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The Evolution to Onmichannel – Traditional Brick and Mortar Invests in Online Enhancements

Adage worked with Lacks to overhaul their digital
experience, reach more customers, and stand
out among the competition by building their FIRST
ecommerce website.

Lacks Mobile Phone

Lacks Valley Stores, Ltd. (also known as “Lacks”), one of the largest furniture retailers in the US provides an unparalleled assortment of furniture, appliances, electronics, mattresses, and decorative accessories. Lacks is a family-owned furniture store that remains involved in community growth and philanthropy.

Lacks’ previous digital presence consisted of a dated website that failed to leverage the visual appeal of their showrooms. The search experience was basic; customers could not purchase online and didn’t know which stores to visit to find products. Despite the fact that site visitors were diverse in terms of devices and geography, site content was only available in English and lacked mobile responsiveness. Finally, there was limited integration with backend systems to keep price, inventory, and store information in sync.

Adage worked with Lacks to overhaul their digital experience, reach more customers, and stand out among the competition by building their FIRST ecommerce website.

Lacks Valley Website
Lacks Valley Website
Increased Mobile Users
Increased Pages Per Session
The Difference

Over 50,000 site visitors every month.

Lacks Valley Furniture Responsive Web Design

Stakeholder Alignment

The project began with a discovery phase called Adage Align, where a team of strategists, designers, and developers conducted research consisting of on-site customer interviews, staff surveys, and buyer observations. The Adage Align approach is tailored to each client’s specific needs and arms stakeholders with an increased understanding of their customer’s unique journey. Through the process, Adage was able to produce an omnichannel approach that enabled Lacks to achieve its goals.

The results from Adage Align were synthesized, translated into information architecture and designs, and used to create a style guide featuring a redefined brand.

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Improved Site Search and Navigation

The new designs feature a clean layout, powerful visuals, an inviting color palette, and a new, streamlined logo. Lacks’ new site was built on Optimizely’s CMS and Commerce platform and hosted on Azure, which allows Lacks to edit the website without touching code using Epi’s simple, but robust CMS tools. The new site also provided Lacks’ customers with the mobile-first experience they expected.

Lacks’ site is now optimized to serve their specific customer personas, allowing them to navigate by collection or style, choose from various facets, and enjoy product recommendations and a “find my style” guide.

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NCRIEF Member Industry Analytics


Adage implemented an analytics system to understand user behavior and suggest site improvement. Lacks now can easily see cart abandonment metrics, purchase path steps that are limiting conversions, products shared on social media, and ROI of paid marketing campaigns.

ERP Integration

Backend integration was a key part of the overall project, making sure orders, customer service support, and financial processes were streamlined in a way that optimized the customer experience across all channels.

Lacks Valley Furniture Responsive Web Design
Lacks Valley Furniture Ecommerce Website


Based on customer attribution, return visitors, marketing campaign participation, etc., Lacks’ site will display content and product recommendations specific to each site visitor.

Lacks’ Credit Approval Application can now toggle between Spanish and English, removing a barrier for one of Lacks’ important personas and opening the door for Lacks to add additional Spanish content in the future.

Custom ecommerce.

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Preparing ecommerce sites for 19-digit credit cards.

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