Design within reach
PC: Design Within Reach
Objectives
Prototype and pilot a new B2B + B2C in-home interior design service offering:
NYSID-licensed design consultation
in-home measuring
spatial planning
point-to-point delivery monitoring
customized 3D renderings
RoleS + Responsibilities
Account Executive
NYSID training
end-to-end order fulfillment
budget planning
supply chain management
design services: design consultation, swatch boards, spatial planning + 3D rendering
maintain + cultivate B2B + B2C client relations
KPI Outcomes*
increased conversion rate
increased sales
increased average order value
increased client satisfaction
increased inventory turnover
increased margins
reduced shipping costs
reduced return rate
*exact figures not disclosed for NDA compliance
Strategy
NETWORK
utilize branded products (e.g. Eames Lounge Chair & Ottoman, Saarinen Dining Table) to drive traffic into stores and use value-added services to cross sell higher margin house-branded products
maintain unmatched network of complementary industry partners to provide all-in-one service to B2B + B2C clientele
PRODUCT SYSTEMS
develop backend systems and services that provide added-customer value to create switching costs and drive repeat purchase behavior
present products in bundled contexts in showrooms, marketing materials, and channel messaging in order to increase AOV
SERVICE
disrupt showroom model to provide customers with unprecedented access to modern design classics (touch, see, and test) and ready-to-ship delivery model
provide customer-centric services (3D spatial modeling, curating swatch + inspiration boards, in-home measuring, point-to-point delivery monitoring, in-home installation) to foster brand loyalty
Tactics
PROFIT MODEL
Financing
Licensing
Bundled Pricing
NETWORK
Complementary Partnering
“Coopetition”
PRODUCT SYSTEM
Complements
Product Bundling
PRODUCT PERFORMANCE
Feature Aggregation
SERVICE
“Try before you buy”
Added Value
Swatch Board
Client consultations begin in the studio, discussing project requirements while user-testing furniture. Tear sheets, spec sheets, and swatch boards are complied ahead of an on-site follow-up appointment, at which point spatial measurements are taken in order to construct a 3D rendering of the site.
Floor Plan
In-home consultations result in custom floor plans which allow for the mapping of spatial flows combined with the arrangement/configuration of the space. Renderings are then created to mimic client’s interior specifications and populated with potential pieces. Designs are prototyped and iterated upon until the client approves of final proposal.
Installation
“Todd’s knowledge, experience, and talent comes through in the way that he listens. He sees his first task as understanding his client’s needs, and his work shows it.”
CLient Order
Vesper Sleeper Sofa: $7,795
Dune Rug by Sam Moradzadeh + Christina Tullock: $5,495
Møller 77 Chair by Niels Otto Møller: $1,496
Risom Desk by Jens Risom: $1,995
Raleigh Side Table by Jeffrey Bernett + Nicholas Dodziuk: $1,095
Morrison Credenza by Egg Collective: $5,495
Saarinen Dining Table by Eero Saarinen: $3,955
Ring Chair by Nana Ditzel: $2,595
Aura Media Unit by Enrique Delamo + Angel Martí: $1,595
74 Recliner by Milo Baughman: $3,950
