Overview:
Vero Galleria is Australia’s leading natural stone importer, trusted on landmark projects including Canberra Airport and Canberra Shopping Centre. With a reputation for sourcing the highest quality Italian stone, the business needed a digital presence that matched its market position and brand prestige. Their existing website was visually dated, operationally limited, and no longer reflective of their standing as an industry leader. Fulcrum was engaged to rebuild the platform from the ground up, creating a seamless digital gateway that could both showcase product excellence and support long term growth. Alongside the rebuild, Fulcrum also delivered a marketing campaign in collaboration with Santa Margarita that drove a 51% landing page conversion rate, a result that amplified brand engagement and captured an audience for future retargeting.
System Diagnostics:
The previous platform created friction across multiple touchpoints. Customers struggled to navigate products, booking a showroom visit was cumbersome, and online conversions lacked structure. The site also failed to communicate Vero Galleria’s premium positioning, leaving the brand underrepresented in a competitive market. At the same time, marketing activity was fragmented. Campaigns weren’t structured to capture and convert leads efficiently, leaving opportunities underutilised. Recognising these constraints, Fulcrum designed a new digital framework that unified customer experience with backend efficiency. Every element from design to system integrations was tested against the objective of delivering a site capable of carrying the business into its next phase of growth.
Pressure Points:
Complex Integrations
The business required a single platform that could merge e-commerce functionality, showroom booking, and interactive product exploration without compromising user experience.
User Engagement
The old site did not balance design with usability, leaving customers unable to easily browse, book, or enquire.
Brand Consistency
Search visibility and digital identity lagged behind competitors, limiting inbound demand and undercutting market authority.
Campaign Effectiveness
Marketing lacked systemisation, making it difficult to capture audiences at scale.
The Framework:
Brand Alignment
Operational Workflows
UX / UI Redesign
System Integrations
E-commerce Functionality
SEO & Optimisation
Campaign Development
System optimisation:
The rebuild began with aligning brand identity to digital execution. A refined UX/UI framework was developed to translate Vero Galleria’s premium positioning into an immersive online experience. Product pages were redesigned to highlight material quality while supporting structured navigation.
Operational workflows were addressed through deep system integrations. E-commerce functionality was layered with showroom booking tools, creating a seamless bridge between online exploration and in-person consultation. Backend systems were unified to ensure efficiency across enquiries, orders, and scheduling.
In parallel, we delivered a dedicated campaign for the Santa Margarita collaboration. A mobile first landing page, accessed primarily via QR code was built to match Vero Galleria’s premium branding while optimising conversions. The giveaway of six bespoke marble plinths drove 940 visits and 481 signups, a 51% conversion rate, creating a highly engaged audience for future marketing.
performance gains:
Customer Experience
Clients can now explore collections, book showrooms, and enquire seamlessly through an intuitive digital interface.
Higher Engagement
Optimised UI/UX and SEO have driven stronger traffic, higher lead generation, and more efficient bookings.
Campaign Results
Santa Margarita collaboration generated a 51% landing page conversion rate (481 signups from 940 visits), delivering a retargetable audience base.
Brand Authority
The new platform reinforces Vero Galleria’s position as Australia’s premier natural stone importer with a digital presence that matches its market dominance.
