Iconic British Furniture Designer Tom Dixon’s Digital Transformation

What They Needed

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. 

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 store. Tom Dixon is known for his bold asthetic 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.

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

What Magento Did

A totally transformed digital experience.

Tom Dixon had grown frustrated by the traditional model of furniture 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 industry provided inspiration as it edged towards direct-to-consumer sales via eCommerce. Magento Enterprise Edition 2 empowered the brand’s passion and creativity and apply it to the online experience. The site design process kicked off in March 2016, and after seven months of design, planning, and development, the new site launched in October 2016. 

Much of the site was created with out-of-box functionality, 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 products in restaurants, hotels, offices, and bars. Using Magento Enterprise Edition 2, the brand created its own version of Pinterest to showcase the products 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 became the site’s real heros, 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 site 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 for its consumers. 

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

Success

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 site, and the bounce rate was steadily declining. The team was impressed to see that on day one, the onsite conversion rate increased by a staggering 31.5 percent.

Managing the site is significantly easier with Magento Enterprise Edition 2. 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 store, the goal is to have the 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 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