DesignPublic.com

DesignPublic.com is an online retailer of modern furniture.  When you visit the web site, you get exactly what you would expect from a modern furniture retailer, a modern, clean and classy design.

They are a small 8-person operation and the fact that they admit to being so just screams “personal” and “service” to me, two things I am increasingly looking for in an online vendor.

They also answer the question “Why Buy From Us?” very explicitly.  In at least two locations, they list the reasons why they are the vendor to shop with (free shipping, no tax, etc.).

And last, but not least, is their Hatch Blog.  This blog is definitely not the normal e-commerce blog that attempts to push products.  Not only does it serve to show that there are real people behind this company, it also positions them as experts in modern furniture and design.

2Modern.com

2Modern.com is also an online retailer of modern furniture.  They feature selections from some of the most “talented and innovative international designers.”

Much like DesignPublic.com, they remove themselves from the commodity market of modern furniture (IKEA-world) by only selling high-quality products.  They are to Mercedez-Benz what IKEA is to Toyota.  (Nothing against IKEA, I am writing this entry on one of their desks.)

They also feature a modern furniture blog called Design Talk that features commentary on contemporary furniture and design.  They distinguish themselves from being just another corporate blog by featuring contributions from designers, manufacturers, architects, artists and more.

The one place where they really separate themselves from the competition is the “2Modern Design Directory.”  They have build a Craigslist-like directory of architects and interior designers that connects consumers looking for such resources.  (As if you needed any further proof that 2Modern lives and breathes modern furniture and design.)

Target.com

Target is a competitor insofar as it is a retailer of home furniture and decor.  But they are the 800-pound gorilla so it’s a bit presumptuous for me to place nikkoSHOPS.com in the same league.

Nevertheless, theirs are one of my favorite stores on the web.  From their modern design, to their breadth of products, there is very little they do wrong.

But what amazes me most about their online shop is the functionality.  From their layered navigation to their wishlist system and even their product image zoom feature, there is a lot there to be impressed by.

The irony is that they do everything so well that it’s easy to miss.  Everything just works the way it’s supposed to.

Zappos.com

Last but not least is Zappos.com.  I have to admit, I have never shopped for shoes online.  Given how picky I am when it comes to the fit, I can’t imagine doing so anytime soon.

Nevertheless, Zappos.com is a case study in how to run a social media marketing campaign.  From their blogs to their high visibility on Twitter, they are really doing a good job making their operation transparent.

After watching this Nightline story on Zappos, I almost want to apply for a job there.  They have an amazing company culture and, if there’s one thing I’ve learned from their business model, it’s that “Your Culture Is Your Brand.”

One of the biggest failings of our previous web site was the complete lack of a value proposition.  In other words, nowhere on our web site did we explain to the shopper why she should purchase from us rather than a competitor with the same exact product.

When I sat down to craft one, I was immediately faced with two daunting challenges.

1. We are a drop-shipper, which means we handle the order, but the actual manufacturer handles the fulfillment.  There are thousands of other online retailers doing the same thing, many with our exact business model.
2. Similarly, all of our products are available on other online furniture retailers.  We do not offer any exclusive product lines, at least not yet.

As I sat racking my brain, I got a series of emails from Jessica.  Hours before, I had asked her to send me over any customer testimonials that we’d been sent for posting on the new site.  This is an example of a few of them:

• “We all appreciate your commitment for delivering an excellent service.”
• “I just have to say your company is awesome to work with. I’m so impressed with your service!!!”
• “Wow. I am totally impressed by your company’s action and your incredible support.”

There it was!  We’d been sitting on this goldmine the whole time.  Once I read those, it took me about 5 seconds to come up with our unique value proposition:

• “People-powered customer service.”

It’s simple but powerful.  It doesn’t make any grandiose claims (“The best customer service online”).  It just states what we, and many of our customers, feel to be the truth: Our customer service rocks!

Photo credit: Jim Patton

We always knew that a business model based on search engines was not sustainable.  However, at the time, it was a means to an end.

A lot has changed since then.  Not only has it become more difficult to rank highly in search engines through traditional methods, shoppers have become more discerning and have much higher expectations of the online shopping experience.  As a result, we’ve undergone a rebranding.  What does that mean exactly?

First of all, we’ve renamed ourselves nikkoSHOPS, something that is (hopefully) much easier for you to say.  (See our About page to find out what inspired us.)  And we expect that once you’ve bought from us, you’ll want to tell someone.

Second, we have completely redesigned out site.  But that redesign is much more than just aesthetic, it’s from the ground up.  We have rebuilt the very backend of the site to serve you better and to ensure that you find the products you need.

Third, we have opened our company doors to our users, so to speak.  Shopping online takes a certain degree of trust and it’s difficult for an e-commerce website to develop that type of relationship.  That is why we are building an e-commerce website around our people.  Anyone who wants to find out more about us can simply take a look at our blogs, contact us on Facebook, or follow us on Twitter.

To those familiar with Prime Furniture Source, we thank you for taking the leap of faith and allowing us to prove to you that we’re deserving of your trust.  And we assure you that although our brand may have undergone a refacing, you can still be certain that you will receive the highest level of service possible.

For those of you new to us, welcome.

Photo credit: Christian Sisson