(CASE STUDY) TOTAL GROUP · 2023
Technical safety equipment, with a B2B side door retail buyers don’t see.
Rebuilt Total Group’s storefront with the lead agency — a workwear-grade retail catalog, a request-for-quote workflow for B2B specialist gear, and product detail pages built around technical specs, not lifestyle photos.
Responsive · live homepage at 1440 / 820 / 414
(01) PROBLEM
Two audiences, one storefront — neither was being served well.
Workwear retail customers wanted clean shopping. Specialist B2B buyers (rope-rescue teams, industrial safety) wanted certifications, technical specs, and quote workflows for high-value gear like the Arizona Vortex. The old theme treated everyone the same.
(02) APPROACH
Two storefront modes inside a single Shopify theme.
- Retail PDP — clean, fast, sized for workwear browsing with size guides and add-to-cart prominence.
- Specialist PDP — technical-spec tables, certifications surfaced, related-spec linking, RFQ-aware add-to-cart.
- Request-for-quote system — gated form per specialist product, captures buyer org, project scope, lead time.
- Workwear collections — by trade, by gender, by season — merchandiser-managed without dev help.
- Performance + accessibility pass — high-contrast for outdoor / job-site browsing.
(KEY PAGES)
Other pieces of the build, page by page.
(03) RESULT
Shipped on time. Editable daily.
- CVR
- + 36%
- LCP
- − 51%
- Repeat
- 1.9×
Retail catalog now ships campaign banners weekly without dev. Specialist gear routes to the RFQ pipeline cleanly. The storefront stops trying to sell a $4,000 rescue rig with the same template as a pair of work boots.
(04) SCOPE
Stack
- Shopify
- Custom Liquid theme
- Custom RFQ form
- Quote workflow
Deliverables
- Retail + specialist dual-PDP system
- Request-for-quote workflow
- Workwear merchandising sections
- Spec-table component
- Accessibility pass
- Performance optimisation