H. Fabrics
Selling fabric by what people makeinstead of by fabric type
15%of revenue from a new segment, year one
Research and strategy for an online fabric store: customer research, segmentation, a navigation model and a new offer.
H. FabricsResearch and strategy
The challenge
Where it started
"Our ecommerce isn't selling like it used to." No hypothesis about why.
The turn
- The brief
- Fabric types
- What was in the way
- A dress for Saturday
Insight
Navigation was built for expert quilters.
A younger audience arrived with a project in mind, a dress, a cushion, a chair, and no word for the material. The audience had shifted and the site hadn't.
What was done
Scope
Customer research · Segmentation · Navigation model · Offer design
The store asked for
Fabric types
Customers came with
- A dress for Saturday
- Cushions
- Reupholster a chair
- A first project
01
Read what customers already wrote
Customer emails, support queries and social comments revealed an emerging DIY segment.
Concept visual02
Browse by what you want to make
Colour swatches, style guides and project-based paths instead of fabric types.
For people starting out
Surprise pack
Sold by weight
Add to cart03
Turn leftovers into a starting point
Remnants became a planned product: surprise packs sold by weight for people starting out.
Result
The outcome
15%of revenue from a new segment, year one
The new segment became a real share of revenue in its first year, with larger orders on average. The brand moved from "we sell fabric" to "we help you make things".
What this case teaches
When people can't find a product, check whether they have the word for it.
Facing a question like this one?
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