How to launch a large product catalog with a functional 2-in-1 company website? A fast and effective catalog of thousands of products for Cuprum

The client is Cuprum – an installation wholesaler operating since 1993, specializing in providing comprehensive solutions for heating, plumbing, and sewage systems. The company serves contractors, retail outlets, housing cooperatives, developers, and individual customers. Cuprum is 100% Polish-owned and belongs to the Instal-Konsorcjum Group. The company operates its headquarters in Koszalin and a branch in Świdwin.  

In this case, the client entrusted us with the development and ongoing management of their online presence, with a particular emphasis on the website, Allegro marketplace, Google business cards , and social media communication. Our task was not only to develop the website's content and structure, but also to ensure its visual consistency, usability, local visibility, and ongoing communication with the brand's partners and audiences.

The Cuprum wholesaler operates in the installation industry, including heating, sanitary installations, hydraulics, sewage, ventilation and renewable energy solutions. 

The industry serves individual clients, contractors, designers, housing cooperatives, and developers. A strong online presence is also a key element of its development – ​​both in terms of presenting its offerings and communicating with clients, partners, and installers. 

The nature of Cuprum Wholesale's business, based on consulting, product availability, cooperation with partners and industry training, was an important starting point in planning and developing online activities.

Understanding customer needs and development direction

Our collaboration with Cuprum Wholesale was based on an analysis of the brand's needs and an understanding of the role the website and related online channels should play. From the outset, it was clear that the website would not only serve as a showcase for the company, but also as a tool supporting communication, product presentation, local activities, and relationships with partners and installers.

Designing content structure and architecture

One of our primary areas of work was streamlining the site's structure and developing its content architecture. This included creating and expanding subpages, redesigning local pages, developing company sections, streamlining category layouts, and developing grid layouts and regional pages. As part of this work, we worked on headers, offer sections, FAQs, internal linking, and mobile-friendly content.

Creation, publication and ongoing online communication

We were responsible for website content development and the brand's ongoing online communications. Our activities included preparing, editing, and publishing news, blog articles, guides, training materials, and content for local and corporate websites. We ensured that all publications were consistent with the brand's character, accessible to the audience, and aligned with the company's communication needs.

In parallel, we also communicated on other online channels, including Facebook and Google Business Cards, publishing posts, informational content and materials related to training and events.

Technical work in CMS and website development

The team also handled the technical maintenance and optimization of the website using the IdoSell CMS. Our work included code corrections, visual modifications, implementing new sections, working on responsiveness, FAQs, category boxes, hover layout, and interface elements. Additionally, we conducted technical SEO activities, including preparing and implementing 404 redirects and organizing content and structures within the CMS.

Development of local sections and local visibility

One of the key elements of our collaboration was the development of local pages, targeted at specific cities and local search intent. This allowed the Cuprum website to further enhance the brand's visibility in local search results and better meet the needs of audiences searching for products and support in specific locations. In parallel, we also conducted activities related to Google business cards, including their creation, optimization, ongoing maintenance, and the publication of news.

Development of the Allegro marketplace

The scope of our collaboration also included developing Cuprum Wholesale's sales and presence on Allegro. We led activities related to account setup and development, offer optimization, auction creation and publishing, data updates, offer renewals, and customer communication support.

Creating a new business card page with a product catalog

Organizing the page structure

One of the main goals of the project was to organize the Cuprum Wholesale website so that users could navigate the site more easily, find interesting content more quickly, and move more efficiently between the offer, local, and information sections.

Strengthening the brand's online presence

A key goal was to systematically develop the Cuprum brand's presence across digital channels – both on the website and in social media, Google listings, and marketplaces. The goal was to build consistent, regular, and professional online communication.

Increased local visibility

The project also aimed to support local brand visibility, particularly in the context of local pages, Google business cards, and content targeted to audiences in specific cities and regions. This was particularly important for building Cuprum's presence in Koszalin and Świdwin.

Development of communication with installers and partners

Another goal was to better leverage the website and other communication channels to build relationships with installers, designers, and sales partners. Informational content, news, training materials, partner zones, and communications supporting the partner program played a key role in this area.

Development of the sales and communication ecosystem

The project involved not only developing the website itself but also connecting it with the brand's other presences: Allegro, Google My Business, and Facebook. This allowed online activities to support both communication and the development of sales and brand recognition.

In the project, we used tools and solutions supporting the construction of e-commerce solutions, content development, as well as technical optimization and analytics:

• • CMS IdoSell
  • Anti-plagiarism tools
  • Senuto
  • GA4
  • Google Search Console
  • Google Tag Manager
  • Google My Business
  • Meta / Facebook
  • Allegro Sales Center

We created a new, functional website, visually aligned with the client's purchasing group's Visual Identification System. We based the website on IdoSell CMS technology, with a customizable template/display so users could quickly and easily find any product from Cuprum's online offering. We correctly installed basic tools such as Google Analytics 4 and Google Search Console. We utilized IdoSell's reliable and efficient Open SAAS, a 100% responsive sales platform (though not a store), to effectively present such a large product database in line with the latest Google and UX trends. We also implemented customized local SEO.   

If you want to learn more, write to usand we will be happy to tell you about it.

If you want to find out what effect we have achieved for a client, write to usand we will be happy to tell you about it.

• Content marketing – development of news, guides, blogs and information content.
• SEO / positioning – development of local websites, optimization of structure and content, technical activities in CMS.
• Local SEO – visibility support for brand branches and areas of operation.
  E-commerce/marketplace development – ​​development and management of sales on Allegro.
• Google My Business support – creation, optimization and ongoing communication in business cards.
• Social media – publication of posts and development of communication on Facebook.
• Website development – ​​ongoing expansion, visual improvements, content and section implementations.
• Website – ongoing website development: adding content, expanding subpages, improving the layout, offer sections, graphics and brand communication elements.
• B2C store – activities preparing the brand for further development of online sales in the area of ​​​​retail offer.
• E-commerce support – ongoing support in developing online sales, communication and brand presence in online channels.
• Team building – developing the knowledge, skills and work organization needed to continue marketing and e-commerce activities.