Begros: A pillar of excellence in Germany's furniture sector
Since its inception in 1957, Begros has emerged as a distinguished purchasing consortium within Germany's furniture industry. With its headquarters nestled in Oberhausen, it boasts a network of 18 partner firms and a global presence with over 300 furnishing outlets. Beyond facilitating the distribution of its members' products, Begros ventured into creating proprietary brands in 2003, introducing the esteemed vito Möbel among others.
Vito Möbel represents a commitment to delivering superior furniture at equitable prices, catering specifically to the aspirations of the middle-class market. The brand offers an expansive selection of furniture catering to every aspect of home living, with the living room segment alone presenting 19 diverse collections. These collections are categorized into various quality levels based on their construction, offering versatility and choice to consumers.
The transition challenge
Begros, distinguished as one of Germany's leading furniture purchasing coalitions, showcases an expansive array of furniture collections through its vito Möbel brand. Each collection features an assortment of furniture items along with customizable variations. The extensive range of potential combinations presented a significant challenge for executing traditional product marketing strategies on a grand scale. In response, Begros embarked on creating a lead portal to amplify sales and refine its omnichannel approach.
The primary aim of this initiative was to capture the interest of visitors in specific furniture pieces and seamlessly guide leads to affiliated dealers for detailed consultation or price inquiries. The portal was carefully crafted to ensure a smooth transition to partner stores while presenting a comprehensive view of available offerings. This strategy was implemented to engage customers effectively without overwhelming them with an intricate selection of products.
Vito Möbel: Launching a new lead portal with Shopware 6
In a strategic partnership, Begros joined forces with the esteemed Shopware agency burgdigital to forge a lead portal for the vito Möbel brand, powered by the robust capabilities of Shopware 6. This innovative portal serves as a digital showroom, meticulously displaying an array of furniture collections and configured models, enriched with comprehensive product details and multimedia content. It is further enhanced by immersive Shopping Experiences, seamlessly crafted and updated via Shopware's advanced content management functionalities.
The introduction of an intuitive search and filtering system marks a significant advancement. This clever integration not only facilitates swift discovery but also enables Begros to adeptly interlink different collections and furniture variations. The result is a flawlessly orchestrated customer journey, guiding visitors from exploring vast assortments to encountering personalized furniture recommendations.
A configurator tool for tailor-made furniture solutions
To empower customers in crafting their ideal furniture pieces, Begros has unveiled the XcalibuR configurator. This tool offers users the flexibility to customize various aspects of their furniture, including choices like upholstery, stitching, seat styles, and even the seat and back height of sofas. Enhancing the customization experience further, the configurator provides both 2D and 3D visualizations, allowing users to examine their preferred configurations from every angle. Additionally, it features the capability for prospects to generate a link to their customized configuration and share it with others. This collaborative feature enables multiple individuals to contribute to the design process simultaneously.
Elevating lead quality with sophisticated lead generation capabilities
After customizing their desired furniture through the configurator tool, customers can directly initiate a price inquiry to their local furniture store right from the interface. This seamless process converts their configuration into a PDF document, shared with both the retailer and the interested buyer. When a furniture store is also equipped with the XcalibuR system, it automatically appraises the configuration, issuing a detailed quote back to the customer.
Furthermore, the system offers an email checkout option for customers wishing to make price inquiries or seek consultations. Integrated with a dealer locator, this feature guides users in pinpointing the nearest furniture outlet effortlessly. Upon choosing a dealer, customers fill out a dedicated inquiry form, enabling them to request quotes not just for individual pieces but for the entire selection of furniture on their wishlist.
Simplifying complex architecture with Shopware 6
Leveraging Shopware 6, Begros has masterfully created a dynamic lead portal, replete with a suite of functional features – from immersive Shopping Experiences and intuitive search and filtering capabilities to an advanced configurator tool and seamless email checkout. This strategic implementation not only amplifies visibility for its offerings but also empowers users to customize their furniture independently, bypassing the need for direct consultation. Simultaneously, retailers benefit from the high-quality leads generated through the portal, creating a mutually beneficial scenario for all stakeholders involved.
