As a leading supplier of bespoke furniture, Living Edge has long been a favourite with corporates, architects and discerning clients. The brand’s showrooms provide a destination for consumers to connect with sustainable and authentic products and exquisite designs. While their eCommerce offering lets consumers easily peruse their wares. Providing a seamless customer experience is at the heart of Living Edge.
Digital solutions putting the customer first
When coronavirus restrictions forced many small businesses to shut up shop, Living Edge was able to navigate the crisis successfully. Thanks to a flexible approach to work and robust digital solutions.
James Morton, Chief Financial Officer at Living Edge, told Small Business First (SBF) the company began their journey towards digital transformation as early as 2017. That’s when the business first recognised the limitations of their pre-existing IT systems. Morton explained as Living Edge began to scale, networks weren’t keeping up, so they turned to Salesforce for a solution.
“What attracted us to Salesforce was the opportunity to alleviate all the admin pressures on our sales team and put customers at the centre of our universe,” Morton said.
Having Salesforce systems in place ensured Living Edge could operate uninterrupted during COVID-19 while still providing customers with the level of service they’d come to expect.
Putting eCommerce front and centre
Providing a personalised journey for customers has always been a large part of the Living Edge ethos. As the business began to transition to a new eCommerce site midway through the pandemic, it was essential the online offering could deliver the same seamless experience. With multiple touchpoints, ensuring customers received the same exemplary service, whether online or in-store, was crucial.
“We wanted to ensure the online experience matched the in-store experience”, said Morton. He told SBF by launching the new site on Commerce Cloud; they were able to craft a tailored experience for customers.
“With Commerce Cloud, we’ve been able to curate a digital experience that meets the needs of all our customers,” said Morton. “We’re also able to use customers’ browsing and transaction data to provide them with a personalised experience when they step into our showrooms.”
Living Edge launched its new site on Commerce Cloud with 20 per cent more product listings than it had previously. Despite this, Morton said the browsing experience is more comfortable to navigate and more inspirational. And he must be right. In the first month of going live, the site’s conversion rate was 290 per cent higher than the average for the three months prior, translating to a whopping 82 per cent increase in revenue.
Safeguarding staff and customers
Ensuring the safety of staff and customers was also crucial during COVID-19. Having cloud solutions in place allowed Living Edge to transition to remote work without disruption easily. In March, when the government advised businesses to close their doors, it took as little as 48 hours for Living Edge to switch to a flexible work model. Seven months on, many of Living Edge’s employees still work from home. Regular updates from team leaders kept the lines of communication open, ensuring everyone is on the same page. Having a cloud-based CRM also allowed Living Edge to remain agile during the lockdown.
“The more we can move people away from spreadsheets and our ERP and get them onto Salesforce, the more agile and dynamic we can be,” said Morton.
As lockdown continued, employees spruced up the pipeline to deliver improved customer experience, updating customer profiles and creating personalised journeys.
Souping up the sales funnel
Conscious of the need to support both staff and customers through the coronavirus pandemic, Living Edge again turned to Salesforce for assistance to streamline the sales process. The business rolled out Sales Cloud during the epidemic giving staff a 360 view of the company.
“One of the biggest pain points it’s addressed has been reporting. In the past, each sales rep had their own spreadsheet to track pipeline, and this was then rolled up to one larger spreadsheet for the business. The was not only inefficient but provided management with little visibility into sales activities and trends.
“We spent so much time on pipeline reporting there was no time to look at things like how much time we were spending with customers. Or what led to opportunities being won or lost. Salesforce provides us with much greater transparency and a better understanding of what’s happening in each market,” said Morton.
This article originally appeared on Small Business First. You can read it here
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