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Case Goods Retailers Boosting Online Capabilities

Tuesday August 20th, 2013 - 11:34AM

Case goods retailers are expanding activity on the Internet, giving them more flexibility regarding assortment and style. Potentially, the online initiatives could make them more competitive with ready to assemble furniture retailers who have been able to readily adapt to market trends.

Whatever their focus in store, case good retailers now have the opportunity to provide broader and deeper selections online.

In one example, MarketLive, a leading provider of e-commerce technology, today announced that Chicago's largest furniture retailer, The RoomPlace, has re-launched its e-commerce website on the software provider’s Intelligent Commerce technology platform.

MarketLive stated that The RoomPlace intends to improve its e-commerce strategy, and the company chose MarketLive for its e-commerce technology platform and retail industry expertise. To fulfill that intention the Intelligent Commerce platform, said MarketLive:

  1. Responds immediately to product trends using a central administration system that controls all merchandising pages and promotions, allowing website changes to be implemented in seconds.
  2. Reinvigorates the RoomPlace site with features such as furniture bundles and buyer protection plans that are specific to selling furniture and accessories online.
  3. Optimizes the e-commerce site for natural-language search.
  4. Maintains and manages a flexible website using in-house staff.

"This particular set of e-commerce requirements was extremely well matched the to the MarketLive platform's rich feature set and deep industry expertise," said Mark Pierce, CEO of MarketLive. "In addition to implementing essential centrally controlled merchandising and promotions, integrated search and navigation, and SEO optimization technology, the project allowed us to contribute our merchandizing expertise and retail know-how to ensure the success of the re-launched site. Our ability to provide self-serve tools to The RoomPlace, so they can continue to react to market and customer needs in real time, is a key to their ongoing revenue growth. MarketLive's Commerce Strategy group is the final piece of the solution, providing The RoomPlace with ongoing tips and strategies to ensure their success."

With The RoomPlace website re-launched, MarketLive's Commerce Strategy Team is introducing the retailer’s online retailing team to best practices and helping to ensure that the site is continuously optimized, the software provider said. The first strategy session revealed that visitor traffic is increasing and revenue has exceeded benchmarks for the corresponding period last year, MarketLive noted. And MarketLive's admin tool is implementing all of the site tuning and on-the-fly merchandising changes, the company added, just as RoomPlace wanted.

"The flexibility of the new site is amazing. We have the ability to change out complete page displays every few minutes if we want, and really test what merchandising works and what does not," said Todd Williams, e-commerce manager at The RoomPlace. "The team at MarketLive was great to work with through the whole process. We mapped out all of our technology integration needs and site feature wish lists, and then worked with the MarketLive team to make it happen. We had some really complicated custom requirements for our new site, and on many occasions the MarketLive team came up with ideas and solutions that made our customizations work even better while at the same time be more user-friendly for site visitors. MarketLive's strategic services experts are there every step of the way educating us on best practices and helping us optimize our online business from day one."