How an eComm Furniture Company Benefited from an ASP Project

Simpli Home Case Study

The Company

Simpli Home is a furniture company that conventionally sold through multiple marketplaces but was looking to build their direct-to-consumer (DTC) channel and better serve customers online. Simpli Home fills a gap in the market and makes great furniture more accessible by offering high-quality, stylish designs at an affordable price through their disruptive business model.

The Challenge

Simpli Home was ready to take their business to the next level. They wanted to build a stronger brand presence, increase sales on their new DTC website, while scaling up their partner channels efforts. To achieve all of this, Simpli Home needed marketing leadership to help build a positive and memorable reputation among consumers.

The Goal

Simpli Home needed immediate help to:

  • Establish a well-recognized brand
  • Grow their direct-to-consumer channel
  • Foster a halo-effect across the whole organization
  • Recruit and build an internal marketing team

The Results

Combining an ASP Project and Fractional CMO services, Able & Howe established Simpli Home’s marketing foundations. Within the first 5 months, Simpli Home realized the following outcomes:

Revitalized brand position, messaging, and visuals.

225% revenue increase on the rebranded direct-to-consumer website in 5 months.

Newly established marketing department, talent, and structure.

Our Key Responsibilities

What We Did:

  • Conducted an ASP (audit, strategy, and plan) project.
  • Completed a marketing stack audit.
  • Created a marketing strategy to achieve predefined goals.
  • Developed a marketing plan to increase brand recognition and direct sales.
  • Our fractional CMO directed internal team members and the Able & Howe fractional execution team to complete initiatives toward achieving the planned marketing objectives.
    • Provided channel, brand, and project management.
  • Successfully built and onboarded the internal marketing team to a management system.
  • Hired a global content manager for promotions and brand continuity.

Ongoing Engagement:

  • Provide ongoing execution services in paid advertising.
  • Provide leadership, strategy and guidance through executive representation.

How it Happened

After conducting the ASP audit and leveraging our in-source marketing model™, Able & Howe directed a complex sequence of projects—drawing on Simpli Home’s internal team, Able & Howe’s execution team, as well Able & Howe’s expansive network of industry partners. Layer-by-layer, Simpli Home’s marketing foundations were set into place.


Able & Howe conducted a thorough ASP Project, including an audit of Simpli Home’s current marketing stack to uncover strengths, weaknesses, and function gaps.


Simpli Home had spent over two decades building a successful eCommerce business model, they had established strong supply chain operations and relationships with retail partners. They also had a competitive advantage in the market through their stylish, affordable, and high-quality furniture offerings.


Simpli Home was a sales-led organization that had hit a growth plateau. They needed to shift their focus to become a marketing-forward company to achieve exponential growth and achieve their DTC channel objectives. But, they lacked brand recognition in the market and needed to establish themselves as a leader in their market niche.

Function Gaps

Simpli Home lacked marketing leadership. They didn’t have the expertise to accelerate their business towards their bold business objectives and create an integrated advertising plan across sales channels.


  • Able & Howe worked with Simpli Home to develop the marketing strategy, plan, and project timeline to address the goals and weaknesses identified in the ASP project.
    • This included the identification of a prosperous channel strategy to pursue.


  • Able & Howe implemented a SharePoint structure and Asana software to aid project management.
  • We completed a brand visualization project to enhance Simpli Home’s online presence and overall brand messaging to encompass their values of high-quality, accessible, stylish, and sustainable furniture.
  • Simpli Home and Able & Howe collectively determined team member responsibilities for cross-functional activities between Simpli Home’s sales, marketing, and product purchasing teams to achieve a higher degree of communication for more accurate financial forecasting.


  • We created, redesigned, and branded a new UX and SEO-friendly DTC website.
  • We launched a cross-channel advertising campaign for the new DTC website.
  • We optimized digital channels to increase brand awareness and promote direct sales. The channels include the following:
    • Social
    • SEO
    • Email
  • We launched an influencer program to increase brand recognition and awareness.
  • We implemented a new consumer review software to increase brand advocacy and trust in a competitive market.


  • Able & Howe currently provides a full-time interim CMO.
  • We helped to hire and onboard a global content manager for promotions and brand continuity.
  • Able & Howe provides consistent upskilling to the internal Simpli Home marketing team to build their expertise and work towards their marketing independence.
  • The Able & Howe execution services team continues to execute paid advertising leadership and execution while building a continuity document that can be transferred to a future hire.