Morphy Richards needed tradeit to manage three different types of products within the system. Not only products that were sold on the site, but also spares and accessories, which needed to be found by related product or spares name or part number, and obsolete products, so that visitors to the website could search through the back catalogue of instruction booklets held by the brand. tradeit provided the flexibility to handle these various types effectively through the website via multiple templates. Faceted navigation dramatically improved the customer experience on-site, especially when navigating the spares catalogue. The new ecommerce solution also leverages Morphy Richards' social activity by integrating social widgets for Facebook and Twitter as well as feeds for the company's blog into various storefront templates.

The ecommerce platform forms the solid foundation for online growth at Morphy Richards and has been fully integrated with a number of their supporting business systems including integration with AS/400 ERP system, email marketing via emarsys and manageable feeds for affiliates. A responsive design also replaced the existing, separate desktop and mobile sites.

tradeit is also used to power their Digital Asset Management system which provides a central repository of all product data, information and assets, and can be accessed by internal staff and any third parties with approved access rights, such as the leading online and high-street retailers who sell their products. This enables those third parties to obtain any up-to-date product information they need or export it en masse to populate their own feeds, PIM, sales tools, catalogues etc...