The challenge
Taking British craftsmanship to global buyers.
Distinctive Chesterfields needed to make a broad range of handcrafted, made-to-order furniture clear and compelling for customers across the UK and USA. The buying journey is considered: visitors compare styles, materials, colours, dimensions, delivery options and swatches before purchasing.
Both markets required relevant pricing, promotions, delivery information, terminology and showroom details while retaining one consistent international brand.
Our approach
A joined-up route from search to sale.
We connected every stage from product discovery through to swatch orders, enquiries and transactions. The digital experience became the centre of a system where SEO and paid media create relevant visits, social communicates craftsmanship, email continues consideration and automation improves response and insight.
UK and USA activity is managed separately when language and commercial priorities differ, while shared performance data improves products, content, campaigns and customer journeys across the wider programme.
Website Design & Development
Creating an international digital showroom.
The e-commerce experience brings product discovery, customisation, craftsmanship and conversion together. Customers can explore collections by product type, style, material, colour and availability while practical buying information remains easy to find.
Market-specific UK and USA journeys make pricing, promotions, delivery, finance, guarantees and local information appropriate without compromising the character of the overall brand.
- Product, category and material discovery
- Swatch ordering and product-detail journeys
- Separate UK and USA commercial experiences
- Responsive product and checkout optimisation
SEO
Building visibility across the UK and USA.
Separate SEO strategies connect furniture, style, material, colour, size and buying-question search demand with relevant product, category and content destinations in each market. Category and product pages are strengthened with useful supporting information and descriptive internal linking.
Technical SEO protects the international architecture through hreflang, canonical, indexation, Core Web Vitals and duplication management as the site and markets evolve.
- UK and USA market-specific search strategy
- Commercial category and product optimisation
- International technical SEO and hreflang
- Content supporting the furniture buying journey
Paid Advertising
Converting active demand into international sales.
Google, Meta and Microsoft campaigns each have a clear role within the wider customer journey. Search captures customers researching products and delivery, while paid social introduces collections and re-engages visitors who have explored products or ordered swatches.
UK and USA structures remain distinct so budgets, offers, products, language and landing pages reflect each market’s commercial reality. Performance is evaluated against swatches, enquiries, transactions, revenue and acquisition cost.
- Google, Meta and Microsoft campaign management
- Market-specific product and promotion strategy
- Search, prospecting and retargeting journeys
- Commercial optimisation beyond click volume
Email Marketing
Supporting a considered purchase beyond the first visit.
Email journeys respond to customer behaviour across welcome, swatch, product-view, browse, basket and checkout stages. Material guidance, product discovery and relevant prompts help customers progress at a considered pace.
Segmentation keeps pricing, delivery, availability and language appropriate to each market, while post-purchase and re-engagement communication maintains relevance throughout the relationship.
- Swatch, browse and basket-recovery journeys
- UK and USA customer segmentation
- Product and collection follow-up
- Showroom, consultation and re-engagement prompts
AI & Automation
Making the marketing operation more responsive.
AI-assisted workflows and automation support research, analysis, planning and content development while retaining human oversight for customer-facing work. Connected processes reduce repetitive administration and make campaign, search and content insight easier to act on.
The objective is to give the team more time to apply product, customer and market expertise where it has the greatest commercial value.
- Customer-behaviour and swatch follow-up
- Campaign, website and search monitoring
- Content research and briefing support
- Reporting and performance-anomaly identification
The connected impact
More visibility, value and return.
The result is not isolated channel performance but a connected customer journey: search and paid media introduce relevant audiences, social makes the craftsmanship visible, the website supports discovery and purchase, email maintains consideration, and automation makes the wider operation more responsive.
Data from products, swatches, campaigns, search, social, email and sales improves the next decision while the UK and USA programmes retain their own commercial relevance.
Overall results
Measured across the connected programme rather than isolated channel activity.
