Bay Gallery Furniture Case Study

Overview

Bay Gallery Furniture enables Australian families to shop from the comfort of their own home for a great range of outdoor wicker furniture, teak furniture as well as stunning indoor timber dining tables, dining chairs, lounges, sofas and much more.

The client has a wide range of the furniture products and wanted to build a system where different users can purchase furniture products available from the site, adding e-commerce functionality to the customer experience. Also, the client wanted to redesign the site to have a more appealing look and feel to attract more traffic.

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Our Approach

The Objective

Bay Gallery Furniture wanted to develop an online store that would easily allow visitors to browse the products by categories. The online store needed to look modern and luxurious. The site had to be easy to navigate, allow custom pricing options, provide both B2C and B2B eCommerce functionalities from a single backend.

In addition to building an ecommerce site, the following values had to be conveyed.

Showcase the client’s commitment to customers
Convey the team’s 20 years of experience building relationships with their customers.
Profile the unique experiences found in-store
Encourage web visitors and online sales
Help promote and drive sales while encouraging repeat visitors.

The Challenge

We knew that people shopped for furniture both online and in-store but we needed to figure out what was the more popular method of shopping. We needed to learn the shopping habits of people who bought furniture, and we needed to utilize this gathered information/knowledge in our design features for the website we were to build.

Whilst the company’s business plans were solid, a lack of branding, including logos and tone of voice, meant that our client struggled to articulate their message in a saturated market.

Without a flowing and visually appealing website, the team at Bay Gallery Furniture felt that their potential to reach thousands of customers was severely limited. Furthermore, the lack of a social media strategy or a content marketing plan meant that Bay Gallery Furniture’s message wasn’t reaching their target audiences.

With strong business ideas, skilled staff and beautiful products, our clients in Bay Gallery Furniture were well placed to succeed. However, a lack of digital strategy capped their potential.

That’s where ZOFELA came in.

The Solution

With a focus on creating a flowing and user-friendly eCommerce platform, the expert team at ZOFELA set about constructing a website engineered for growth and sales. With a sleek logo designed, the website’s design incorporated Bay Gallery Furniture’s branding along with a clean, minimalist theme. A light shade of brown on white contrasting brought out the very best of our client’s assets and served as an excellent showcase for their huge range of outdoor furniture, living & dining furniture, armchairs and bar stools. Calls to action were included throughout each page, driving sales and engagement between the business and its web visitors.

Bay Gallery Furniture were eager to establish themselves as an authoritative voice on high quality furniture. ZOFELA were able to assist our client in achieving this by creating a blog page with a number of articles around their area of business. This allowed ZOFELA to boost their credentials whilst providing the client with engaging, shareable and lead-focused content. Content was optimised, eloquent and sales-driven.

Beyond Bay Gallery Furniture’s website, ZOFELA assisted our client in spearheading a presence on social media and organic search. An extensive social content plan ensured that Bay Gallery Furniture’s branded message reached the right target audiences on the devices they prefer. With a digital and social strategy working in correlation with each other, ZOFELA were able to give our client the prominence they truly deserved.

UI Elements

The Result

The website now receives up to 11,000 visitors per/day and we have increased the organic search exposure by over 200%. Return On Investment currently sits at around 175%.

We have been that successful that we now run all aspects of The Bay Gallery Furniture’s online marketing from an email base of over 40,000 to over 20,000 Social Media fans and a full service PPC model from Google Shopping & YouTube Ads to Facebook & Instagram promotions.

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How The Bay Gallery Furniture Increased conversion & Organic Traffic in just under 12 months

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