A.E. Schmidt Billiards Website Redesign & eCommerce Launch
A.E. Schmidt Billiards has been handcrafting pool tables in St. Louis, Missouri since 1850.
As a sixth-generation family-owned company, they’ve built a reputation for exceptional craftsmanship and timeless design. While their tables have always been top-tier, their website wasn’t keeping pace. The site lacked eCommerce, sample requests were clunky, and customers couldn’t easily explore or purchase online.
As the sixth generation of her family to lead A.E. Schmidt, Stephanie Schmidt wanted a website that reflected both the company’s heritage and its future. Her vision was simple: a site as beautiful and intuitive as the products themselves, with eCommerce built in.
Stephanie Schmidt
The Challenge
A.E. Schmidt’s legacy was well-established, but their digital presence hadn’t caught up:
No eCommerce
Customers could browse tables online, but all purchases had to be handled offline.
Limited product exploration
With so many options for size, wood, finishes, and cloth, customers needed a guided way to configure a table without getting lost.
Sample requests were outdated
Their “swatch” page was a simple form with no images. Customers couldn’t visualize finishes before requesting samples.
Big-ticket friction
With premium pool tables ranging from $5,000 to $15,000, lack of financing options or real-time support created hesitation at checkout.
Design felt dated
The homepage and navigation weren’t focused on shopping, and elements like an old video banner added clutter rather than clarity.
Dealer relationships
Selling online also meant solving the challenge of protecting their established dealer network while still opening direct-to-consumer sales.
The Solution
Full eCommerce Integration
We built the new site on WooCommerce, transforming it into a fully functional online store. Customers can now customize a pool table and purchase it directly on the website.
Step-by-Step Product Configurator
One of the biggest breakthroughs was the redesign of the product pages.
Instead of static descriptions, each pool table now features a guided configurator. Customers select options in a clear sequence, with large product photos updating in real time to reflect finishes and cloth choices. This interactive, visual approach made configuring a custom pool table feel effortless.
Geography-Based Shipping Controls
To balance direct-to-consumer sales with long-standing dealer relationships, we implemented geography-based shipping controls. When a customer enters their shipping address:
- If they’re outside dealer territories, they can purchase directly online.
- If they’re within a dealer’s region, the system routes them to the appropriate dealer instead of allowing checkout.
This approach allowed A.E. Schmidt to expand eCommerce without undermining the dealer network that has supported the brand for generations.
Swatch Program Overhaul
A.E. Schmidt’s material sample program is a key part of their sales process. Customers often want to feel the cloth or see the wood finish in person before committing. But the old “swatch request” page was a plain form with no visuals.
We worked with the client’s samples to scan actual swatches in-house. These were uploaded into a refreshed gallery-style interface with all-new swatch descriptions. Customers can now browse finishes and cloth colors, then directly order samples with just a few clicks.
The new system not only looks polished but also makes it easier for the A.E. Schmidt team to track and fulfill requests — turning what used to be a pain point into a smooth, professional experience.
Flexible Payment Options with Affirm
Buying a $5,000–$15,000 pool table is a major purchase. To reduce friction, we integrated Affirm financing directly into the checkout. Now, customers see “Pay over time with Affirm” messaging on product pages and can choose financing as part of the payment process.
This addition builds trust, removes barriers, and makes luxury purchases more accessible.
Streamlined Design Refresh
We gave the site a visual refresh that put shopping front and center:
- Simplified navigation focused on products, swatches, and support.
- Removed the dated video banner in favor of new, high-quality photography.
- Added a clean footer and reorganized content for clarity.
The changes were subtle but effective — a modernized look without losing the company’s heritage.
Chat Integration
Finally, we added a live chat system. During business hours, staff can chat directly with customers. After hours, users can submit a ticket requesting information about lead times, finishes, and ordering.
This ensures customers get quick answers 24/7 — building trust and reducing abandoned carts.
Results & Impact
Immediate ROI
Within the first couple weeks of launch, the new website generated $15,000 in online sales. This was a first for A.E. Schmidt, proving that customers were ready and eager to buy directly online once the experience was in place.
Bridging Online Research to In-Store Sales
Beyond direct online sales, the site has transformed how customers shop in person. According to Stephanie Schmidt, customers regularly arrive at the showroom with screenshots of their configured tables on their phones, ready to purchase. They’ve done their research, built their dream table online, and use the website as their reference point during the in-store buying process.
This "research online, buy in-store" behavior proves the configurator isn’t just driving eCommerce. It’s accelerating all sales channels by giving customers confidence in their choices before they commit.
Streamlined Internal Processes
Behind the scenes, the site has made life easier for the A.E. Schmidt team. Orders now come through with all customization details attached. Sample requests are tracked automatically. Instead of juggling spreadsheets and emails, staff can focus on fulfilling orders and supporting customers.
A Better Customer Experience
Customers now:
- Confidently configure a custom pool table with real-time visuals.
- See actual swatches before ordering.
- Get instant support through chat.
- Have the option to finance large purchases.
- Can purchase online where dealer coverage doesn’t exist, while still being routed to local dealers when appropriate.
For A.E. Schmidt, this wasn’t just a website redesign. It was a digital transformation.
The new site honors their 175-year legacy while opening doors to modern growth. With eCommerce, geography-based shipping controls, financing, and a user-friendly configurator, A.E. Schmidt is now positioned to capture a new generation of buyers while streamlining processes internally.
The configurator has become a sales tool that works both online and offline. Customers use it to explore options at home, then arrive at the showroom ready to buy. This seamless integration between digital and physical sales channels shows the true power of thoughtful web development.
For Keybridge Web, this project was a chance to blend design, technology, and measurable results. The $15K in early sales, the improved workflows, and the client’s excitement are proof of what thoughtful web development can achieve.
