Norrgavel has gone from a small company that sells furniture by mail order to include many stores spread across Sweden and Norway. Based on co-creation, the company decided to grow further by making a major investment in its e-commerce.
From mail order to pioneers in the environment
With a great love for healthy natural materials and functional simplicity as a motto, Norrgavel began selling furniture via mail order in 1991. In 1994, their first store opened and four years later, the brand became Sweden's first to be awarded a Nordic Ecolabel in the home furniture category. The following year, Norrgavel received the furniture industry's environmental award - an award that was presented in collaboration with the World Wide Fund for Nature, WWF. Norrgavel continues to grow and the number of stores is gradually increasing, but the company's values are still based on the cornerstones of "humanistic, ecological, existential".
Digital update ahead of international expansion
With its environmentally friendly and timelessly designed high-quality hand-crafted furniture, Norrgavel's products end up in a higher price range and belong to the premium segment. Their target audience consists of thoughtful people who choose their furniture carefully instead of making impulse purchases. That's why there was a need for e-commerce where the target group could find inspiring pictures online at their own pace and then shop in stores. Or the other way around: browse in the store and then order the furniture that best suits the living room. That's why Norrgavel wanted ordering to be directly in their e-commerce, thus requiring a large investment. The goal of our e-commerce was not only to strengthen the bond with existing customers, but also to find new ones.
They wanted a serious e-commerce that didn't lean towards price campaigns
Norrgavel already had a product website. Although not for sales. There was a need for clear improvements in the inspiration category and many of the page's other functions. When the plans for the new e-commerce began to take shape, it was clear that the new site would work for inspiration and clear fronting of products, instead of campaigns with no purpose other than price.
Q1 2019 vs Q1 2020
Norrgavel's furniture exudes quality and long-term perspective, and we wanted that feeling online. It's important that each customer can use the layout and feel comfortable in it.
trafic to the site
Q1 2019 vs Q1 2020
We chose Norce so we wouldn't have to reinvent the wheel and start all over from the very beginning. Norce is a good partner with broad knowledge that has guided us in the right direction.
Some steps in building the configurator were:
Functionality and presentation of the various choices for the end customer were implemented.
When a product is selected, both information and image are displayed.
When a choice is not a product but a material or colour, the colour ID is linked to the image in Norce.
When a configuration is complete, Norce adds the product at checkout and the end customer can complete their purchase.
The configurator's steps are dictated by the XML file and Norce only follows the structure of it.
Allows you to save or share your configuration.