European furniture retailer
Furniture1
Furniture1 – backed by the e-commerce group BHG, listed on Nasdaq with a market cap around € 2 bn – was looking for a capable system for Ratings & Reviews. With more than 100 000 items in its product catalog and consumer retail websites in 12 markets and 13 languages they were looking for a solutions provider that could help them leverage and scale CGC, while maintaining the highest quality and relevance of the content. Being a pure online retailer for more than 10 years, focused only on selling furniture, they know how central product ratings and reviews are for sales conversion.
Ratings & ReviewsQuestions & Answers

Challenge

Furniture1 has a large product catalog including more than 100 000 furniture items. They operate websites in 12 countries. What kind of setup should they deploy in order to be able to scale customer-generated content (CGC) between markets?

Solution

Use TestFreaks' powerful platform and share R&R and Q&A between websites. Use AI software to auto translate customer content, and work with TestFreaks' curation tools to further improve the relevance and quality of the content.

Benefit

10 times more high quality CGC is generated through this setup. Coverage of products with at least 1 review have increased 8 times. Number of products with at least three ratings have increased 20 times. R&R coverage based on traffic is 49%, up from 11%, on an assortment of 100 000+ items.

10x
more customer-generated content
Sharing R&R between markets in combination with AI powered autotranslation have resulted in a rich user experience and extensive coverage of high quality Ratings & Reviews.
348%
increase in coverage on traffic
Ratings & Reviews coverage based on traffic is 49%, up from 11%, on a catalog with more than 100 000 items.

At Furniture1 we know how important ratings & reviews are to our customers and to drive sales. With TestFreaks solution we can maximize the value of customer-generated content. We collect and share reviews in 10 websites and 11 languages. The solution auto translates content and share between product variants, markets and languages in an optimized way. This enables our customers to make informed and empowered purchasing decisions. The leverage we get out of our set-up is enormous.

Edgar Mieskut

Edgar Mieskut

Chief Marketing Officer
About Furniture1

Furniture1 is expanding its retail business across Europe at a fast pace. Currently operating 15 websites in 13 languages. They offer a vast catalog including more than 100 000 items. All orders are delivered door-to-door and can be returned for free within 365 days.

They operate 20 cross-dock warehouses across Europe and run their own last mile delivery. Top notch customer experience and customer satisfaction are keys to Furniture1’s success.

Furniture1’s vision is to become the number one online furniture retailer by changing the way people buy furniture.

400 employees
15 e-shops
12 countries
100 000 products

Visit website

Furniture shoppers weigh a lot of information before a purchase and Furniture1 knows about the power of customer ratings and reviews.
Furniture1 came to TestFreaks to get a solution that could share and auto translate Ratings & Reviews and Questions & Answers between many websites and languages. They also wanted to be able to use curation tools to further improve the value of customer content. SEO and Google Ads are central components in Furniture1’s acquisition strategy and it is important for them that the platform they use for R&R and Q&A maximize visibility in search engines and return on Google Ads.
TestFreaks customizable platform is centered around collecting, generating and displaying content, that deliver outstanding customer experience, conversion to sales and retention. Further to that the platform is also very capable in organizing, displaying and sharing content in a way that maximizes SEO benefits and results in Google Shopping ads. The solution can be configured in a number of ways. It is important that the content is displayed so that Google does not see it as duplicate content. It is also important to use the right method for rich snippets and product feeds so that star ratings are displayed in organic search results and Google Shopping ads. With a thought-through setup customers can enjoy an outstanding customer experience on the website, and great SEO and Google Ads results can be achieved simultaneously.
TestFreaks is the perfect fit for a retailer who runs many websites in several languages and wants to generate authentic quality reviews and get the most out of every review using sharing, sorting, translation, curation and optimization. This made all the difference at Furniture1, where shoppers now have access to more reviews than ever before to help them make informed buying decisions.
“At Furniture1 we know how important ratings & reviews are to our customers and to drive sales. With TestFreaks' solution we can maximize the value of customer-generated content. We collect and share reviews in 10 websites and 11 languages. The solution auto translates content and share between product variants, markets and languages in an optimized way. This enables our customers to make informed and empowered purchasing decisions. The leverage we get out of our set-up is enormous. We are growing and expanding at a high pace.” said Edgar Mieskut, Chief Marketing Officer at Furniture1.
Reporting tools and dashboard
TestFreaks' reporting tools make it easy for Furniture1 to get useful data and insights into the performance of their large catalog of around 100 000 items. The Furniture1 team monitors the ratings activity on a weekly, and sometimes daily, basis. Insights gained from the Review Portal get fed back to the company’s product and sourcing teams.
Sometimes insights are on a strategic level and the impact and actions have a more long term focus. Many times they are closely tied to daily operations. For example, systematically use small insights from R&R and Q&A to improve product descriptions to better manage customers' expectations, enabling them to navigate to the best product for their needs, resulting in increased customer satisfaction and fewer product returns. If you are a furniture retailer you know the value of reducing the return rate.

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