Home decor brand Stikwood’s peel-and-stick wood planking takes DIY projects to new heights—and fans are noticing. Stikwood has been featured across home improvement media giants like HGTV, DIY Network, and HouseBeautiful, to name a few.
Being entirely ecommerce-based, the Stikwood team needed an online store that would offer them total creative control, and accommodate interactive product features (like augmented reality “try it in your space” tools).
Stikwood turned to headless commerce and a flexible frontend to unlock their growth. They wanted to build an experience that matched their product caliber said Steve Worth, Director of Marketing:
“We consider ourselves to be a lifestyle company over anything else. We wanted to showcase the quality of our products, like how Restoration Hardware does with the products on their site, without being limited in any way.”
Stikwood needed both creative and platform flexibility
Aiming to inspire, educate, and convert shoppers, Worth’s team wanted an experience that would be a DIY hub for project inspiration, renovation how-tos, and more.
They wanted to offer features empowering shoppers to bring their DIY dreams to life without ever needing to set foot inside a physical store.
This meant Stikwood needed to color outside the lines:
“Shopify is great if you want to stay within the guardrails, but we wanted to control our guardrails,” says Worth. “The ability to design our own page sections, have them look how we want, and turn the site into a place for customers to learn was a huge reason why we invested in headless.”
The team also understood how fast the ecommerce tech landscape changes. A single platform might be limiting in the long run, so the brand saw going headless as a way to future-proof their growth; if they wanted to switch out their cart one day, they wanted to be able to do this without thinking twice.
The Stikwood team may be small and mighty, but they’re also realistic.
Building a headless site entirely via custom code—and needing to oversee a ton of tech vendors—wasn’t of interest because of their smaller team size. Instead, Stikwood chose a unified frontend solution that would handle every aspect of their build, like the content delivery network (CDN) and content management system (CMS). This choice would help them focus on the customer experience and UX instead of getting bogged down in tech. As Worth shares:
“The reality is, you have to be a pretty large company to handle the kind of technical lift that goes with a bespoke build. Plus, we wanted help with the back office components, like our Shopify integration. We didn’t want to have to watch that all the time during the build.”
With less technical oversight needed, Stikwood was nimble and launched their Shogun Frontend July 29th, 2021.
With their new site, Worth’s team enjoys easier, codeless store updates, thanks to the custom sections in the Experience Manager.
“We run fast and loose, so the fact that we can all be working at the same time is a big deal. It helps us get more done faster without overloading our developers, which saves us tons of time.”
The reusable page sections help the team spin up new store content in a few days or rearrange a page’s layout in just 30 minutes. In fact, the team was able to launch five new products in just seven days with the new frontend.
These sections also make experimenting with content easier and cost-effective. The team can remove a feature and just as easily add it back any time—like flipping a switch.
“We can stack the sections in any order, in any way, on any page. That's pretty powerful…Other systems have tried to do it, but they haven't attached it to a flexible CMS, which Shogun does really well.”
Now, Stikwood can include richer images and video wherever without performance tradeoffs (all Shogun-powered frontends use PWA tech, providing unparalleled speed).
Improved customer confidence and conversions
Stikwood’s priority with the new frontend was to offer shoppers more interactive features to make product discovery easier and more inspiring.
Thanks to the dynamic shopping features they added, they’ve increased engagement and boosted users’ time on page by 15%. Plus, since launch, the site has generated 1M+ pageviews—72% of which were mobile shoppers.
With a first contentful paint score of 2.2 seconds, the site is now more prepared to meet the expectations of impatient mobile customers, and more likely to convert them.
Adding features like a materials finder and a space visualization tool was impossible before Shogun. Shoppers know exactly what they’re getting and can bring their home decor project to life with confidence.
Stikwood also added improvements to their cart. Shoppers can add (and learn about!) different wood treatments, and opt to include metal fixture add-ons, all without leaving the cart window.
“Product variant education was huge for us. We now receive fewer questions about product options because these features go the extra mile,” says Worth. “Our customers are more certain about what they're buying and what they can do with our products, which is huge.”
Finally, the Stikwood marketing team of just two people have been better able to manage and display their product range in more sophisticated ways:
“If you have any complexity to your catalog, and you want to express it to different groups of customers in different ways, you end up with many different versions of your catalog,” says Worth. “Maintaining these variations becomes a huge workload issue. With Shogun, we have one catalog item expressed on different sites in different ways to different audiences, which is much more manageable.”
Worth’s team is thrilled with the growth and flexibility they’ve seen so far with Shogun Frontend. They can finally showcase their brand with an experience matching their vision:
“With Shogun Frontend, we’re able to design a shopping experience that speaks to our product caliber and goes far beyond a carousel of images or a single video. We’re trying to tell a story about the product, and we can do that easily with Shogun Frontend.”
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