Rhino Products
The Challenge.
Rhino Products, an established wholesaler in the van equipment industry, approached GSL with an ambitious vision. Having acquired Van Essentials, a GSL subsidiary that sold Rhino products, they recognised an opportunity to expand beyond wholesale and sell directly to their customer base. However, their existing WooCommerce site was purely informational and lacked any ecommerce capability. This case study explores how GSL transformed Rhino Products from a traditional wholesaler into a successful multi-regional ecommerce business.
The challenge extended far beyond simply adding a shopping cart. Rhino Products needed a robust platform capable of handling complex product catalogues with numerous variations. The van equipment industry presents unique challenges, particularly around vehicle compatibility. Customers frequently struggle to identify their exact van model and size, leading to incorrect purchases and returns. With variations across makes, models and sizes, the potential for confusion was substantial. Furthermore, Rhino Products had ambitions for European expansion, requiring a solution that could support multiple storefronts with different languages and currencies whilst maintaining a single product database. The existing product data required significant restructuring to function effectively within an ecommerce environment, and the business needed to integrate sophisticated product configuration tools to help customers design complete van racking systems.
The Solution.
GSL developed a comprehensive Magento 2 solution designed to address both immediate requirements and long-term expansion goals. The platform was architected from the ground up to support multi-regional operations, with the UK market launching initially and infrastructure in place for staged European rollout through separate storefronts sharing a unified product backend.
Central to the solution was GSL’s proven vehicle selection methodology, developed and refined over years of experience in the automotive accessories sector. The system guides customers through an intuitive process using van diagrams, ensuring they accurately identify their vehicle’s make, model and specific size variation before browsing products. This approach dramatically reduces the risk of incorrect purchases, a critical issue in an industry where vehicle compatibility is paramount.
GSL implemented sophisticated category structures to accommodate the extensive variations across different van models. The team undertook considerable data restructuring work, transforming Rhino’s wholesale product information into a format optimised for consumer ecommerce. Each product was correctly positioned within the Magento system with appropriate attributes, compatibility information and imagery. The platform was integrated with a bespoke van racking configuration tool, allowing customers to design complete racking solutions tailored to their specific vehicles. This functionality provides genuine value beyond simple product browsing, positioning Rhino Products as a solution provider rather than just a product supplier.
Recognising the importance of content management flexibility, GSL integrated a WordPress management system within the Magento ecosystem. This allows Rhino Products to easily control and update core informational pages without requiring technical expertise, whilst maintaining the robust ecommerce functionality of Magento.
Performance was prioritised throughout development, with the site built using optimised configurations to ensure fast loading speeds despite the complex functionality and extensive product catalogue.
The Results.
The launch of the new platform marked a pivotal moment for Rhino Products, successfully transitioning the business from wholesale-only operations to a thriving direct-to-consumer model. The site immediately began generating considerable monthly revenue, validating the strategic decision to enter the ecommerce market.
Traffic levels have been significant, effectively converting the audience from the previous informational site into purchasing customers. Revenue continues to grow month on month, currently averaging 5% growth, demonstrating both the platform’s effectiveness and the market appetite for direct purchasing from Rhino Products.
The vehicle selection system has proven highly effective, reducing customer confusion and minimising incorrect orders. The integrated racking configuration tool has become a key differentiator, enabling customers to design complete solutions with confidence. The multi-regional architecture positions Rhino Products perfectly for European expansion, with the infrastructure ready to support additional storefronts as the business scales internationally. The WordPress integration has empowered the Rhino team to manage content efficiently, reducing reliance on development resources for routine updates.
GSL’s work with Rhino Products demonstrates the power of strategic ecommerce planning combined with industry-specific technical solutions. By addressing the unique challenges of the van equipment sector and building a scalable, multi-regional platform, GSL has enabled Rhino Products to successfully transform their business model and establish a strong foundation for continued growth in both UK and European markets.
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