With over 70 retail furniture and mattress locations throughout the Midwest, FFO Home recognized that its current brand positioning and e-commerce experience was being hindered by a reputation built on an everyday-low-price strategy and by a web experience that was resulting in one-third of all monthly 85,000 site visits to drop off after landing on the home page.
Led by revamped messaging evolution of its current branding and strategy, “The Comfort of Home” uniquely positioned FFO Home as a destination for home furnishings supported by selection, financing options and price.
ScheinerInc.’s digital strategy was to activate “The Comfort of Home” lifestyle by elevating the brand perception through design and lifestyle imagery, rearchitect the customer experience to increase product discoverability and cross-selling opportunities, accelerate acquisition and sales conversions, and gain greater granularity into customer shopping habits.
Our first recommendation was to migrate the FFO Home site from a white label industry platform over to Shopify Plus, which immediately improved the online brand experience by addressing speed issues, mitigating technical challenges impacting sales and the customer experience, opportunities to scale, and future features and functionality updates.
Driven by user data and streamlining the UI/UX, we then focused on increasing product discoverability and shortening the path to purchase to trigger conversion opportunities and lead gen and to accelerate sales.
Within the first month of the site’s relaunch and during the height of COVID-19, there was a threefold increase in sales over the prior year, a 10% increase in average orders, a 10% lower bounce rate, a 30% increase in pages per session, and over 1,000 inbound leads were captured. View the FFO Home site here.