As a leading distributor of interior fabrics to the design and upholstery trades, Greenhouse Fabrics turned to Rapid Development Group to design a modern eCommerce experience to help customers find the perfect fabric from an ever-growing inventory of over 10,000 patterns and colorways. Greenhouse Fabrics connects customers with their caring team of fabric specialists to ensure that each order is specified properly for the customer’s project.
Greenhouse Fabrics takes pride in a very human-oriented sales and customer service strategy. Each customer is advised with care in selecting the right fabrics for their applications, and guided by a highly-specialized staff through the whole process. Modernizing by introducing e-commerce capabilities was inevitable, but this needed to happen without compromising their key differentiator.
The goals of this project were to:
- Allow customers to browse a huge catalog of fabrics online
- Bring an established human-driven sales strategy into alignment with an automated web-based model
- Provide marketing opportunities through personal, but expert, design advice
The site was explicitly not designed to be a casual fabric shopping experience, since Greenhouse Fabrics is a wholesaler focused on the needs of upholsterers and interior decorators.
What We Did
The new Greenhouse Fabrics site emphasizes whitespace, to bring attention to the fabrics themselves which are the showpiece of the site. A modern design blog keeps content fresh, while products themselves are automatically sorted and presented in beautiful detail.
Behind the scenes, integrations with Apache Solr, Cloudinary, and FACTS keep this fast and efficient both for fabric customers browsing for solutions and for Greenhouse staff who need to maintain all of the detailed product and order information.