Toolstore is a specialized hardware retailer focused on power tools, welding equipment, and automation systems. As the retail arm of H Ujueta S.A.S., a company with over 100 years of history in the Latin American market, it benefits from the group’s expertise in importing and distributing high-performance products. With in-house design and manufacturing based in China, Ujueta supplies over 17 countries from its logistics hubs in Colombia and Mexico.
As part of the digital transformation, the Toolstore website was redesigned not merely as a sales platform, but as a comprehensive support and education tool for both customers and sales reps.
The homepage was structured to guide users toward the right product with minimal friction, based on how they actually shop:
To overcome a recurring challenge in tool sales, technical complexity, a visual content strategy was implemented. For example, product images like those for Furius welders were redesigned to show essential specs right on the image: voltage, amperage range, electrode types, and warranty. This ensured that no matter where the product appeared, Toolstore, B2B partner sites, or marketplaces, customers could instantly understand what the tool offered.
This project not only reactivated Toolstore’s digital sales, it redefined its service, training, and operational models. By aligning the customer experience with internal culture, the company achieved a truly user-centered digital transformation.
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