Orela
Hotel cosmetics, presented with the hospitality the industry demands
- WordPress
- WooCommerce
- B2B E-commerce
Overview
A Sarajevo-based distributor of premium hotel amenities — soaps, shampoos, kits, personalized products — serving regional hospitality buyers. Established in 2009 with a strong product range, but lacking a digital storefront that reflected their market positioning.
The challenge
B2B e-commerce for premium products has a trust problem: buyers need to believe in the quality before they can justify the cost to their own stakeholders. Generic templates fail to establish credibility or facilitate procurement workflows.
The solution
A clean catalog organized by product type with brand-partner visibility. Product pages emphasize quality signals — materials, certifications, sustainability — and a custom order-inquiry flow is integrated prominently. The visual language draws from premium hospitality rather than standard e-commerce templates.
Outcome
- Polished storefront reinforcing quality positioning
- Intuitive navigation for hotel procurement managers
- Prominent personalization and inquiry pathways
- Mobile-optimized research experience
User Journey Analysis
Actor: Hotel procurement manager sourcing bathroom amenities
Searching for a regional supplier of branded hotel cosmetics
Category and product pages indexed for procurement-specific queries ('hotel shampoo supplier Balkans')
Navigates products by category — bathroom, bedroom, personal care
Catalogue organized by placement category — mirrors how procurement managers think about hotel rooms
Examines materials, sustainability certifications, and brand partner names
Product pages lead with quality signals — not price. B2B purchase validation requires quality credibility first.
Finds the custom-branded product option — requests samples
Personalisation path placed prominently — hotel buyers want their own brand on amenities
Submits volume inquiry via the dedicated B2B form
B2B form asks relevant questions (hotel size, volume, lead time) — reduces email back-and-forth
UX Artifacts
B2B Procurement Trust Matrix
- Visual quality
- Premium presentation matches the pricing tier buyers must justify to stakeholders
- Brand partners
- Named partner brands (not just product types) — add immediate credibility
- Certifications
- Safety and sustainability certifications on product pages — procurement compliance
- Personalisation
- Custom branding prominently offered — increases perceived partnership depth
- Sample request
- Low-commitment first step — 'see it before you commit' reduces purchase hesitation
- Trade pricing
- Not public — inquiry-based model signals exclusivity and relationship-first approach
B2B Catalogue UX Principles
- Browsing model
- Category-first (bathroom, room, personal care) — placement-based mental model
- Filter options
- By brand, by material / sustainability, by minimum order quantity
- Product page order
- Photo → brand context → materials + specs → sustainability → CTA
- No direct 'add to cart'
- Volume inquiry replaces direct purchase — appropriate for B2B procurement
- Copy depth
- Product pages written for procurement decisions — not consumer discovery
next frame →
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