From brochure site to ecommerce success
Furniture Village (FV) is the largest independent furniture retailer in the UK. In a partnership spanning 10 years, True and FV were at the heart of a remarkable transformation in the retail world.
Our task was to help a traditional bricks and mortar retailer to navigate a retail revolution. Everything was and is changing: how shoppers behave, the technology that empowers them, the competitive and economic landscape.
Digital empowerment has made us all experts. We compare products, prices and service at a swipe, wherever we are, whenever it suits us. Mobile has permanently changed the way we browse and buy, in store and online.
And however much authority you think your brand has, your customers have more. Social networks are the go-to places for inspiration, reviews and letting off steam, where shoppers influence and are influenced by one another. Our strategy was to help FV think of customers as people, recognising and responding to a whole range of user stories, journeys and motivations, and giving them everything they need to make life more comfortable.
We planned, created, built, managed and optimised a website that showcased FV’s beautiful furniture, award winning customer service and exceptional value for money.
On big-ticket items like furniture, detail is everything. We created beautiful and useful product pages, video demos, articles, galleries and look books to excite and persuade like the world’s best salesman.
Facebook and Twitter are the first point of contact for FV service queries and complaints, so alongside swift problem resolution, we used social to deliver offers, highlight sales and brand promotions and promote competitions.
Ongoing findings from user testing, competitor reviews, market research and in-depth data analysis helped us talk to customers in context of their life stage and lifestyle.
Thanks to a ground-breaking attribution model designed exclusively by True for FV, we were able to identify that all digital activity including SEO, PPC, display, social and affiliate contributed to sales.
This brought the whole online/offline picture together, guiding optimization, testing and budget priorities on site and in stores.
This is a partnership we are immensely proud of. Our work together helped Furniture Village grow online revenue from £0 to their biggest store in 10 years. They continue to go from strength to strength.
True are more than our agency, they’re a part of our business Eamon Wynne — Sales & Operations Director, Furniture Village