Explore how a leading office furniture designer adeptly launched a new website, enhancing brand presence and redefining modern workspace solutions.

Igniting B2B Demand with Immersive Experiences

Sitecore Experience Transformation Manufacturing

Icreon transforms Ultrafabrics' digital strategy with a cutting-edge website upgrade, enhancing sales engagement, optimizing user experience, and streamlining operations for measurable growth.

Key Takeaways

Direction

With modernized infrastructure upgrade to Sitecore, Ultrafabrics achieved enhanced website stability, scalability, and an improved user experience tailored for luxury branding.

Speed

Developed a tool that lets users explore and visualize fabrics under varied lighting, delivering a truly immersive digital experience.

Velocity

Seamlessly integrated SKUs, order management, and campaigns into a single console, enabled efficient handling of requests, cut down campaign launch time up to 50%, and increased orders by 25%.

Ultrafabrics web solution on laptop, developed by Icreon

Ultrafabrics Mobile device mockup by Icreon

Ultrafabrics digital solution on iPad, designed by Icreon

The Challenge

Ultrafabrics, a leading manufacturer of high-end luxury fabrics, needed to enhance its digital presence. Their existing website, built on Drupal, struggled to showcase the full breadth of their luxurious fabric collection effectively.

Challenges included slow page speeds, subpar user experience, and limited ability to showcase fabrics in different applications. Furthermore, managing operations across multiple systems, including an outdated intranet, hindered efficiency and hampered efforts to provide a seamless customer experience. Recognizing the need for a modern, integrated solution, Ultrafabrics partnered with Icreon to migrate to Sitecore and transform their digital landscape.

"I would recommend working with Icreon. They have a combination of both technical expertise and strategic thinking and generally you find digital agencies with one or the other. Their ability to combine both represents a great ability to think strategically about our problems and implement those strategies."

Barry Silverman, Vice President of Marketing and Branding at Ultrafabrics

Our Solution

Icreon transformed Ultrafabrics' digital experience by migrating to Sitecore DXP, integrating systems, and redesigning the user experience. The new platform features a powerful Fabric Finder tool, streamlined sample ordering, and centralized content management, resulting in enhanced customer engagement.

Direction

Icreon began by conducting a 360-degree analysis of the business and identified key roadblocks, including outdated systems and disconnected processes, enabling the team to prioritize high-impact opportunities like streamlining their operations and enhancing user experience.

A robust strategy was devised to migrate from the legacy Drupal platform to Sitecore’s integrated DXP. This plan included a detailed roadmap for centralizing capabilities, redesigning the user experience, and optimizing content management architecture. The strategy aimed to align Ultrafabrics' digital presence with its vision as a luxury fabric leader.

Speed

Ultrafabrics wanted to showcase fabrics digitally, so Icreon developed the Fabric Finder tool, allowing users to filter fabrics by color, style, and use case while visualizing them in different lighting. This interactive feature enhanced the user experience.

Icreon also integrated Sitecore with Ultrafabrics' ERP system, redesigning the sample-ordering process to handle requests in real-time. Additionally, Icreon centralized top-of-the-funnel content into the platform, streamlining the journey from anonymous visitors to high-intent prospects.

Velocity

With this integration, Ultrafabrics now manages SKUs & SKU families in real-time so that new marketing campaigns can directly showcase efficacy through the number of MQLs and drive field sales. This transformation empowered Ultrafabrics to operate more like a D2C brand, meeting SMB, mid-market, and enterprise demands with the speed and flexibility of consumer-focused operations.

Additionally, content management was fully transitioned to the in-house marketing team, enabling them to run campaigns, manage content, perform multi-variate testing without external support.

Platforms

Our Platforms

Sitecore

With the integration of Sitecore Experience Commerce, Icreon created a flexible commerce system in place for Ultrafabrics. This new platform provided a delightful buying experience for their customer base. This gave them control over the content management while providing support in delivering relevant messages to their target audience.

The Results

The new website has helped Ultrafabrics to offer customers an improved user experience without compromising any functionality or effectiveness of their product offerings. Ultrafabrics successfully launched a new website that maximized sales and solidified their position in the industry. The fabric finder tool has improved the user engagement on the website.

The improved website resulted in better buyer conversion rates, a significant reduction in mobile cart abandonment, and a seamless shopping experience for customers. As a result, Ultrafabrics can focus on their core business of designing and manufacturing innovative products at an unmatched level of quality.

Icreon's partnership has yielded impressive results in terms of digital performance metrics. The time to launch campaigns has been reduced by 50%, enabling Ultrafabrics to execute their digital initiatives more efficiently. The sampling platform has also experienced a 25% increase in daily orders. Moreover, since the shift, time on the website has doubled, further demonstrating the success of the new website and Icreon's role in their development.

Daily Orders

25%

The client experienced a 25% increase in daily orders.

Campaign Launch

50%

The time to launch campaigns has been reduced by 50%.

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