ABC Carpet and Home

When ABC Carpet & Home, a renowned high-end home decor and furnishings company with over a century of history, sought to expand their online presence, they partnered with our team to modernize their e-commerce experience.

CVR Growth

Our goal was to translate the unparalleled curation and eclectic sourcing that made their flagship NYC store a destination into an immersive online experience.We aimed to capture the essence of their carefully selected, premium products from around the world and present them in a way that would provide customers with a seamless and engaging digital shopping journey.

Visit the Site

Crafting a Premium Look and Feel

To elevate the overall look and feel of the site, we began by redesigning the Homepage and Product Details Pages. ABC is known for their ornate and detailed imagery that showcases a wide variety of expertly curated products from around the world. To ensure that the visual impact of these products is maximized, we developed custom light and dark themes that adapt to the images, allowing the rest of the page to aesthetically complement the featured products while maintaining legibility and visual hierarchy.

A Gallery Worth Exploring

One of the most memorable aspects of visiting the ABC store is exploring their unique approach to merchandising – this is particularly true of their rug assortment. The ABC Flagship store has an entire floor where customers can flip through hundreds of one-of-a-kind rugs.As part of our redesign, we sought to bring this experience online. The end result is a carousel that displays rugs on a transparent background, inviting customers to engage with the products in a more tactile and immersive way, mirroring the sense of discovery and exploration that defines the in-store experience.

Tailored Product Details Pages

ABC has a diverse product offering that spans multiple product categories with unique distinctions and nuance. Rather than build a one-size-fits-all PDP template, we sought to design a comprehensive system that best suits the needs of a particular category, from furniture to home decor to custom rugs. We designed each PDP with the customer’s needs in mind. For example, the Rug PDP allows shoppers to Contact a Rug Specialist for assistance in selecting the perfect rug, while the Furniture PDP includes a Shop the Collection module for easy viewing of complementary items.

Made-to-Order Customization

To support ABC's extensive made-to-order furniture offerings, we built a special PDP that allows customers to choose from over 70 fabric options. We integrated Cylindo's 3D visualization technology, enabling shoppers to get a 360-degree view of products in various fabrics. To help customers find the right fabric, we grouped fabrics by type and layered on top a hover state that provides the customer with more information about each fabric. Another pillar of ABC’s custom offerings are cut-bind-and-ship rugs, made to the size and specifications of the customer. We designed a PDP that guides the user step-by-step through all possible customizations ensuring a smooth and intuitive experience.

Streamlining the Navigation

ABC's extensive catalog meant that the Navigation played a crucial role in the customer journey. The previous navigation, a wall of text lacking clear hierarchy, made it difficult for customers to find desired products. In close collaboration with the ABC team, we identified the most relevant categories and information to feature, aiming to create a sense of hierarchy within the Navigation.Visual cues were employed to guide customers to key site areas. Colored backgrounds denoted Custom products, making personalization opportunities easily identifiable. Imagery showcased special collections, enticing customers to explore further, while ABC's signature brand pink highlighted sale collections for easy access to great deals. By layering these visual elements and reorganizing the Navigation based on relevance and customer needs, we created an intuitive, user-friendly experience that encourages exploration and discovery.

Beating Industry Benchmarks

Since partnering with our team, ABC Carpet & Home has significantly improved their e-commerce performance. In the first 12 months following the redesign and implementation of new features, conversion rates increased by an impressive 51%. Additionally, all areas of customer engagement, including add-to-bag and reached checkout, have experienced growth. The site's speed has also improved, further enhancing the user experience.By collaborating closely with ABC Carpet & Home and understanding their unique brand identity and customer needs, we successfully created an online platform that showcases their premium products, provides a seamless shopping experience, and drives meaningful business results.

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