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Sell Furniture Online: Tom Dixon’s Digital Transformation

Tom Dixon needed an eCommerce platform to sell furniture online that could visually express the brand while delivering an immersive customer experience.
Sell Furniture Online - Tom Dixon
-18.8% Bounce Rate
+7.5% Session Duration
+31.5% Conversions (+80% YoY)

Tom Dixon wanted an eCommerce experience as iconic as his lighting and furniture.

Tom Dixon is one of Britain’s most successful designers. The Tom Dixon brand is a modern British institution with a presence in 65 countries worldwide. It boasts flagship showrooms in London, New York, Los Angeles, and Tokyo, complimented by many third-party websites and retail stores around the globe, which sell furniture online.

Sell Furniture Online - Tom Dixon

Widely known for his unique lighting and furniture collections, Dixon focuses not only on design, but on defying the conventions of industry to create innovative pieces and special experiences. In 2012, at Milan’s Museum of Science and Technology (MOST), Dixon installed a 62-ton press to produce his unique designs on demand. For the first time, industrial manufacturing was put in full view of the public. There, customers received their finished product straight from the production line.

The company took a similar approach to designing its new eCommerce web store. Tom Dixon is known for his bold aesthetic and the designer already had strong opinions about what was needed in a digital storefront. Dixon saw the need for an eCommerce site that could visually express his brand while delivering an immersive customer experience – just like the Great Chair Grab.

As this was such an important project for Tom Dixon, finding the right creative and development partner was essential. After reviewing and interviewing over 10 possible agencies they decided upon SOtechnology, a Magento Business Solution partner. The award-winning design and technology company connected with the Tom Dixon team, sharing their excitement and passionate for the project, and becoming an integral part of Tom Dixon's internal digital team.

Like Tom, we needed to combine the creative with the commercial, so we created an immersive experience where the customer is never too far away from the shopping basket.

Mark Purdy
Head of Digital, Tom Dixon

New way to sell furniture online. A transformed digital experience.

Tom Dixon had grown frustrated by the traditional model of selling furniture online and distribution, which created a disconnect between the designer and customer. He found there is no direct interaction, and it takes too long to deliver products to customers. Dixon wanted to push the envelope and try something new. The fashion eCommerce industry provided inspiration as it edged towards D2C sales via eCommerce. Magento Commerce empowered the brand’s passion and creativity. The site design process kicked off in March 2016, and after seven months of design, planning, and development, the new eCommerce website to sell furniture online launched in October 2016.

Sell Furniture Online - Tom Dixon

Much of the site was created with out-of-box Magento features, with customizations available in the Magento Marketplace. High quality content and imagery drive the look and feel of the new site, which is structured around specific customer experiences: Shop, Spaces, and Stories. ‘Shop’ was designed toward the idea that customers should never be too far away from product details and their shopping cart. ‘Spaces’ was inspired by the concept that interior designers and their customers want to see furniture products in restaurants, hotels, offices, and bars. Using Magento Commerce, the brand created its own version of Pinterest to showcase the online furniture in real world spaces. ‘Stories’ is a modern approach to traditional brand-focused blogs, driven by customer demand for rich content that puts products into context. The overall effect allowed Tom Dixon to create a best-in-class shopping experience that allowed his customers to immerse themselves in each family of products and material groups.

Product pages, optimized for selling furniture online, became the site’s real heroes, showcasing the unique nature of the products with strong brand photography. Visitors never lose sight of the product description or price when scrolling through the online store or moving from page to page. Customers can now create their own products online, including tables, upholstery, and pendant systems. Small trade companies (designers and architects) can also download CAD files to use in their in-house designs. And by building a site suited to the needs of designers and architects, they exceeded the expectations of its consumers.

There are now four instances of the site covering the UK, Europe, US, and the rest of the world. Several of the eCommerce websites have dedicated price lists and inventory for each geography. Plans are in place for their global expansion to include Australia, Hong Kong, Canada, Sweden, Germany, and France. Wherever they launch, Magento provides stable eCommerce platforms for many years to come; so Tom Dixon can focus on creating new experiences to better sell furniture online, rather than maintaining and updating their infrastructure.

Sell furniture online with ease. Day 1 conversion rate jumps by 31%.

The new eCommerce store exceeded all expectations. Immediately after launch, there was a significant increase in site performance. Statistics showed that visitors were spending more time on the furniture eCommerce site, and the bounce rate was steadily declining. The team was impressed to see that on day one, the online conversion rate increased by a staggering 31.5 percent.

Sell Furniture Online - Tom Dixon

Managing the website is significantly easier with Magento Commerce. Adding new product pages, images, and galleries used to be time-consuming and often required outside resources. Now it’s very simple and can be handled quickly by the small, in-house team.

Based on the success of the new online furniture store, the goal is to have the eCommerce website contributing 20 percent of total revenue over the next five years. This eCommerce strategy goes hand-in-hand with the opening of new retail stores in key cities, as the Tom Dixon embarks on becoming a truly global brand. Powered by Magento, Tom Dixon was able to create a digital furniture selling experience that embodies the designer’s love for combining the traditional and modern to create something extraordinary.

We chose Magento Enterprise Edition 2.0 to help us deliver online experiences as unique as Tom Dixon’s products, and to showcase our products online as they are in any of our extraordinary design spaces.

Mark Prudy
Head of Digital, Tom Dixon