Bass & Bligh

Before

Bass & Bligh has sold cameras, lenses and binoculars in Harrogate for more than 60 years. It sells new kit from brands like Fujifilm, Nikon and Swarovski, and hundreds of tested used pieces, each one different. Online, the catalogue had grown faster than its structure. Whether something was new or used was only implied by tags. Most products had no search description. Old links to sold items were still sending Google visitors to dead ends.

After

Used items now carry a clear grade from the shop’s own testers, shown on the product card and explained in a full condition report. Product pages show specs, stock and dispatch times at a glance. The homepage opens on the used cabinet, with live prices and whether the shop is open right now. New supplier ranges arrive with their details already filled in, and a nightly check catches missing search titles before they pile up.

bassandbligh.com/products/…

How we got there

• Data before design. We put structure under all 3,335 products first: new or used recorded properly, plus categories, film formats and lens mounts. Everything else is built on top of that.
• Grades from the people who test the kit. Each grade comes from the tester’s own notes, so “Excellent” means the same thing across the whole shop.
• Imports instead of retyping. A pipeline brings supplier ranges from the shop’s till system into Shopify and fills in the details. It started with around 260 Opticron products.