+200,000 new site users with one game-changing relaunch

Marshalls needed a modern, commercially focused website capable of serving multiple professional audiences while giving their internal teams greater control over content and customer engagement. Their existing platform limited flexibility, lacked asset management, and made it difficult for marketing and development teams to update content or launch new initiatives.

A primary objective of the project was to empower Marshalls’ marketing and development teams to take back control of their website, driving customer engagement and providing better customer service. As a result, a migration was needed to a new, state-of-the-art CMS with minimal disruption to business.

A Kentico build

The redesign and custom development followed a content‑led approach shaped by Marshalls’ extensive user persona testing completed prior to the project. With vast product and project data to accommodate, the new Commercial site was designed on Kentico to adapt dynamically to each audience’s needs and support lead generation.

A streamlined UX enabled users to request quotes and samples with ease, improving the path to conversion.

Impactful integrations

To showcase Marshalls’ broad image library, we integrated Cloudinary, allowing image assets to automatically adjust to users’ devices—giving the site the design flexibility it previously lacked. Azure Search added intelligent, lightning‑fast search functionality integrated with Marshalls’ PIM data, presenting text and imagery that helps inspire architects during early project exploration.

Empowering Marshalls’ team

Using Kentico’s modular features and automated marketing capabilities, we introduced a flexible structure that supports rapid creation of campaigns, landing pages, and new content. Integration with their Salsify PIM system and improved Kentico knowledge gave Marshalls the autonomy to manage assets without external reliance.

Standardising the site on the latest Kentico MVC framework delivered greater stability and an improved UX. With development support from IDHL, Marshalls launched a modern website that showcases their high‑quality products, design projects, and specialist services.

Providing flexibility and freedom through Kentico has delivered an easy to manage site which, most importantly, generates leads.

"Our decision to use Kentico as an MVC implementation has meant that we have delivered a stable and modern digital experience platform. Kentico benefited the project by allowing simple integration and offering all the experience technology that we require.“

Marco Maccio, Head of Digital Marketing, Marshalls