Retail website and store-locator with mood lighting for everyone

Retail & Trade


Calex is the own brand lighting products of the Rotterdam-based company Electro Cirkel with a range of innovative, trend-setting low-energy light bulbs and LED lights. All lamps find their way worldwide through retail or private labels. In more and more European countries you can find the Calex bulbs on the shelves of DIY stores, supermarkets and department stores. Electro Cirkel wanted to develop an informative website for consumers with all lamp specifications, all product sheets and an overview of the available products. Focus had to be on site speed and simple expandability to multiple languages.

ConversionData-integrationDigital strategyE-commerceGoogle AdsLead generationOnline advertisingOnline marketingOrganic website visitsProduct databaseSales StrategySEO / SEAUI/UX designWeb appsWeb designWebsitesWordPress


The most important starting point was to build a framework that would be easily adaptable in the near future to a webshop that would enable retailers (construction wholesalers and DIY stores) to offer the full Calex assortment via an API. WADM created it all in a WordPress environment and additionally integrated Mailchimp into it.


All Calex products are in an ERP system. Purely because of the optimization of the website, we decided to apply a customized Cloud solution. In it, all products are synchronized at night and temporarily stored in cache. Thus, the search engine, the filtering system and the ‘auto-complete’ functions become significantly faster. Also, the search engine includes auto-suggestions, which makes searching a lot more efficient. In addition to the range filtering system, also features an energy calculator, comparison tool, store locator in Google maps and a lamp knowledge base. Again, with API linkage.


The new Calex site attracts thousands of visitors who easily find a point of sale after choosing a lamp. In addition, the site serves as an online experience space. Every year we carry out a campaign makeover, within which Calex can introduce its latest products to the market.

View the result

77%More organic traffic to the website in 2021 compared to the previous year.
49%More website sessions in 2021 compared to a year earlier and longer visit time (over eleven percent).

‘WADM is a kind team with lots of knowledge and able to explain it to me in a way that I understand it, too. You can see the passion for their work in everything they do.’

Lynne van Zanten, PR & Communication at Electro Cirkel Retail

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