“Meet the customers where they are.”
That value has served Haworth well over its near 70 years of business.
The furniture design and manufacturing company uses a network of dealers to meet the needs of commercial customers in more than 170 countries. In 2012, the marketing team at Haworth saw an opportunity to reach a new audience – individual consumers – through technology. They decided to create an Ecommerce website to sell their extensive offerings in a simplified format.
Building a new Ecommerce engine comes with plenty of unknown. As we spoke with Haworth, we listened to why they wanted to start this project and what they hoped to achieve. We continued to study their workflow and systems to create a plan that accounted for the nuances of their business.
Their priorities included:
- Tracking hundreds of thousands of model numbers.
- Visualization for online ordering.
- Integrating the data between their ERP and other systems.
Once we had worked through the research, we began forming a plan with the Haworth team. With so much data to consider and multiple integrations to manage, a comprehensive architecture was vital to the success of the project.
Based on the roadmap, we began the key activities for this project.
Custom "Configurator" for Custom Products
Haworth selected the Sitefinity Content Management System (CMS) as the basis for how they would manage their website and build new pages. Our Sitefinity-certified developers used that platform to build a custom “configurator” which walks customers through the process of selecting their product style, color, and any other variation. When an order is placed, we built the website to replicate the SKU numbers that Haworth already uses to track products and initiate production.
The decision to purchase a piece of furniture is made up of dozens of tiny decisions. One of the best ways to simplify this process is through visualization. Our challenge was to display each product variation the moment a customer clicked to see it. We set up Adobe Scene 7 to store and display the many visual possibilities of a product. A customer can see the product as they change a color or add an enhancement. To help the customer picture that product in his or her space, we built an augmented reality mobile app where furniture could be display on any scene captured by the device’s camera.
Integration with ERP, Analytics, and More
Haworth already had many systems they relied upon for order fulfillment, customer relationship management, analytics, and tax calculations. To ease of their workload, we built integrations between the Ecommerce site and these other systems. For example, when an order was placed online, it would need to prompt the order fulfillment straight to SAP and calculate the estimated delivery time for a customer.
By simplifying the management of this website, we strengthened a relationship of confidence and trust with Haworth that continues today. Haworth now uses the Sitefinity Enterprise Edition to manage multiple websites and relies on our expertise to work with them to support these sites.