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Space Furniture

Defining a premium omnichannel experience for South-East Asia's largest retailer of contemporary design.

Focus

B2B & D2C

Sector

Retail, Furniture & Homewares, Luxury Goods

Key Outputs

Business case
Strategy and blueprint for transformation
Digital product strategy and roadmapping
Solution architecture
Global site redesign & replatform
Full stack development and quality assurance
Global KPI and investment model
Performance marketing strategy and execution

Lauded as a global benchmark in designer furniture retailing, Space Furniture is an exclusive distributor of the world's finest furniture, lighting and cabinetry collections. Brands like Kartell, B&B Italia and Arflex entrust Space Furniture to provide a premium experience that reflects elegance, quality and sophistication.

To coincide with the Space Furniture business transformation and a renewed focus on eCommerce, WeAreDigital was tasked with validating the role of digital for the business and its customers and then designing and developing a new digital platform. The result of which is a multi-channel sales and communications platform that showcases the very best of global design and provides exceptional, integrated customer experiences.

WeAreDigital sought to create a sharp and elevated digital experience that showcases a vast product catalogue in an immersive yet functional manner. Created with a dual purpose, the platform aims to achieve both online sales and inspire in-store visits.

Awards & Recognition

  • Webby Awards

    2022 - Best Mobile Visual Design - Winner - People’s Voice Award

  • Webby Awards

    2022 - Best Visual Design - Function - Honoree

Outcomes

155%

Lift in overall revenue

119%

Increase in eCommerce conversion rate

145%

Uplift in average order value

135%

Growth in organic traffic

Highlight 01

Strategic beginnings shaping solid foundations.

Key stakeholder interviews paired with an audit of the existing site (experience, technologies, data) revealed a frictioned path to purchase, gaps in user journeys, a lack of supporting product and designer context and a cumbersome Content Management System.

A digital blueprint was created to pinpoint growth opportunities for a new digital platform, along with a global KPI investment model and a business case outlining the benefits and applications of a paid media and email strategy across Australia, Singapore, and Malaysia.

Highlight 02

A premium, simplified and unobtrusive approach.

WeAreDigital developed a browsing experience reflective of the premium level of in-store service found in Space Furniture showrooms across Australia and Singapore. Key focuses were finding the balance between engaging content and best practice eCommerce, elevating the product catalogue, and highlighting the designers. Space Furniture imagery was expanded in size, with typography and interface elements taking a more blended and recessive approach.

A new taxonomy was designed to enable users to refine their search by product, designer, or brand, paired with an immersive full-screen fold-out menu for powerful browsing and search.

Product pages are designed to inform and delight, with features such as detailed product specifications, stock and shipping lead times, an extensive lifestyle image gallery, designer biographies, and relevant product-related articles.

A key consideration was the integration of online magazine, More Space. More Space is the place where readers can find the latest design news, in-home style stories, opinion pieces, interviews, and film clips about brands, processes, and designers from around the world. The magazine's inclusion enriches the experience for visitors to the site, complementing the products available to purchase.

Highlight 03

Continuous improvement through iteration and innovation, alongside performance marketing.

WeAreDigital continues to work closely with the Space Furniture team to analyse and review the success of its digital ecosystem. Through the use of analytics and insight, WeAreDigital has defined and recommended areas with growth potential, continually analysed customer journeys to understand behaviour and developed new components that assist in the evolution and optimisation of not only the digital offering but the service design as a whole.

Previously focused on more traditional marketing, Space Furniture turned to WeAreDigital to help drive digital awareness and promotion, resulting in an offering of sophisticated marketing support across Australia, Singapore and Malaysia through data-led media and analytics.

A strong, targeted and strategic email ecosystem was also implemented, which has laid the groundwork for future success and plays an integral ongoing role in supporting customers by providing the high level of service that they expect from a store like Space Furniture.

"WeAreDigital has managed to develop a distinct, inspirational, digital brand presence that is sophisticated, easy to use, and allows us to understand our clients' needs better and how they are navigating across multiple touch points.”

- Michelle McEwen, Group Marketing Manager Space Furniture, Poliform and SP01.

Post Launch

Since starting with Space Furniture, WeAreDigital has extended the partnership, resulting in not only a new digital platform for Space Furniture but also new digital platforms and experiences for Poliform and SP01.

Alongside these experiences, WeAreDigital has been engaged as the ongoing strategic digital consultant and trusted performance marketing partner for the group, offering an ongoing success and support program in support of the group's multi-region digital marketing and development roadmap.

Today, WeAreDigital functions as an extension of the Space Furniture, Poliform and SP01 teams through a trusted and collaborative partnership, supporting the business on its path to becoming a best-in-class omnichannel retailer.

Services

Strategy

  • eCommerce Strategy

  • Omnichannel Planning

  • Content strategy

  • Channel Strategy / KPI & Investment Modelling

  • Data & Analytics

  • Lifecycle Planning & Loyalty

  • Customer & UX Research

  • Paid media and email strategy

Design

  • Information Architecture

  • Prototyping

  • Art Direction

  • Interface Design

  • Interaction Design

  • Experience Design

  • Content & Campaign Production

Technology

  • Technical Strategy

  • Technical Consulting

  • Solution Architecture

  • Full Stack Responsive Web Development

  • Systems Integrations / Middleware Development

  • API & CMS Development

  • Quality Assurance

  • Performance Analysis

Growth & Performance

  • Post Launch Support & Optimisation

  • Conversion Rate Optimisation

  • International Expansion

  • Paid Search & Shopping

  • Paid Social & Display Advertising

  • Search Engine Optimisation

  • Tag Management

  • Email Marketing & Automation

"Our partnership with the WeAreDigital team has been built on trust, value, and their ability to deliver. This has been wholly embraced by our team and business. They operate as a true extension of our team, are aligned with our plans, and continually drive us forward on a very exciting transformational journey for our group. "

- Leighton Clarke, Group CEO, Space Furniture, Poliform and SP01
Interested in learning more about our partnership with Space Furniture or any of our other omnichannel retail transformation projects?

Next Project

Thermomix

A cutting-edge eCommerce ecosystem to represent an iconic kitchen appliance brand.

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