Customer Confidential: Dovetail Furniture brings home comforts online with Optimizely
Marco Mazzoni, Dovetail’s Digital Marketing Leader, discusses Dovetail’s strategy for creating personalized digital experiences, the impact of digital transformation on the customer experience and how Dovetail have crafted their digital home with Optimizely.
In an insightful conversation, Marco Mazzoni, Director of Technology and Digital Marketing at Dovetail Furniture sat down with Anthony Aiosa, VP of Product Marketing at Optimizely, to discuss Dovetail's innovative strategies, the use of Optimizely's CMS, Commerce Connect and PIM solutions, and their future goals.
This first installment in the Customer Confidential series encapsulates Dovetail’s journey, digital strategy and transformation, and how Optimizely has been a critical partner in their success.
Meet Dovetail
Key points
- Over 30 years of history and growth from a single retail store
- Expansion into thousands of retailers across North America
- Marco Mazzoni’s extensive experience in ecommerce and digital marketing
Dovetail's "Business to Human" digital strategy
Key points
- Shift from B2B to B2H, emphasizing human-centric digital experiences
- Development of a welcoming brand presence for designers and retailers
- Implementation of a comprehensive digital strategy to enhance customer engagement
We started to do these exercises understanding how do we become more a welcoming place for all the designers and retailers. We are not just a B2B that sells furniture, but through them, we create a home atmosphere for their customers.
Marco Mazzoni
Director of Technology and Digital Marketing
How to bring home to digital
Bringing the offline company ethos to online brand
Key points
- Translating the in-store experience to the digital platform
- Optimizely's role in enabling a seamless transition to online
- Creating a cohesive and welcoming online presence
Creating super-personalized experiences
Key points
- Utilization of CMS, Visitor Groups and product recommendations for personalization
- Tailoring experiences for different customer segments (retailers, designers, ecommerce)
- Integration with ERP systems for dynamic pricing and user roles
Optimizely gave us the ability to really create what we had in mind and allow us to bring that home feeling to the website, creating a space for both retailer and designer with features and functionality that speak to them directly.
Marco Mazzoni
Director of Technology and Digital Marketing
Content and commerce
Key points
- Streamlined content and commerce management on a single platform
- Efficiency gains for a lean team of three managing digital operations
- Simplified and systematic processes for content and commerce integration
The fact that now both CMS and commerce are in the same space is very helpful. One of our team members said, 'Oh my God, I can't believe how easy it is to manage product changes and feature products on landing pages.
Marco Mazzoni
Director of Technology and Digital Marketing
What's next for Dovetail?
Key points
- Focus on organic content growth and public visibility
- Launching a blog to target and engage new designers
- Making product information accessible to potential customers
Scaling the relationship
Key points
- Future integration of AI and chatbots for enhanced customer service
- Scaling operations through advanced technology and automation
- Continuous support and new features from Optimizely to facilitate growth
Conclusion
Dovetail’s partnership with Optimizely has been instrumental in their digital transformation. By leveraging Optimizely's CMS, Commerce Connect and PIM solutions, Dovetail has created a seamless, personalized digital experience that mirrors their physical showrooms. As they continue to innovate and grow, Optimizely remains a key partner in their journey, providing the tools and support needed to scale their operations and enhance customer engagement.
