I found Oldwood to be a very pleasant client to work with. I had very direct communication with Marit throughout the project, which made it run very smoothly.
Collaboration between Orange Juice and Oldwood
Since 1996, Oldwood has been the specialist in unique, industrial, and custom-made furniture. What truly sets them apart is that all furniture is developed entirely according to the customer's specifications. They also offer vintage furniture, which is given new life in their own workshop. Sustainability is a top priority for them, as they use old materials and rejuvenate "old" furniture. Hence the name 'Oldwood'. Additionally, all oak wood used in their furniture comes from FSC-certified sources, preventing unnecessary deforestation.Â
One of Oldwood's most popular products is their steel industrial cabinets. Due to the high demand for these cabinets, Oldwood decided to launch a separate webshop called 'Van Staal Oldwood', where customers can design their own cabinets. To achieve this, they sought a reliable partner to develop a professional webshop with a configurator. After thorough online research, they found digital agency Orange Juice.Â
Orange Juice developed a new webshop with configurator for Van Staal Oldwood
Oldwood already had a webshop, but for Van Staal Oldwood, we were tasked with creating a new webshop where customers can independently design and order custom cabinets. Although it's often possible to integrate a configurator with an existing webshop, the chosen e-commerce package (standard software) brought significant limitations for adding additional modules. Therefore, it was decided to create an entirely new webshop with a configurator. This allows Oldwood's customers to select dimensions, cabinet type, color, and other specifications easily. With a user-friendly interface, they can create their 'dream cabinet'. The configurator's output is tailored to the production process of the industrial cabinets.Â
An interesting aspect of this project is that Van Staal Oldwood now has full control over the options and settings in the Umbraco CMS. This means they can add new cabinet types or modify existing options at any time without relying on our expertise.Â
Collaboration process
Marit from Oldwood mentioned that the collaboration was positive right from the start, with a good feeling about the involvement. We visited their showroom in Midwoud before starting the collaboration. We believe it's important to invest in our clients by visiting them to gain a better understanding of their products and services. This allows us to develop and deliver the best online solutions for our clients. There was extensive contact between Lars, the developer at Orange Juice and lead on this project, and the team at Oldwood.
Marit was surprised that we work with sprints at Orange Juice and always clearly communicated what we were going to do and when it would be completed. According to her, this was always perfectly organized. In the past, Oldwood had less positive experiences with other parties. Marit said, "We had a very good experience with Orange Juice." The challenge during the project was perhaps more on our end than on Orange Juice's. The photography was delayed because we were also very busy within the company, which sometimes caused stagnation. My experience with Orange Juice is only positive.
If I had to describe the collaboration in a few words, it would be: professional, proactive, and thoughtful. It has been very positive, and you always handle things professionally.
What more will we do for Oldwood and Van Staal Oldwood?
The collaboration doesn’t end with the successful delivery of the new webshop for Van Staal Oldwood. Orange Juice's online marketing team will now focus on performance marketing for both the existing e-commerce platform and the new webshop.Â
Oldwood is already very active on social media, producing and posting content independently. The Oldwood team promotes the furniture store on social media and marketplaces. Orange Juice will help take the next step by making the furniture store visible and findable online. We will use our expertise in search engine marketing (SEO and SEA), email marketing, conversion optimization, and data analysis. The goal is to support both webshops in increasing their online visibility, attracting more customers, and boosting both online and offline sales.Â
Oldwood is an interesting case. The furniture store is a physical experience, but the search also starts online. Our challenge is to see how we can bring customers from online to the store.
