While remote work has been a growing trend, no one could have predicted the pandemic and the massive need it created for home offices in 2020.
With commercial offices and airports rendered ghost towns, the company needed a radical change of strategy.
When the pandemic struck, InStockChairs looked to EXCLUSIVE for a new strategy. Not only did the brand need to change product emphasis, it also needed to change its marketing. InStockChairs was now speaking to individual consumers instead of office managers. The brand needed to reach this new B2C audience and do so quickly.
EXCLUSIVE revamped the brand’s marketing efforts to target the new audience. The team discovered there was confusion about what InStockChairs delivered versus what Modern Office Furniture sold. As well, shoppers didn’t fully understand how the brands and websites offered different value from other merchants and marketplaces.
Faced with this challenge, the EXCLUSIVE team worked hard to differentiate the brands so that consumers understood that InStockChairs was the right choice for home-office furniture that was available for immediate direct shipping.
In positioning InStockChairs as the B2C solution, EXCLUSIVE launched campaigns clarifying what InStockChairs offered the individual employee who was displaced from the office, concerned about COVID, and trying to set up a work-from-home environment.
Through A/B tests, EXCLUSIVE methodically modified elements on the InStockChairs website and recorded results via heat maps and analytics measuring traffic, clicks, and conversions.
By isolating and testing visual elements, textual elements, calls to action, and checkout, the EXCLUSIVE team discovered that what mattered to site visitors was not what one might expect. In the pandemic new normal, price, popularity, style, and color were not priorities.
In the early days of the pandemic, shoppers were entirely dependent on eCommerce but many merchants couldn’t keep inventory up to date or meet delivery times. Buyers were tired of ordering items listed in stock, only to receive emails that items were unavailable.
EXCLUSIVE’s testing revealed that what mattered to individual consumers setting up new home offices was product availability, inventory accuracy, delivery speed, and guaranteed on-time fulfillment. All of which were pain points for shoppers.
In just 3 months of A/B testing, EXCLUSIVE knew exactly what customers wanted and how InStockChairs could meet shoppers’ needs. These key findings and the subsequent website changes allowed InStockChairs to profitably help people transition to working from home.
Clarifying that InStockChairs’ inventory was accurate in real time set shoppers’ expectations so there’d be no confusion or customer service issues about stock.
Providing a graphic zonal shipping map, in addition to text about delivery times, let shoppers know when purchases would arrive and by which carrier.
Showing the value of InStockChairs (all items ready to ship, generous returns policy, free US shipping) gave shoppers the green light to complete purchases.
What EXCLUSIVE and InStockChairs quickly discovered and proved through CRO testing was that simple changes to the website radically raised consumer confidence, customer service interactions, and conversions and profits.