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Product Page
The old product page was the silent killer. A shopper ready to spend $1,899 on a KitchenAid dishwasher needed five things the page wasn’t delivering. Confidence it was in stock. A real delivery date. The price of optional protection. The option to pick it up in-store today. And the technical detail to justify the purchase to a partner.
The new PDP leads with all of it. Stock status and model number sit at eye level. Color and finish variants are one tap away. E67 Protection plans (2-year, 4-year) are integrated into the buy box, not hidden in an upsell modal. “Get it as soon as June 5” makes the delivery promise concrete. FREE Pick Up in Store with See in stock locations turns the physical showroom into a closer. Quick Specs and Key Features sit at the bottom for the buyer who reads every label. The page does the work a great salesperson would.
Appliance shoppers don’t browse. They qualify. A width constraint, a budget ceiling, a brand preference, and a feature non-negotiable, with an expectation that the grid will reflect all of it within three taps.
The old collection page made shoppers work for it. The new one doesn’t. Brand, price, type, color, Wi-Fi capability, class width, tub material, place settings, and Energy Star certification sit in an expandable left rail. In-stock and on-sale toggles strip the grid down to what’s actually available today. On mobile, the same controls collapse into a streamlined sheet.
The filter experience holds up at every breakpoint. The grid keeps pricing, savings, and stock badges legible without crowding the imagery. The same architecture now scales across every category in the catalog without rebuilding the pattern each time.
Cart Page
The cart was where E67 was losing the customers who’d done all the hard work of choosing. A $6,000 order brings a delivery question, an assembly question, a removal question, a “can I pick this up?” question. The old cart answered none of them on the page.
The new one answers all of them inline. Cart Total, You Saved, and Subtotal sit at a glance. Local delivery or store pickup is a single tap, with postal-code validation that confirms eligibility for delivery to a specific address right there. Each line item carries its protection plan options, its assembly and removal services with transparent pricing, and its in-stock status.
The result is a cart that handles the real complexity of a furniture and appliance purchase without asking the shopper to call the store to finish the order.
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E67’s promise, “Create spaces that reflect who you are,” needed surfaces that did the same.Shop by Style modules (Traditional, Modern, Contemporary) let shoppers who know their aesthetic self-select in. Shop by Room editorial tiles (Living Room, Kitchen & Dining, Home Office) turn browsing into inspiration for the shopper who’s still deciding. A scene-shopping experience, Create Your Personalized Space, lets customers explore hotspots on lifestyle imagery and pull individual pieces into the cart from the room itself.
A store locator with postal-code search and live hours bridges the digital experience back to E67’s Quebec showrooms. A comprehensive FAQ surface handles delivery, returns, gift cards, and payment questions before they ever reach the call center.
Every one of these moves was a customer-service question the storefront now answers on its own, freeing the team to focus on the customers who actually need a human.
