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Design for disassembly is an effective strategy to increase the possibilities for repairing, remanufacturing, and recycling, which means to keep products in circulation longer. The furniture industry in Sweden is becoming more and more circular. By applying a design for disassembly strategy to a product from European Furniture Group (EFG), this chapter aims to show how products in the furniture industry can be better adapted for a circular economy, especially for repair and remanufacturing. This chapter provides critical insights into circular furniture design through enabling design for disassembly to promote the environmentally conscious design of products. The industrial contribution of this chapter is that it brings value to furniture designers and manufacturers who want to design products for longer and multiple lifecycles.

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Acknowledgments

The authors would like to thank the European Furniture Group (EFG), for their cooperation during the work with this chapter.

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Linnea Ankarberg & Erik Sundin

Brunel Design School, Brunel University London, London, UK

Nazlı Terzioğlu

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College of Science and Engineering, Ritsumeikan University, Kusatsu, Shiga, Japan

Eiji Yamasue

Graduate School of Engineering, Osaka University, Suita, Osaka, Japan

Keishiro Hara

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About this chapter

Ankarberg, L., Terzioğlu, N., Sundin, E. (2023). Circular Furniture Design: A Case Study from Swedish Furniture Industry. In: Fukushige, S., Kobayashi, H., Yamasue, E., Hara, K. (eds) EcoDesign for Sustainable Products, Services and Social Systems I. Springer, Singapore. https://doi.org/10.1007/978-981-99-3818-6_19

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• Case Studies

Case Study: Custom Furniture Industry .

The following is a case study based on a real-time client of TRD studios. The name of the client is withheld due to privacy concerns. 

The Case-Study is on an up and comer in the crowded custom, modular furniture industry.

I. Introduction of Company X (Name not Disclosed)

JOURNEY SO FAR:  

Great things take time. With every stumbling block, Company X elevated their product and business model to a whole new level. Company X was established in the year 2015 to design wood based furniture and interiors. Soon, Company X observed the acute necessity for creative and custom designs in furniture production. In the fullness of time, Company X recreated themselves with distinctive designs, production processes and quality materials.

CORE CONCEPTS:

• Modular Interiors
• Compact Furniture
• Smart Interiors(Automation) New Age Materials
• ISI™ Certified Materials
• QuickTurnaround Period
• Wide Range Of Accessories
• International Quality Materials Warranty Upto 10 Years

To establish themselves as the leader in the furniture design space, they adopted a progressive action plan. Starting with a solid digital presence, they aimed to carve a niche for themselves in every relatable facet.

II. Solution proposed by TRD Studios

a) TRD’s PROCESS:

Our approach in understanding the client and creating impactful experiences makes us a human-centric design studio. That is where we found our alignment with Company X. Our core work style resonates with Company X’s personality.

And, we believe that building a powerful brand personality follows incorporation of its foundational values and attributes in every facet. We seek to add value to Company X in the content and design spaces. We identified a range of characteristics in Company X across two major segments: 

• Brand Personality 
• Product Personality.

Company X has three foundational and guiding attributes: Dream, Build and Innovate .

We identified a Process to the Dream, Medium to Build, and Solution based on Innovation.

We adopt a systematic approach in understanding our client’s personality, delineating their requirements and designing custom solutions. Each of these stages further includes eliciting answers for WHY, WHAT and HOW, thereby comprehending their purpose.

b) PROPOSED BRAND PERSONALITY:

Value-Oriented: Company X’s promise to deliver top-notch quality products is the propelling force. The commitment to provide quality products and nurture trusting relationships with the customers, lies at the heart of the firm. Company X has humane attributes that justify every facet of the firm.

 Confident: Company X’s team has an indomitable trust in their values, approaches and skill set.

Audacious: With intense confidence exuding at every level, Company X makes bold moves when it comes to working on unconventional designs.

Empathetic: Standing in the feet of customers, Company X empathizes with client’s perspectives and elicits their requirements. Hence, that allows the team to anticipate and visualize their future necessities.

Well Planned: A comprehensive understanding of the client’s perspectives enables Company X to create an organized approach and innovative designs. 

Clear: Starting with a clear end in mind, Company X can adopt efficient mechanisms in delineating the strategies that build creative products.

Company X has three foundational and guiding attributes: Dream | Build | Innovate

We have identified:  PROCESS TO THE DREAM , MEDIUM TO BUILD , SOLUTION BASED ON INNOVATION

c) PROPOSED PRODUCT PERSONALITY:

Quality: Company X has a firm adherence to the quality of its products and materials. It is committed to delivering high-end products. Production quality is maintained throughout. But what makes Company X stand out is its after-sale quality checks . Instead of moving on to the next client, the team at Company X travels with every client they’ve worked for. Feedbacks are taken from the client and every review is considered with a highest regard.

Customer-Centric: Customers form the prime face of the design. Their requirements, tastes, preferences are integrated into every stage of the design process. Company X’s products strive to depict the client’s personality in every possible way. During the ideation stage, 3D visualization of the proposed product is presented in its entirety to the client. This keeps the client well informed and makes them a key resource of the production process.

Standards: Company X established certain quality and operational standards that reiterate the firm’s commitment to offer high-end services. For example, the firm ropes in international consultants to fine tune designs and add innovation if necessary. Company X is uncompromising in its standards. And this isn’t limited to the firm alone. It extends to every external service that works on outsourced products. 

Efficient: Efficiency in working always accompanies the commitment to delivering superior quality products. Company X utilises expert craftsmanship in a structured and organised approach, to develop products that are in-line with customer expectations. 

Exclusive: With imported wood materials and customised design solutions that are customer-centric, Company X offers exclusive designs that are inclusive of client’s requirements. 

Affordable: Affordability is a key aspect of Company X’s products and services. Keeping the quality standards and customer requirements in line, they are strategically priced in a way that is end-to-end beneficial.

  d) PROPOSED BRAND and DESIGN LIFECYCLE:

e) BRAND AWARENESS:

Portfolio includes-

• Brand Story
• Brand Identity Docs 
• Process Docs (Design)
• Process Docs (Manufacturing) 
• Market Segmentation 
• Problem Solved
• The Furniture Future

f) BRAND IDENTITY:

These are the brand collaterals we recieved and the description.

Logo: The logo is basically a home represented with a couch which was the first logo. As it started off with customised furniture.

 The added home goes to display the wooden structure and interiors we have lately gotten into.

III. Digital Presence

a) WEBSITE AUDIT:

• If you can share your login details, we can run detailed SEO Analytics and analyse Company X’s current digital presence more accurately.
• The home page interface is very ‘simple and basic’. We have a wider scope to enhance the visual appeal of the site and make it more user-friendly.
• The current Home Page loading time is 30seconds. We can utilize advanced techniques to reduce the time by 15 seconds.
• The Products page displays a single image to the customer. However, we can add more images of the product across different dimensions so that the customer can make an informed purchase decision.
• The existing website is not built with a consistent theme. We can build an impactful website by using uniform designs and themes.

b) WEBSITE INSPIRATION:

•   www.christopherguy.com  
• www.davidlinley.com  
• www.marquis.com.sg
• www.livspace.com
• www.josmostudio.com
•  www.studiowood.co.in  
• www.studiohaus.in  
• www.differniture.com  
• www.thepurpleturtles.com

c) WEBSITE PERFORMANCE REPORT:

What do these Grades mean?

This report is an analysis of your site with Google metrics for how to best develop a site for optimized speed. The grades you see represent how well the scanned URL adheres to those rules.

Lower grades (C or lower) mean that the page can stand to be faster using better practices and optimizing your settings.

What’s in this report?

This report covers basic technical analyses on your page. It is categorized as follows:

Executive: Overall score information and Priority Issues 

History: Graphed history of past performance 

Waterfall: Graph of your site’s loading timeline 

Technical: In-depth page speed & Y slow information

d) DIGITAL COMPETITOR ANALYSIS:

Recommendations:

• Fast and optimized pages lead to higher visitor engagement, retention, and conversions. Recommend keeping pages under 100kb and pages above 500kb may not be fully indexed in the search engines.
• A minimum of 100 words and a maximum of 500 words is best.
• Total number of links in a web page. You should avoid having more than 100 links on a web page.
• Frames split a web page into multiple pages making it difficult for search engines to crawl all of the content on the page. Additionally, frames make targeting keywords difficult, bookmarking nearly impossible and problematic for backlinking.
• The Code to Text Ratio represents the percentage of actual text in a web page. 0-10 % – Consider adding more content or revamping your code. 11-24 % – Content is moderate, but always room to improve. 25+ % – Generally good, but don’t overdo it.
• A custom favicon is useful because it tells people about your site. It is your brand. A custom favicon helps you sell your site and the information you provide. 
• You have specified the language of your website, which is great. 
• Higher the page load time, higher the bounce rate.
• Canonicalization is the process of picking the best URL when there are several choices, and it usually refers to home pages. Google sees www.samplesite.com and samplesite.com as two different pages with identical or duplicate content. 301 Redirect Non-www version of your URL to www version, or Vice Versa.

IV. Proposed Marketing Mix

a) BRANDING, MARKETING and ADVERTISING GOALS:

• Increase Sales
• Branding, Social Media Management and Lead Generation
• Increase awareness  of the product
• Create a community 
• Create Channel Partner Network

b) MARKETING MIX:

The Marketing Mix was suggested taking into consideration Company X’s goals and distributing the goals in terms of priority.

c) BMA PROJECT TIMELINE

V. BMA ROI Projection

a) ASSUMPTIONS MADE:

• Impression to Clicks- 40%
• Clicks to Leads- 45%
• Leads to Sales- 13.45%
• Impressions to Clicks- 10%
• Clicks to Leads- 25%
• Leads to Qualified Leads- 1%
• Qualifies Leads to Sales- 30%
• Average Sale- Rs 30,000/-

b) PROJECTED REVENUE CALCULATION:

c) PROJECTED EXPENSE CALCULATION:

d) ROI CALCULATION:

VI. Conclusion

All the analysis mentioned in the case-study are real-time research conducted by the TRD team. However, since it’s a real-time project, a number of information and the way the projections are calculated are kept private. For more information on how the projections are computed, please reach out to us at [email protected] .

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Case Study of Furniture Manufacturing Companies

2022, Srinivas Publication

There are few similarities and associations with all four of these companies. This study also uncovers various aspects of minute details related to furniture pricing, customization, and unique selling proposition via segmentation/segments that they are operating in. The companies that are in study are basically seasoned and very strong fundamentally and operationally. Design/Methodology/Approach: Observations and interactions/interviews with employees of all the four companies along with online databases were studied for finding similarities and dissimilarities in certain key variables and bring out the best variables/ practices that could be replicated by others. Findings/ Results: This case study reviews the current situation of various customization processes through multiple variables in furniture manufacturing companies in India and the data is collected from interaction with employees, vendors, customers, company websites, scholarly literature, and internet sources for results that could have far reaching implications when compared to others abroad. Originality: It is a study to find commonality or similarity[s] among these four companies with reference to VK Sofa makers for any future entrepreneurs to have a sustainable/ implementable business model that can grow rapidly by customization and superior service quality. Type of Paper: Case Study based research analysis for knowing similarities among dissimilar companies of a same industry as well as to know the dissimilarities of similar nature companies in a given market space; hence the science and art of running these companies is the basis for this case study.

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Furniture Company

Solve a challenge.

The outstanding leadership team, the team’s dedication and hard-work, and the application of the Work Excellence Method led to significant success for our client:

$7 million reduction in inventory in the first Six (6) months : By focusing on supply chain improvements, we facilitated a significant reduction in inventory, optimizing resource utilization without  compromising product availability.

Management Acquisition in the first eight (8) months : Using the cash created by the reduction in inventory, the Company’s leadership (35 team members) successfully acquired the company. In order to acquire the Company, leadership highly leverage the Company with $50 Million Dollars debt.

Significant increase in cash : Despite an initial annual loss of $2 million, the company experienced a dramatic surge in free cash flows and sold with Zero Debt. This success underscored the financial effectiveness the leadership team and our methodology.

Development of a product management system : We helped establish a robust product management system, streamlining operations, and enhancing overall efficiency.

More Profitable sales : The implementation of the Work Excellence Method and the Client’s great leadership team also resulted in an increase in the client’s sales profitability.

Expand And Scale

This case study represents a compelling turnaround story, demonstrating the transformative power of a client’s great leadership team and the Work Excellence Method. Despite facing significant challenges, our client not only reversed their financial losses but also boosted their cash flow significantly. They optimized their resources and fostered a culture of continuous improvement, marking an impressive success story in their industry.

At its core, the company, revitalized by its successful turnaround, continued to pursue a diverse strategy for growth and scaling. Their strategy continues to be a mix of traditional growth avenues and contemporary, innovative channels. The blend ensures they not only retain their market leadership but set new benchmarks for success in the furniture industry.

New report: The profile of a modern furniture shopper

Creating an engaging shopping experience with versatile 3D assets

How the Scandinavian DTC brand created a unified omnichannel buyer journey with the Cylindo platform.

Sofacompany, an online-first retailer on a mission to challenge the furniture industry by making high-quality Danish design available to all, was looking for ways to introduce 3D product visualization to save costs, time, and resources invested in product photography. With Cylindo, Sofacompany was able to replace traditional product photography with photorealistic 3D renderings and offer engaging online shopping experiences with a 3D product configurator to produce high-quality content at scale. The best part: Sofacompany maximizes the ROI of 3D product visualization by using high-quality visuals across different touchpoints online and in their showrooms.

The challenge

Footprints, different angles, and flying sofas across the world..

The story of Sofacompany started back in 2012 with two designers’ dream of challenging the conservative furniture industry by creating beautiful Danish furniture design. Even though their B2B furniture business, was very successful, they were eager to test the DTC (direct-to-consumer) approach. They designed a few sofas and bought a single container to test their concept. It turned out that there was a great demand and customers loved their sofas. Soon after that, their success continued rolling from country to country, and now, Sofacompany is present in 11 countries across the world.

The huge success was a result of their simple, self-reliant concept, where Sofacompany handled every step of the process – design, production, sales, and delivery. They even owned a photo studio at their factory in Vietnam. Owning the entire value chain from manufacturing to the consumer made them agile, so while some competitors were launching two new designs a year, Sofacompany was launching over ten new designs a year.

That put a lot of pressure on their photo studio. Due to the distance and cultural differences, it was hard to agree on the quality of product pack shots and the attention to detail. While some things could be fixed by investing an extra effort and time in Photoshop, such as footprints on the floor, they also faced more complicated challenges, such as moving angles and lighting inconsistency. Sofacompany did a lot of their lifestyle photography in Denmark, however, this required planning, organizing, and shipping products from Vietnam to Denmark. This approach can be feasible for watches or purses, but when it comes to furniture, product photography brings big challenges.

Better than your own photo studio.

The collaboration between Sofacompany and Cylindo started back in 2016. Sofacompany offered its customers the opportunity to desigh their own sofa using the Cylindo 360 HD Viewer, thus encouraging them to get creative.

Today, Sofacompany is slowly moving to full 3D product visualization. Having photorealistic 3D imagery also allows them to use Cylindo’s files and make full lifestyle images in 3D. As technology continues to evolve, we are seeing tech-savvy furniture giants, like Wayfair and IKEA, ultimately shifting to 3D visualization with almost 100% of their product images being CGI.

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Working with Cylindo brought us huge benefits in terms of saving costs, saving time, and in terms of flexibility. It gives us a more consistent line of images because you don’t have the challenge with different angles and lighting. We are excited to explore all the capabilities that 3D product visualization has to offer.

Simon Peschcke-Køedt , CMO , Sofacompany

The results Sofacompany has been able to achieve with the Cylindo platform:

Increased engagement on their design-your-own-product section

Increased conversions on their website and in the showrooms

Reduction of product visualization costs vs. photography

The solution

Engaging online shopping experiences with versatile 3d assets., 1. replacing traditional product photography.

Replacing traditional product photography with photorealistic 3D renderings, thus saving costs, time, and resources.

2. Engaging online shopping experiences

Offering engaging online shopping experiences for clients with a 3D product configurator to produce high-quality content at scale. This enables clients to design their own sofa, spin, and zoom in on the product to get a better sense of what they are buying.

The results

A complete omnichannel buyer journey supported by cylindo.

Even though showrooms are still the main source for generating revenue, having an engaging online experience is crucial for attracting higher foot traffic as more often than not, online is the first touchpoint consumers have with a furniture company.

Besides their website, Sofacompany also uses Cylindo 360 HD Viewer in-store for their Design Your Own Universe to close the sale while the customer is in the showroom. Knowing there are 5-10 touchpoints before purchase, having high-quality visuals at every step of the journey can help build trust and reassure customers they are making the right decision.

We can see that when consumers enter the design-your-own universe, there are significantly higher conversion rates, regardless if they buy design-your-own products or not. Once they step in that universe and start playing around, there’s a significantly higher likelihood that they will end up buying either design-your-own product or standard products

Today, Sofacompany is using the Cylindo platform for different use cases, covering many aspects of the furniture buying journey. They have recently started using Cylindo AR solution, and the first results are fascinating. The great adoption rate of augmented reality with 19% user activation is one more proof that Cylino AR solution is the right approach, which can lead to mass adoption of AR in the furniture shopping process. Even though these are the first results from the AR roll-out, based on a limited number of users, it is a great starting point and a clear indication that customers are ready to accept AR as an integral part of the furniture shopping experience.

“I think that the web-native AR solution that Cylindo has introduced is the way forward. Being able to have something in-browser (no app needed), is a huge step forward toward the mass adoption of AR. I firmly believe that, unless you are IKEA, the majority of furniture selling businesses have a very slim chance of consumers downloading an app. For them to leave the website, go to the app store, find the app, download and install the app, set up an account…there are way too many barriers. Web-native AR is the way to go.” – Simon Peschcke-Køedt, CMO at Sofacompany

Sofacompany also uses Cylindo’s Content API to create a pleasant checkout experience by showing a thumbnail image of the product their visitor is buying with a checkout call to action. This avoids confusion and reminds customers what they’ve added to their cart. Consistent product image thumbnails in the add-to-cart section can close the gap between browsing and checkout processes, thus increasing conversion rates.

These are some of the use cases that the Cylindo Platform can power to fuel your omnichannel buyer journey, creating value every step of the way.

About Sofacompany

Sofacompany is a Danish DTC furniture brand. They started out in 2012 by designing, manufacturing, and selling beautiful Danish sofas and furniture. Thanks to the combination of quality, design, and competitive prices, they’ve had a huge success in a very short time. Learn more at sofacompany.com

Customer success stories.

More conversions, reduced product returns with Cylindo

Heal’s partnered with Cylindo to show different finishes and upholstery options to their customers

Growing online and in-store with a scalable solution

FEST improved the customer experience by showcasing configurable models on the website and increased conversions online and in-store

$100k in annual savings with Cylindo Studio

Read to find out how Riverside Furniture is saving up to $100,000 annually with Cylindo Studio

Let's talk about your product visualization.

See why hundreds of furniture companies partner with Cylindo to significantly improve the quality of their product visuals and increase online and in-store sales.

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Financial Case Study on the Quality Furniture Company

The Load’s Inc sold quality home furnishings from three locations and Its sales had the seasonal eater, with a slight downturn In the midsummer months and slight upturn during the December holiday season. Its income came from 75% cash or credit card and 25% six-month installment terms. The Emporium was a new customer of Quality Furniture’s.

It was a medium-sized department store, which was well-known for its extensive lines of home furnishings. The Emporium built the partner relationship with Quality Furniture Company in 1983.

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It also had a good credit to Quality Furniture Company. Quality Furniture Company gave them the same accounts that were on terms of 2%, 10, net 30. Since the beginning of 2001 , the competition In the furniture market had intensified, especially in the aspect of quality of product and service.

The situation continued in for three years and looked like worse. So Quality Furniture Company thought credit terms and financing of dealers became equally important and was “backed Into the position of supporting numerous customers In order to maintain adequate distribution for its products. On the other hand, Quality Furniture Company reinforced its supervision to the financial status of customers. Ralston had previously a $50,000 limit on the Load’s Inc and an $85,000 limit on the Emporium. He adhered strictly to obtaining current reports of the retails quarterly and at times monthly in order to keep a good credit situation. With relaxing demand and decreasing the sale volume, the Load’s Inc and the Emporium faced more and more difficult phases, The following is an analysis to the current finial positions of these two companies.

Analysis 1.

The Load’s Inc. Performance measure The Load’s Inc showed negative in the return on investment. According the exhibit 1, the Load’s Inc even had no return on its total assets during the last two years. And to he return on invested capital and return on owners’ equity, the situations were the same.

It meant the Load’s Inc had not eared on the investment of all the financial resources and the funds invested by the shareholders. The reason was mainly the decreasing of net sale. In 2000 and 2001 the Load’s Inc sale was so bad that its net profit was below zero.

The result was company lost much more capital. A point need be mentioned that we can get it used the loan to pay the dividends from the balance sheet of the Load’s Inc.

If the loan was paid to their current liability, its performance loud be looked well. Profitability The Load’s Inc profit margin equaled 3. 8% in 2000, -0. 12% in 2001 and -0. 42% in 2002. And the gross margin showed the price was kept in a stable level in the three years.

Thus, we can know the reason of the deceasing of sales is dollar sales volume has declined rather than the price-cutting.

At the same time, we can get the Load’s Inc had a negative increase since 2000. Investment utilization We can analyze the investment utilization through investment turnover, inventory turnover and current ratio. From the investment turnover, which includes in asset remover, invested capital turnover and equity turnover, the tendency was showed to sequent decreasing during the three years. They meant the Load’s Inc needed to enhance its profit margin to achieve a higher ROI. The inventory turnover has an evident decrease.

Because inventory turnover indicates the velocity with which merchandise moves through a business, it said the sale had some problems as well. The current ratio, from 2. 28 to 2. 7, indicated the potential problem in the Load’s Inc. I think the current ratios, 2. 4 in 1999 and 2.

28 in 2000, belong a normal level. But 2. 7 in 001, it meant some funds can not be utilized efficiently. Because of the own feather of the furniture industry, a lower current ratio must be more safe. Financial condition Financial condition ratios indicate the company’s liquidity and solvency.

From the financial leverage ratio and debt ratio, we can get the Load’s Inc had the high debt and definitely in the dangerous. And the solvency the Load’s Inc took did not make the company better. Although the situation was so bad, the company would not get into bankruptcy at least in a short term. 2. The Emporium Department Store Performance The Emporium performance is obviously better than the Load’s Inc.

In fact, its ROI always kept the positive level during the three years. Although it lost the capital in the last two years, the company was profitable all the while.

The Emporium profits had decreased severely since 2000. The reason is the same as the Load’s Inc; sale decreasing was the main problem. The gross margin shows the Emporium applied the discount strategy to try to improve the sale volume. But it did not manifestly achieve the goal.

The lower price did not improve the sale volume on the contrary make profit lower. From the Emporium income statement, we can get elimination- reserves for inventory losses and reduction – bad debt reserve occurred only in 2002. It also indicated its price- cutting strategy failed.

The Emporium investment turnover is the similar as the Load’s Inc. So like the Load’s Inc, it is in the normal level and need enhance the profit margin to get the high ROI.

Inventory ratio is kept to a good condition during the three years. And current ratio was in the low level, from 1. 38 to 1. 46. It was in risk when the current ratio is too low in a long term. It means the Emporium hard met the maturing obligation and had the throng requirement for the safety margin.

Finial condition According the exhibit 1, the Emporium finial condition was in the comparatively reasonable and safe level.

The debt ratio is a matter of great importance in analyzing the soundness of the company’s financial position. The lower debt is much less risky to the company. Solution As explained above, the Load’s Inc was in the dangers area, lower performance, lower profitability, lower investment utilization and higher debt ratio, a bad finial condition. But now press for collection, even if make its get into bankruptcy it is not wise.

Its bad finial condition was partly from the softness of the furniture market.

As a company had over 30 years sales experience and good credit, it still had a chance to get better. But Quality Furniture Company should take action to control the condition become worse. So Quality Furniture Company need take rigorous steps to collect, but stop short of legal action. On the other hand, it could reinforce to investigate the Load’s Inc debit ratio and return on investment in order to get the information in time and take relative action.

Contrasting ten Lloyd’ Inc, ten Emporium Ana much netter control. But It does not mean the Emporium have not any risk.

In fact the Emporium had the same risk, only it did not completely appear. Although the Emporium still had profit, the profit was in the very low level. And from the case statement, we can know the situation would become more difficult on the Jan.

Feb.. And March, 2002. So Quality Furniture Company need pay more attention to the inventory turnover and current ratio. To the different company, Quality Furniture Company should apply the different solution. In the result, it is better solution to hold to the limit established, but do not press for collection.

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• Financial Statement Analysis of Ford and Microsoft Company
• Stickley Furniture Case Study
• Haverwood Furniture Inc Case Study
• Ridgway Furniture Limited: Case Study
• A Case Study and Analysis of Brothers Furniture Ltd.

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Experience new growth possibilities with Microsoft Advertising today >

Castlery enhances lead quality with search advertising

Making lovable homes

Castlery —a homegrown brand in Singapore known for its high-quality, modern furniture—has increased its international footprint by expanding to new markets like Australia and the US. The brand strives to turn the tables within the industry by making high-end furniture accessible.

The upgrade to Microsoft Advertising helped us expand our user base while reducing our advertising costs by 32% compared to other search partners. Not only did we build an engine of growth, but we also got exposure to consistent, quality leads with a higher probability of converting. Leveraging features such as Shopping Campaigns and Dynamic Remarketing doubled the impact and cemented our bottom-line.

— Heng Ching Ying, Performance Manager, Castlery

Deriving value with Microsoft Advertising

Multimedia ad on search engine results page.

Shopping ads on search engine results page.

Castlery aimed to remodel its search strategy—in order to drive quality conversions, the brand needed to reach high-intent audiences to improve overall search efficiency, increase user acquisition, and gain on return on ad spends (ROAS). With the intent to expand to new regions, Castlery launched a campaign targeting Australia and the US, in addition to Singapore.

Castlery collaborated with InMobi to leverage Microsoft Advertising’s powerful retail advertising features, such as:

• Shopping Campaigns  that put searchers closer to a purchase decision through visually engaging product ads.
• Microsoft Audience Network , a premium native advertising solution that helps reach high-value audiences.
• Dynamic Remarketing , which shows tailored ads to users with a previous purchase history and affinity towards the furniture category, thereby delivering a strong impact through a refined reach.

With Dynamic Remarketing and shopping ads, Castlery saw a 2x ROAS in Singapore. Compared to other search advertising partners, Castlery’s campaign gained a 2x conversion rate in Singapore, and ROAS peaked by 213% in Singapore and 18% in Australia. In the US, the campaign saw a 2x click-through rate (CTR) in comparison to other search advertising partners.

Building an efficient engine for user acquisition

Text ads on search engine results page.

As part of the user acquisition strategy, Microsoft Advertising helped Castlery maintain a user base with a well-balanced blend of new users and existing leads. The engagement rate increased as the high-intent audience engaged with the ads, resulting in a 116% increase in the CTR in the US, and a 64% uptick in Singapore.

With the addition of Bing to its search strategy, Castlery increased its new user base Month-over-Month (MoM) by 18.3% in the US, 9% in Singapore, and 9.1% in Australia. The overall user base grew MoM by 50% in Singapore, 18.3% in the US and 9.1% in Australia. 1

It was amazing to discover the unlimited possibilities Microsoft Advertising offers. With the search advertising campaign on Microsoft Advertising, we could reach niche audiences from Southeast Asia (SEA) and strengthen our position as the local market leader. Not only did we grow in SEA, but this association also helped us scale into new markets such as the US and Australia.

— Alvin Lai, Senior Performance Specialist, Castlery

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[1] Growth in new users and overall users calculated from June to August 2022.

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December 16, 2021

Experts share remarkable effects of removing restrictive dams from river: 'A case study in how we can improve habitat'

A multimillion dam removal project in Colorado is already having a positive impact on a river, and experts believe further investigation will provide valuable insights into restoring ecosystems.

The Denver Gazette reported that rainbow trout and brown trout are now easily able to swim to their spawning grounds after crews finished breaking down the concrete Colorado Springs Utilities diversion dam in 2023. 

Around $4.8 million was invested in the project, which connected 45 miles of river and aimed to prevent the possibility of dam failure . Prior to the deconstruction of the dam, the trout were unable to get where they needed to go.

"We're watching fish every day try to jump over that dam and just bounce right off," FlyWater construction manager Nick Saylor told the Gazette in October 2023.

According to the World Wildlife Fund , dam removals can go a long way toward restoring the health of our rivers and aiding biodiversity. Since 1970, freshwater species populations have dropped by 83% on average. That, in turn, impacts humans who rely on those species for food, recreation, and income. 

River restoration also makes the surrounding areas more resilient amid the uptick in severe weather events supercharged by a changing climate . 

Watch now: Delta chief sustainability officer reveals how company plans to appeal to conscious consumers

Fortunately, nonprofit American Rivers reported that the United States deconstructed 80 dams in 2023. Projects in Maine , California , and Oregon are among the initiatives that have already resulted in remarkable ecosystem recoveries. 

Now, according to the Gazette , scientists are monitoring a streambed of Eleven Mile Canyon. Since dams don't typically get removed in steep mountain canyons, the data is unique. 

"The idea is that we can take what we gained from this study, to make it easier to predict how other places will respond if we remove dams like this in the future," Forest Service Rocky Mountain Research Station research geomorphologist Charlie Shobe told the news outlet.

Researchers are also investigating the impact of dams along the South Platte River, at Eleven Mile, and the Cheesman Reservoir, which are remaining to help the region meet its water demands.

"It's kind of a case study in how we can improve habitat over large reaches of a river and improve the functioning of the river channel while still meeting user water needs," Shobe added . 

Restoration efforts are ongoing, with crews revegetating the area with willows and grasses expected to support migratory birds . A new wheelchair-accessible trail is also being created so that more locals can get out and explore nature. The area is expected to reopen to the public in 2025.

Join our free newsletter for cool news and cool tips that make it easy to help yourself while helping the planet.

Experts share remarkable effects of removing restrictive dams from river: 'A case study in how we can improve habitat' first appeared on The Cool Down .

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S&P 500, Nasdaq at record highs as inflation data fuels rate-cut bets

The benchmark S&P 500 and the Nasdaq traded at record highs on Wednesday after a lower-than-expected increase in a key inflation metric bolstered hopes that the Federal Reserve will cut interest rates this year.