Umbra Case Study

Umbra Online StoreClient

Umbra, a world-wide leader in original, casual, contemporary, affordable design for the home.

Challenge

Umbra’s website was underutilized as a marketing vehicle and ecommerce channel. The website was not sufficiently communicating or demonstrating that Umbra was a designer and manufacturer of “products for every room in your home.”

Solution

An extensive competitive analysis along with a 3-year Business Plan provided a solid business case for Umbra to invest in its website and ecommerce operations. Key initiatives included:

  • Email-based relationship marketing program
  • Website improvements to (design/layout, ecommerce checkout,
    information architecture, product presentation)
  • Seasonal and loyalty-based promotions

Results

  • Increased sales 40% in 2006-07
  • Increased size of customer database 25% in 2006-07
  • 2x-digit sales and customer database growth through the
    2008 U.S. recession