Jennifer Taylor Home Grows its Business with BigCommerce Platform

Overview

Jennifer Taylor Home started producing and offering stylish, reasonably priced designer furniture to customers with an appreciation for fine craftsmanship in 1991. The firm began as a single office in Southern California. Still, it has since expanded to become a well-known brand with operations in Japan, Russia, the Middle East, Europe, Western Asia, and Australia.

Despite having modest beginnings, Jennifer Taylor Home has become an enormous success thanks to its unwavering devotion to the art of creating furniture and home furnishings for every room in the home. Jennifer Taylor Home items range from living room, bedroom, and dining room furniture to coordinating decor, lighting, and art. They are made to turn a house into a home with cozy, opulent furnishings at reasonable costs.

Challenges

Jennifer Taylor Home's decision to first sell on sites like Amazon, Wayfair, Home Depot, and Overstock was motivated by confidence in the brand, its craftsmanship, and its distinctive product designs. However, things changed in 2015 when the business debuted its first direct-to-consumer website.

"We used the open-source NopCommerce platform to launch our first online store. We only focused on having a cart accessible to sell directly to customers at the time because we had a modest marketing budget and very little consumer brand awareness. However, the platform did not grow or get more sophisticated or complex as a business," said Vu Tong, sales and marketing manager at Jennifer Taylor Home.

Solution

When asked the reason why Jennifer Taylor Home switched to BigCommerce, Vu answered matter-of-factly, "It was me. I was hired by top management to turn things around and help the online business expand. I started pushing for us to switch to a different platform as soon as I realized what we were working with."

Vu understood that if Jennifer Taylor Home wanted to grow and extend its business, it needed an enterprise-grade e-commerce platform with many scalabilities.

"I vigorously promoted BigCommerce over Shopify and Magento. Because I had experience with BigCommerce, I was in favor of switching to the platform." Vu stated. "With BigCommerce, we receive many of the popular e-commerce features and experiences that are currently highly sought after, but we get them right out of the box. I thought it was the best option between an all-inclusive mom-and-pop solution and the highest level of enterprise scalability."

BigCommerce's adaptability helped Jennifer Taylor Home scale since it made it simple for the business to implement new payment options like Apple Pay and PayPal. There always seems to be a brand-new digital wallet or payment method available. BigCommerce has made it quite simple for us to embrace them, which has been incredibly helpful. Even the connectivity to our ERP is made simpler, according to Vu, making the checkout process.

NetSuite is the enterprise resource planning (ERP) software used by Jennifer Taylor Home. It is used to sync orders bought on Facebook and Instagram shops straight into BigCommerce in addition to acting as the business' order management system.

"Everything is basically connected, and this simplifies our business," Vu said.

Benefits

The growth trajectory of Jennifer Taylor Home's business on an e-commerce platform is accelerating. The company saw a 228% rise in clients, a 229% increase in orders, and a 373% gain in revenue between 2019 and 2021.

"As we expanded, there were many obstacles, including implementing additional payment options, streamlining the checkout process, connecting to our ERP system, and being able to advertise products through Google", said Vu. "BigCommerce made things simpler by having an integrated app store that allowed us to test out various connections and supplementary services that would boost our conversion rates. We were able to develop solutions to link BigCommerce to our pre-existing ERP thanks to the API's availability."

BigCommerce named Jennifer Taylor Home the winner of the Make it Big Emerging Brand Award for 2021 in recognition of the brand's creativity and success on its e-commerce platform.

"Jennifer Taylor is an exceptional furniture manufacturer selling directly to the consumer. It has grown tremendously since going live on BigCommerce in 2018, becoming a multimillion-dollar company thanks to a fantastic product lineup and a top-notch website to match," one MIB judge commented.