Direct-to-Consumer · Furniture & Home
Burrow Case Study
Bundle commerce and AOV optimization for a modular furniture brand where configuration is the core buying experience.
Burrow is a direct-to-consumer furniture brand built around modular, configurable sofas and seating. Their customers don't just buy a couch — they build a configuration. Arizon Digital helped Burrow align their commerce platform and merchandising experience to that reality: improving the modular bundle experience, surfacing smarter recommendations, and optimizing checkout for high-value multi-item orders.
The Challenge
A modular product model the commerce platform wasn't built to support
Burrow's product model — configurable components, modular seating, room-scale buying decisions — created a set of commerce challenges that standard platform features weren't designed to solve. The result was a buying experience that undersold the product and underperformed on AOV.
Modular product experience was difficult to merchandise
Burrow's modular furniture requires buyers to configure components — but the platform wasn't designed for this, making bundle discovery and configuration harder than it needed to be.
Bundle recommendations weren't driving AOV
Cross-sell and upsell logic wasn't connected to the modular product model — missing the natural opportunity to guide buyers toward complete room configurations rather than single pieces.
Checkout complexity for multi-item orders
Large furniture orders involving multiple SKUs, delivery options, and fulfillment timelines created friction at checkout that was measurably contributing to abandonment.
Fulfillment complexity for large-format products
White glove delivery, threshold delivery, and standard shipping needed to be presented clearly at the product level — but were inconsistently surfaced, creating post-purchase service issues.
Platform flexibility insufficient for merchandising velocity
Merchandising and content updates required developer involvement for configurations that should be self-service — slowing the team's ability to respond to demand signals.
The Solution
A commerce experience built around how people actually buy modular furniture
Arizon Digital rebuilt the merchandising and purchase experience around Burrow's actual product model — making configuration intuitive, recommendations relevant to AOV, and checkout clear for large, complex orders.
Bundle & Configuration
Modular Bundle Builder & AOV-Driven Recommendations
Arizon Digital implemented a modular bundle builder that lets buyers configure their seating composition with live pricing — paired with complete-the-room recommendations that surface complementary products at the right moment in the buying journey.
- ✓Modular bundle builder enabling component-level configuration with live pricing
- ✓Complete-the-room cross-sell recommendations driven by purchase and browse history
- ✓Bundle-aware cart logic reflecting configuration relationships correctly
- ✓AOV-oriented merchandising rules surfaced at PDP and cart
Checkout & Operations
Streamlined Checkout & Merchandising Self-Service
Checkout was redesigned for the complexity of large furniture orders — surfacing delivery options clearly at the product level and simplifying the flow for multi-item configurations. Platform updates also gave the merchandising team direct control over catalog and content.
- ✓Streamlined checkout flow for multi-item furniture orders
- ✓Delivery method surfaced at the product level based on SKU and zip code
- ✓Self-service merchandising tools reducing developer dependency for catalog changes
- ✓Commerce platform modernization supporting faster feature iteration
Key Outcomes
A buying experience that matches the product
When the commerce experience reflects how buyers think about modular furniture — configure, complete the room, check out — the commercial outcomes follow.
Business Impact
Commerce that sells the way the product is meant to be bought
The most effective AOV improvement isn't a discount or a pop-up offer. It's a buying experience that helps customers understand the full possibility of what they're configuring — and makes it easy to say yes to the complete version rather than the partial one.
- ✓Buyers configure complete room setups rather than individual pieces, driving higher basket sizes
- ✓Bundle-aware recommendations connect product discovery to AOV improvement naturally
- ✓Merchandising team operates independently for catalog and content changes — no developer required
- ✓Checkout clarity on delivery options reduces post-purchase service contacts
Technology Stack
Technology Stack
A modern commerce stack built around configurable products, intelligent merchandising, and high-value order conversion.
Commerce Platform Modernization
Flexible storefront for modular product model
Bundle & Configuration Commerce
Modular product builder and component pricing
Personalization & Recommendations
AOV-oriented cross-sell and upsell logic
Checkout Optimization
Multi-item order and delivery clarity
Selling configurable or bundled products below their potential?
Arizon Digital helps commerce-led brands build experiences that reflect how their products are actually bought — improving configuration, recommendations, and checkout to convert at the right order value.