A complete redesign that starts with how customers search
STG has been working with Etidome since 2015. With 53 physical outlets across Belgium and a catalogue of more than 150,000 products across sanitary, installation materials, wellness and HVAC, STG is one of the leading wholesale distributors in the country. Ten years in, they decided it was time for a complete overhaul of their e-commerce environment.
The reason was straightforward. Customer journeys weren't running the way they should. The navigation was built around a classic menu structure. Functional, but limited. Customers could search for products, and that was about it. Brands, product groups, stock levels, delivery information. None of that was directly accessible. You had to know where to look.
For a wholesale business with a large and complex assortment, that's a real problem. If customers can't find what they need quickly, they don't buy.
A new navigation logic
The redesign addressed this at its core. The classic menu was replaced by a mega menu that goes well beyond product search. Customers can now navigate directly by brand, product group, and other relevant categories. All from a single starting point.
The search field was redesigned with the same logic. It now supports quick access to brands, categories, stock information, and delivery details. In one view, customers can see what's available and what they need. No extra clicks. No dead ends.
Quick add to cart
One of the more direct improvements is the ability to add products to the cart directly from the mega menu. There's no need to navigate to a product page first. For customers who know what they want, this removes a step that adds no value. And for professional buyers working at pace, it changes how fast an order gets placed.
Brand experience, not just functionality
The redesign wasn't only about fixing what didn't work. STG had a clear idea of how they want to come across to their customers. The new design reflects that. Every part of the environment (navigation, search, layout) was aligned with the brand experience STG wants to deliver.
STG operates a network of physical Pro Shops. The redesign connects the two. Customers who orient online can see which products are available locally, and where. The e-commerce environment doesn't replace the Pro Shop. It leads customers there.
The result is a platform that works the way STG's customers work.