Fotoconic

A Canadian retailer of photography, video, lighting, audio and drone equipment.

Client: Fotoconic
Industry: Photo and video equipment
Market: Canada
Project: E-commerce website
Focus: Catalogue search · Brands · Deals

The challenge

Fotoconic carries a deep and technical range. Its customers often know exactly which model they want, while others are browsing by brand or looking for a deal.

The store had to serve both without making either wait.

What we changed

We organised the catalogue for fast, specific searching while keeping brands and deals prominent for browsers.

Search by product, model or SKU

The search bar in the masthead handles the precise queries equipment buyers actually make.

Nine clear categories

Lighting, photography, video, audio, drones and more, across one navigation bar.

Brands and deals on the homepage

A featured brands carousel and a top deals section give browsers a place to start.

Why these changes matter

Respect the expert buyer

Customers who know the exact model should reach it in seconds.

Give browsers a starting point

Recognised brands and current deals turn an open-ended visit into a product page view.

Outcome

Customers who know the model number find it in seconds, and customers who do not have brands and deals to start from.