Launching a New 100% Online Brand
For more than 60 years, Denis Industries has specialized in designing, marketing, and installing customized kitchen furniture for B2B clients in sectors such as tourism, nursing homes, student accommodations, and shared living spaces. In 2021, they launched a new brand, Boma, aimed at reaching the general public, using their extensive expertise. With over 900,000 fitted kitchens sold each year in France, they recognized an opportunity to introduce a fresh, innovative brand.
To better understand their audience, Denis Industries conducted interviews with customers who had experience with kitchen installers, confirming the demand for a quick and easy process. A market study reinforced the necessity of incorporating a 3D configurator on the Boma website. As we had previously assisted Denis Industries with an internal 3D configurator integrated with the Sequoia ERP, we were naturally selected for this new initiative.
In our approach, we employed an agile and iterative methodology. Our research revealed that many customers begin their kitchen projects using a popular Swedish brand’s configurator, leading to potential frustration if they had to restart their planning. Consequently, we developed a simplified configurator featuring an easy-to-follow multi-step form that gathers essential information regarding the kitchen and preferred materials. After submitting their requests, users can upload existing documents (such as plans, sketches, and Pinterest boards), allowing Boma to propose a kitchen that meets their expectations smoothly. At the conclusion of the process, users can book an appointment with a designer to finalize their project, with a 3D plan and a quote provided within 72 hours. To expedite development, we suggested utilizing existing tools: Webflow for the showcase site, Calendly for scheduling appointments, and Crisp for chat support.