How Kravet restyled its business-to-business e-commerce strategy

Mary Connors

Kravet, the business-to-business home furnishings company, retooled its e-commerce site in order to better serve its customers.

For years, Kravet led a double life online.

On consumer-facing sites, the century-old global wholesaler of high-end fabrics, furniture and wall coverings offered inspiring content – sumptuous lifestyle imagery of luxury goods sold through interior designers.

And its e-commerce site was rated tops for transactional efficiency.

The trouble was its content and commerce functionality lived on different websites, and that bifurcation was hurting its business. And, increasingly, designers were getting lost – and frustrated – on Kravet’s business-to-business platform.

This 16-year-old homegrown portal had been designed with a procurement officer in mind, Jesse Lazarus – the chief process and innovation...

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