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

The challenge

Marshalls needed a modern, commercially focused website serving multiple professional audiences while giving internal teams greater content and engagement control. Their existing platform was inflexible, lacked asset management, and hindered marketing and development teams from updating content or launching initiatives.

The project's main goal was to empower Marshalls’ marketing and development teams to regain website control, boost customer engagement, and enhance service. Moving to a new, advanced CMS with minimal business disruption was necessary.

Our approach

Reliable Kentico build

The redesign and custom development took a content-led approach shaped by Marshalls’ extensive user persona testing done before the project. With large product and project data, the new Commercial site was built on Kentico to dynamically adapt to audience needs and support lead generation.

A streamlined UX lets users easily request quotes and samples, improving conversion paths.

Impactful integrations

To showcase Marshalls’ extensive image library, we integrated Cloudinary, enabling images to automatically adjust to devices—adding design flexibility previously missing. Azure Search offered intelligent, fast search integrated with Marshalls’ PIM data, delivering text and images that inspire architects early in projects.

Empowering Marshalls' team 

Using Kentico’s modular features and automated marketing, we created a flexible structure that supports fast campaign, landing page, and content creation. Integration with Salsify PIM and improved Kentico knowledge gave Marshalls autonomy to manage assets independently.

The results

Standardizing on the latest Kentico MVC framework delivered more stability and a better UX. With IDHL's support, Marshalls launched a modern site showcasing high-quality products, design projects, and specialist services.

Kentico’s flexibility offers an easy-to-manage site that importantly generates leads.