Nurus: rebuilding a live office-furniture storefront and connecting it to CRM/ERP

Context

Nurus is a manufacturer of professional office furniture with a wide catalog — desks, seating, storage, acoustic and ergonomic products — and a commerce operation that involves more departments than a typical online store: design, marketing, sales, SEO, logistics and the teams running the company’s CRM and ERP. The Shopify store was live and selling. The brief was to move it to a new theme, implement the design team’s new layouts, and make the store fit how the company actually delivers and installs furniture — all while the store kept selling.

Role and team

I joined as full-stack Shopify developer and consultant. Two other developers worked on the project; I coordinated their work and provided technical support. On the brand side I worked with the design team (files in Figma and Adobe), marketing and SEO teams, sales, the store manager and the representatives of the CRM and ERP vendors. An external SEO agency delivered audits that I turned into code changes.

Approach: build the new theme next to the live one

The first step was infrastructure. I connected the store to GitHub and set up main and dev branches as separate themes, so the new theme could be built and reviewed next to the live one. Every section was built from the design files with settings exposed in the theme editor, and I wrote documentation so the store team could change content, layouts and navigation without a developer. When development was complete, the main theme was published from GitHub.

What was built

Storefront and navigation

• New sections and pages from the design team’s files: grid layouts, sliders, collapsible content inside tabs, and custom fonts not available in Shopify’s typography settings.
• Navigation restructured so collections appear as categorized groups, as the brand requested.
• A filterable reference-projects area: the brand’s large installations can be browsed by location and client.
• Mobile layout improvements across templates.

Product and collection experience

• Variant pickers that reflect stock state per variant.
• Variant image switching on collection pages from filters and from the product card.
• Upsell placements on product pages where the complementary products change with the selected variant.
• SEO meta titles and descriptions on product templates.
• Lightweight Liquid sections replacing announcement-bar-type apps that were hurting performance.

Delivery and assembly logic

Office furniture is delivered and often assembled on site. I added assembly services as orderable items with a presentation that fits the purchase flow, customized the assembly offer according to the delivery city, and implemented different pricing for different delivery methods. The shipping-cost logic was reorganized and the team was trained to manage it.

Integration with CRM/ERP

I wrote and installed a custom app that transfers data between the store and the company’s CRM and ERP systems. On top of that, order and shipping information from the order-management system is shown to customers in the storefront through dedicated pages and logic.

Measurement, SEO and accessibility

• Custom triggers for Google Analytics events and custom pixels for other tracking tools, with unique theme areas built for the marketing and SEO teams.
• Semantic HTML, structured data, customized sitemap.xml and robots.txt, and on-site SEO changes based on the agency’s audits.
• Adjustments for visually impaired users in connection with Blindlook.
• Customized email templates.

Outcome

A store on a new theme that the brand’s own teams manage day to day, with documentation for the sections and settings; delivery and assembly handled as part of the order instead of outside it; and a data path between Shopify and the CRM/ERP systems the company already runs.