CHALLENGE From the start, Dormify’s mission was to design stylish, so- phisticated dorm and apartment décor for fashion-minded college students as well as provide them with inspiration, ideas, and advice for creating their own unique spaces. In the first few years, the team, with the aid of their high-school and college-aged “Style Advisors,” grew a community through unique and user generated content — the challenge was turning this into commerce revenue. The content exist- ed largely on their Wordpress blog and social media chan- nels instead of their ecommerce site and they knew rich and shoppable content directly on their ecommerce site would provide entirely new means of revenue and engagement. Katie O’Connor, editorial content manager, wanted to en- hance the shoppability of t

Join for free to read