FRENCH BEDROOM
Anthea Turner with Georgia Metcalfe, Ben Cons & Holly Yates, French Bedroom
French Bedroom offers a unique proposition of feminine French bedrooms and has attracted a strong following since it was founded in 2006. A first time entrant in the Direct Commerce Awards it scooped awards in two categories – Outstanding Evolution – Customer Experience and Best Business to Consumer Performance: Home and Interiors*.
*the other joint winner of this category was Furniturebox (see P23)
With 1000 SKUs spanning quality furniture, lighting and accessories, designed by women for women, presented to customers from founder Georgia’s own home, sales are 100 per cent online. Tis is a quality offering which is unashamedly feminine and which has its own unique appeal to its target customers. Importantly, the range is fully backed up backed up by easy telephone access to knowledgeable and helpful staff who are trained to be honest and kind – and are positively encouraged to spend as long as each customer needs on their queries. With customers typically spending considerably more than the average on their new bedroom, the service they expect and receive reflects that.
Te pandemic spurred a 28 per cent increase in website traffic and this growth has continued, prompting further investment in logistics, new product development and marketing. Te all- important delivery of quality customer service has been consistently prioritised throughout, resulting in a Trustpilot score of 4.8 against the industry average of 3.9.
For delivery of what are often large and heavy pieces, the business works with trusted white glove couriers who have the ability to dismantle, deliver
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into the home and reassemble furniture in situ, when access proves to be difficult. For French Bedroom and its couriers the term whatever it takes actually means just that. Te service which often exceeds expectations has had considerable positive impact on its customer reviews whilst contributing to business developed as a result of customer recommendations.
Repeat business has increased by 40 per cent and order volume by 40 per cent over the year without significant growth in headcount. Tis the company says is due to continued investments in advanced marketing technologies and automation.
Customers and advocates include royalty and ‘a long list of’ celebrities with many customers finding the company via its paid social, performance marketing and PR campaigns. Customers can spend weeks, months or even years in exploration-evaluation mode before committing so the business ensures that it remains visible and accessible through email, social and site content – as well as always being reliably at the end of the ‘phone when there are questions needing to be asked.
In summary this is a special business which remains true to its founding principles which is always learning and finding opportunities to thrive.
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