From boardrooms to living rooms
Revenue
=
Traffic
Traffic
x
Conversion
x
Price
Price
x
Availability
Grand Rapids, Michigan
|
Office Furniture
|
Growth
+23%
Sales YoY 2024
+31%
YoY Incremental Ad Sales
+30%
Buy Box Percentage(from 60% to 90%)
+26%
YoY Market Share Home Office Desk Chair Category
THe Brand
Since 1912, Steelcase has been a global leader in premium office furniture, delivering high-performance solutions for the world’s top organizations. With a presence in over 80 countries, their mission is simple: help people work better, wherever work happens.
Challenge
Steelcase entered B2C with a premium brand in a crowded, fast-moving marketplace
The post-pandemic shift to remote work pushed Steelcase to expand beyond its enterprise roots and connect directly with consumers. But competing sellers, price erosion, and inconsistent branding on Amazon made it difficult to maintain control. To succeed in B2C, Steelcase needed a new strategy, one that preserved its premium positioning while navigating the complexity of marketplace growth.
Solution
Partnering with Pattern, Steelcase reimagined its B2C strategy to reach new customers
To connect with a new kind of customer, Steelcase teamed up with Pattern to rethink how a premium brand sells in a crowded, price-driven channel. We built a tailored B2C strategy focused on premium positioning, from storefront design to refreshed messaging and A+ content that resonated with everyday consumers. A full-funnel media approach boosted awareness and conversion, with content optimized for both storytelling and performance. We used A/B testing and real-time insights to learn what worked, adjust quickly, and drive continuous improvement. Behind the scenes, Pattern took over end-to-end marketplace execution. We helped eliminate costly chargebacks by streamlining supply chain operations and optimizing fulfillment. We enforced pricing integrity using Vorys eControl and proprietary Buy Box tools, removed unauthorized sellers, and rebuilt Steelcase’s digital shelf with SEO-rich, conversion-focused content. With Pattern handling both the strategy and execution, Steelcase gained the clarity, control, and consistency they needed to grow B2C without losing their high-end appeal.
result
Steelcase increased market share, boosted ROAS, and proved premium brands can thrive on Amazon
Steelcase saw major gains after partnering with Pattern. Year-over-year sales grew 24%, and incremental ad sales climbed over 30%. During the critical holiday season, total sales surged 54% with only a 27% increase in spend. ROAS improved by 14%, while TACoS dropped by 18%, showing stronger efficiency across campaigns. But the results went beyond performance metrics. With control regained and operations streamlined, Steelcase increased its Buy Box ownership from 60% to 90%, eliminated chargebacks, and restored pricing integrity across the channel. Most importantly, Steelcase grew market share in the Home Office Desk Chair category by 26%, even as the overall category declined 18%. Together, Pattern and Steelcase didn’t just fix what was broken. We built a sustainable foundation for long-term growth and proved that high-consideration products can compete (and win) on the world’s largest marketplaces.
The exponential power of together.
Let’s talk. We accelerate brands on ecommerce.
Revenue
Traffic x Conversion x Price x Availability
Pattern helps established brands succeed on global ecommerce marketplaces. To receive a complimentary analysis of your ecommerce presence and discuss it with an expert, please complete the form.
- Grow revenue by an average of 40% in the first year.
- Achieve profitable growth in ecommerce.
- Gain control of your brand across all marketplaces.
- Double your ecommerce resources at no cost.
- Expand to global marketplaces with ease.
