Wholesale Domestic Bathrooms has three domestic bathroom showrooms across Glasgow, Edinburgh, and Aberdeen, with 2,691 ESLs altogether. ShelfTalker connected the business’s existing NetSuite system to its ESL software, giving the team greater control over product information, pricing, branding, and customer journeys **across all three stores**.
For a showroom environment, the shelf edge needs to do more than display a price. The move to ShelfTalkers ESL software has given the team **greater control** over what appears on each ESL. Product information is pulled from NetSuite every 5 to 10 minutes, while templates can be adapted around different categories, promotions, and showroom displays. The software has also opened up a direct link between what customers do in store and what they go on to purchase online.
The Challenge
Wholesale Domestic Bathrooms was already managing a large amount of product information through NetSuite, but turning that information into useful, consistent shelf-edge content required a **more flexible approach**. Prices can change regularly, so the business needed a system that could keep up without creating additional work for showroom staff.
There was also a branding requirement. The marketing team had already developed specific designs for the ESLs, and those designs needed to be reproduced accurately within the software. A standard template approach wouldn’t give the business the level of control it wanted; the displays needed to reflect the company’s own branding and the way its showrooms are presented.
The way bathroom products are displayed created another practical issue. A single showroom display can contain eight or nine products and restricting an ESL to a small number of assigned products would make those displays unnecessarily difficult to manage. Products also need to be added, removed, or reordered as displays change; the team needed to be able to make those adjustments individually rather than rebuilding the whole display.
Product identification could also be awkward. Many items have their original barcodes removed before they go on display, meaning staff can’t always rely on scanning a barcode to find the right product. They needed a faster way to search using information they already had, including SKU, description, barcode, or product name.
“Before ShelfTalker, keeping product information and pricing up to date across the showrooms involved a lot more manual work. We wanted a system that could work with the information we already had in NetSuite, while also giving our marketing team control over how the displays looked.”
Wholesale Domestic Bathrooms
The Solution
ShelfTalker built an integration around two CSV files supplied by Wholesale Domestic Bathrooms, allowing the software to read the business’s NetSuite data every 5 to 10 minutes. Callum Gaughan, the company’s NetSuite and IT Manager, supplied the files needed to build the connection; ShelfTalker then handled the mappings behind the scenes so the relevant product information could flow into the templates.
The marketing team’s designs were also reproduced within ShelfTalkers ESL software, giving Wholesale Domestic Bathrooms control over the appearance of its ESLs without having to compromise on its existing branding. Templates can be used to display pricing, product information, clearance messages, sales, and promotional content, with the software providing the flexibility to change what appears as requirements evolve.
The ESL software also makes managing larger bathroom displays much easier. A single ESL can have a larger number of products assigned to it, meaning a complete display can be managed together rather than forcing the team to work within a small product limit. Individual products can then be removed, replaced, or reordered without having to restart the entire process.
Staff can also search for products using SKU, description, barcode, or product name; this is particularly useful where products have been removed from their original packaging. Instead of relying on a barcode being available, the team has several ways to locate the correct product and make the required changes.
“The ShelfTalker integration has made that much easier. We can update prices regularly, manage larger product displays, and make individual changes without having to rebuild everything. The ability to use product searches, dynamic categories, promotions, and QR codes has also given us much more flexibility in how we use the software.”
Wholesale Domestic Bathrooms
Connecting Showroom Visits with Online Sales
One of the more valuable features of the ShelfTalker ESL software is the ability to add tracked QR codes to the ESLs. These QR codes link directly to the relevant product pages on the Wholesale Domestic Bathrooms website, with UTM parameters providing information about where the visit came from.
The tracking includes the store where the scan originated and when the scan took place. This gives Wholesale Domestic Bathrooms a clearer picture of what happens after a customer interacts with a product in one of its showrooms.
A customer might scan a bathroom product while looking around the Glasgow showroom, take the information away with them, and then return to the website later to complete the purchase. The online order can then be connected back to the original showroom activity, giving the business a way to understand the relationship between physical store visits and online sales.
That connection is particularly useful for a showroom business, where customers may want time to consider a purchase before committing. The ESL links shoppers directly to the relevant online product page, while tracking gives Wholesale Domestic Bathrooms greater visibility of what happens next.
“The QR code tracking has given us a better understanding of what happens after someone visits one of our showrooms. A customer can scan a product, visit the website later, and potentially place an order; being able to connect that online activity back to the store gives us information we didn’t have before. ShelfTalker has saved our team time while giving us much more control over the product information we put in front of customers.”
Wholesale Domestic Bathrooms
The Result
Wholesale Domestic Bathrooms now has a ShelfTalker ESL software setup connecting its NetSuite product data with 2,691 ESLs across Glasgow, Edinburgh, and Aberdeen. Prices can be refreshed every 5 to 10 minutes, giving the business the flexibility to respond to pricing changes more frequently and keep the information shown to customers up to date.
The marketing team has also retained control over the look and feel of the displays. Its own designs have been reproduced within ShelfTalker, while dynamic category mappings, promotional messaging, and product-level controls give the business much more flexibility over what appears on each ESL.
The day-to-day process is easier for staff, too. Products can be found using different attributes, larger bathroom displays can be managed together, and individual products can be changed without having to rebuild an entire display. The rollout also became faster after the first store because the integration and mappings were already established.
Perhaps most importantly, the software gives Wholesale Domestic Bathrooms information about what happens beyond the showroom itself. Tracked QR codes can connect a customer’s in-store interaction with a later visit to the website and, where that journey results in an order, provide a way to attribute the online purchase back to activity in the physical store.
What started as a need for greater control over product information and pricing has therefore developed into a much broader software solution. ShelfTalker gives Wholesale Domestic Bathrooms a cleaner, more manageable way to control its shelf-edge content, while also creating a useful connection between its three physical showrooms and its online sales journey.
