Kinetico: the journey to unified commerce


Revolutionising the water treatment industry

Kinetico was founded in 1970 when two engineers set out to design a better water softener. The first of its kind, the innovative non-electric twin-tank water softener revolutionised the water treatment industry overnight. They continue to innovate and improve their products and stock a wide range of products, from softeners to filters and kitchen taps.

 With over 45 years in the industry, Kinetico is recognised as the world’s leading manufacturer of high quality domestic and commercial water treatment products. They are trusted by many large organisations including the NHS, Savoy Hotel, Five Guys and even have the seal of approval from Buckingham Palace.

The journey to unified commerce

With both B2B (business-to-business) and B2C (business-to-consumer) customers, Kinetico wanted to be able to handle both storefronts within a single eCommerce platform. Having chosen Magento 2, a best of breed hybrid platform, Kinetico was able to simplify internal processes and instil a customer-centric approach.

In January 2018, the project began to upgrade the site to the latest version of Magento 2. During the upgrade to Magento 2.0.4, Two Jay worked closely with Kinetico to modernise the overall site design, ensuring a frictionless experience which would promote customer conversion.

The project

The key objectives of the project were to modernise the look and feel of the site and to be able to provide more information to customers browsing their specialist range of products. To assist Kinetico with their objectives, we implemented the following:

Rich product content - Kinetico required more control over the content on product and category pages to best advise customers and encourage callbacks for their more advanced product range.

Seamless user experience - Overall the site design had become dated and presented some restrictions on mobile. The key areas of focus included the product pages, checkout and the menu bar where we have improved product visibility.

Live Chat - To provide further product information and advice around system integration, we implemented Live Chat to easily connect customers with Kinetico’s team of water experts.


The results

Having delivered the migration in August 2018, Kinetico now has a reliable and scalable solution which allows them to manage both their B2B and B2C offering in one place. The customer experience has improved drastically and this is evident in their performance.

✔️ SESSION DURATION: 32% increase

✔️ BOUNCE RATE: 9% decrease

✔️ CONVERSIONS: 168% increase

“We worked closely with Two Jay to re-design the site and re-evaluate the user journey from product pages to the checkout. We are pleased with the new look and feel and have so far seen great performance improvements” Paul Benjamin, Kinetico Digital Marketing Manager - Europe

Jessica Truscott