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Flexform

Client

Flexform

Services
Sectors

Furniture / Home design , Luxury

Flexform and SAY, together

+ 53 %

of shop contacts

 

Thanks to a drive-to-store strategy, more people entered the shops between January and October 2019 than in the previous year.

+ 63 %

of newsletter subscriptions

 

Over the course of 2019, thanks to the optimisation of the subscription form on the website, users established a closer connection with the brand.

+ 73 %

of browsed catalogues

 

Online, or via downloads, interest in learning more about the offer through the company’s main touchpoint increased.

Project

Flexform is a company in the furniture sector with a prestigious history: founded in 1959 in Brianza, in 1961 it was one of the promoters of the first Salone del Mobile in Milan. Today it boasts a 2000 m2 showroom and participates in the most important international trade fairs.

The strategy for Flexform

Together with Flexform, a project managed by the agency in Milan, we renewed the website, inspired by the visuals of the catalogues and highlighted the most important collections thanks to a new web design. We improved the site’s performance with CRO and SEO positioning in 7 languages, pursuing together with the ADV a drive to store objective.

In concrete terms:

  • The site in China

    We first launched the site in China on local hosting and adapted the layouts to the characters of this language.

  • Multilingual SEO optimisation

    We intervened on: text, page codes, tags, related searches and positioned the brand ahead of competitors for generic keywords, such as “leather sofas”.

  • A better UX for the form

    Thanks to an in-depth analysis of the user experience, we reduced the form fields, speeding up the compilation to obtain only the most useful information.

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Drive-to-store strategy

In order to bring new and potential customers to the different points of sale, we also optimised the store pages on the site, positioning them according to the language and geographical area of reference. We have also implemented on the site the functionality for a 360° view of the products.

Acknowledgements

of the project

3 Mediastars awards, 2020 edition: Special Star for Interaction Design, in the Online Adv section, first place in the SEO category and shortlist nomination for the site in the Web section.

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