Business impact
Aside from enabling Crate & Barrel to adapt to the profound market shifts caused by COVID-19, the MACH strategy has also:
Increased seasonal gift guide visitors by 77% year-on-year, as well as a 40% decrease in bounce rates and a conversion lift of 10%.
Established a data-driven culture throughout the content creation team, continually refining what works.
Implemented a single destination for all blog, SEO, and branded content.
Created a new ‘fallback’ customer segment with personalized content that has seen increased conversion of up to 60%, decreased bounce rates of 20%, and 40% increased revenue.
Challenge
Faced with a disjointed online presence, a proprietary legacy CMS, and the rapid changes of the retail market, Crate & Barrel faced scalability and content development issues that frustrated growth as the impact of the COVID-19 pandemic was being felt.
Strategy
Crate & Barrel embraced MACH strategies, beginning with the deployment of a headless content management system and a recognition of non-linear customer journeys.
Method
Crate & Barrel has deployed the Amplience headless CMS, Dynamic Content and Content Hub, alongside Bold Commerce and a 3D mobile app created in collaboration with Branding Brand.
Partnerships
Part of the Otto Group, Crate and Barrel is an international chain of home décor and furnishing stores. It employs 7,500 associates over 100 stores and franchise partners in nine countries.
