Do you know that e-commerce gross sales within the US are anticipated to prime $279 billion this 12 months? With earnings like that, it’s no shock that on-line manufacturers are going through extra stress to set tendencies, produce compelling content material, and stand out from opponents.

One on-line model making waves is Dot & Bo–a house items firm that has mastered the artwork of curated merchandise. Brandfolder talked with Allyson Campa, VP of Advertising and marketing at Dot & Bo, about how the model has successfully mixed content material and e-commerce to change into a trendsetter within the on-line dwelling items trade.

Your Design Inspiration sequence options curated furnishings and decor collections based mostly on themes, kinds, and concepts. How do you make sure that every assortment of curated content material appeals to your goal market and stays in line with present tendencies?

Allyson: Our curators carry on prime of what’s trending and the place dwelling design is headed as they develop their very own standpoint on what’s trendy. On prime of that, Dot & Bo is a really information pushed firm and we’re always listening to market suggestions. We analyze every assortment’s gross sales outcomes, engagement metrics, and viewers response. After all, we all the time go away room to experiment and push the boundaries as a result of if we didn’t, then we wouldn’t have the ability to determine new tendencies.

How do you handle model consistency with all of those separate design inspiration collections, which actually act as mini manufacturers with tales and kinds of their very own?

Allyson: The Dot & Bo model stands for contemporary, contemporary, trendy dwelling design. For us, trendy is extra a couple of trendy way of life than a really particular fashion of furnishings and is consistently evolving as new tendencies emerge and outdated tendencies are reinterpreted. We discover it fascinating to discover the historical past behind these tendencies, regional influences and variations, and unique methods to specific these kinds in your house. All of this, and extra, is inspiration for our each day collections and content material.

We set up our collections as in the event that they’re episodes in a sequence, with a related storyline that carries over from assortment to assortment inside the sequence. Every sequence celebrates “impressed design for the trendy way of life” simply from a special angle–similar to our Dream Home sequence, Journey & Getaway Collection, or Crafted Collection.

We hear from our clients that they need their properties to be a mirrored image of their creativity and elegance. Most individuals welcome somewhat inspiration and assist in determining their fashion and methods to specific it. Prospects inform us that they love the number of our curated collections as a result of they get contemporary concepts for issues they may not have thought-about in any other case, and this evokes them to assume exterior the field. Whereas the collections are diverse by design, all of them match inside the boundaries of our model.

In what methods do you leverage the content material in your weblog “Design District” to drive buyer engagement?

Allyson: We see content material and commerce as going hand-in-hand. That is very true in our class, the place inspiration, furnishings and how-to’s are all needed elements for adorning your own home. Our clients fluidly transfer out and in of various phases, from getting concepts to buying merchandise, and we wish to have the ability to assist them wherever they’re at within the cycle.

We’re comfortable to have folks come to our web site for concepts and content material with out buying something, as a result of we all know that when they’re prepared to purchase one thing, we’re there as a useful resource. This helps construct an extended relationship with them with out simply specializing in being transactional.

Custom-made procuring and DIY inside adorning is a fairly crowded area. How does the Dot & Bo expertise differ from different trendy furnishings manufacturers? To what do you contribute your model’s quick development?

Allyson: Our development is fueled by a few vital tendencies. There’s a really huge shift from offline to on-line procuring and we’re benefiting from that behavioral change. Dwelling design inspiration is now all over the place: HGTV has 24-hour programming, there are on-line websites that supply in-depth dwelling design tutorials, and total it’s rather more accessible. You probably have the time and eye, you should utilize these assets and pull collectively a extremely nice room. However not all people has these two issues, and that’s the place we are available in. We do the work to type by way of the choices and pull collectively curated collections. We additionally place an emphasis on actual assist from actual folks, which isn’t all the time obtainable when you’re procuring on-line someplace else.