How Structube Leveraged Magento to Grow Furniture Orders 3X Almost Overnight

Canadian specialty furniture retailer Structube wanted to expand into the U.S. and double online sales in 2 years.

With 50 stores in Canada and a plan to expand into the U.S. , Structube knew they had to extend their brand promise and unique in-store experience to every customer touchpoint in order to grow quickly; they wanted to use omnichannel to create a truly “on-brand”, customer-centric shopping experience.


Structube’s strategy was to provide rich content in an omnichannel environment, then promote the heck out of it. They needed a platform that would give them the flexibility they needed to deliver highly differentiated experiences.

In order to stand out in a crowded market, the design-driven retailer needed to create an immersive, seamless experience, regardless of the customers’ preferred channel. 

The consumer is at the center of the Structube experience. Everything digital had to be simple for her.

Tony Trew

Marketing Director, Structube

Delivering a seamless, on-brand experience at every customer touchpoint

Structube worked with Magento solution partner Absolunet to combine the omnichannel commerce features of Magento Commerce (formerly Magento Enterprise Edition) with the agency’s digital performance marketing expertise. In support of its goal to double sales over two years, the new site was designed to maximize conversion; to take the customer on a journey from search to sale.

Structube’s journey began in 2015 when it launched its new Canadian ecommerce site with Magento Commerce. The omnichannel experience relied on a custom connector that seamlessly integrates the Magento Commerce Platform with Microsoft ERP/POS backend systems. Customers can now buy online and schedule in-store pickup, even for backordered items (the system provides availability information for backordered items).

Absolunet continued customizing Magento’s CMS functionalies to enable Structube to create interactive and sophisticated content like Room Tours and Lookbooks where consumers can “Shop the room”, both of which increased average order value and conversions.

Known for its dynamic pricing, Structube’s new website needed to optimize prices in real-time to offer every customer the best possible price to avoid getting caught in the discount trap – in other words, pricing transparency.

The team continued optimizing the Canadian site while simultaneously applying its learnings to the development of the US site. Shortly after the first round of fine tuning and optimization, Structube officially launched its U.S. site.

Structube’s journey to massive growth.

Structube combined Magento’s SEO-enabling potential with Absolunet’s performance marketing expertise to crush SEO in the North American furniture market. Constant monitoring and optimization of site content allowed the retailer to not only own the SEO-space in a competitive landscape, but to actually double its “search-driven-sales.”

Then, in 2016, the ship-to-store feature was customized and activated for Canadian stores and online orders tripled almost overnight! It turns out many customers actually prefer to pick up their furniture at the store of their choice, at their preferred time and on their own terms – instead of receiving delivery at home. 

Their massive growth across all sales channels was no accident. It started with the company’s vision and their will to see it through. It then became a matter of choosing the right partners, the right strategy and the right technologies. 

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Great content creates the customer connection, and a perfectly synchronized omnichannel strategy creates growth.

Tony Trew

Marketing Director, Structube