ASPACE James Tompkinson, Severine Thirion, Aspace, Anthea Turner & Caspar Williams, Aspace
Aspace is a niche eCommerce business specialising in quality furniture & accessories for children’s bedrooms. A previous winner in the Direct Commerce Awards, this time it scooped a joint award for Best Business to Consumer Performance: Baby, Children & Family*.
* the other joint winner of this category was Hippychick (see P24)
Aspace is a small direct to consumer business which designs and manufactures in the UK, mostly using a local supplier, and producing a range of high quality, well designed furniture which appeals to children and their parents. Making family life easier is a tenet of the Aspace brand.
In common with most businesses in the sector, 2021 presented many challenges for Aspace and its stakeholders. Tis included coping with lockdowns, adopting new ways of working safely, dealing with legislation changes and battling against rising costs. Buffered to a degree by its use of local manufacturing, it nonetheless encountered supply chain challenges. However, it was able to maintain an impressive 80 per cent in-stock position and its team proved to be adaptable and resilient, ploughing on with planned improvements to its website, and maintaining Aspace’s highly responsive customer service. All whilst onboarding new team members and growing its product offering to include new nursery furniture and bespoke furniture pieces.
It launched its new website on a very tight budget, implementing smart search, an enhanced
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product page design, a community ideas page, and improvements to its checkout. AOV increased by 22 per cent comparing January 21 against Jan 20, with digital revenue for the month up by 6.9 per cent and conversion was up by 20 per cent.
Te business also overhauled all of its copy – from its information page to all of its product copy and category descriptions – improvements for the benefit of customers as well as for SEO.
With paid marketing activity driving 40 per cent of all sales in 2021, which was up by 20 per cent on 2020, the business also generated a 56 per cent increase in transactions when compared with 2020.
When Aspace had no choice other than to increase its prices in September ’21, its 12,000 subscribers were informed first so that they could order at the lower prices. Customers responded positively with many placing orders ahead of the increase – this ultimately made September ’21 Aspace’s best performing month.
All in all a business which has proved itself to be agile and highly responsive to its customers.
homeofdirectcommerce.com | Direct Commerce
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