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Responsive web design

Serhos Virtual Catalogue

Responsive web design for Serhos


Responsive web design and mobile application for Grupo Serhos, one of the main food services suppliers in Spain, with over 3,000 references distributed by its network in hotels, hospitals, schools, residences, etc.


A vast product catalogue demands a great deal of time and money to stay updated. At the same time salesmen can be extremely keen on the use of paper catalogues, not just out of habit, but because it has advantages too.


We proposed a virtual catalogue placing the emphasis on the advantage for the sales force, such as the ease to carry on the smartphone or tablet, and having up to date information. For the marketing personnel the advantage is the reduction of time and costs of producing catalogues constantly, but the shift to online had to come with a simple back-office tool, a CMS that could be managed in a straightforward manner. And so what´s always a complex transition such as this was carried out with the least amount possible of stress.



Responsive design refers to the development of a web that adjusts its layout automatically to the screen resolution of the user. More precisely, this type of programming allows the transition from an advanced layout of 4 columns with a 1,292 pixels width to a simplified layout of 2 columns from 1,025 pixels. The design is shifted automatically for a better reading and navigation in the browser and, more importantly, adjusts itself to telephones and tablets.


This behaviour renders unnecessary to produce a specific web for mobile phones, and in many instances even an app. This reduces the cost of development and maintenance. It also saves the time to update different webs since all the content is one place, and all the time that would require developing more code for each additional channel.


But clearly the greatest advantage is that the website runs correctly in every device, which favours traffic and usage, which is more important still for e-commerce sites. When a user knows a site functions well on mobile phones, he/she will find tend to access more often.


Another advantage of having a sole URL is that it encourages tagging the site as favourite and sharing it.


Lastly, the leading search engine has been penalising for some time now the websites that are not optimized for mobile devices, in other words, non-responsive designs. It is not because a unique URL simplifies the task for search engine robots to sort websites, but because it has been designated as a parameter to rank the quality of a website.