How Cabinets.com Creates Dream Kitchens with Magento

The cabinet company needed a custom experience.

Kitchen cabinets are among the top five most expensive purchases made in one’s lifetime. So it’s no wonder that in the United States, the industry is worth $10 Billion. In 2009, Chris Larsen and Benjamin Gordon launched Kitchen Resource Direct, one of the first companies to sell cabinets online. Buying cabinets online was a relatively new trend, boosted by the digital commerce revolution and improvements to virtual kitchen design tools. By December of 2015, the Florida-based company had rebranded to Cabinets.com, and was the largest online retailer of American-manufactured and assembled cabinets. For two consecutive years, Inc. magazine has included Cabinets.com on their list of America’s fastest-growing private companies, the ‘Inc. 500.’

The brand initially launched on Magento Open Source, and in 2014 they migrated to Magento Commerce 1. But the worlds of eCommerce and kitchen design move fast. In a crowded marketplace, Cabinets.com needed to offer homeowners and professional contractors a large selection of competitively-priced, customizable products. That meant adding more SKUs and an infinite amount of options. In 2017 they made the decision to upgrade to Magento Commerce 2. “We were born on Magento and we grew together over the years,” said Benjamin Gordon, CTO of Cabinets.com. “We had such tremendous growth and we wanted to keep going.”

“The biggest benefit of Magento over the years has been the community. I go to Imagine every year and build valuable friendships and partnerships with knowledgeable, caring people.”

Benjamin Gordon

CTO, Cabinets.com

One site to satisfy B2C and B2B customers.

Cabinets.com started their search for ideal Magento Solution Partners in 2013, by attending the Imagine conference in Las Vegas. “Our site was very successful using Community Edition and utilizing independent developers,” said Gordon. “But we wanted to take it to the next level with a reputable Magento service provider.” At Imagine, they met Atwix, one of the most prolific contributors to the Magento community. “Atwix became integral to our theme development and our upgrade to Magento Commerce 2,” said Gordon. “They created a dozen custom modules, which is what they do best, including customer quotes, a design request form, and a kitchen cabinet door selection page.”

In 2018, Atwix kicked off the upgrade project. First, they integrated Cabinets.com’s web-based Create-a-Kitchen app into Magento Commerce 2, with help from another Magento partner, Zynovo. Using the app, customers can choose their kitchen’s color palette, draw and perfect their floor plan, specify appliances, and auto-design their 3D kitchen. Then they send their plan to Cabinets.com, where a trained designer perfects and finalizes the design. Atwix built the custom feature that delivers an itemized quote via email, with a PDF design packet. If the customer approves, there’s a buy-now link that drops their entire order into the cart. Then it’s onto the seamless Magento Commerce 2 checkout to complete the sale. Cabinets.com even generates a floor plan and elevation layout to help the installer.

Other customers who want a more complete hand-holding experience can click “get design help” for a ‘Stress-Free Kitchen Design Experience.” In a few easy steps, users can submit their kitchen measurements to one of Cabinets.com’s award-winning kitchen designers, and receive a free design. “Going into big box stores is an overwhelming experience. We wanted to make that experience easier,” said Gordon. “Now they can be at home wearing their slippers, and create their kitchen with a professional designer, using our website.”

Build a custom kitchen without a trip to a brick and mortar store.

After a one-month discovery period, the migration to Magento Commerce 2 took less than nine months. But this was no cosmetic makeover. The project involved a totally new look and feel with brand new custom functionality. Cabinets.com is now using Bronto for email marketing, and Magento Business Intelligence (MBI) to analyze user behavior. “Historically, fifty percent of our customers use the free kitchen design service,” said Gordon. “The other fifty percent that don’t use a designer, they already know what they want. They just want to go straight to our website and place the order.” An increasing number of B2B customers and contractors are also coming to Cabinets.com. “We supplied cabinets to a hotel renovation in California in August,” recalled Gordon, “that was nearly 100 kitchens. We’re going to be enhancing our B2B experience this coming year with a new contractor program.”

Overall, Magento Commerce 2 revolutionized the shopping experience for customers, and the Cabinets.com team: “We needed backend scalability,” said Gordon. “To run category price rules on Magento Commerce 1 would take 2-3 hours, on Magento Commerce 2 it took minutes. The upgrade allowed us to add more custom options and categories, and to improve the user experience.” With Magento, Cabinets.com are still out in front in a competitive marketplace, offering customers what they can’t get elsewhere. “Our amazing gallery consists of thousands of photos of real customers’ kitchens,” said Gordon. “Other kitchen cabinet companies have pictures of showrooms or digital renderings. With Cabinets.com you can actually see the awesome creations that our customers have done over the years.”

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“The advantage of Magento versus some other platforms is that they have the diverse community of partners to rely upon.”

Benjamin Gordon

CTO, Cabinets.com