Making a complex catalogue easier to shop and simpler to maintain.
about the client
Rival’s customers need to understand meaningful technical differences between products that can look similar at first glance. Its team needs to explain those differences consistently, without treating every product page as a separate content project. We redesigned the Canadian Shopify storefront around both needs. Product comparisons, clearer merchandising and reusable technical content bring the company’s expertise into the buying journey. Behind the interface, we structured information so shared descriptions can be maintained centrally, while each product keeps the details and imagery that make it distinct.
context
A single global store sounded simpler, but Rival’s regional businesses had different payment arrangements, staff permissions and operating requirements. We retained separate stores and kept ERP work outside the initial rebuild. That let the storefront project move forward without making a better customer experience dependent on a much larger operational overhaul across its markets.
process
We separated shared technology descriptions from product-specific features and imagery. One explanation can serve multiple products, while visual annotations stay tied to the right photographs. The team can update common information once instead of editing it across individual pages.
solution
Comparisons explain practical differences in use, construction and materials, helping customers choose between relevant products rather than simply browse more.
result
The Canadian storefront connects product discovery with practical next steps: filters to narrow the range, comparisons to understand the options and sizing guidance to support a choice. Complementary recommendations and a dedicated bundle builder serve different buying needs. The work extends through availability, discount behaviour and mobile interactions, so the experience holds together beyond the product page.
result
A useful storefront depends on more than its appearance. Rival’s rebuild connects how customers choose products with how the internal team maintains accurate product information, while respecting the regional operations that already support the business.
