Making Eighty Furniture Collections Findable in Two Clicks
A Restructured Catalogue That Turns Online Browsing Into Showroom Visits
A Melbourne furniture retailer with a deep catalogue and a physical showroom needed both to work together online. We built a category architecture that survives eighty-plus collections without losing the shopper.
- 80+Collections in the live catalogue
- 6Top-level categories after the restructure
- 40%Peak seasonal discount campaign supported
Context
A catalogue wide enough to get lost in
Trinity carries everything from recliners and bed frames to mirrors, clocks and religious carvings. The breadth is genuinely a strength in-store, where staff guide the visit. Online it had become a maze, with important collections three or four clicks from the homepage.
Goal
Make the long tail findable without flattening it
The instinct with a wide catalogue is to cut it. Instead we restructured to six top-level categories with predictable nesting underneath, so an unusual item is reachable in two clicks while the headline collections keep their prominence.
Process
Built for the store team to run
The weekly spotlight, offers rail and markdown section were built as data-driven slots, so the Melton team can rotate what is featured without a layout change. That was the difference between a site that ages and one that stays current.
Elements
What we built into the page
Deep Category Tree
Sofas, bedroom, dining, homewares and outdoor nested without burying the long tail.
Weekly Spotlight
A rotating feature slot on the homepage, refreshed against the current promotion.
Showroom Bridge
Melton showroom details surfaced on product pages, not just in the footer.
Markdown Rail
Last-chance stock given a permanent home so clearance never disrupts the main catalogue.
Impact
Online browsing that ends in the showroom
Showroom details on product pages have turned online browsing into in-store visits, and the clearance rail gives ageing stock a permanent route to sale without discounting the main catalogue.
About the client
Trinity Furniture is a premium and budget-friendly furniture retailer in Melton, Victoria, offering sofas, bedroom and dining furniture, homewares and outdoor pieces from its Norton Drive showroom.
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