Ultrafabrics, a leading manufacturer of high-end luxury fabrics, needed to enhance its digital presence. Their existing website, built on Drupal, struggled to showcase the full breadth of their luxurious fabric collection effectively.

Challenges included slow page speeds, subpar user experience, and limited ability to showcase fabrics in different applications. Furthermore, managing operations across multiple systems, including an outdated intranet, hindered efficiency and hampered efforts to provide a seamless customer experience. Recognizing the need for a modern, integrated solution, Ultrafabrics partnered with Icreon to migrate to Sitecore and transform their digital landscape.

Icreon transformed Ultrafabrics' digital experience by migrating to Sitecore DXP, integrating systems, and redesigning the user experience. The new platform features a powerful Fabric Finder tool, streamlined sample ordering, and centralized content management, resulting in enhanced customer engagement.

Direction 

Icreon began by conducting a 360-degree analysis of the business and identified key roadblocks, including outdated systems and disconnected processes, enabling the team to prioritize high-impact opportunities like streamlining their operations and enhancing user experience.

A robust strategy was devised to migrate from the legacy Drupal platform to Sitecore’s integrated DXP. This plan included a detailed roadmap for centralizing capabilities, redesigning the user experience, and optimizing content management architecture. The strategy aimed to align Ultrafabrics' digital presence with its vision as a luxury fabric leader.

Speed

Ultrafabrics wanted to showcase fabrics digitally, so Icreon developed the Fabric Finder tool, allowing users to filter fabrics by color, style, and use case while visualizing them in different lighting. This interactive feature enhanced the user experience.

Icreon also integrated Sitecore with Ultrafabrics' ERP system, redesigning the sample-ordering process to handle requests in real-time. Additionally, Icreon centralized top-of-the-funnel content into the platform, streamlining the journey from anonymous visitors to high-intent prospects.

Velocity

With this integration, Ultrafabrics now manages SKUs & SKU families in real-time so that new marketing campaigns can directly showcase efficacy through the number of MQLs and drive field sales. This transformation empowered Ultrafabrics to operate more like a D2C brand, meeting SMB, mid-market, and enterprise demands with the speed and flexibility of consumer-focused operations.

Additionally, content management was fully transitioned to the in-house marketing team, enabling them to run campaigns, manage content, perform multi-variate testing without external support.