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Enterprise eCommerce for a family run equestrian retailer with 50 years of experience

We've worked with Townfields for over a decade, and that doesn't happen without a reason. When we replatformed them to IXO Commerce, they could really see the business benefits; this isn't just a front end revamp, but a root and branch revolution in their business systems. From top to bottom, we've improved efficiency, helping to transform Townfields into a lean, agile eCommerce company.

Enterprise level eCommerce for a family business

“A friendly team who understand what you want and always deliver. We would thoroughly recommend them. If you're looking to improve your web presence then look no further than Iconography. ”
- Townfields Saddlers

When we started looking at the relaunch for Townfields, it was obvious that the website was already performing well; after all, that was one of the reasons why they wanted a new one from us. 

Rather than reinventing the wheel, we focused on the areas where we could make simple changes and gain quick wins. Some of those were functional and some were design orientated, but all of those were made possible by how closely we work with our clients. 

Megan, our Head of Client Services, has worked with Townfields for years, and knew how their business worked, from purchasing to sales. That meant we understood the points of greatest friction and could work to smooth them away. 

User experience

We've worked hard to improve the UX and optimise the conversion rate. Average Order Value was a real target, and we've seen it go up by over 10%.

Pre-order incoming stock

The website views incoming stock and allows customers to pre-order items. Lead times are auto-generated based on expected delivery windows. 


Visitors can use our native converter to view prices and complete transactions in their local currency. Exchange rates are set automatically each morning.


A multichannel business needs Unified Commerce. Townfields use IXO Commerce to manage their eCommerce and eBay listings in one place.

The Townfields Saddlers web project isn't simply a website. Although first and foremost, it does give them an eCommerce presence, unlike other providers, we've really been able to personalise the CMS to Townfields' specific needs. Little tweaks to order processing run in step with alterations to the postage system, all to make the whole system more efficient. That's one of the reasons why Townfields can be so successful with such a small team. 

With the freedom of having our own bespoke platform, Iconography is able to support our clients, no matter what their requirements; big or small. 

With a full redesign, we have been able to simplify the checkout, improve average order values and boost conversion rates. Whether it's the revamped product pages or the streamlined filters, everything has been built for success. 

Our core B2C eCommerce platform
Our core B2C eCommerce platform

Enterprise level eCommerce, tailored for each client by our team of dedicated developers. XTRO eCommerce features a comprehensive suite of leading edge features, including personalisation and intelligent merchandising to drive performance and deliver higher levels of user engagement and conversions.

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