Prime Furniture (Australian Ecommerce)

Prime Furniture is an Australian family business in the furniture industry. They had their presence in their local city "Alexandria, Sydney", but their global reach was something they were worried about.
They didn't have an eCommerce store but only had an Instagram store to promote their products. As they described, their eCommerce bounce rate was very high on Instagram, and they were unaware of Digital Marketing and Brand Development.

Let's answer the most common question:

Why is Digital Presence important?

Online presence is, and isn't, exactly what you may think. You can very well exist online, but that doesn't equate to having a presence. Your presence is a deeper layer that paints the complete picture of your business. The goal of using social media is to build relationships with friends and followers, which is valid for businesses and individuals. Your brand acquires a voice when your company regularly posts on social media, no matter the platform. This voice helps your company become relatable to customers and provides a human touch. Businesses can get to know their customers by using social media. If your business isn't on social media, you miss out on an untapped, free resource to build your brand.

Now let's see Prime Furniture's problems before reaching out to us.

  • We quickly analyzed Brand development, and Brand reach is something that they haven't started yet.
  • E-commerce website and Digital Marketing was their immediate need of an hour for their E-Commerce business to grow.
  • They require an E-Commerce accelerator after website development and Brand development.

The Road Map created for furniture business:

Phase 1:

Competitor Analytics and Research

The first and foremost step is to know about your target market. Like in this case, The target audience was the Australian market. So, we started by researching the latest trends and competitors in that particular market. After finding the quality data, we began with the next step, i.e., documenting the findings.

Phase 2:

Documentation and Defining Resources

This step included documentation of the data collected and converting the raw form into an understandable format for everyone. The document included the following details:

  • Competitors, Traffic Analytics, Keyword Research, and various other data.
  • Brand colour scheme, logo, fonts, Shopify theme, and list of products to be uploaded.
  • Details about the store, resources required, assets, and social media platforms for increasing brand awareness.
  • Any other data/information that can affect the business.
Phase 3:

Developing Shopify Store

After all the information was shared and documented, we moved forward to developing their Shopify store. Once Prime Furniture was satisfied with the store we worked on the SEO. The SEO of the store was divided into the following parts:

  • Local SEO - Local SEO strategy for local businesses is one of the most important types of SEO as it helps the business become more visible in local search results on Google. Local SEO helps businesses reach the local audience by analyzing their behavior through trillions of searches.
  • Ecommerce SEO - Ecommerce SEO is one of the best ways to get traffic by paid search, but the SEO costs are much less. It helps create your online store website to rank higher whenever someone searches for a product or service.
  • International SEO - International SEO improves your website's organic traffic from different areas and languages. If you want to succeed at international SEO, you must cater to your target market's cultural context and allow them to make transactions in their currency and language.
  • On-Page SEO - On-Page SEO is the process of optimizing web pages’ title tags, internal links, HTML code, URL, images, and many other on-page elements to improve rankings and user experience.
  • Off-Page SEO - You can think of off-page SEO as everything you do outside of your website to help it rank higher in Google's search results. It includes getting good social media advertising, getting clients to give you good reviews on online forums, and getting links from credible websites in the same field as you.
  • Technical SEO - The primary goal of technical SEO is to assist Google's bots in successfully crawling, interpreting, and indexing your website's pages.
  • Content SEO - It refers to creating unique content, be it writing, graphics, or videos, to structure your website, ranking it higher in SERPs.
  • Negative SEO - The goal of negative SEO is to lower your competitors' search rankings so that you can overtake them or gain an advantage over them.
Phase 4

Reducing Bounce Rate and Setting Upsell

To reduce the bounce rate on the store, follow the following steps:

  • Finding why visitors are leaving your site so early.
  • Check the User-Experience is smooth and easy to understand.
  • Making sure the store is responsive.
  • Including clear and clean call-to-actions.
  • Checking the readability of your text.
  • Finding ways to improve the Product Page.
  • Conduction A/B testing
  • Attracting the right visitors.
  • Engaging the audience with relevant information.

Now let’s know what upsell is and why it is important. Upselling is a sales technique where a seller invites the customer to purchase more expensive items, upgrades, or other add-ons to generate more revenue. While it usually involves marketing more profitable services or products, it can be simply exposing the customer to other options that were perhaps not considered.

Importance of Upselling:

  • Upselling helps retailers build deeper relationships with customers.
  • It’s easier to upsell to existing customers than to acquire new ones.
  • Upselling leads to increased Customer Lifetime Value (CLV).
  • Customers come back for more.
Phase 5

Brand Awareness and Promotion

Once the store is user-friendly and up to the standards comes the promotions and marketing. The most vital part of any business is Brand awareness. So, it is always advisable to create a proper plan and then move forward with the plan. The platforms we managed for Prime Furnite were Instagram, Facebook, Twitter, and TikTok. For paid promotions, we used Instagram, Facebook, YouTube, and Google ads in the targeted market.

Let’s have a look at the final results

After incorporating the steps, the result after 3 months was the brand outreach surpassed the client’s expectations. The Ecommerce accelerator helped in automating the sales process and conversion. The eCommerce bounce rate was decreased to a minimal level and the cart page bounce rate was almost zero.
Paid ads on Facebook, Instagram, Youtube, and Google gained a lot of traction, and in return ad budgets were increased by the client to grow more conversions.
After 6 months Sales figure was exceptionally good and the client scaled the business from Australia to global levels. Although one problem arose in this case Inventory management was something that was a concern as the scale-up process was so rapid. For this, there was a discussion and we developed a custom ERP system.

Here’s what the client has to say about us :)

“The Sugar Crystal Team quickly understood our requirements and developed a Process to tackle those.

I highly recommend them as a complete solution provider to any Ecommerce business”


Sugar Crystal Solutions is a creative Design & Development agency.

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