B2B eCommerce agency services

How we made offline jewellery sales simple, fast, & trusted for Chisholm Hunter

A modernised user experience with a fresh, brand-aligned design

About Chisholm Hunter

Founded in 1857 in Glasgow, Chisholm Hunter is one of the UK’s leading jewellers, renowned for spectacular diamonds, fine jewellery, and luxury Swiss timepieces. With 27 stores across England and Scotland, this family-run business combines heritage, craftsmanship, and a commitment to exceptional customer service.

In this project we delivered:

The problem: A clunky offline sales process

With their Magento 2 website, Chisholm Hunter struggled to manage offline sales, especially for high-value items. Their process was slow, confusing for customers, and hard to track.

Here’s what wasn’t working:

Untrustworthy payments: Customers received plain, unbranded payment links by email, which didn’t inspire confidence for big purchases.
Manual and slow: Staff had to go through too many steps to complete an order, often leading to mistakes.
No visibility: Since payments happened outside of Magento, it was tough to track where sales came from or measure marketing performance.
Lost revenue: Sales agents couldn’t see profit margins when discounting, making it hard to price smartly and close bigger deals.

Chisholm Hunter needed a simpler way to handle offline orders, one that would save time, build trust, and give them better data to grow the business.

This was translated into four key objectives

Deliver a B2B eCommerce website built to best practice standards to increase speed and integrate all key data flows into Orderwise to reduce manual input.

Increase the visibility of C & A Building Products in search engines by improving organic search rankings for key terms, aiming for a 20% increase in rankings in the first 12 months.

Increase conversion rate on the website by 15% through ongoing analysis using conversion rate optimisation techniques.

Integrate the website with third-party tools to improve marketing and SEO and effectively manage customer relationships. Automating these processes to reduce manual data entry errors and lighten the workload for the internal team.

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The solution: Rixxo's ODB

ODB is a powerful Magento extension we developed to solve many common problems for eCommerce businesses.

By putting order creation, customer interactions and payment processing all in one place, ODB makes offline order processing fast, simple and easy. Here’s how ODB improved Chisholm Hunter’s order process:

Branded & trusted checkout
Customers can now check out quotes sent to them within CH’s Magento environment, reinforcing trust in high-value transactions.
Better order management
Sales teams can easily search for customers, create draft orders, apply discounts, and process payments in one interface.
Enhanced attribution & insights
ODB ensures end-to-end tracking in Magento and Google Analytics 4, allowing for better marketing decisions.
Flexible & scalable integration
ODB integrates with Klaviyo (marketing) and Gorgias (support) for a connected digital ecosystem.

With ODB in place, Chisholm Hunter is now positioned to scale its digital ecosystem, with plans to integrate additional tools to further enhance marketing, customer support, and operations.

Selecting the right
platform: Magento 2

We guided C & A Building Products through our proven platform selection framework, ensuring they landed on a solution that would support their long-term ambitions. Magento emerged as the best fit, offering the flexibility, scalability, and B2B-focused features needed to future-proof their eCommerce operations

Magento 2 Build: Migrate the existing functionality of the eCommerce website to Magento to build a reliable base for the automation of processes and integration of platforms. The Orderwise integration was split into separate projects for budget transparency and development efficiency.

Systems Integration: Implement an Orderwise integration to sync products, stock, customers, companies, credit, and orders, ensuring Magento reflects the master data maintained in Orderwise.

Website Launch Strategy: Develop a detailed launch plan to ensure a smooth transition for customers from the previous eCommerce software to Magento, using email marketing to manage the process.

SEO and Marketing Tools: Develop a comprehensive SEO strategy to achieve growth objectives, implementing SEMRush and providing training to the C & A team.

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