Icon by Design’s transformation: 17% growth and a seamless customer experience with Maropost

The challenge: poor search and lost sales opportunities

As the team scaled its online presence, Icon by Design faced a critical obstacle: helping customers find what they want faster.

Their existing ecommerce setup limited flexibility. Product searches were clunky, filtering options were rigid, and upsell opportunities were underutilized. With hundreds of products in their catalog, the team needed a smarter way to showcase their range.

To achieve this, the company was actively seeking a solution that could deliver several key capabilities:

• Dynamic product displays: Offering smart, automatically updated showcases of their inventory.
• Intuitive filtering and search: Providing high-quality filtering options directly on category and search results pages, ensuring customers can easily narrow down their choices.
• Smart upselling and cross-selling: Creating upsell and cross-sell opportunities on both the product and cart pages to increase the average order value (AOV).

Moreover, they wanted a partner who understood multi-platform ecommerce, with the ability to optimize both the front-end customer journey and the back-end architecture.

“We had previously used a competitive product, which was both more expensive and less flexible. We needed a solution that could truly adapt to how our customers shop.” – Icon by Design Team

Why Merchandising Cloud by Maropost

Maropost offered an immediate solution. The team deployed Maropost Merchandising Cloud to supercharge product discovery and conversion:

• Personalized search: Leveraged advanced NLP (Natural Language Processing) and synonym control to ensure that customers could find exactly what they were looking for, even with varied search terms.
• Dynamic filtering: Gave shoppers intuitive, category-specific filters to narrow down results, creating a smoother browsing experience.
• Smart Collections: Replaced static product lists with dynamic, data-driven displays that automatically prioritized high-performing and relevant products.
• AI-powered recommendations: Introduced intelligent upsell and cross-sell opportunities on product and cart pages, turning inspiration into sales.

Results: a 17% increase in conversions

The transformation was immediate and measurable. Icon by Design recorded a 17% increase in conversions, driven by a better on-site experience and smarter product visibility.

Dynamic product displays adapted in real time to shopper behavior. Searches became more relevant and intuitive. Shoppers engaged longer. As a result, conversions grew, increasing the total revenue for the brand.

About Icon by Design

Icon By Design is a family-owned Australian furniture company that offers designer furniture at affordable prices by sourcing directly from makers and cutting out middlemen. This approach allows them to provide high-end quality and craftsmanship at a 50% saving compared to traditional retailers.

Their mission is simple: to make timeless, high-quality design accessible to all. With Maropost powering their digital transformation, Icon by Design is poised to bring even more Australians closer to the furniture they love – beautifully, affordably, and effortlessly.

Ready to see how Maropost can help your ecommerce business grow revenue?