Based in Cornwall, Roseland Furniture sells classic solid oak furniture ranges – from beds to side tables and everything in between. As a family-run business, they have over 80 years of experience in the furniture trade and take pride in their first-rate, well-built furniture.
The existing Roseland Furniture online shop had been trading for over two years. The time had come for to embrace a more upmarket look via a new brand image and website. The client wanted to set themselves apart from typical flat-pack furniture stores – emphasising the fact that they are high-quality furniture suppliers.
To begin the project, we gathered data from the existing site – paying close attention to current user journeys and interaction with the site and products. This insight allowed us to form a plan of action, based on the real-life behaviour of their target audience.
We set to work building a clean, modern-looking website allowing the client to showcase products and full ranges in clear detail. The front page was designed to be brand-led – spearheading the Rosewood Furniture values and drawing customers in via clear call to action banners.
As these are high value items, the product pages needed to go into sufficient detail without being overwhelming. Design was an important factor – we put the product on a white backdrop for uncluttered viewing. The product detail layout was important too, along with the finer details such as a 360 degree view and zoom facility. We also incorporated a ratings system and review section, social sharing buttons and the ability to back-order products when they’re out of stock.
The client’s focus is not only on individual items, but on whole ranges that create a very specific look. To capitalise on this, we created a Look Book showcasing each range in one room as inspiration, and providing links to buy each item quickly and easily.
One of the biggest technical challenges was converting the site from CS-Cart – the ecommerce system they used originally – to the new Magento framework. Attention to detail was needed during data migration, ensuring total accuracy as products and customers were translated into the new system.
The new website also fully integrates with Brightpearl order management software – which needed a specific end solution for the various delivery options. The product delivery system is vast – with options ranging from two man delivery, assembly and removal of existing furniture – and the new website needed to accommodate this seamlessly.
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Since the website and branding overhaul, Roseland Furniture has had plenty of positive feedback from their customers. However, the numbers are always the most telling. And we are happy to report that their conversion rates and sale rates are up. Plus, their PPC campaigns are converting much more frequently in comparison to the old site – further boosting ROI.
As for the client – they can now update products, call to actions and any other content as and when they need, via an intuitive framework. Looking to the future, we will be working with Roseland Furniture to further boost their sales and online turnover.