{"id":2425,"date":"2017-04-25T10:00:14","date_gmt":"2017-04-25T17:00:14","guid":{"rendered":"https:\/\/www.microsoft.com\/industry\/blog\/uncategorized\/furniture-brand-bolia-com-doubles-revenue-unified-commerce\/"},"modified":"2023-07-17T10:28:40","modified_gmt":"2023-07-17T17:28:40","slug":"furniture-brand-bolia-com-doubles-revenue-unified-commerce","status":"publish","type":"post","link":"https:\/\/www.microsoft.com\/en-us\/industry\/blog\/retail\/2017\/04\/25\/furniture-brand-bolia-com-doubles-revenue-unified-commerce\/","title":{"rendered":"Furniture brand Bolia.com doubles revenue with Unified Commerce"},"content":{"rendered":"

Bolia.com, a Scandinavian home d\u00e9cor and furniture brand has transformed how we create our homes by transforming how we shop. How? They\u2019ve upended the traditional retail furniture industry by unifying their digital and in-store experiences and creating delightful and purchase-inspiring journeys for their customers. They\u2019re reaping the benefits of this transformation, too; in their 2016 report<\/a>, Bolia.com boasted double-digit sales growth achieving $94 million (DKK 657 million) in revenue.<\/p>\n

Bolia.com\u2019s unified commerce solution, powered by Episerver\u2019s Digital Experience Cloud, Microsoft Dynamics AX, and Microsoft Azure is used as the consumer-facing eCommerce site, in-store point-of-sale solution for their 40+ stores, and as their B2B eCommerce solution for dealers and retailer partners globally.<\/p>\n

Extraordinary experiences<\/strong><\/p>\n

So, what is at the heart of this strategy? For Bolia.com, it\u2019s about creating inspiring and immersive buying experiences whether their customer is browsing online, or considering a purchase in a Bolia.com store, or visiting one of Bolia.com\u2019s many independent dealers. The primary proposition\u00a0being that consumers should get to \u201clive as they choose;\u201d an empowering context for Bolia.com\u2019s affluent consumer base who chooses which of the 40 designers, 3 seasonal stories, and 500,000 product variations to create their home from. Bolia.com\u2019s International Marketing & Omnichannel Director, Line Bering Larsen, puts it this way, \u201cOur focus is fully on creating extraordinary experiences for our customers wherever we meet them.\u201d<\/p>\n

Bolia.com\u2019s unified commerce strategy has three aspects:<\/p>\n

    \n
  1. Web experiences<\/li>\n
  2. In-store experiences<\/li>\n
  3. Dealer experiences<\/li>\n<\/ol>\n

    Web experience<\/strong><\/p>\n

    Apart from being visually stunning and content rich, Bolia.com\u2019s site is extremely focused on combining design aesthetic and product assortment to inspire purchases. \u201cBolia.com has become a primary case for what is possible when you put customer experience at the center of your digital strategy and when you put digital strategy at the center of your business operations,\u201d according to Ed Kennedy, Senior Director eCommerce at Episerver. \u201cThey\u2019ve shown what an innovative brand can do with scalable commerce solutions like Episerver and Microsoft.\u201d<\/p>\n

    Because Bolia.com\u2019s product specifications are synchronized between Episerver and Microsoft Dynamics, customers can design a made-to-order piece online and have it shipped to their home. The \u201ccustomizer\u201d experience also calculates delivery dates before assembly begins using data from Microsoft Dynamics AX. This made-to-order customizer experience is responsible for half of Bolia.com\u2019s online revenue.<\/p>\n

    \"\"<\/a>

    Consumers can design and customize their own made-to-order furniture using the Bolia.com customizer<\/p><\/div>\n

    In addition to made-to-order purchases, Bolia.com also enables click-and-collect options for smaller accessories. Consumers can reserve lamps, stools, lighting, and other smaller items to be picked up in store which drives in-store foot traffic. When ordering, the customer can see the item is in stock at the desired store and pick up products within hours.\u00a0This capability is possible because Microsoft Dynamics AX and Episerver have synchronized inventory records for each store.<\/p>\n

    \"\"<\/a>

    Bolia.com\u2019s design blog connects home furniture ideas and commerce experiences. Bolia saw a 56% increase in mobile revenue after launching their unified commerce solution.<\/p><\/div>\n

    \"\"<\/a>

    A sample blog post on Bolia.com which announces their Spring line and products that can be purchased online or in store.<\/p><\/div>\n

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    Store experience<\/strong><\/p>\n

    Bolia.com has also delivered several in-store innovations from their unified commerce solution. In-store associates utilize mobile devices that render the Bolia.com website while assisting customers visiting their physical locations. The Bolia.com website contains more than 500,000 product variations available to the associate to share with consumers. In addition, associates utilize the website as their in-store point-of-sale system to place orders for customers including scheduling delivery of made-to-order products to the customer\u2019s home. Several other innovations have become possible by delivering a unified commerce solution.<\/p>\n

    \u201cWhat impresses me most about Bolia.com is how they\u2019ve brought design concepts of simplicity and excellence to their technology implementation, skipping traditional data-silos and status-quo tech, in an effort to simplify technology that in-turn, simplifies the customer experience,\u201d said Kennedy.<\/p>\n

    \"\"<\/a>

    In store associates use a unique one-page checkout to take orders in-store including scheduled delivery<\/p><\/div>\n

    \u201cBolia Chipcard\u201d gets rid of cash registers and builds their customer data mine:<\/strong> The Bolia Chipcard feature enables in-store customers to pay with their credit card. However, the payment processing is completed through the Episerver website. One key benefit of this approach is that Bolia.com combines in-store and web purchase into a single customer profile which allows Bolia.com to further understand and analyze sales data. A second benefit is that Bolia.com avoids costly transaction fees that come with traditional point-of-sale terminals. Thus, in the first three months of the Bolia Chipcard launch, Bolia.com processed over $11M USD (100M kr.) through their new payment solution.<\/p>\n

    \"\"<\/a>

    Associates use the Bolia.com website as their point-of-sale terminal<\/p><\/div>\n

    Post-visit offers: <\/strong>Customers that leave the store without making a purchase will receive a personalized offer via email from the associate who worked with them, including the specifications of the purchase they were considering, and a discount offer to incentivize sales. The consumer can then complete this purchase online including scheduling their delivery. Offers that in-store associates send to customers after their visit are responsible for 29 percent of Bolia.com\u2019s online revenue.<\/p>\n

    \"\"<\/a>

    Bolia.com store associates can send offers to customers via the Episerver platform<\/p><\/div>\n

    B2B eCommerce<\/strong><\/p>\n

    The third leg of their unified commerce experience is Bolia.com\u2019s B2B experience which supports home decor dealers in the Bolia.com network. Bolia.com dealers can place orders on behalf of consumers using the website. However, their specific dealer login provides them with unique pricing and customer information including suggested MSRP and margin calculations. If a dealer is conducting a design consultation with a client, he or she can hide the pricing from the product detail page to show the consumer the customized furniture design that will be delivered to their home. Dealers, like associates in Bolia.com locations, can send personalized offers post-visit to incentivize purchases. This solution allows Bolia.com to access new markets without adding significant capital expenditures.<\/p>\n

    Larsen shares that \u201cthe new solution is easy to deploy our B2B platform in new markets and connect to retailers worldwide.\u201d The result of this unified experience has been a 224 percent increase in revenue from dealers, adding 60 new dealers to their network in 17 countries.<\/p>\n

    \"\"<\/a>

    Dealers experience a different product view than consumers shopping on Bolia.com<\/p><\/div>\n

    Getting from Omnichannel to Unified Commerce with Episerver and Microsoft<\/strong><\/p>\n

    Episerver Digital Experience Cloud was selected by Bolia.com and their agency partner, Vertica<\/a>. Vertica worked closely with Bolia.com\u2019s team to craft the perfect experience, integrate Episerver with their Microsoft Dynamics AX solution, and deploy everything to the Azure cloud. The Bolia.com website is the central experience destination for desktop, mobile, and in-store experiences including product discovery and customer account management. Microsoft Dynamics AX is used to centralize all customer data, product data, and order data.<\/p>\n

    Running the solution on Microsoft Azure has helped Bolia.com deliver the high fashion, luxury experience they want. The Microsoft Azure CDN allows Bolia.com to present high definition video and product images with high page load speeds and rendering times. This could not be handled in any other way. Furthermore, Bolia.com is a large consumer of system resources because they have high-peak traffic times combined with a large product catalog assortment. Also, because the website is the basis of the entire business of Bolia.com in the physical stores, B2B and online \u2013 any down-time is unacceptable. This can only be achieved through Microsoft Azure.<\/p>\n

    Since launching the new solution, Bolia.com\u2019s overall web conversion rate has increased 12 percent and mobile conversion rate has increased 58 percent.<\/p>\n

    For more information, visit www.Episerver.com<\/a> for more information on how Episerver Digital Experience Cloud and Microsoft combine to empower Unified Commerce.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Learn how design-obsessed, customer-centered furniture brand Bolia.com doubles revenue after launching Unified Commerce from Episerver and Microsoft.<\/p>\n","protected":false},"author":843,"featured_media":10334,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"_classifai_error":"","footnotes":""},"categories":[1501],"post_tag":[],"content-type":[1490],"coauthors":[4313],"class_list":["post-2425","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail","content-type-customer-stories"],"yoast_head":"\nFurniture brand Bolia.com doubles revenue with Unified Commerce - Microsoft Industry Blogs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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