Drive Commerce & Bassett Furniture: Transforming Customization at Scale for a Seamless DTC and B2B Experience
About Bassett Furniture
For more than 120 years, Bassett Furniture has been synonymous with craftsmanship, quality, and choice. With over 100 retail locations and a leading online presence, Bassett offers thousands of ways for customers to personalize their furniture—from fabrics and finishes to configurations and leg styles.
To keep pace with modern expectations, Bassett set out to transform its online experience—bringing its hallmark customization and craftsmanship into a seamless digital environment.
“Over the last 12–18 months, enhancements to our configurator experience have driven measurable gains in add-to-cart rates, contributing to improved conversion performance and a stronger digital sales funnel.”
Challenges
Bassett’s legacy of customization had outgrown the limitations of its digital stack.
- Fragmented Product Data: Product information was spread across multiple sources, making it difficult to maintain accuracy between DTC and B2B channels.
- Platform Limitations: Salesforce Commerce Cloud (SFCC) wasn’t built to support Bassett’s massive catalog of configurable products—each with 20–30 potential selections and thousands of combinations.
- Disconnected Visualization: Cylindo’s 3D visualization engine wasn’t fully synchronized with Bassett’s ERP or business rules, meaning what customers saw didn’t always match what was actually available.
- Channel-Specific Complexity: B2B and DTC channels required different configuration sets—some options available to trade partners were hidden from consumers, leading to inconsistency and management challenges.
Bassett needed a unified, scalable system to manage configuration logic, bridge data across systems, and present a seamless shopping experience for every customer.
Solutions
Bassett partnered with Drive Commerce to design and deploy a next-generation product customizer platform—connecting systems, managing configuration rules, and integrating with advanced 3D visualization tools.
- Unified Data Layer: Drive Commerce aggregated product data from multiple systems into a single source of truth for all configuration and availability rules, ensuring consistency across channels.
- ERP-Ecommerce Bridge: A custom integration linked Bassett’s ERP with SFCC, enabling it to handle complex configuration data and deliver real-time product logic to the front end.
- Visualization Integration: Drive Commerce served as the intermediary between Bassett’s product data and Cylindo’s 3D visualization service, ensuring that every rendered product accurately reflects what’s truly available for purchase.
- Flexible Customizer Framework: The new platform supports multiple customizable product categories across Bassett’s site, with the sectional builder serving as one example of how Drive Commerce bridged Cylindo’s 3D player with Bassett’s configuration logic. This framework allows shoppers to explore valid combinations of fabrics, finishes, and components within defined product rules and now powers other complex product lines, creating a consistent and scalable customization experience across Bassett’s catalog.
Results
The new customizer transformed how both consumers and trade professionals engage with Bassett’s products, demonstrating how a heritage brand can thrive in a digital-first world. By connecting product data, business logic, and visualization technology, Bassett delivers a unified, scalable customization experience that reflects its craftsmanship while meeting the expectations of today’s modern shopper.
- Consistent Data Across Channels: A unified configuration engine ensures accurate product data across both DTC and B2B experiences.
- Improved Visualization Accuracy: Every 3D render aligns with real-time product data and configuration logic.
- Scalable Customization: Thousands of configurations and product relationships can now be managed efficiently within the tech stack.
- Enhanced B2B Tools: Trade partners now have visibility into which fabrics and finishes can be visualized—access they didn’t have before—making it easier to present accurate, design-ready options to clients.
- Faster Decisions, Greater Confidence: Both shoppers and designers can explore and configure products with confidence, leading to faster sales cycles and a more engaging shopping journey.
Bassett Customizer
Design your own custom Bassett furniture piece using Drive Commerce’s Customizer solution, combining powerful configuration logic with immersive 3D visualization to bring your ideal fabrics, finishes, and styles to life.
Drive Commerce prides itself on delivering accessible, personalized shopping experiences that leave customers feeling great. We specialize in eCommerce solutions that effortlessly connect customers with the products they want from the brands they love. Our mission is to enable retailers to deploy high-quality, high-value digital experiences that modern-day consumers expect from brands they know and love.
We have had almost a decade of successful partnerships with industry leaders such as Kendra Scott, Herman Miller, and Coach. We're confident that we can help any retailer decrease time to market on vision-critical projects, automate mundane processes, and increase consistency and repeatability in their business.
Want to Talk with an Expert?
Let’s get in touch. We’d love to chat with you about how Customizer can enhance your customer’s e-commerce experience.