Daily News
From Home Furnishing Business
Sutherland Furniture Unveils Redesigned Website
March 26,
2019 by Laurie Northington in Business Strategy, Industry 
Luxury outdoor furniture resource Sutherland Furniture has announced the launch of its new website design.
Ushering in a new era of digital integration, the redesigned SutherlandFurniture.com boasts a sleek modernized layout, improved user-friendly features for both account holders and new visitors, as well as Salesforce integration. The brand partnered with Dallas-based White Unicorn Agency to design new features and implement back-end upgrades that include enhanced product page displays.
Sutherland Furniture brought on White Unicorn Agency in April of 2018 to assist in determining goals for the new design. The original proposal included an updated design aesthetic for the site, mobile optimization, integration with new Salesforce and Pardot platforms, and an overhaul of product page design. In addition, Sutherland took the step to implement Shopify as their new online platform.
The addition of a "How to Order" page, upgraded portfolio feature, and segmented customer account types ("standard" vs "designer") allow the end user more flexibility when viewing and selecting products. Fulfillment improvements such as status updates and order pick lists provide a smoother experience throughout the ordering process. The brand also launched the ability to view customization on product pages, giving clients a glimpse at various finishes, materials, and Perennials Fabric options.
"We pride ourselves on remaining technologically advanced within the design industry, so it was vital to upgrade our digital presence to meet our own standards," said David Sutherland, Perennials and Sutherland, LLC. "Our dedication to customer service knows no bounds. We are thrilled to provide a streamlined intuitive experience for our online visitors."
White Unicorn Agency assisted the brand in creating a consistent brand story throughout the site. With the addition of videos and pages dedicated to the Sutherland's history, craftsmanship, and contract capabilities, the new design provides an extensive look into the brand's core principles.
"Our favorite part of the website is actually all of the things you can't see with back-end process improvements," said Brooks Johnson, managing partner of White Unicorn Agency. "Sutherland now has a website that matches the pedigree of the furniture they produce."