MADE.com Optimizes its Desktop and Mobile CX With Cloudinary
Customer Company Size
Mid-size Company
Region
- Europe
Country
- United Kingdom
Product
- Cloudinary
Tech Stack
- Cloudinary’s Digital Asset Management (DAM) system
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Customer Satisfaction
Technology Category
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- E-Commerce
- Retail
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Retail Store Automation
- Inventory Management
Services
- Cloud Planning, Design & Implementation Services
About The Customer
MADE.COM is a digital-first business that was born ten years ago out of its founder’s frustration at the lack of well-designed, good quality, and affordable sofas he could buy for his new apartment. Rooted in the belief that great design should be available to everyone, MADE’s brand promise is to offer high-quality, exclusive designs underpinned by a responsible, small-batch production model, enabling customers to realize the vision of their homes. MADE also firmly understands its customer journey has to recreate as much of the physical experience as possible online. As a leading digital lifestyle brand in home with experiential showrooms across seven locations globally, the customer experience (CX) users get from its desktop and mobile online presence has to be the absolute highest standard—like its carefully chosen makers and materials—a bar a recent site rebuild with Cloudinary’s tech has been met, guaranteeing the kind of engaging visual experiences MADE’s shoppers have come to love.
The Challenge
As a digital-first lifestyle brand, MADE.COM’s customer journey begins and ends online. While shoppers can visit one of MADE’s seven showrooms in the UK and Mainland Europe to experience its furniture and homewares in person, they still need to make the final purchase through the brand’s website. Showcasing products stylishly through strong lifestyle photography is one of MADE’s strengths. However, as the company grew, some of the original decisions about things like how to orient and size images became out of date. Product listing pages couldn’t show highresolution images, due to pixelation. It became difficult to upload assets in multiple sizes. The MADE team decided to address these issues in March 2020, as well as ensure the mobile version of the website—fast rising in importance as an acquisition channel—was fully optimized: critical, as mobile is now more than half of all MADE traffic.
The Solution
Two main issues needed to be addressed as part of the MADE.COM site refresh. One, high-resolution images needed to be available everywhere across the website, and two, there needed to be a comprehensive move to being mobile-friendly. Cloudinary offered the optimal way of achieving both these results. Now, at least three different (and sometimes as many as 10-plus) pictures are taken of a product (landscape, square, and a portrait crop) which is then loaded into Cloudinary at least 4000 x 4000 res. The Cloudinary system then automates the production of the most appropriate and most high-quality image for whatever device screen and channel (website, mobile, paid, social, etc.) the user is accessing. The flexibility of Cloudinary enables the MADE team to use the same solution for various use cases. For incorporating user-generated content (UGC) from influencers into MADE’s marketing campaigns, Cloudinary’s Digital Asset Management (DAM) system meets the brand’s workflow needs. With special access rights, MADE can smoothly manage the approval process to verify permissions and make the necessary edits before moving content into public collections. Afterwards, users can search through the media library with tags and keywords to find relevant assets for running marketing campaigns across web, social, and email.
Operational Impact
Quantitative Benefit
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