Long-term ecommerce case study
For more than a decade, VICI has worked alongside Macnaught USA on ecommerce strategy, WooCommerce consulting, product discovery, merchandising and digital growth across the United States and Canada.
WooCommerce consulting
U.S. + Canada strategy
Product discovery
SEO & CRO
Flexible industrial ecommerce
strategic partnership
Macnaught USA
Industrial fluid handling
United States + Canada
WooCommerce
Long-term ecommerce strategy and guidance across multiple stages of growth.
Strategic collaboration across both the U.S. and Canadian digital presence.
Helped strengthen Macnaught USA into a leading U.S. fluid-handling brand.
01 — The challenge
Macnaught USA entered the U.S. with strong Australian brand heritage and a catalog spanning fluid handling, lubrication, hose reels and flow meters. The ecommerce experience needed to serve both standard SKU purchases and custom-built flow-meter requirements.
01
A technical catalog across multiple industrial categories required clearer structure, navigation and merchandising to help buyers identify the right solution.
02
The site had to support straightforward SKU ecommerce while also helping customers understand and pursue custom-built flow-meter solutions.
03
Macnaught needed strategic guidance and a collaborative approach that could help its in-house team grow the site and strengthen the brand’s U.S. position.
A WooCommerce-era experience supporting a broad technical catalog and custom product needs.
A collaborative, dual-market ecommerce strategy designed for sustained growth.
02 — What VICI did
VICI partnered closely with Macnaught USA and its in-house team, connecting ecommerce strategy, site structure, product merchandising, user experience and ongoing optimization.
Worked with Macnaught for more than ten years, guiding priorities through its WooCommerce era and beyond.
01
Partnered with the business to guide ecommerce strategy across two related but distinct market presences.
02
Helped shape a site experience that supports SKU-based products across fluid-handling and lubrication categories.
03
Supported the more consultative path required for custom-built flow-meter selection and education.
04
Worked alongside the in-house team on site structure, merchandising and user-experience strategy.
05
Continued supporting content, site performance, SEO, CRO and long-term digital growth planning.
06
03 — Experience transformation
The ecommerce experience needed to preserve the depth professional buyers expect while creating clearer routes for standard product purchases and consultative custom solutions.
A broad industrial catalog and different buying paths required a stronger strategic structure.
Clearer category paths, stronger product merchandising and continuous strategic collaboration help technical buyers reach relevant products and solutions with less friction.
04 — Partnership approach
The engagement evolved with the business, allowing VICI and Macnaught’s in-house team to solve immediate ecommerce needs while strengthening the long-term digital foundation.
01
Aligned the ecommerce experience with Macnaught’s products, buyers and U.S. market goals.
02
Shaped site organization around technical categories, SKU products and custom solutions.
03
Improved how products, categories and commercial value are presented to buyers.
04
Worked directly with the in-house marketing team on content, UX and site performance.
05
Continued supporting SEO, CRO and strategic priorities across the U.S. and Canada.
05 — The impact
years of strategic ecommerce partnership and consulting.
national digital presences supported across the United States and Canada.
market position strengthened within the fluid-handling category.
06 — Project details
The ongoing partnership provides a foundation for deeper product discovery, stronger educational content and continued conversion and search optimization.
Industry
Industrial equipment / fluid-handling ecommerce
Location
United States and Canada
Involvement
Ecommerce strategy, WooCommerce consulting, product discovery, merchandising strategy, UX strategy, SEO, CRO and ongoing growth consulting
Tools
WooCommerce, ecommerce strategy, product catalogs, SEO, CRO, UX planning and product merchandising
Website
VICI helps ambitious ecommerce brands connect strategy, site experience and ongoing growth into one long-term partnership.
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