Castlery Success Story - Bolt Chat AI

Castlery: Streamlining Furniture Shopping for a Seamless Consumer Experience

Enhancing Customer Journeys by Addressing Pain Points

Redesigning Comfort: Addressing Consumer Needs to Revolutionise Furniture Shopping

Castlery wanted to better understand the challenges faced by New York customers during their home design and furnishing journey. Their aim was to identify pain points and uncover opportunities to offer value-added services that could simplify the shopping experience and meet evolving customer needs, all while staying within time and budget constraints.

To achieve these goals, Castlery partnered with BoltChatAI to gather deep insights into consumer behaviours, allowing them to refine their marketing strategies and enhance their service offerings.

The Challange

Whyte & Mackay wanted to gauge customer perception among a specific target audience around a new strategic initiative – including product purchase drivers and occasions, price point expectations, and primary triggers / barriers to purchasing.

What We Proposed

Using custom screening, BoltChatAI conducted 10 AI-powered qualitative interviews with single malt whiskey drinkers in Germany (18+), including visual stimulus of example products as part of the interview.

The Final Result

The research output identified key triggers, barriers and occasions for purchasing among the target audience, as well as how sustainability, packaging and personalisation influences their buying intentions and pricing perceptions. The qualitative insights gained provided Whyte & Mackay with the direct consumer feedback to help target incremental commercial opportunities.

About Castlery

Founded in 2013, Castlery is a Singaporean-owned furniture brand dedicated to transforming living spaces with timeless designs and accessible luxury.

Known for its reliability and excellence, Castlery has become a trusted name in the furniture industry, empowering urban millennials to create homes that evolve with life’s milestones.

With a design philosophy rooted in versatility, Castlery offers a harmonious blend of styles, from the classic elegance of mid-century modern to contemporary aesthetics.

From plush sofas to elegant dining tables, Castlery is committed to helping customers create spaces they’ll love and thrive in, combining timeless design with thoughtful craftsmanship to make every home a sanctuary.

Research Challenge

Castlery aimed to gain a deeper understanding of their customers' pain points during the home design and furnishing journey. Specifically, the brand sought to identify opportunities for value-added services that could simplify the shopping experience and align with customer needs.

The research focused on several key areas, including how customers find design inspiration, the obstacles they encounter during the furnishing process and their preferences for additional services.

Castlery targeted New York residents aged 25 to 55, capturing insights from those who had recently purchased furniture or were navigating significant life changes like moving homes or expanding families.

“Bolt revolutionises research with its agile approach. Their solution enabled us to swiftly identify key underlying issues through a methodology that strikes the perfect balance between breadth and depth. Most importantly, we were able to gather valuable insights without compromising on quality.”

Yan Yan Tan
Insights Lead - Castlery

Approach and Solution

BoltChatAI’s Qual at Scale capabilities were instrumental in Castlery’s research.

Using a tailored screening process, the platform engaged with carefully selected participants who represented the target audience.

Through one-to-one qualitative interviews, our AI-powered platform delved into customers’ design inspirations, challenges and purchasing behaviours. Participants highlighted various aspects of their journey, providing insights into the obstacles they faced and areas where additional support or services could further their experience.

BoltChatAI not only gathered rich qualitative data but also provided actionable insights quickly, allowing the Castlery team to focus on refining their service offerings.

Outcome and Business Impact

The research empowered Castlery to identify and address critical pain points in their customer journey.

By identifying key pain points and opportunities in the furniture shopping and home design journey, Castlery was able to develop strategies that directly address customer needs.

This research informed Castlery’s approach to value-added services, enhancing the customer experience at crucial points in the journey. It also paved the way for more targeted marketing strategies, improving engagement and overall satisfaction.

Through this streamlined, effective research process, Castlery strengthened its position as a brand that prioritises customer-centric solutions while maintaining its commitment to quality and design excellence.