Linen House increases new members by 110% using Adobe Commerce.

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Established

1993

Melbourne, Australia

www.linenhouse.com

 

18th Digitech

Sydney, Australia

www.18thdigitech.com.au

15%

Increase in total online sales

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Objectives

Improve customer experience and conversions

Gain access to more developers without affecting development costs

Create international presence

Showcase amazing designs

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Results

110% new member acquisitions due to new design and layout

Conversion rate increased by 30%

15% increase in total online sales

Linen House is driven by its values for quality manufacturing and a love for beautiful design. Its enduring success lends itself to staying creative in a competitive market, maintaining design integrity, and manufacturing quality products while remaining 100% Australian-owned.

 

Adobe Commerce provided Linen House with a solution that reflects these values and allowed its staff to express their creativity online through the company website, for the whole world to experience.

 

Prior to selecting Adobe Commerce, Linen House was faced with the following challenges:

 

  • The e-commerce team wanted more flexibility and control over features and functionality.
  • Previous solutions limited their choice in partnering with different developers.
  • The company needed to address increasing development costs.
  • It needed to expand its international presence and B2B e-commerce to resolve restrictions caused by its older solutions.

“We needed a solution that allowed our highly skilled creative and marketing teams the flexibility to showcase the amazing designs and styles Linen House offers to the market,” says Tez Osman, IT Director at Linen House.

 


“Switching to Adobe Commerce allowed Linen House to improve the technologies used to integrate our eCommerce platforms to other back end operational systems like ERP and Warehouse management.”

 
Tez Osman

IT Director, Linen House


Flexibility of an open-source cloud technology

Linen House started by using Magento Open Source 1, which has an active community of developers, content creators, and e-commerce experts that Linen House needed to run their solutions successfully. The company later upgraded to Adobe Commerce, which allowed its creative, marketing, design, and e-commerce departments to showcase its brand as a leader in the homewares and bed linen niche.

Improving product searchability for over 5,000 SKUs

When implementing Adobe Commerce, Linen House took a hybrid development model. While they have an in-house development team, they also partner with their technology partner, 18th Digitech.

 

The team was able to improve the onsite discoverability of their products, which allowed customers to easily find what they were looking for, a result of work done with mega-menus and taxonomy. Refined product searchability for over 5,000 SKUs improved the pathway to purchase and reduced friction during checkout.

 

The team also improved the site’s user interface for B2B wholesale customers, resulting in a more streamlined order processing system. The wholesale selling tool implemented matrix views for product ranges that have certain sizes and colours. This way, agents found it easier to buy from one single view, rather than going back and forth to access the cart.

 

Lastly, a loyalty program and customer account information functionality was implemented, enabling Linen House to reward customers for loyalty and increase their lifetime value.

Improving communications between platforms by 25%

Before Adobe Commerce, orders were communicated through FTP. Problems arose when Linen House was using basic flat file integrations for inventory and order management. With the use of best practice API programming and custom scripts in Netsuite, communications between platforms improved by 25%.

 

“Switching to Adobe Commerce allowed Linen House to improve the technologies used to integrate our eCommerce platforms to other back end operational systems like ERP and Warehouse management,” says Osman.


“We use close to 50 different extensions on our sites. From different payment offerings, SEO optimisation applications, inventory and data management, email marketing, address validation and many more.”

 
Tez Osman

IT Director, Linen House


Adobe Commerce extensions provided huge benefits for a wide range of applications

The huge benefit of extensions with Adobe Commerce is the ability to install and deploy quickly and save money on development costs. There is also a very large and thriving extension community, which helps the business adopt new features and improve speed to market.

 

“We use close to 50 different extensions on our sites. From different payment offerings, SEO optimisation applications, inventory and data management, email marketing, address validation and many more,” says Osman.

 

Linen House was able to use Adobe Commerce with NetSuite for their ERP, CRM, PIM, and CMS applications. They developed a custom API integration to back-end systems, which managed their inventory and order processing, eliminating manual processing and fulfilling orders more quickly—with reduced human error.

 

They also used the HighJump warehouse management system, which was tightly integrated into their fulfilment process relating to their e-commerce platforms. Further, they have integrations into Australia post and various carrier services, streamlining their fulfilment process and saving them from time-consuming manual labour.


“Our goal was to take ownership of our own digital destiny. We did not want to be locked down to a small number of external vendors for the development of our sites anymore.”

 

Tez Osman

IT Director, Linen House


Increasing conversion rates by 30% within six months

Before Linen House used Adobe Commerce, the team had limited control over site design and access to developers to help achieve their vision. It took their implementation six months to complete, and took this redevelopment opportunity to redesign the look, feel, and functionality of their sites.

 

“Our goal was to take ownership of our own digital destiny. We did not want to be locked down to a small number of external vendors for the development of our sites anymore,” says Osman.

 

Product discoverability improved, which led to more product eyeballs and customers finding their products much easier.

 

A one-page checkout was implemented, which helped reduce checkout friction, leading to a 30% increase in conversion rates.

 

With their customer journey as a priority, Linen House made it easy for them to engage with its brand through loyalty programs, easier access to customer service teams, and improved integrations to back-end systems to reduce errors with order fulfilment.

 

“At Linen House we take pride in knowing that our products are the last thing our customers see and feel before drifting off and the first thing that brings them into a new day,” says Osman. “Everything we design has an intimate connection to the families and homes they live in.”

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