• Clint Engel

Blueport says it grew revenues 66% in 2014

E-commerce platform provider added The Brick as client

BOSTON — E-commerce platform provider Blueport Commerce said it grew its revenues 66% last year as its large brick-and-mortar retail customers made headway online, although it did not disclose the revenue total.

Blueport also said its client base doubled in 2014 in annual sales volume, growing to $6.3 billion in 2014, including online and offline sales.

The company also said that it signed long-term agreements last year with three large furniture store chains, although it only named one: 220-store The Brick of Edmonton, Alberta. Part of Leon’s since 2013, the Brick represented Blueport’s largest deployment to date.

Other clients listed on the Blueport website are American Signature Furniture and its Value City Furniture stores, R.C. Willey, Rooms To Go and Sleepy’s.

“2014 was the year that furniture retailers broke through online,” Carl Prindle, president and of Blueport Commerce and the related Furniture.com, said in a release. He said Blueport “solidified our leadership position” in the field.

Prindle said retailers on the platform saw an average year-over-year online sales increase of 70% on Cyber Monday and an average ticket of nearly $800. The top-selling item category was sectional sofas.

He contended that it’s the first time furniture retailers participated in Cyber Monday in such a big way.

“You can see it in Wayfair’s numbers. You can see it in our numbers,” Prindle said. “This wasn’t people buying just gifts. These were people buying sectional sofas, which is really quite remarkable.”

In adding The Brick as a client, Blueport unveiled a new version of its platform that the company described as fully responsive with optimal viewing and user experience across multiple devices, from desktop computers to tablets to smartphones.

Prindle said consumers come to a website for various reasons. Some are there to be inspired, some for an easy shopping experience, and some for a deal. With the new tools, Blueport essentially gives these different types of consumers different doors to choose from on the retailer’s home page.

“If you customize the experience, the conversion rates go way up,” Prindle said.

Another enhancement to the platform is more customizable and better looking product pages. In addition, Blueport can adjust the look and feel of the website to best fit the brand and its price range from the more promotional environment to higher-end aspirational looks.

Blueport also said it improved search and product configuration controls, allowing shopper to view product in different sizes and colors.

“These new features put the right local style, pricing, inventory and promotion information in front of a shopper at the right time — no matter where the customer is,” Prindle said.

Blueport also noted that it has strengthened its senior management team with the addition of former Sears executive Randy Goldstein, named executive vice president e-commerce, and former Staples executive Kyle Marchesseault as director of marketing.

Clint EngelClint Engel | Senior Retail Editor, Furniture Today

Please feel free to email or call me with all of your retail news and tips, including expansion news, successful merchandising and marketing strategies and anything else you would like to see covered by Furniture/Today.  Contact me directly at cengel@furnituretoday.com or 336-605-1129.


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