The example of the rollout of a successful omnichannel strategy in 3 countries.
The family business that was established in 1954 is a concept with fifteen living- and bedroom stores in the Netherlands and Belgium. Nowadays the company employs 600 people on a daily basis, whilst the third generation of the family is running the company.
Moreover, most of the furniture is produced by Goossens. Goossens also uses a custom approach in terms of colors, fabrics, and measurements. Thus ensuring a personal advice for every customer.
Goossens uses many functionalities of the CloudSuite eCommerce platform. Some listed:
Goossens was dealing with an outdated eCommerce environment that was not yet responsive. In addition, they worked together with a partner from England with whom communication was often difficult. For these reasons, they have been looking for a new eCommerce partner that could grow and develop with Goossens with the professionalization of a new eCommerce environment.
“The cooperation with CloudSuite really feels like a partnership in which we develop together and challenge each other to take the next step again."
Erwin Rombouts | eCommerce manager of Goossens
Inspiring, informing and advising have been important spearheads in the realization of the eCommerce platform. The team of online specialists is continuously optimizing the online offers. Every week they are creating new campaigns in the CMS system that have designed by their own team of web designers.
The flexibility of the platform allows Goossens to easily make changes to pages. This fits perfectly with Goossens' brand strategy, whereby they translate certain atmospheres and corporate identity elements from the store into the online environment. In this way they tell the same story online and offline.
Goossens works from an omnichannel strategy. In a number of physical stores, a cozy coffee corner has been created where the customer can log in to the webshop and view and order different versions of furniture. Conversely, the webshop offers integrations that provide information about the physical stores. To facilitate the omnichannel strategy, Goossens has integrated various functionalities with the webshop.
Where a few years ago a large part of the customer journey took place in the shops, this has now almost completely shifted to online. They see this reflected in the customers who visit the stores, because they often walk in with an already filled wish list. View and order these products in the store. In addition, a customer can see online in which stores a product can be admired in the showroom. This has a positive effect on the shopping experience of the customer.
Goossens uses a number of interesting features of the CloudSuite eCommerce platform:
When you have a customer account with Goossens, you have the option to save products in your own wishlist. The functionality is widely used. Customers come to the store with their filled wish list to admire the product with their own eyes in the showroom. A great functionality to make the shopping experience optimal for the customer.
A unique part of the webshop is the box spring configurator for which Goossens uses the product configurator functionality of the CloudSuite platform. With the configurator, the visitor can easily put together his box spring in various steps. Each step offers extensive content to inform the visitor as well as possible and to have the product ordered to measure.
Goossens offers a lot of inspiring content in their webshop. With this they help the visitor to get ideas from living room to bedroom and then convert these visitors into buying customers by making the connection with products that they offer in the webshop. In addition to contributing to the entire shopping experience, it is also very interesting SEO-technically. The CloudSuite eCommerce platform offers an integrated CMS for this.
Goossens has many product variants. Consider, for example, different fabric colors or materials of a chair or the different versions of a sofa (2-seater, 3-seater, corner sofa). To make things clear for the visitor, product reviews of different variants have been combined.