Dehghani Ceramic Store & App

Selling tile is one of the hardest buying experiences there is. The customer has to imagine what 80 square metres of floor will look like from a single 30×30 sample, and the shop has to tell dozens of people a day whether a given model is in stock. Dehghani Ceram came to us with exactly those two problems.

What we built

A live catalog with real-time stock

Instead of a printed catalog that is out of date the day after it ships, we built an online catalog showing full specs and current stock for every product: dimensions, body type (ceramic or porcelain), use case (floor, wall, façade), grade, glaze and packaging. Customers know what they want — and whether it exists — before they set off.

An app that previews tiles in a real room

The heart of the project: a dedicated app at app.dehghaniceram.com that lets a customer see a tile in their own kitchen, bathroom or living room before buying. That is the moment hesitation disappears: instead of "I think the lighter one is better", they see it and decide.

A sales tool for builders, contractors and designers

A large share of tile purchasing is done by builders, contractors and interior designers rather than end consumers. For them the online catalog is a working tool: they send a product link to their client, line options up side by side and move the decision along without extra showroom trips.

Why a tile business needs a website

Searching for tile models on Google is now the first step of the purchase. A shop that cannot be found online is out of the running, however good its warehouse is. Three concrete things change with a proper site:

• Customers pick model and colour before arriving, so sales time goes into advice rather than introductions.
• Repetitive "do you have this one?" calls drop, because stock is visible.
• The selling radius grows beyond the showroom's neighbourhood.

Connecting the store to inventory and accounting

The most common request we hear on retail projects is "the site must be one system with our warehouse and accounting". The reason is obvious: if site stock does not match the warehouse, every order turns into an apology call.

In tile retail this carries its own complexity:

• Sales are in square metres while stock is usually in cartons, each holding a fixed count and area — rounding has to be right.
• Shade variation between production batches means two cartons of the same model are not necessarily identical and must be tracked separately.
• Grade 1 and grade 2 have separate prices and stock while being one product to the customer.

Our approach is to connect the site to whatever accounting system the business already runs (Sepidar, Holoo, Mahak or anything with an export or API) so stock and prices come from a single source. If a business has no integrated accounting layer yet, we usually suggest fixing that first — otherwise the site is just a shop window disconnected from the warehouse.

Ceramic, porcelain or wall tile? What the catalog must clarify

A large share of pre-purchase questions is about exactly this difference — and a catalog that answers them sells more and ranks better:

• Wall tile is lighter, usually glossy-glazed, with lower abrasion resistance.
• Floor ceramic is built for impact and wear underfoot.
• Porcelain is the densest option, with very low water absorption, chosen for high-traffic areas, outdoors and façades.

Two numbers decide most cases and belong on every product page: water absorption (for wet and outdoor areas) and the slip-resistance rating (for bathrooms, patios and stairs). Without them, the sales conversation falls back to a phone call.

Lessons from tile projects

• Photography is everything. Showroom lighting and real-room shots convey completely different things; you need both.
• Filters must speak the customer's language — "kitchen floor", "façade", "anti-slip" — not just product codes.
• Mobile loading speed is critical: catalogs are image-heavy and most traffic is mobile.
• Every model needs its own page at a stable URL, so Google can find it and salespeople can send the link.

The result

Dehghani now has a living catalog where every change reaches customers immediately, and an app that answers "will it suit my space?". Customers walk in with a clear picture of their choice, and the sales conversation starts further down the line.

If you run a tile business and want to go the same route, try our price estimator or book a free 15-minute session.