Urban Barn website
TECHNOLOGY

Canadian home décor retailer plants digital seeds for e-commerce growth

BY Dan Berthiaume

Urban Barn is modernizing its digital customer experience.

Operating 55 stores across Canada, as well as desktop and mobile e-commerce sites, Urban Barn offers a wide range of home décor items, as well as furniture and lighting products. The company discovered its legacy e-commerce platform was failing to keep up with its growing business needs.

In particular, Urban Barn found it was in need of an e-commerce platform that could support a modern and responsive experience for their customers across all devices. The retailer worked with retail consultant and e-commerce integrator OSF Commerce to replatform its e-commerce site to Salesforce Commerce Cloud and fully leverage the scalability of the Salesforce platform in order to provide a better customer experience.

Urban Barn also implemented several in-house-developed OSF e-commerce solutions that run on Salesforce Commerce Cloud. These included Customer Behavior Tracker, which facilitates the integration of Google Tag Manager with Salesforce Commerce Cloud to help obtain insights into customers’ page browsing, shopping, and checkout behavior.

In addition, Urban Barn integrated One Page Checkout, which enables one-step online checkout. Urban Barn’s replatforming also included a number of third-party integrations, including Curalate, Bronto, My Registry, GiveX Gift Cards, WalkInto, Lookbook, PowerReviews, and Google ReCaptcha.

The results have included a 40% overall increase in e-commerce transactions, an 84% boost in mobile transactions, and 32% more online visits converted to purchases. Urban Barn also hopes to gain better customer engagement and decrease shopping cart abandonment.

“We are now equipped with an e-commerce solution that helps us deliver an exceptional customer experience,” said Kai Yeung, director of logistics and business solutions at Urban Barn. “We’re certain that our collaboration with OSF will result in a long-term relationship that will help us with our plans for international expansion.”

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