Projects 10 months ago is more than a webshop. It’s the one-stop-shop for your central heating boiler. You can order a new boiler, or hire an expert for a repair or maintenance of your existing one. The unique features on the webshop demanded a lot of custom development work. A nice challenge for the Baldwin development team.

Custom boiler wizard

Picking the right boiler for your home, without any technical knowledge, that’s not exactly a piece of a cake. To make it easier, Baldwin built a handy boiler wizard: Next to browsing the standard product overview pages, visitors can find their ideal central heating boiler by answering eight easy questions, like ‘How big is your house?’ and ‘How many people are living there?’.

After you answered the eight questions, the system automatically matches your answers with the product attributes in Magento, and shows you the ideal central heating boiler for your home, along with two alternatives. You don’t have to bother if you are not entirely sure of your choice yet, because after you picked a boiler, an installer visits your house to double check if the boiler of your choice actually fits your home situation.

Repair and maintenance

Next to installing new boilers, Verwarmingsketelshop also comes to the rescue when you have a problem with your current boiler, and you can hire an expert for a one-time maintenance or a recurring maintenance plan. The one-time maintenance can be fully planned and paid online. For a recurring maintenance plan or a repair, customers can contact the company via phone or web form. If you visit the webshop during working hours, you can also immediately chat with an expert via the online chat module.

Content marketing strategy

With the new webshop, Verwarmingsketelshop wants to appeal to a non-technical audience. To accomplish this goal, Baldwin did not only implement the wizard functionality and online chat module, but also an extensive content section, with lots of informative content to advice customers to make the right boiler choice, sign up for a grant or take care of their current central heating boiler. This content section on the webshop also functions as the core of Verwarmingsketelshop’s content marketing strategy, that focuses on building a solid ranking in the organic search results.

Aqtor 8 months ago

Aqtor is a business specialized in manufacturing and delivering products from the reimbursed range of prosthetics, mobility aid, orthopedic shoes, and bandages. Its mission is to enable people with mobility restrictions to regain their ability to move. While Aqtor is producing orthopedic products, the items can be purchased on their webshop, Ortoshop, which we also developed.

An initial briefing meeting for development provided us all the information we needed in order to create the website: data about the business, the requirements for the project and the functionalities that needed to be implemented. We knew the site needed to be responsive, draw the users’ attention to the products and redirect them to the webshop for orders.

The wireframes

Here, at Baldwin, we work on wireframes in order to find the perfect arrangement of elements on a website, to best accomplish a particular purpose, so we planned the pages’ layouts, the content arrangement, the interface elements and navigational system. This way, we are able to check from the beginning how they work together.


The design was created by having in mind how we want the potential customers to work with Aqtor website. We made sure we organized information in order to be easy to read by the visitors: we used headlines, white spaces, images, and an easy to read typeface. The navigation includes a logical hierarchy and clickable buttons that redirect the users to relevant pages.

To help the website load as fast as possible, we optimised images, and alongside its responsiveness, it works great on every device.


Since we carefully planned all the functionalities and requirements for the website, the development has gone naturally. The website is created in Magento 2. The developers made sure they implemented all the SEO requirements from a prior made checklist.

Usage and tracking

SEO and SEA functionalities are two of the most important things we revise and deliver when launching a website. We checked each page to be properly indexed by search engines and we made sure all gathered data is accurate. How, you ask? By implementing tools such as Google and Bing Webmaster Tools, Google Analytics and Google Tag Manager.

Site launch

After we made sure everything is tested by both our development team and the client, we launched the website in soft live for a couple of days. At the moment of the launch, all the marketing campaigns were scheduled.

Weba 8 months ago

Weba has been a respectable name within the Belgian furniture market for the last 30 years. They are headstrong and rebellious within their advertising, which definitely resonates with us at Baldwin. Our collaboration started în 2016, when we created the webshop using Magento1. Almost 9 months later, a new Weba webshop was born, which made it the first big Magento 2 webshop in Belgium.


Prior to the development of the actual webshop, we performed a lot of research. During our first meeting, the marketing team made itself acquainted with Weba’s strengths and the longterm business goals of both Weba and their webshop.

Eventually, the online concept started to take shape: Weba stands for a straight forward approach, which relies on their quality products at sharp prices, a logistically strong organisation, and the recognisability of their mascot Arsène Weba.

The Weba assortment is targeted towards a broad audience: they offer a wide range of furniture styles all at once, in which they don’t focus on one specific lifestyle. The product is put at the centre of attention, both in the physical stores as on the webshop.

Using ‘Personas’ – fictitious model Weba costumers – turend out to be a great way of figuring out the large number of different target audiences and their respective needs.

Up next, our marketers dived straight into the numbers: the briefing was tested with reality, by performing a thorough analysis of the existing webshop data and available numbers of the online furniture market. Step by step, we unraveled the customer journey – the path a customer follows, from first idea to actual purchase. – :

Who buys furniture online?

Which channels do potential customers use to search for these products? Which barriers do they experience while shopping for furniture online? How does your online presence have an influence on the sales of physical multichannel furniture stores? the result of this research: a SWOT-analysis. This gave an overview of Weba’s online risks and opportunities, and would eventually form the foundation for a first wireframe, a blueprint of the primary webshop pages.

The design process


After a couple of wireframe rounds, the structure started to take shape, with a definitive design based off the existing corporate identity of Weba, accompanied by the iconic drawings of cartoon artist Marec. Marec even made a number of unique drawings, just for the new webshop. The presence of Arséne and friends amplify the recognisability of the webshop and makes it stand out from its competitors.


The assortment of Weba has over 8000 products. That being said; designing a user-friendly navigation was a challenge. The number of subcategories and filter possibilities were vastly extended. The user’s needs and wishes were taken into account throughout every step of the purchasing-process.

  • Visitors who know what they are looking for can navigate through the website effortlessly by using the large dropdown menu.
  • By using large window tiles on the product summary pages, visitors who are still hesitant or just curious can easily refine their search and find the product that is right for them.

When checking out a product they are interested in, potential customers will be offered suggested products on the detail page of every product, as well as a summary of every product within that specific furniture set. This way, customers can easily browse through the wide range of products that match their own personal preference and taste.

Responsive design

Naturally, the webshop is mobile friendly. This is important, considering the number of mobile visitors has increased drastically the last couple of years. The mobile webshop shows a compact version of the content, and smaller product photos. This way, the webshop is still accessible on a smaller screen, without taking anything away from the user experience when using a smartphone or tablet.



Weba decided to collaborate with Combell as their hosting partner. On top of having a lot of experience with Magento, they are experts in installing load balanced systems. A load balanced system distributes all digital processes across multiple servers. This way, the webshop is able to handle up to 15 000 visitors per minute. This is absolutely paramount, considering national tv-campaigns often attract a high number of visitors.

Stress testing

Sizing Servers put the true power of the webshop to the test through stress testing: towards the launch of the new webshop, the maximum capacity was tested multiple times and adjusted accordingly by finetuning our scripts and server environments.

Synchronisation of the ERP-system

For a nationally renowned furniture business like Weba, it’s essential for all of the logistic elements between the webshop and physical stores to be synched with one another. For the checkout and warehouse processes, Weba has been using the Asci software for years. With Asci, Baldwin was able to deliver a seamless integration of both systems, which took quit a bit of custom development.

Stock management

When a customer places an order on the webshop, that order is immediately processed with Asci’s software. This stock and order data is synchronised in Asci with Magento multiple times a day. On top of that, the availability of every product is checked, in real-time, in a number of crucial places: the shopping cart, product pages and check-out process.

Doing this allows us to avoid situations where products are bought on the webshop, when these were recently sold out in one of the physical stores. This real-time check of stock was not available in Magento yet, and was therefore custom developed by the Baldwin developers, in cooperation with the Asci team.

Delivery method

The delivery method is determined by the content of the shopping cart. The costs for delivery are calculated in real-time when a customer enters his/her post code. This function was custom developed by Baldwin as well.

The launch

The launch of the new webshop was paired with an ambitious communication plan for both national television and radio, as well as incorporating online channels for the very first time. For Weba, Baldwin presented an online communication plan based on the 3 step stategy: See – Think – Do.


General campaigns through Youtube, Google Display and Facebook aim to raise awareness of the Weba brand with a large target audience.


Recent visitors are reminded of their visit with a personal ad in their Facebook newsfeed or other websites.


With our “Do” campaigns, we reach potential customers who are in the last phase of their purchasing process, when they actively search for Weba in the Google search engine. Search and shopping campaigns strengthen Weba’s online presence and amplify their SEO ranking.

Plan on shopping at Weba in Ghent or Deinze? At Baldwin, we’re just going to go ahead and shop from our couch. And we already know our favorite one: the Baldwin couch!

Skribis 8 months ago

A few years ago, the Baldwin team has made itself familiar with Magento 2, the latest version of the Magento e-commerce platform. Proud and Pleased as Punch, we want to take the opportunity to put one of our first Magento 2 creations in the spotlights: Skribis.

Skribis is a brand new online publication platform. Upcoming authors now have the opportunity to publish and circulate their manuscripts without the interference of a publisher. Skribis offers complete professional expertise: graphic design, online sales, print and distribution of academic, professional and novelist publications. With creative and technical know-how, the baldwin team guided the project from start to finish. This culminated into an innovative webshop, pioneer within the field of publication services.

Our creative geniuses supported Skribis during the transformation of idea to full-fledged webshop. The result is a practical digital platform, with the services of Skribis placed at the centre of attention.

Obviously, everything needs to look good as well. Our designers gave the project its own personality by giving it a fitting corporate identity and company logo. These will be featured on both the webshop and the printed book covers.

Naturally, we designed and built the webshop from the ground up. Our weapon of choice? Magento 2. Compared to its predecessor, Magento 2 offers a number of applications that boost the workflow considerably. Magento 2 sculpted the back-end into a modern design, which is a lot more user friendly than Magento 1.

These changes make it easy to add and adjust product attributes as well as determine which attributes can be used to filter specific products. This is just one example of how Magento 2 enables our development team to work faster and more efficiently. Thanks to Magento 2, this is an application our customers can learn easily without having to be a certified computer geeks.

Ridersville 8 months ago

After 25 years in the fashion business and a few thousand hours spent on horseback, it was time for the founders of Ridersville to merge two passions into one.


Baldwin translated the elegance and quality of their exclusive riders accessories into a stylish webshop, fitting the logo that already existed. To catch the eye of the webshop visitors, our design team opted for a unique homepage with a video.

We integrated Multisafepay to handle the payments and BPost for the delivery of the orders.

Rosette la Vedette 8 months ago

The mission of Rosette la Vedette is to bring colour to dark days. At 34, Wendy was diagnosed breast cancer and lost her hair because of the chemo therapy. As she was too optimistic to wear boring hats with boring colours, her mother made her personalised hats in bright colors.

Wendy decided to make fellow cancer patients happy as well, and launched an entire collection of fashionable hats, called ‘Rosette la Vedette’. With her trendy hats, Wendy wants to break the taboo of hair loss through chemo therapy. With this mission in mind, Baldwin redesigned the existing webshop.

The existing logo was kept, but the rest of the webshop changed drastically. Rosette la Vedette is a story told for and by strong people, therefore, the personal stories of fellow patients received a central spot on the shop’s homepage and on the product detail pages.

Next to the collection, the site also contains informative content on how to deal with hair loss by chemo therapy and style tips to look good, and feel good, despite the hair loss. This content was brought up front in a separate section called ‘chemo therapy and hair loss’.

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