Amsterdam
Barbara Strozzilaan 1011083 HN Amsterdam
Netherlands+31 10 307 7131info@kruso.nl
String Furniture
Scaling business with new D2C e-commerce solution.
String Furniture, is a versatile Scandinavian design icon created in 1949 by the Swedish architect Nils Strinning. A timeless designthat can be found in most Scandinavian homes and the rest of the world.
In the past, String Furniture sold their products via resellers - never direct to consumers (D2C). However, this was up for a change as we launched their new e-commerce solution...
Starting D2C sales from scratch
The next step was to evaluate the short-listed proposals from a time to market, technological, cost, and tech-strategic point of view.
As String Furniture’s strategic digital partner, we advised the client to keep the existing website and combine it with a flexible and future proof headless commerce solution.
An organization that starts D2C sales needs expert guidance from people who have done it before, and String Furniture avoided many pitfalls by doing so.
From visions and dreams to reality
Combining systems across time and space
We built a microservice-based layer between String Furniture's different systems and the commerce solution. The microservices are Azure Functions, built with .Net, using message-based communications. A very resilient and scalable solution at a meagre cost.
Working as a cross functional team we created a very cost-efficient solution with extremely fast time to market. We launched the e-commerce site for the first market, Sweden, just after three months, and launched more markets afterwards.
Designing an inspirational website
The vision for the site was to let the visitors experience String Furniture's brand and proud heritage while buying their products. It should both inspire and be a sales channel that combined tells a story. Together with G-W Studios we created a UI and UX design that follows this vision, while keeping the technical limitations in hand.
Common future goals
The business transformation from pure B2B to a combined B2B and D2C company has been a significant change with several benefits. For example, String Furniture will own the end customer data, which will enable them to start utilizing that knowledge in product development, communication and other customer close areas.
From now on, our combined focus is to generate sales through a more marketing and inspirational focused website, together with launching the e-commerce solution in more markets. This is just the beginning of our partnership, as we will together continue to evolve String Furnitures digital journey.
