Blinds To Go (BTG), headquartered in Paramus, New Jersey, is a leading manufacturer and retailer of custom blinds and shades, with over 90 showrooms across the USA and Canada. Known for its exceptional customer service and the "Red Carpet" experience, BTG has made a strong impact in the industry. Their eCommerce storefront offers a wide range of blinds, shades, and drapes in various colors and sizes, serving as the primary digital channel for customers.
The Challenges
Blinds To Go (BTG) was facing multiple technology and operational hurdles that hindered their ability to scale and deliver a seamless omnichannel experience. Their eCommerce site, heavily customized with ad-hoc features, was powered by Joomla, a legacy CMS that struggled to support these extensive customizations. This resulted in a site that was slow, unreliable, and challenging to maintain, forcing BTG's marketing team to invest countless hours in manual upkeep, which significantly impacted their productivity and reduced their ability to quickly adapt to changing customer preferences.
The outdated system failed to meet current SEO standards and limited BTG’s capacity to cross-sell and upsell products effectively, as it lacked the necessary features and insights. Moreover, the absence of smart merchandising options—such as the ability to boost, bury, or promote specific products like blinds, shades, or drapes by type, size, or color—further restricted their ability to improve conversions.
Ultimately, BTG sought greater operational independence, aiming to reduce reliance on multiple systems and external consultants for everyday updates and configurations. Despite spending two years searching for the right technology platform and partner, and evaluating top vendors like Adobe Experience Cloud, Bloomreach, and Salesforce Cloud, BTG struggled to find a partner that truly understood their unique omnichannel vision—until they discovered Experro.
The Solution
Headless CMS
Headless Frontend 
Merchandising
Experro offered a unique solution backed by our deep retail and technology expertise. Within just 3 weeks, we developed a comprehensive strategy, roadmap, and live demo of their vision, and in under 90 days, executed a complete eCommerce transformation from the ground up.
Our approach involved:
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Next-Gen Headless eCommerce: Using Experro DXP, we implemented a cutting-edge headless CMS, custom storefront, edge CDN, and enhanced SEO capabilities for a fast, dynamic eCommerce experience.
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Content Management Simplified: Experro replaced BTG's outdated CMS with its advanced, user-friendly CMS. With the drag-and-drop builder, BTG efficiently managed website content and pages, streamlining workflows.
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Flexible Systems: Experro empowered the marketing team to easily update campaigns, promotions, and content without technical help, allowing swift adaptation to customer preferences and trends.
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International & Multi-Lingual Sites: We restructured the existing site into three distinct international sites, supporting regional and multi-lingual experiences for US and Canada in both English and French.
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Enhanced Merchandising and Personalization: With Experro's merchandising tools, BTG implemented effective upsell and cross-sell strategies. By leveraging customer data and understanding the multi-touchpoint journey, they were able to hyper-personalize customer experiences, ultimately boosting sales.
