ALNO UK Ltd is a German kitchen supplier that sells in the UK under two prominent brands - in-toto Kitchens and ALNO. We have had a long and very successful relationship with ALNO. For over 6 years, we have helped them define and modernise their web presence, effectively utilise email marketing, streamline their business processes and market their kitchens to a large online audience.

The Challenge

We enjoy a close working relationship with ALNO and over the years have become their key web partner, acting frequently as their de facto in-house developers. Recent projects have included full redevelopments of the websites for their various UK brands, launching a new US website and improving their bespoke CRM/Sales software to give them accurate and real-time snapshots of company performance.

Our Process

The in-toto, ALNO UK and ALNO USA websites were all developed following careful consultations, wherein we discerned both the shared goals as well as the features that were unique to each brand. This allowed us to build these sites on a common framework, while delivering bespoke development when and where required.

The resulting sites are all very distinct and serve (subtly) different audiences. However, the shared framework allows us to quickly develop new features, patches and bug fixes for all 3 sites. This degree of standardisation was important for the client and helps us deliver efficient code updates at a lower overall cost and faster lead time.

The CRM portion of the development was business critical for the ALNO management team. The application had originally started life as part of the in-toto website. Here we undertook some serious testing and smart restructuring. This allowed for separate development and for the system to grow in scope, enabling management of companies across their group.

The CRM stores customer data, cleverly synchronises showroom and company data from the relevant databases, and helps showrooms to produce and manage customer contracts. The contracts are produced in PDF format to make them secure yet portable.

Additionally the system gives the management a picture of overall performance via its reporting functionality. Monthly contract figures are stored and aggregated. Managers are able to drill down by store or select specific time periods to view.

The Outcome

We have built a relationship characterised by a high level of trust, honest feedback and the genuine desire to deliver results.

Our work on ALNO's online marketing campaigns delivers hundreds of cost effective leads every month. Our knowledge of search engine optimisation has helped them leverage their UK wide presence to great effect. Our advice and support are only a phone call away for their multiple showrooms nationwide.

Don't just take our word for it – ALNO UK has awarded us their Supplier of the Year award, not just once, but twice! 

brightfive has become a very valued and respected extension to our own marketing team. 

Simon and Jamie are our key contacts for anything web-related and always give us added-value by taking our brief and returning extremely well-thought-out solutions and options – thinking five steps ahead to foresee future implications and facilitate improvements. Their advice is always well considered and they have a genuine care for our best interests. 

To top it all off, they’re great guys who we all really enjoy working with!

Kirsty Darcy
Marketing Manager,  ALNO UK 


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