Evolution Leading to Revolution

Oak Furnitureland had grown significantly from its humble beginnings on eBay, becoming well-known for its quality craftsmanship and beautiful cabinetry. Despite its success, the brand faced stagnating growth and needed a fresh strategy to reignite momentum. We were brought in to help the company rally behind a new direction, with the aim of unlocking their full potential.

As Oak Furnitureland’s new research partner, we worked closely with the senior leadership team to redefine the business strategy. The foundation of this work was an attitudinal segmentation that explored customer desires and motivations around furniture, as well as their commercial appeal. We then expanded this with additional studies, examining customer journeys, enhancing omnichannel experiences, and developing strategies to extend promotions beyond the typical seasonal sales cycle.

This wasn’t just a marketing overhaul; it was a comprehensive business transformation. Our work guided every aspect of the company — from marketing and product design to eCommerce, in-store experiences, delivery, and customer service. Frequent engagement with senior leadership and teams across departments ensured that everyone was aligned with the new vision, with us serving as the trusted data experts throughout the process.

Oak Furnitureland is now undergoing a significant transformation. Shifting from primarily targeting ABC1 women, they’re aligning their marketing, products, and customer experience with the key attributes that drive people’s choice of retailer and furniture. The launch of the ‘Grow Your Home’ campaign, along with a revamped digital experience, new product ranges, and initiatives like lower interest-free credit, is helping to maintain prices and margins while making the brand more accessible.