11 Out Of 10’s latest bespoke e-commerce project is now live and taking orders like hot cakes, or should that be cold cakes?

Total Refrigeration, a subsidiary of Unilever, is a highly-bespoke e-commerce website for the UK’s leading suppliers of refrigeration products. Unlike conventional off-the-shelf e-commerce platforms, Total Refrigeration was built from the ground up ensuring that the unconventional business requirements could be integrated as part of an enhanced user experience.
With the new website launched Total Refrigeration aim to be the ‘One Stop Shop’ for both the private and public sector’s refrigeration requirements. The current product-range spans over 170 items and includes:
- Branded ice cream freezers suitable for small to large businesses
- Frozen food freezers
- Display chillers
- Multidecks
- Ice machines and water dispensers
The branded freezer range includes products conforming to Unilever’s other subsidiaries’ marketing standards, most notably Wall’s Ice Cream Freezers, Ben & Jerry’s Ice Cream Freezers and Carte D’Or Ice Cream Freezers.Products range from a walk-in freezers and chilled storage rooms to Wall’s ice cream pavement signs. Because of the nature of the branded product purchasing and licensing, the order process has been tailored to a very specific specification.
As with all online companies selling large products; ensuring successful delivery was a must for Total Refrigeration. Unlike many e-commerce websites where delivery options are standard across all products, such as Amazon using Royal Mail to deliver Cd’s, DVDs and many more, we developed an extra step in the order process. This step ensures that a product delivery is designed around the customers’ requirements and environmental factors and that the purchasing experience is maintained and supported from initially viewing the products through to the products arriving on the doorstep.
As with every modern website or web interface, user experience, usability and accessibility are key factors throughout the project and were at the forefront of our mind when developing this website. The Total Refrigeration site was designed to be clean and fresh looking using modern web colour schemes. Due to the number of products that are available for sale on the site it was important to make it as easy as possible for the customer to find them, this meant clearly labelled and laid out categories. By introducing an alternative method of navigation via the channels at the top of the website, we were able to provide a product listing specific to each business type within each sector supported. This modern functionality was designed to aid the customer in navigating to the products most suited to their needs.