From Bottom 3 to Top 5 — Nationwide Sales Powered by a Modern Platform

Home Zone Furniture is a Texas-based furniture retailer committed to offering high-quality, stylish, and affordable home furnishings; however, their reach was limited by their outdated and confusing website. A lack of consistent variant functionality and poor data architecture lead to duplicate product pages, confusing shoppers and stunting customer journeys. This was further complicated by a dated visual style and a general inconsistency throughout the site's logic, resulting in the site being among Home Zone's bottom 3 sales channels.

After partnering with Endertech, however, Home Zone's website shot up to among their top 5 sales channels and has allowed them to easily expand their sales throughout the country.

Home Zone’s old eSTORIS / NopCommerce site held them back:

• Cumbersome catalog and poor data architecture slowed discovery

• Inconsistent variant handling and image/data limits

• A dated design that undercut the brand’s value proposition

• Limited online reach beyond local showrooms limited customer discovery

1) A Modern Shopify Storefront

Though Home Zone had a firmly established design aesthetic, it was adapted poorly to web, hindered by a dated design template and poorly-considered UX. Endertech was able to better utilize the pre-existing design language and modernize it, seamlessly working it into clean layouts with curated modules for flexible use throughout the site while maintaining visual consistency.

Navigation was also optimized with simple, easy-to-navigate mega menus which, combined with new intuitive filters and a mobile-first hierarchy, lets customers easily find products that suit their needs.

_{An improved home page with a clean layout, engaging video elements, and easily navigable menu structure.}

2) Catalog Transformation

Shopify's product variant feature massively streamlined their product architecture, merging all duplicate product pages into one; this not only simplifies the client experience, but also eliminates the need for modifying numerous similar pages when product details are tweaked. Standardized metafields for dimensions, specs, swatches, and more, along with automated collections based on these and other easily-assignable product attributes, make shopping simple while also simplifying merchandising.

_{Intuitive filters and visual swatches make shopping simple and boost conversion.}

3) Decision-Ready Product Detail Pages

Unique product details were clarified with the implementation of dynamic specs tables, which, along with assembly PDFs, draw from variant-specific data, simplifying the decision-making process for the shopper. Additional variant-specific data, including a custom functionality for displaying multiple variant images, stock/lead time visibility, and related products not only further inform the customer, but intuitively lead them to additional items that might pair with their purchases.

_{Clean variant-driven product detail pages with specs, assembly PDFs, and availability messaging.}

4) STORIS Integration

Integration with STORIS keeps the business running smoothly, providing real-time sync for inventory, pricing, and orders. It also provides support for complex kit components, pickup, and delivery rules, allowing for Home Zone to expand from an in-store and pick-up-based model to serving customers throughout the United States.

_{Shopify connects seamlessly with STORIS and Google Shopping, Analytics, and Reviews.}

5) Marketing Foundation

Endertech was able to establish SEO continuity with redirects, structured metadata Google Shopping feed, analytics, and reviews integrations, massively increasing site traffic and drawing new eyes to the drastically improved site.

• Improved data structures bring catalog clarity to shoppers, which made products easier to find, compare, and buy. This, along with a new SEO-optimized design and marketing approach, aided in improving SEO, bringing in new eyes by the thousands.

• Modern UX reflected Home Zone’s brand while converting better on mobile and desktop, with mobile-first layouts and decision ready-product pages making shopping a breeze.

• Nationwide fulfillment unlocked new markets beyond their Texas-based showrooms. STORIS integration allowed for real-time inventory sync, simplifying this process on all fronts.

• +131% YoY revenue increase in April.

• Climbed from bottom 3 to top 5 sales channel company-wide.

• Traffic and product diversity up — more SKUs selling online, across more categories.

• Nationwide sales footprint established, with a diverse online product mix to appeal to larger markets.

• Management confidence so strong they are piloting Shopify POS in their new Denton store.