to the eye. Because apart from visu­al­ly com­pelling, the plat­form had to be func­tion­al­ly robust, and inte­grate seam­less­ly with Elinchrom’s core busi­ness sys­tems.
 

The Approach

Our strat­e­gy cen­tered on a ground-up build using the Big­Com­merce Sten­cil frame­work to cre­ate a pow­er­ful and scal­able solu­tion. Next we focused on a ful­ly cus­tom design, and inte­grat­ing appli­ca­tions. Our goals check­list included:

• Devel­op a flex­i­ble, high-per­for­mance web­site on BigCommerce.
• Inte­grate mul­ti­ple spe­cial­ized third-par­ty appli­ca­tions for improved functionality.
• Cre­ate rich, engag­ing con­tent pages for sto­ry­telling and prod­uct education.
• Imple­ment a data schema to future-proof the site for AI-dri­ven con­tent and marketing.
• Pro­vide an intu­itive user expe­ri­ence for a com­plex B2B and B2C audi­ence.
   

The Solution(s)

We devel­oped a new Sten­cil imple­men­ta­tion based on an improved ver­sion of Cor­ner­stone, which sig­nif­i­cant­ly enhanced per­for­mance, visu­al flex­i­bil­i­ty, and sim­pli­fied main­te­nance, and inte­grat­ed a cus­tom data scheme to con­nect with GENAI and Google Mer­chant Cen­ter, mark­ing a first for the client. 

Key inte­gra­tions included:

• Search­a­nise to pro­vide a fast and effi­cient search expe­ri­ence, help­ing vis­i­tors quick­ly find tech­ni­cal prod­ucts with­in the exten­sive cat­a­log, 
   
• Sal­si­fy to enrich prod­uct data through metafields, enabling us to dynam­i­cal­ly cre­ate cus­tom rela­tions and dis­play rel­e­vant acces­sories, replace­ment parts, and relat­ed prod­ucts based on data from the PIM.
• Fas­tr by Zmags: A no-code design tool that gave Elinchrom inde­pen­dence to cre­ate stand­out, rich-design pages with wid­gets and editable regions, ensur­ing a dis­tinct and pro­fes­sion­al look across the site.
• Cus­tom ERP Inte­gra­tion: For real-time price and stock synchronization.
• Omnisend, Sig­ni­fyd, InStoc­kNo­ti­fy, and Avalara for robust email mar­ket­ing, secu­ri­ty, inven­to­ry man­age­ment, and tax handling.

The design pri­or­i­tized a mod­ern and engag­ing user experience.

• We cre­at­ed cus­tom tem­plates for all key pages, includ­ing a dynam­ic home­page, a cat­e­go­ry page with infi­nite scrolling, and rich-con­tent prod­uct pages.
• On cat­e­go­ry pages, we imple­ment­ed a cus­tom ​‘inter­rupter’ ele­ment that places adver­tise­ments with­in the prod­uct grid at a spe­cif­ic inter­val, break­ing up the list­ings with engag­ing pro­mo­tion­al content.
• We also devel­oped a ful­ly cus­tomized blog that pushed the bound­aries of Big­Com­merce’s capa­bil­i­ties, allow­ing for high­ly styl­ized posts with unique image con­struc­tions and a dynam­ic, tag-based sub-nav­i­ga­tion.
  
   

The Result

The result was a strong dig­i­tal ecosys­tem with a thought­ful­ly designed, cus­tom Big­Com­merce solution.

The new Elinchrom US web­site, deployed on March 17^th, 2025, imme­di­ate­ly sur­passed expec­ta­tions. With a robust, mod­ern, and engag­ing user expe­ri­ence, the site ele­vat­ed the brand’s dig­i­tal pres­ence to match its prod­ucts’ rep­u­ta­tion for quality.

In its first month alone, the web­site achieved record sales for the US branch.