As one of the leading furniture retailers in the United States, Raymour & Flanigan has helped countless people redecorate their homes. When it came time for the brand to give its website and marketing efforts a makeover, they turned to Curalate.
Initially, Raymour & Flanigan wanted Curalate to power a shoppable Instagram experience and enhance the brand’s social media scheduling capabilities. But they soon realized they could use Curalate in much more strategic ways — like driving revenue from a variety of social platforms and turning user-generated content (UGC) into compelling on-site shopping experiences.
One of their main objectives was to mimic the natural product discovery that customers experience while shopping in one of Raymour & Flanigan’s brick-and-mortar stores. Each living room set, bedroom ensemble and dining area has been carefully curated by a talented designer — helping customers understand associations between specific products. For example, they might not have paired a wooden coffee table with a white rug, but seeing them in a store display helps people visualize how those products not only fit together, but fit into their own homes.
To replicate that in-store experience online, Raymour & Flanigan used Curalate Showroom — which transforms the images and videos the brand shares on social media into jumping off points to a whole world of products to explore. In the past, brands like Raymour & Flanigan would share a compelling image — say of a gorgeous dining room — then be forced to send people to just one specific product detail page. Why share a pic of a dining room table, chairs and place settings only to send consumers to a product detail page for the rug that sits underneath? What about the table? What about the chairs?
Using machine learning, Showroom automatically introduces relevant and diverse product recommendations to help consumers find more items they’ll love and easily see the associations between products. (Wow those chairs DO go well with this table!) The result is the closest thing that a consumer can get to walking the aisles of a Raymour & Flanigan store, online. Raymour & Flanigan has used Showroom in paid ads, email, Pinterest, Twitter and Facebook. With Showroom, Raymour & Flanigan consumers explored more products, bounced less, and engaged longer — without any help from the company’s IT department.
The results speak for themselves:
“When someone clicks from a photo on social media to a product detail page on our website, it’s not always a great experience. It feels very promotional. The second you direct someone to your website it becomes a hard sale,” said Bridget Saroff, Social Media Manager at Raymour & Flanigan. “With Showroom, we’re providing an experience for our consumers that’s much more organic and relevant to what they are looking for and exploring. Having Showroom as a middle ground allows people to explore our products in a more native, organic way.”
Want to learn more about how Raymour & Flanigan made social media posts into online storefronts? Want to learn how the brand gathered user-generated content and displayed it in shoppable on-site galleries that increased revenue per visit by 35% and conversion rates by 28%? Read the full success story here.
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