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Case Studies

  • Starleaton Shakes Up Digital Print Market with Expanded Web Presence


    Industrial & Manufacturing

    Starleaton Digital Solutions was established in 2000 as a division of Starleaton Pty Ltd, established in 1978. Peter Eaton of Starleaton & Gary Smith, previously of Budde International Technologies set up this partnership to shake up the Digital Printing industry. Offering a complete solution to the large format marketplace with an unparalleled level of expertise, SDS is truly a “Start-to-Finish” solution provider.

    Iciniti is the premier eCommerce solution provider for Sage Accpac ERP worldwide. Iciniti has been developing fully-integrated, completely customizable ecommerce and credit card payment applications for Sage Accpac ERP since 1999.

    Starleaton was being told by their customers that its existing site looked dated, and was difficult to navigate. Starleaton realized that it needed to give the site a face lift and make it easier to find the products their customers were after. Not being able to find products meant that sales over the website never really took off, partially because staff had no confidence in the use of the site. So, a primary goal was to drive sales through the website not only by end users, but as an internal sales tool as well.

    Starleaton chose to upgrade to Telerik’s Sitefinity as it integrated seamlessly with Iciniti eCommSuite 5, which already integrated to the company’s accounting and inventory solution - Sage 300 ERP (Formerly Accpac).


    • Ecommerce functionality
    • Intuitive navigation to drive sales up
    • An easy to update website
  • The Challenge
    Starleaton is a thirteen year old company that specializes in wide format digital printing. The company was created by Peter Eaton and Gary Smith in 2000, specifically to “Shake-up the Digital Printing industry”. Shaking things up has been a goal of the company since its inception and it was with that in mind that they began to look at upgrading their existing Iciniti eCommerce site. 

    Staleaton.com.au previously ran on a mix of open source solutions and Iciniti 4.x. This made it difficult to administer when making changes as they had to use multiple systems to implement. The development team did not like the combination. They said the integration was just not simple and frankly messy. 

    The requirements for the new site moving forward were to keep the site simple, up to date in its look and feel, and make it extremely user friendly. Starleaton industry (wide format digital printing) is full of an older generation of clients, so they had to meet those needs while still looking to the future –  making it exciting for the new blood coming through.

    The Solution
    Starleaton chose to upgrade to Sitefinity as it integrated seamlessly with Iciniti eCommSuite 5, which already integrated to its accounting and inventory solution - Sage 300 ERP (Formerly Accpac). This would save time on migrating data and building the site again from scratch.

    The out-of-the-box solution that Sitefinity and Iciniti provided meant that Starleaton was up and running in no time, with a robust solution that was easy to manage. Starleaton can now administer the site from a single set of admin tools and make changes to content in a flash. 

    Josh Eaton, Stapleton’s Operations Manager says, “The move to a widget-based site has made managing and building the site easy for even the most laymen, non-developer user. The migration of content was a breeze, and our costs of editing and maintaining the site have decreased dramatically due to the fact that we can now manage and edit the site completely In-house without having to undertake lengthy training from any 3rd parties.”

    Through the use of the marketing module and coming up with packages for the future, Starleaton has been able to put a lot more product information into the site, which is relevant to customers and what they are searching for.
    The feedback from end customers both new and old has been fantastic! “The new site looks sexy and makes it easy to find the products we need quickly,” said one customer. This really drives home the site’s success Starleaton achieved what they set out to do.

    Many customers have asked “What is the site built on and where do we get it? It’s a CMS and e-commerce suite all wrapped in one!”

    Josh Eaton went on to say, “If at any stage we have needed support from Iciniti, they have been there to help us. Being in Australia, the time difference would normally cause a large lag in time to get answers on questions from internal staff or the developers, but there has always been a staff member at Iciniti up early or working late to answer our calls and help us with any technical difficulties. The support has just been outstanding and continues to be even after the site has gone live. We deal with companies around the globe and having constant contact with any supplier can be difficult, but Iciniti support staff has helped make the site a success.”

    The Results
    The implementation of the new web site took less than 5 months to complete with a small team of developers and only one internal staff member to manage the project. This included both the Iciniti eCommerce piece as well as Telerik’s Sitefinity CMS and all of the content. 

    The result has been a modern website that treats ecommerce content as any other content, making easy to add products, blogs and social media. Starleaton says that the site is working for them more and more every day, with less sales coming in over fax and phone, and more moving to the web, which was ultimately the goal.

    The site is constantly being changed, updated and developed to keep it exciting. Whereas in the past this was time consuming and took multiple people including the developers. This is now a quick and easy job done internally by one staff member.

    The Verdict
    Compared to the old site, Starleaton’s SEO, visits and click through’s, have more than doubled. The site runs smoothly off an in-house server managed internally, and all staff members now willingly use the site as a marketing and sales tool. As Starleaton said “The site does what any business wants it to do, which is to be a sales and information tool and help grow your business.”

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