Product pages, optimised for selling furniture online, became the site’s real heroes, showcasing the unique nature of the products with strong brand photography. Visitors never lose sight of the product description or price when scrolling through the online store or moving from page to page. Customers can now create their own products online, including tables, upholstery and pendant systems. Small trade companies (designers and architects) can also download CAD files to use in their in-house designs. And by building a site suited to the needs of designers and architects, they exceeded the expectations of its consumers.
“Like Tom, we needed to combine the creative with the commercial, so we created an immersive experience where the customer is never too far away from the shopping basket,” says Mark Purdy, Head of Digital at Tom Dixon.
There are now four instances of the site covering the UK, Europe, United States and the rest of the world. Several of the e-commerce websites have dedicated price lists and inventory for each geography. Plans are in place for their global expansion to include Australia, Hong Kong, Canada, Sweden, Germany and France. Wherever they launch, Adobe Commerce provides a stable e-commerce solution for many years to come, so Tom Dixon can focus on creating new experiences to better sell furniture online, rather than maintaining and updating their infrastructure.