Arrowhead Furniture

Pedrera was engaged by Arrowhead Furniture to completely redesign and rebuild their ExpressionEngine eCommerce website. Pedrera provided marketing strategy, branding, web design, ExpressionEngine and CartThrob eCommerce development services.

Our Client

Arrowhead Furniture, located on the beautiful island of Nantucket, MA, offers quality outdoor furniture and home furnishings. Arrowhead is Nantucket Island’s largest showroom, with outdoor furniture that has been selected to withstand the rigors of the island. Arrowhead’s customers include interior design professionals and homeowners who demand quality products with exceptional service. Arrowhead’s website is a critical element to the success of their business, and it needed to be updated for multiple reasons.

The Challenge

First and foremost, the Arrowhead website was running a ten-year-old version of ExpressionEngine. The web server, too, was running outdated software. The versions of PHP, Apache and MySQL were all “end of life”. This was a security risk, so the entire technology stack including ExpressionEngine needed to be upgraded. Pedrera took a snapshot of the existing website and upgraded ExpressionEngine, CartThrob and all the necessary addons.

The Arrowhead website also had a dated web design that didn’t accurately present the retailer or its offerings. It would not load properly on phones, and it lacked coherent branding. Pedrera worked with Arrowhead to define their marketing strategy, which centered on three pillars: expertise in selecting products suitable for Nantucket, the added value of being located on the island, and their exceptional service. These all differentiate Arrowhead from online retailers that simply ship any product anywhere without offering in-person service.

How We Helped

Based upon the marketing strategy, Pedrera designed the new website user experience and interface. This was applied to the upgraded ExpressionEngine website, which included a complete overhaul of the website content and product catalog. The website was then deployed to a new hosting environment running the latest technology stack, which included converting the web server from Apache to NGINX with PHP-FPM for improved performance.

Pedrera continues to support Arrowhead Furniture, creating new features, ExpressionEngine development, implementing updates, and ensuring the reliable operation of their websites.