Turkstra Lumber
Bringing the in-store experience online
Turkstra Lumber has long been Ontario’s go-to for building supplies, known for its Build It Better program that pairs expert coaching with materials planning. While this experience worked in store, their online presence lagged— multiple sites, no ecommerce, and rising service calls left customers unable to shop online or find what they needed.
With Shopify Plus, we built Turkstra’s first ecommerce platform. It simplified operations, improved the customer experience, and made expert guidance from Build It Better coaches easier to access.
Apps & integrations
Roadblocks
Turkstra’s challenges were clear:
- No ecommerce foundation. Everything had to be built from scratch.
- Multiple websites that confused customers.
- No way to browse products or check inventory online, leading to more service requests.
- Complex delivery rules and operations that had to be translated accurately.
- Build It Better content siloed away from the shopping experience.
Strategy
To bring Turkstra’s in-store expertise online, we focused on three core areas.
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Understand customers and competition
We analyzed how contractors and DIYers shop and built guided shopping and project planning tools using competitor research. -
Make inventory and pricing clear
Real time integration between Kerridge K8 ERP and Shopify Plus gave building supply customers instant visibility into stock and pricing, cutting out guesswork and wasted trips. -
Simplify discovery with expert support
We rebuilt the shopping journey to be intuitive, weaving Build It Better guides, tutorials, and recommendations directly into the flow.
Results that matter
Session time grew 2x.
Simpler product discovery and project planning kept customers engaged longer.
Google traffic increased 4x.
Real-time ERP + Shopify Plus surfaced accurate stock and delivery info, reducing service requests.
Active users jumped 5.3x.
Build It Better resources built into the journey turned research into purchases.
Traffic grew 6x and direct visits rose 4.5x.
A refreshed design modernized Turkstra’s digital presence while keeping their trusted brand feel.
