Redesigning a Magento eCommerce for a tooling leader

Elite Tools is a leader in Eastern Canada in woodworking equipment with the widest range of varied and specialized tools for wood and metal workers. The business is a distributor of the industry’s leading brands, many of which are exclusive to the company in Canada. The company also joined the Ficodis group in 2018 to continue its growth and become a major player in online tool sales.

Novatize’s initial mandate with a Ficodis division in the tooling industry was to optimize the customer experience through eCommerce and to further position itself as a leader in North American tooling. Novatize’s team supported the division in its redesign with Magento (Adobe Commerce) while ensuring that it could manage its tooling inventory in connection with its ERP (Fidelio). The result is an omnichannel solution that provides a consistent user experience online and in-store without compromise.

Since Novatize redesigned and took over the marketing activities, Ficodis division in the tooling industry experienced a significant increase in sales of their online tooling inventory. The website’s exposure on search engines has improved, which has led to an increase in traffic to the website. With this traffic, it was important to have a good retention strategy through Klaviyo. Today, the eCommerce site is performing well, anchored on a solid foundation and focused on good user practices. It is now possible to work on ongoing optimizations (e.g. A/B testing), to assure that the platform continues to create value for the business.