Website Development, Corporate
Established in Sydney, Amber Tiles has been operating since 1973. The company originally traded as a privately-owned store structure, later expanding to Amber Group Australia in 1996. Today, Amber Group Australia boasts of a strong market presence, with 28 successful franchises spread across NSW, ACT and QLD.
With almost 40 years' experience in the business, Amber has the expertise and industry knowledge to meet service expectations and provide the latest innovative trends from Australia and overseas. Amber Tiles delivers a wide range of floor tiles, wall tiles, bathroom tiles, natural stone floors, stone pavers, outdoor tiles and pool pavers with matching bullnoses and accessories to meet any indoor or outdoor requirement.
With their outstanding products and dedicated customer service, Amber Tiles is a dominant leader in the tile solutions industry for the past 40 years. As they continue to win new markets and offer new product innovations, the company knew that the next logical step for them is to revitalise their digital presence.
Amber Tiles decided to tap the services of The Website Marketing Group to manage their digital revitalisation strategy, with a major website redesign as the core component of the project. They have an existing website, but they wanted to develop its competitiveness. The aim is to rebuild everything from the top, focusing on improving the site’s functionality, user experience and optimisation.
The Website Marketing Group took on the challenge and began with the work of reimagining a website that will highlight Amber Tiles as both a powerhouse brand and a solutions provider for today’s modern homeowners, designers, architects, builders and renovators. The tagline “amber has the answer” served as anchor for the design and development decisions for the project.
The Website Marketing Group designed a website theme that spells modern, urban, bright and chic. The homepage evoked the very core of what Amber Tiles offers: sophisticated style and smart tile technology. The grid-style layout pays homage to the dimensions of the basic tile square. The imagery and crisp colour scheme positioned the brand both as aspirational and inspirational.
The website’s content was categorised into major sections: The “news & offers” section that delivers updated product information; the “products” section that takes the visitor to the array of tiles, pavers, mosaics and other items from Amber Tiles; “DIY” and “inspiration” sections for detailed guide to projects; and the “trade” section which offers tools such as calculator and safety catalogues. A store locator, an advance search function and social media sharing features were also installed.
As part of TWMG’s total solution approach, the team also built a digital asset management (DAM) system for Amber Tiles. Training was provided so the company’s internal staff can use the DAM to manage all their digital assets from a single location.
The visual impact of the new Amber Tiles website announced the rebirth not just of a site, but of an entire brand. This brand uplift allowed Amber Tiles a new level of presence in the digital sphere.
Meanwhile, the DAM system resulted in a more streamlined and effective system for the company, allowing the Amber Tiles team to enjoy significant savings and more time to focus on building strategic growth.