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Home Case Studies Topps Tiles

Topps Tiles: The Search for A Discovery Tool


Uplift in searches on the retail site


Increase in revenue


Uplift in searches on the trade site

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DIY / Hardware

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Magento - Adobe Commerce

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United Kingdom

Running for over 60 years, Topps Tiles set out on a mission to provide the very best in tiling and are now the UK’s number one tiling specialist.

Topps Tiles prides themselves on providing an inspirational shopping experience with unrivalled customer service, coupled with innovative product ranges and exceptional convenience. With over 300 stores in the UK, Topps Tiles needed to ensure their ecommerce site also delivers the same level of customer service that shoppers are receiving in store.

The Search for A Discovery Tool

Topps Tiles launched a new headless website alongside their digital agency Tom&Co with the mission of providing a seamless omnichannel customer experience. With a vast product catalogue, Topps Tiles considered search to be essential to their online customer journey. With two different websites, one B2C for retail and one B2B for trade, Topps Tiles were looking for a product discovery tool that could work for both the B2B and B2C websites with vastly different customer types.

When looking for a discovery tool to fit the bill, Topps Tiles’ had multiple key considerations including:

  • A solution which could be optimised for mobile given that most of the retail website traffic comes through mobile 
  • Baked in machine learning to save the team manual time and effort 
  • Speed was of high importance, quick loading and quick results 
  • An easily manageable solution

“We partnered with Klevu having heard some great reviews. Klevu exceeded our expectations from the beginning and on future capabilities too, giving us sight of their roadmap which they invited us to feed into that as well. Klevu are very open to hearing our suggestions and taking them back to the internal product team.”

Topps Tiles Jade Girgensons Coates
Jade Girgensons-Coates Digital Project & Performance Manager, Topps Tiles

Topps Tiles have been live with Klevu Smart Search since 2022. The initial launch was on their B2C site but after seeing the success, this has now been rolled out onto their B2B trade site resulting in 41% uplift of customers using search. Tiles being a considered purchase, having content feed into search was also of great importance. For Topps Tiles, search isn’t just about converting a customer right away, it’s about inspiring them, informing them, and helping them within that journey, even if they wind up purchasing in store.

Topps Tiles has also been tracking the ‘0 results found’ pages through Klevu to identify search trends which are returning no results. This has allowed them to feedback to internal product teams and organize their store so search terms return relevant results, leading to improved customer satisfaction with reduced 0 results found pages.

Future Focus

Topps Tiles are continuously working with their web development agency Tom&Co to implement new site features and improvements. One of which includes adding banners within quick search, so they can call out any promotions they’re running or new products launching. They’re also looking at Klevu’s merchandising and recommendations products for the future. 

Tom&Co have played a significant part in the journey of Topps Tiles having built a new headless website on Magento in 2019. On a mission to inspire customers and allow them to visualise their interior spaces, all from the comfort of their own home. Tom&Co have implemented numerous features to make this mission a reality. This includes having successfully integrated Topps Tiles’ 300+ stores with Magento’s omnichannel capabilities.

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