Goossens Wonen & Slapen (Living & Sleeping)
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.
Outdated environment with a foreign partner
Goossens was dealing with an outdated eCommerce environment that was not yet responsive.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.
After an intensive process, they have found the partner in CloudSuite to jointly develop a new B2C e-commerce platform. Integration with the current IT landscape was an important factor in this.
“The cooperation with CloudSuite really feels like a partnership in which we develop together and challenge each other to take the next step again. This has been the case in the last 4 years and will continue to be so in the coming period." - Erwin Rombouts | eCommerce manager of Goossens
B2C eCommerce platform for an optimal customer experience
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 in perfectly with Goossens's brand strategy, whereby they are translating certain atmospheres and corporate identity elements from the store into the online environment. They are telling the same story online and offline.
Integrations eCommerce platform
- ERP System (Kiss)
- Email system (Clang)
- Marketplaces (Channable - various platforms, Fonq & Bol.com)
- Reviews (Customer telling)
- Customer service (Robin HQ)
- Payment provider (Adyen)
Omnichannel customer experience
Goossens works from an omnichannel eCommerce strategy. This means that they focus not only on online turnover from online, but also on store visits. To facilitate this, they have 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.
"The PIM module enables our Product Marketers to enrich 10,000 products in a user-friendly way." - Loet Brinkmans | Product Owner eCommerce at Goossens
Good performance, even during peak times
Goossens is active when it comes to TV & radio commercials. You can immediately see this in an increase in online traffic. This should not have any impact on the performance of the webshop. Various load tests were carried out in collaboration with both parties to check performance in advance.
Unique part: Box spring configurator
A unique part of the webshop is the box spring configurator. With the configurator, the visitor can easily assemble his box spring in various steps. Extensive content is offered at every step to inform the visitor as well as possible.
