Shopify Success: How Naturalmat Streamlined Order Management for Their Sustainable Mattress Business
Naturalmat, a UK-based company with an online Shopify store, has been revolutionizing the mattress industry with its commitment to sustainability and quality for over 25 years. What began with marine mattresses for luxury yachts has blossomed into a thriving business known for its eco-friendly, made-to-order mattresses.
Nestled in the heart of Devon, Naturalmat sources wool from local farms within a 50-mile radius, alongside other natural materials like organic latex from Sri Lanka and sustainable cashmere from China. The company’s ethos is simple: create the best sleep experience using the best natural materials while minimizing environmental impact.
The challenge: navigating Shopify’s limitations
Transitioning from a highly customizable Magento platform to Shopify was a bold, commercially driven decision for Naturalmat. However, it was not without its challenges. Shopify, known for its user-friendly interface and robust ecosystem, lacked the backend order flexibility that Naturalmat's bespoke business model demanded.
The core issue was the need for absolute order customization to accommodate unique customer requests, such as specific mattress dimensions and material combinations. This need was accentuated by their brick-and-mortar presence, which includes five showrooms where customers expect the same level of personalized service as online.
The search for a solution: enter Cleverific order customization
Ivanna Matsyupa, the driving force behind Naturalmat’s digital transition, embarked on a rigorous search for a solution. Initial attempts to find a suitable Shopify app were frustrating.
"The initial search did not give me the results that I was looking for, because a lot of the apps on the store are built for front-end customization...what we needed was an app that would allow the absolute level of customization in the Shopify admin,” Ivanna said.
After experimenting with nearly 20 different apps, Ivanna was almost ready to give up. Then, a recommendation from their web development agency, Swanky, introduced her to Cleverific. The app had all the customization features to deliver the personalized products and services that Naturalmat was known for.
“The complete flexibility Cleverific provides is vital. Having the opportunity to be very explicitly clear under each product, with the option to add however many line items you wish, is what we needed. This level of customization is crucial for our production team, who use the printed paperwork from orders to distribute tasks across six or seven departments.”
Implementing Cleverific: a seamless transition
From the moment Ivanna installed Cleverific, it was clear she had found the missing piece of the puzzle. The app seamlessly integrated into their Shopify admin, providing the flexibility needed to handle complex order customizations. This capability was crucial for their unique business model, enabling staff to efficiently process highly customized orders both online and in-store.
Here’s how the transition unfolded:
Initial installation
Ivanna recalls the moment she installed Cleverific as a turning point. "Honestly, the minute I installed the app and I did the very basic walkthrough, I just knew that I found it. I found the solution that I needed," she said. The intuitive installation process and clear instructions allowed her to get the app up and running quickly without the need for extensive technical support.
Walkthrough and setup
Cleverific's initial walkthrough was straightforward and designed to familiarize users with its core functionalities. Ivanna appreciated this hands-on approach, which enabled her to see firsthand how the app could be customized to meet their specific needs. "The very basic walkthrough was enough to convince me that this was the tool we needed," she noted.
Customization and integration
The true test came in customizing the app to fit Naturalmat’s unique requirements. Ivanna was impressed by the app’s flexibility. "We needed an app that would allow the absolute level of customization in the Shopify admin," she explained. Cleverific enabled her to add multiple custom line items and properties per order, accommodating detailed customer specifications and ensuring that every order could be tailored precisely to the customer’s needs.
Training the team
Once the app was set up, the next step was integrating it into the team's daily operations. Ivanna emphasized the ease with which her team adapted to Cleverific. "To be honest, the team doesn’t even understand the difference anymore. They know that they operate in Cleverific, and that’s it," she remarked. The intuitive interface made it easy for the staff to begin using the app without extensive training, seamlessly incorporating it into their workflow.
Ongoing support and improvements
Ivanna highlighted the exceptional support provided by Cleverific’s team. From day one, any issues or questions were promptly addressed. "The support is really what sets Cleverific apart," she said. "Laura, from the support team, feels like my BFF. There's nothing that I ask her that she hasn’t got an answer for." This reliable support ensured that the transition remained smooth and any potential disruptions were minimized.
Results: operational excellence and customer satisfaction
Since integrating Cleverific, Naturalmat has seen a dramatic improvement in operational efficiency and customer satisfaction.
“I don’t think our retail division could operate without Cleverific. It’s by far the most essential piece of software we have, and the support we receive is incredible. Every penny spent on this app is worth it.”
Here are some key metrics and benefits:
Customization capabilities
Cleverific allows for an unlimited number of custom line items and properties per order. This flexibility ensures that every customer request is meticulously recorded and fulfilled.Streamlined operations
The production team relies on detailed order information from Cleverific to manage tasks across various departments. This integration has significantly reduced errors and improved workflow efficiency.Exceptional support
Ivanna emphasized the outstanding support from Cleverific’s team. Whether it’s troubleshooting issues or exploring new features, the support team is always prompt and helpful, often going above and beyond to find solutions.
Future plans: scaling new heights with Cleverific
Looking ahead, Naturalmat is poised for growth. With plans to open one to two new showrooms annually, the company anticipates a substantial increase in both retail and online orders. Cleverific’s advanced features for handling complex returns, exchanges, and local pickups are on Ivanna’s radar as they prepare to scale. The app’s ability to support self-service options for customers will be crucial in managing higher volumes efficiently.
“After the day one hiccup, Cleverific has been fundamentally flawless to use. What stands out for me is the support. It’s really difficult to find people on the other end of a SaaS that you can actually talk to like a human being, not just some robotic person answering from a script. I’ve come to Cleverific with challenges that I thought were impossible, but we always found solutions.”
Cleverific’s Shopify app has not only met but exceeded Naturalmat’s expectations. The app’s robust order customization capabilities and seamless integration have enabled the mattress company to maintain its high standards of customer service and operational efficiency. Ivanna’s journey from frustration to success underscores the importance of finding the right technological partner.
For any business navigating the complexities of made-to-order products, Cleverific is an indispensable tool that offers unparalleled customization, efficiency, and support.
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