Alopex Case Study
Bailey’s Furniture E-Commerce Platform — Revisited
Bailey's Furniture + Alopex
A completely custom Next.js e-commerce platform for Bailey’s Furniture, built to work seamlessly with STORIS inventory management and managed via WordPress CMS, was engineered as a high-performance Lamborghini — fast, flexible, and future-proof. Until recent upgrades, its front-end hadn’t fully showcased that performance, giving the appearance of a Ford Focus: reliable and functional, yet waiting for its turbo boost. With the recent UX/UI facelift, location-based shopping, advanced filtering, BNPL payment options (Affirm, Klarna, etc.), and technical SEO enhancements, we finally turned on the NOS, unlocking the full speed, flexibility, and performance the platform was always capable of.
This custom solution outperforms traditional Shopify and WooCommerce setups, delivering real-time STORIS integration, scalable performance, and a flexible, high-converting online shopping experience.
Background: Unlocking Latent E-Commerce Potential
Bailey’s Furniture, a trusted regional retailer since 1950, had a custom e-commerce platform originally built by Alopex. Over the years, the site had remained largely unchanged, limiting product discoverability, conversions, and online growth.
The goal of this project was to upgrade the existing Next.js platform, enhancing UX/UI, technical SEO, product filtering, BNPL (Buy Now Pay Later) payment options, and conversion rates, while maintaining seamless STORIS integration and leveraging the site’s existing architecture.
When Bailey’s upgraded their STORIS inventory system, we had to update all of the custom APIs we had built to consume the new feeds, ensuring that inventory, pricing, and availability continued to flow accurately into Algolia, Firebase, and the Next.js front-end — all without disrupting the shopping experience.
Solution: Turning the Turbo on Bailey’s E-Commerce
With the platform already engineered for high performance, we upgraded the site to deliver a modern, high-performing furniture e-commerce experience:
1. UX/UI Facelift
- Redesigned homepage, category pages, and product pages to match the underlying performance
- Mobile-first, responsive design optimized for modern furniture shoppers
- Streamlined navigation and checkout flow
2. Location-Based Shopping
- Customers can view inventory at their nearest Bailey’s Furniture store
- Personalized shipping and pickup options
3. Advanced Filtering & Product Discovery
- Multi-faceted filters: style, color, material, size, price, availability
- High-speed search powered by Algolia
- Increased product discoverability and conversion rates
4. STORIS Integration & API Upgrades
- Updated all custom APIs to work with the upgraded STORIS system
- Real-time syncing of inventory, pricing, and availability
- Turned previously “hidden” complexity into a high-performance, usable platform
5. WordPress CMS
- WordPress manages marketing pages, blogs, and static content
- Delivered via Next.js front-end for speed and SEO performance
- Marketing teams can manage content independently
6. Technical SEO & Marketing Enhancements
- Schema/JSON-LD structured data for products, pricing, reviews, and availability
- Integration with Google Merchant Center for Shopping Ads and dynamic remarketing
- Optimized site speed, crawlability, and server-side rendering
7. Buy Now, Pay Later (BNPL) Options
- Integrated Affirm, Klarna, and other BNPL services
- Customers can split payments over time, increasing conversion for higher-ticket items
- Fully integrated into Next.js checkout with real-time STORIS availability
Results: Performance Finally Matches Potential
- 115% increase in online sales
- Faster product discovery and improved filtering
- Personalized shopping experience via location-based inventory
- Flexible BNPL options drove higher conversion on large purchases
- Modern UX/UI and mobile-first design aligned the Ford Focus exterior with the Lamborghini engine under the hood
- Technical SEO improvements increased organic search visibility and rich results
- Google Merchant Center integration enabled shopping campaigns
- Seamless STORIS inventory integration
- Outperforms Shopify and WooCommerce in flexibility, filtering, BNPL, and integration