A sensitive purchase, made easy to get right
01 — The brief
Change the platform, keep the shopfront
Continence Care was founded by registered nurses and now supplies thousands of New Zealanders with discreet home delivery of incontinence products. The store worked. The platform underneath it did not.
The brief was a platform migration that customers would not notice: the same design and the same shopping habits, on a system that could carry subscriptions, sample packs, trade accounts and a large catalogue without third-party add-ons.
Two things made it harder than a normal move. Six hundred product pages had to arrive with their search equity intact, and the audience is often older, frequently buying for someone else, and easily lost by anything that feels clinical or exposed.
A catalogue you can shop by need Products are grouped the way people describe the problem, not the way a supplier lists a SKU, with absorbency, size and style visible before the click and free sample packs on every product page.
By the numbers
A large catalogue, moved cleanly
Feature
Auto-Ship is the part of the store that matters most. Continence products are bought on a cycle, so the subscription is built into the platform rather than bolted on: the customer picks a frequency at the point of purchase and manages everything themselves from their account.
- Weekly, fortnightly, monthly, two-monthly or three-monthly delivery
- 10% off every subscription order, applied automatically
- Pause, skip, swap or cancel from the account area
- Recurring card payments with email confirmation on every dispatch
- Plain, unbranded packaging on every order
One store, two customers
Retail and trade, side by side
Households are not the only buyers. Organisations buying at volume order on account, and need wholesale pricing that retail shoppers never see.
Oncord's commerce and CRM handle both from one place: a public retail store, a trade and wholesale enquiry path with credit accounts, and a downloadable product catalogue for the organisations that still order from a printed range.
Because the customer, the order history and the subscription all sit in the same system, the team answers a phone order and a website order from the same screen.
02 — The process
How we got there
- 01
Auditing the old store
Every product, category and landing page was mapped with its rankings and traffic before anything moved, so the migration had a target to hit rather than a hope.
- 02
Rebuilding the design on Oncord
The existing look was rebuilt rather than redesigned. Returning customers found the same shopfront, on a platform with native commerce, CRM and email marketing.
- 03
Migrating the catalogue
Six hundred plus products, images and categories carried across, with the legacy URLs redirected so nothing landed on a dead page.
- 04
Commerce features that fit the category
Auto-Ship subscriptions, free sample packs, the product finder, trade enquiries and discreet delivery messaging, all built in rather than added as apps.
- 05
SEO, content and ongoing marketing
Search work through and after the move, plus an advice library the client publishes and adds to themselves.
Advice that earns the search traffic An article library answering the questions people type at two in the morning, from nocturia to plus-size sizing, written to be useful and to bring in the searches product pages never win.
03 — The outcome
Same store, stronger business
A migration customers did not notice, and a large lift in search rankings once the new structure settled.
Subscriptions, sample requests, trade enquiries and marketing now run from one platform, so the team spends its time on orders and advice rather than on stitching systems together.
The site has kept growing since: new ranges, new advice content and a product catalogue the client updates without us.
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Design, build, content and search, handled by one Auckland team.
