Establishing differentiation for California Shutters

The Challenge

Each of TCMM’s brands were born out of a solid SEO differentiation strategy, allowing them to capture and dominate the shutters market quickly and effectively with challenger brands. However, following a COVID-boom, when many homeowners invested in properties, growth has slowed. Only marginal gains can be made using SEO alone in a market competing for a more limited audience.

The Solution

Alongside the creation of a new technology platform to support TCMM’s long-term growth strategy, true focused efforts on the positioning of each brand to ensure they can capture as much of the market as possible and make gains in conversion rates (and revenue).

true saw the opportunity to achieve new gains by combining brand differentiation with a simplified, conversion-focused ecommerce journey. 

Shutters are a complex, highly customisable product, and the challenge was to make the online buying process feel effortless while elevating the brand’s appeal.

The redesigned site offers a premium, interior-design-led experience that guides customers through product selection and personalisation, making it easy to translate inspiration into purchase. By marrying a stylish brand with a user-friendly ecommerce platform, true helped California Shutters stand out in a crowded market and turn complexity into clarity, driving differentiation and long-term growth.

User testing of the California Shutters site showed overwhelmingly positive feedback – calling out the attractive design, more premium, modern look & feel, and interior design-led aesthetics.