CASE STUDY How Factory Direct Craft gains a strategic advantage in online retail.“I expected a fair amount of {conversion} increase but I was still surprised as the results were double my expectations,” JARROD CHRISTMAN, CTO How Factory Direct Craft gains a strategic advantage in online retail. Home goods are tough to sell online—craft supplies are even harder. Retailers battle fragmented markets and consumer doubt when making such a high- consideration, consumer-specific purchases online. Revenue per Visitor Return rates are notoriously high in the home decor industry, creating overhead and excess freight & logistic costs. Even the strongest brand reputations will not stop customers from shopping around for options. It’s challenging to gain market share. In spite of these

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