Case Study: MAGRENS – E-Commerce & Custom Manufacturing Website for Wood Products
Website Development for MAGRENS was a strategic project to create a unified digital platform for a versatile woodworking business. MAGRENS operates in two distinct but complementary markets: B2C retail of ready-made products (firewood, lumber) and B2B/C custom manufacturing of saunas and furniture. This required a website that could seamlessly serve both a casual buyer looking for firewood and a serious client planning a custom sauna build.
Trinity Dev Malta engineered a hybrid e-commerce and lead-generation platform that clearly categorizes offerings, simplifies bulk ordering, and manages complex custom project inquiries, all within a brand that communicates quality and craftsmanship.
Design, Develop, Deliver.
We brought to the table - Hybrid WooCommerce Setup (Simple & Variable Products), Custom Project Inquiry & Quote Request System, Service & Product Catalog Segmentation, Delivery & Logistics Information Management, Clear Value Proposition Presentation for "No Middlemen", Local SEO for "malka," "pirtis," "kokmateriāli," Mobile-Optimized Design for On-Site Browsing.
The Challenge
MAGRENS's previous digital presence failed to distinguish between its different business models, creating a confusing experience for users and an inefficient workflow for the company:
Jumbled Customer Journeys: The website mixed simple retail products (bags of firewood) with complex custom projects (full sauna builds), overwhelming casual shoppers and failing to provide necessary detail to serious project planners.
Inefficient Inquiry Process: For custom saunas and furniture, all communication was funneled into a generic email or phone call, requiring extensive back-and-forth to gather basic project specifications (size, materials, budget).
Lack of Retail Optimizations: For ready-made products like lumber and firewood, the site lacked clear pricing, stock indicators, and a streamlined cart/checkout process, leaving potential retail sales on the table.
Weak Articulation of Key Advantages: The core value propositions of "no middlemen," "made in Latvia," and "dry, prepared wood" were not prominently and convincingly communicated to justify quality and price.
Operational Friction: Managing retail stock levels, custom project leads, and delivery logistics for all of Latvia from a single, poorly structured platform was inefficient and error-prone.
MAGRENS needed a clearly segmented digital storefront that could function as both a straightforward online shop and a powerful project consultation lead generator.
Our Approach
Our strategy centered on Clarity, Segmentation, and Qualification. We architected the website to guide users down the correct path based on their intent from the moment they landed.
Intent-Based Information Architecture: We clearly separated the site into distinct funnels:The Retail Funnel: For "Malka" (firewood) and "Zāģmateriāli" (lumber). These sections function like a standard e-commerce store with product listings, clear attributes (wood type, dimensions, dryness), prices, and an add-to-cart system.The Project Funnel: For "Pirtis un kubli" (Saunas and Tubs) and custom furniture. These are service pages with detailed descriptions, galleries, and a structured project inquiry form designed to capture essential details upfront (desired dimensions, preferred wood type, timeline, approximate budget).
Trust-Centric Value Communication: We built the brand message around their key differentiators. Prominent banners and sections highlight "Viss no koka" (All from wood), "Bez starpniekiem" (No middlemen), and "Ražota Latvijā" (Made in Latvia), directly addressing quality and transparency concerns.
Operational Efficiency Tools:For retail, we implemented a clean WooCommerce backend for managing inventory and orders.For projects, we created a custom lead management dashboard where inquiries from the structured forms arrive pre-qualified with key details, drastically reducing the time to prepare a relevant quote.
Logistics Transparency: Given the challenge of delivering bulky products across Latvia, we dedicated clear space to explain delivery terms, timelines ("Piegāde dažu dienu laikā"), and payment options, managing customer expectations effectively.
Local & Niche SEO: We optimized the site to capture high-intent local searches for specific products like "sausa malka piegāde" (dry firewood delivery) and "pirtis pēc pasūtījuma" (custom saunas), targeting customers ready to buy.
“The new website perfectly organizes our dual business model. We now have an automated shop for firewood and lumber, and a professional system for handling custom project inquiries that brings us better clients from the start. Trinity Dev understood the need to build two different experiences under one brand.”
— MAGRENS Management
Results
Order Volume for Retail Products increased by over 60% due to a simplified purchasing process and clear product information.
Qualification Time for Custom Projects Reduced by 50%, as the structured inquiry forms provide all necessary preliminary information.
Improved Operational Clarity: The team can now easily distinguish between simple retail orders and complex project leads, prioritizing workflow efficiently.
Strong Search Visibility achieved for core product terms, driving consistent organic traffic from customers searching for ready-made wood products in Latvia.
Enhanced Brand Perception: The professional, segmented website reinforces the company's position as both a reliable retailer and a skilled custom manufacturer.
Key Takeaways
For businesses with mixed models (retail + custom service), website segmentation is critical. The user journey must be bifurcated based on product complexity and purchase intent.
Structuring inquiry forms for complex services (like custom builds) is as important as a shopping cart for simple products. It pre-qualifies leads and saves immense time.
Clearly communicating operational advantages (no middlemen, local production, delivery scope) directly on the homepage builds immediate trust and justifies value.
A successful manufacturing and retail website must serve two masters: the efficiency of e-commerce and the consultative depth of a service business.
Design, Develop, Deliver.
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