Inside Signature Hardware’s Mission for Sustained Growth

Signature Hardware needed a digital transformation.

Founded in 1999, Signature Hardware started as a family plumbing business in Northern Kentucky. Today it has grown into a leading online retailer of products for bath, kitchen, and home, selling everything from breathtaking bathtubs to one-of-a-kind home accents. The company had a high-class problem: They were expanding fast and business was booming, but unfortunately their website could not keep pace. In an increasingly connected world, growing demand for a complete online shopping experience was something they knew they had to address. Here’s what they needed: a mobile-optimized site that ensured a seamless customer journey from point of entry to packaging and shipping. They also wanted to understand their customers’ journey and know exactly how they engaged with the brand, and to ultimately improve Customer Lifetime Value (CLV).


We have seen first-hand the power of combining rich product and customer data from Magento with the business insights that Magento Business Intelligence provides.

Sean Fisher

Director of eCommerce, Signature Hardware

Magento helped Signature Hardware become a standout online fixture.

Signature Hardware had a lean internal team and a complex back-end system. They needed a platform that took back control over their online business, without the heavy upkeep. They chose Magento Commerce (formerly Magento Enterprise Edition) and created a responsive site that looked great on all devices. Next they integrated a custom back-end system for order management, financial systems, and customer data, and successfully transferred over their 60,000 SKUs. Then, to complete the strategy overhaul, they worked to incorporate customer service and data management systems.

By implementing Magento Business Intelligence, Signature Hardware could integrate data across many disparate sources to understand what new customers were buying and how it impacted customer retention. They created CLV models by vertical that allowed them to smartly invest their marketing dollars in categories that attracted high-CLV customers. They also employed creative merchandising to increase cart size and promote suggested items based on cart contents.  By segmenting their data, Signature Hardware developed a truly data-driven strategy to grow their Customer Lifetime Value.

Signature Hardware is climbing up the Internet Retailer Top 500 merchants list.

Signature Hardware launched on Magento Commerce in February 2014, and Magento Business Intelligence in August 2014. The results were impressive: Signature Hardware doubled their revenue per day on their top SKUs with price testing, reduced their defective inventory, and gathered data to eliminate costly drop-shipping. Using Magento Business Intelligence helped the team determine where to smartly invest in digital marketing. With the flexibility of Magento Commerce and insights from Magento Business Intelligence, Signature Hardware manages its site in ways that boost profits year over year.

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The new website redesign reflects our ongoing focus on our customers. Through the Magento platform, we’ve made our 60,000 products easier to find and customize, providing an effortlessly streamlined shopper experience. We’re working hard every day to take the pain out of the home improvement process.

Mark Morse

VP of Marketing, Signature Hardware