Sanitaryware sells on how it will look in your bathroom — so we stopped showing products on white backgrounds.
+72%
Catalogue pages per visit
People browse ranges now, not single items
+38%
Quote requests
Over six months
6 rooms
Lifestyle sets shot
Real bathroom settings, not renders
22%
Of enquiries from retargeting
Return visitors who had browsed before
Premium Bathware sells taps, sanitaryware and bath fittings in a category where every competitor posts the same white-background product shots. Customers could not judge finish, scale or how a piece would sit in a real bathroom, and the catalogue gave no structure to compare within a range. We rebuilt the catalogue with lifestyle photography and proper product data, then used social and retargeting to bring people back to it.
The gaps in Premium Bathware's setup before the project started — and what they were costing.
A tap on a white background tells you nothing about scale, how the finish behaves in bathroom light, or whether it suits the rest of the room. Customers were left guessing, and guessing is where a considered purchase stalls.
Ranges, finishes and specifications were inconsistent, so a customer could not narrow down to the four options that actually fit their bathroom. Faced with an undifferentiated list, most people leave.
Bathroom fittings are rarely bought on the first visit — they are shortlisted, discussed at home, then revisited. With nothing bringing those people back, every visit started from zero.
Each phase closed before the next one opened, so nothing was rebuilt twice.
We tried to shortlist a basin mixer within a budget and finish, and could not. That failure defined the work: consistent range grouping, finish options, dimensions and specifications on every product.
Six styled bathroom sets with the products installed, plus close-ups of finishes under different light. Photography that shows scale and material behaviour answers the questions white-background shots leave open.
Products grouped by range and filterable by finish and type, each with dimensions, material and installation notes — so a customer can compare within a range instead of scrolling a flat list.
Room-based social content aimed at people mid-renovation, and retargeting that shows the ranges someone actually browsed rather than a generic brand ad.
Lifestyle photography showing scale, finish and how a piece sits with tiles and counters — the visual information a buyer needs before committing.
Range grouping plus finish and type filters, with dimensions and specifications on each product, so shortlisting takes a minute instead of an afternoon.
Return visitors see the ranges they browsed, which is why a fifth of enquiries now come from people on a repeat visit.
Every tool here was picked for a reason — speed, reporting, or one less manual step.
Product catalogue the client's team maintains
Range and campaign pages built in-house
Custom filtering and enquiry handling
Lifestyle photography retouching and finish accuracy
Catalogue layout and social templates
Room-led content and view-based retargeting
Browsing depth and enquiry attribution
Product view and enquiry event tracking
The part that matters: what the business could do afterwards that it could not do before.
Pages per visit rose about 72% because customers can compare within a range instead of bouncing off an undifferentiated list.
Quote requests now name the range and finish, so the counter team quotes accurately instead of starting a description exercise over the phone.
In a category where everyone posts the same white-background images, room photography is the visible difference — and it supports the positioning the name claims.
| Measure | Before | After |
|---|---|---|
| Product presentation | White-background shots | Installed in styled bathrooms |
| Catalogue pages per visit | Baseline | +72% |
| Quote requests | Baseline | +38% over six months |
| Return-visitor enquiries | Not tracked, minimal | 22% of total |
“The photographs did most of the work. Customers arrive having already decided on a range, and we quote instead of explaining.”
Restructured the digital catalogue with range grouping, finish and type filters and full product specifications, produced lifestyle photography across six styled bathroom sets, and ran social content plus view-based retargeting to bring shortlisting customers back.
Because the buyer is judging scale, finish and fit with the rest of the room. A white-background image answers none of that, which pushes the decision back to a showroom visit — and often to whichever brand's showroom is closer.
Visitors who browsed particular ranges are shown those ranges again rather than a generic brand advert. Since bath fittings are shortlisted over days, that repeat visit is where a meaningful share of enquiries now originates.
Yes. The pattern — structure the catalogue so shortlisting is possible, photograph products in context, then retarget on what was browsed — applies to tiles, furniture, lighting and similar considered-purchase categories.
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