Case Studies

The Client

Specflue was founded in 1992 as an independent company with just five members of staff. Specflue developed quickly, continuously expanding its customer base and adding new product lines. Today the company employs over 120 members of staff and has a turnover in excess of £23 million.

Specflue’s guiding principles remain the same today as they were in 1992: innovation, the provision of top class products and the delivery of outstanding customer service. It is these beliefs coupled with the technical knowledge of its staff that has driven Specflue to become one of the UK’s leading suppliers of flue, chimney and renewable heat products.

The Challenge

Specflue was seeing increased trade and business via its website. However, the site itself was difficult to use and unresponsive to tablet and mobile devices. Moreover, Specflue was implementing the SAP ERP system across its business and needed a new Online Ordering Portal capable of pulling account information and customer’s pricing structures into the portal.

Equally, the returning information concerning the customer order needed to be passed back into SAP.

What We Did

Following a competitive pitching process PureNet was selected to deliver the project. This was for a number of reasons. PureNet, an integration specialist, has delivered scores of integrations generally, with SAP making up the largest number of these projects specifically.

Furthermore, Specflue had made a strategic decision to use Magento Community Edition as their chosen ecommerce system. As a Magento specialist, PureNet was the obvious choice to provide consultancy, design, development and integration for the project.


The Results

  • The solution result is a high-performing, B2B, conversion focussed website with a robust Magento/SAP integration.
  • Specflue is delighted with the results the website has produced. The website now achieves an impressive 23% overall conversion rate, increasing to 57% during peak times.
  • The responsive design of the website has proved extremely successful with mobile conversions at almost 10% and tablet conversions at 20%.
  • The website’s bounce rate is now below industry average at 20% and the speed of the site has improved dramatically. Cart abandonments have also been reduced drastically to 6%.


“To be at the forefront of our industry we have to always maintain an extremely high level of customer service, quality, and innovation. It is important that we deliver these values to our customers at all times across all channels. With the continued growth of our business, we wanted to ensure the system we invested in was robust and scalable whilst meeting all of the modern-day B2B customer demands.

We are genuinely delighted with our new Magento solution. The platform has exceeded our expectations both in ease-of-use and rich functionality. The integration with SAP means that our whole business is now not only joined-up but highly intelligent and efficient.

Our new ecommerce solution is now the core of our business, something that we know will support our continued growth and expansion for years to come.”

Louise Jones, Marketing Manager, Specflue.

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