Lazy Susan
In 2007, from the humble confines of his garden shed, Michael Scott embarked on a journey that would transform his passion for garden furniture into a thriving family-run business - Lazy Susan. At the outset, Michael grappled with the challenge of providing customers with a solution to maintain their teak and wood garden furniture for the long term. The breakthrough came in the form of aluminium garden furniture, a maintenance-free and rust-proof alternative that would define the next chapter of Lazy Susan’s narrative.
Lazy Susan Furniture officially debuted in March 2007, introducing a range of furniture sets carefully curated to meet the needs of its growing customer base. The company continued to grow with sales doubling in 2009 and 2011 and soon it set its sights on expanding across Europe. Today, Lazy Susan is available in local languages for France, Germany, Spain, Italy, and the Netherlands, and also ships to Belgium, Switzerland, Austria, and Portugal.
Lazy Susan boasts a fast-growing business, propelled by a team whose dedication to delivering outstanding customer service and quality products at competitive prices remains unwavering. Yet, Lazy Susan is more than just a company—it's a force for good. Through the "Do Some Good" charity initiative, the company has donated over £400,000 to various causes, both local and international. As a customer, you're not just buying furniture; you're becoming part of a community that believes in making a positive impact.
Challenge
After successfully migrating to Shopware, Lazy Susan’s initial challenge dealt with demand surging, but an existing setup that couldn’t keep pace. The hurdles were multifaceted, ranging from site maintenance challenges that demanded manual labour to a lack of usability and efficiency throughout the platform. The site's speed and performance suffered under the weight of intricate integrations, adversely impacting the overall user experience. A comprehensive overhaul was needed to optimise the user experience on all devices and to create more efficient processes. For the results on this, have a look at our Lazy Susan case study covering their migration and initial optimisation phase.
Recognising the need for a more strategic approach, Lazy Susan sought guidance from their agency GPMD to prioritise the right areas to grow their business. These included:
Updated operations for more stability: Prioritising stability and minimising system bugs to enhance overall efficiency and facilitate customisation on the ERP and CRM side.
Automated setup for scalable growth: Implementing more automation for scalability, especially on the marketing and operations side, to efficiently track customer interactions.
A clever tech stack to increase retention: Leveraging third party technologies to increase conversions and customer retention
Ecommerce and marketing strategy support: The partnership with GPMD played a pivotal role in guiding Lazy Susan towards a streamlined, responsive, and strategically aligned future, addressing both immediate challenges and setting the stage for sustained success in a dynamic market landscape.
Solution
Since 2020, Lazy Susan has forged a powerful partnership with GPMD, embarking on a journey to revitalise its strategy, marketing, and operations. With Lazy Susan’s focus on further enhancing its ecommerce operations and user experience, the brand achieved impressive results including conversion rate increases of 7%, 17%, and 84% in the UK, Germany and France respectively. They also saw a 10% sales increase (YOY) in France, highlighting the company’s growth, not just within the UK, but also internationally. GPMD's pivotal role in providing strategic guidance and optimising operational efficiency has set the stage for Lazy Susan's imminent site migration.
The team was able to:
“The difference between our move to Shopware and our current replatform is that we were system and agency agnostic, and we went out to a number of agencies and had them pitch based on our specifications and the outcome functionality. This time around, we are very happy with GPMD and you know our business well, which made choosing a new platform together much easier. ” - Mark Chapple, Head of IT and Systems at Lazy Susan
In summary, the synergistic partnership with GPMD has ushered Lazy Susan into a transformative phase. Strategic, operational, and marketing optimisations have propelled the company towards a more responsive, streamlined, and strategically aligned future.
“GPMD has been fantastic in supporting our ecommerce and marketing objectives, helping us turn our visions into actions. Their support has helped shape our approach, driving significant achievements since beginning our partnership in 2020 to date. “ - Alex Clarke, Head of Marketing at Lazy Susan
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Tech Stack
• Frictionless operations with Odoo:
Substantial updates and improvements, notably with the implementation of the ERP system Odoo, providing stability and reducing system bugs. Serving as both an ERP and CRM, Odoo facilitates tracking customer interactions, paving the way for a responsive and adaptable business model.
• Marketing tech driving conversions and retention:
To transform their email marketing, Lazy Susan leveraged Klaviyo, fostering meaningful customer conversations. With Klaviyo, Lazy Susan was able to convert 43% of people ordering samples, a group of winback customers. Since implementing Klaviyo, 76% of the email revenue has been generated through targeted flows. Another technology Lazy Susan has been using successfully is Trustpilot to enhance social proof. With over 5,000 reviews, Trustpilot has been instrumental
in gathering feedback and building credibility.
GPMD Services
• Strategic social media growth:
Having worked on the social media marketing strategy with GPMD, Lazy Susan adopted a much more strategic and focused approach to building out its social media channels. Updates were made on the content and campaign side, as well as launching initiatives such as competitions, working with brand ambassadors, and integrating PPC into the campaigns (together with Prodos, Lazy Susan’s PPC agency), establishing a multifaceted approach to social media growth.
• Enhanced Customer Experience with UX Design Updates: GPMD's UX design work focused on revamping the category and product detail pages, ensuring a seamless and engaging user experience. The strategic redesign contributes to a frictionless browsing and engagement process. This resulted in an increase in page speed for desktop and mobile on both the UK and EU side. The category pages saw the performance increase by up to +11 on desktop and +9 on mobile. The product pages improved even more with up to +15 on desktop and +13 on mobile.
Results
Year on year from 2022 to 2023:
7%
increase in conversion rate for the UK site and up to 84% in France
93%
increase in sample orders with 43% conversion rate
+18
increase in UK page speed and up to +10 on mobile
"GPMD has been our compass in navigating the intricacies of strategy, marketing, and operations. As we embark on the next chapter with our upcoming replatform, GPMD was the obvious choice for us to partner with. For us GPMD's strategic insights and hands-on approach have been instrumental, and we eagerly anticipate further growth together." - Alex Clarke, Head of Marketing, Lazy Susan Furniture
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