By Emakina
Site of the Year 2021 finalist

facq is a 140-year-old family-run business headquartered in Belgium that serves its customers with beautiful and environmentally friendly sanitary ware, heating and plumbing supplies, with a focus on products that are produced in an ethical and responsible manner.

increase in showroom searches

A unified solution delivering a unique experience  

Now a major national player in its sector, the company boasts 900 employees, 46 Sanicenters, 15 showrooms, and three logistics depots. facq joined the German group GC in 2021.

The goal of the new facq.be website was to inspire and support its clients in finding and choosing best-in-class bathroom, heating, kitchen, and greenhouse products.  

facq knew they wanted a unified solution that would help them show off their offering, streamline their processes, gain a deeper understanding of their customer, and increase sales leads.

The pandemic has changed how their customers plan and execute home renovations. Facq wanted their new website to be aesthetically pleasing, easy to navigate, and to be able to provide a pleasant virtual consulting experience that would ensure customers were safe and supported every step of the way.


The old website was messy and caused friction in the customer experience. facq wanted a more technologically advanced website that would better show off their range of products and help prospects more easily discover their inspiration for a new bathroom or kitchen.  

One of the main issues was getting customers ready for their sales appointments. facq needed their website to gather as much information as possible ahead of time so that that important first meeting would go as smoothly as possible.

For that, the company chose digital agency Emakina as their partner on this challenging project and trusted their suggestion of building it in Kentico having seen their splendid work using the digital experience platform to power other successful projects.


Kentico provided facq the solution it was looking for, with all the desired flexibility to adapt perfectly to their needs and all the necessary tools to support its goals. Emakina leveraged many of the out-of-the-box features to build a tailor-made solution for facq.  

Content management: Kentico's flexibility enabled the team to provide facq exactly what they needed in order to author the site. They combined the functionality of widgets (for presentation) and content type (for holding the content) to enable the marketing team to easily display teasers of content from across the site anywhere they chose.  

FACQ homepage screenshot

Browsing was made fun with inspiring pages packed with the latest trends and tips. Users can add favorite products to a wish list (without sharing personal information).

When ready to proceed, users can book a virtual or real-life appointment through the site, inputting all their details (floor plan, measurements, product choices, etc.). The booking wizard then puts them in direct contact with a sales expert who then guides them on budget and technical details.

FACQ website

Contact management: Thanks to the unified nature of Kentico, facq is now able to manage all its customer data in one place. Seamless integration with third-parties made it easy to import existing contacts from MailChimp and they are now stored with those gathered directly through the website. Additional customer information gathered through website forms enrich existing contact profiles and better prepares everyone for that first appointment.

Buyer personas: Emakina and facq developed detailed customer personas and devised customized user journeys for each. Now users can quickly navigate the company’s offering by room (bathroom or kitchen), heating or ‘green’ requirement, or choose to discover more about their cutting-edge solutions for smart or eco-friendly homes.

Marketing Automation: Emakina placed their own macros into Kentico’s visual flow editor to help facq design their own marketing automation flow and take advantage from personalized email marketing.

Commerce: Kentico's robust yet flexible e-commerce capabilities enabled Emakina to build a large product catalogue in which product variants (varying sizes and colors of the same product) could be defined.

Optimization: The powerful cache API capabilities in Kentico enabled the development team to define precisely which pieces of information were to be cached as well as which dependencies.


The brand new facq website was launched in July 2021 after just 10 months – which, considering the challenges of remote working, is admirable. The site very quickly improved appointment processes and meeting preparation. The Emakina team then upgraded the solution to Kentico in November 2021.  

facq is now able to leverage all the widgets and solutions that come out of the box with the latest version—Kentico, and will be progressively adding them to their arsenal over the coming year. Emakina recently added the cross-links functionality and is looking to start using Kentico as a CRM tool, hosting their database within the solution and sending their newsletters from it.

Emakina will continue to work with facq to innovate and enhance its platform, ensuring it stands out as a market leader in Belgium. The goal of future versions is to further automate business processes to increase efficiency and improve results.

No wonder the new website made it to the finals of Site of the Year 2021! 

FACQ testimonial profile photo 1
Pascale Curias
Marketing Manager

"Kentico provides the necessary tools for daily use. We have been pleased with the features that Kentico provides—a unified solution perfectly adapted to facq's environment and its marketing and technical needs."

FACQ testimonial profile photo 2
Thibaut Docquier
Marketing team

"We’re so pleased with the complete solution. The way Kentico handles languages makes it easy for us to serve our website in French, Dutch, and soon in English."

increase in requests for appointments
increase in interactions
faster loading time

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