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Furniture eCommerce Leader MicroD Expands Still Further

By Phil Butler | January 20, 2013

MicroD celebrated two decades of innovation in the digital marketing space last week, and being a Cinderella among North Carolina furniture companies too.


CEO Manoj Nigam, VP Mona Nigam, Mary Martell, Chairman Ron Martell, and Hickory Mayor Rudy Wright

MicroD is not one of those company brands that we think of as a household name, but the Hickory, NC firm probably should be. If teaching an entire industry how to show off their product lines digitally were something every homeowner was keen on, the four person startup from 1993 might be as famous as the brands they represent. Ethan Allen, Broyhill, Basset, Lexington, you know, all those charming pieces of furniture art about your house - MicroD started providing web-based solutions for them back when.

For the real estate professional out there considering making big moves on the Internet or mobile, the lesson MicroD has taught us all is that servicing the "emerging" needs of clients is what can catapult businesses into the forefront. At the advent of of what became Web 2.0, this company emerged with partners Exim Technologies to satisfy the now booming digital space. Back in 1993, the so called "dot com" era was an idea only. This says a lot about being on the "cusp" and ready to take advantage of a market.

Fast forward to today and we see a four person startup from Hickory not onl expanding their office there, but with offices in the Czech Republic, India, the UK, and others in the US. From catalogues to their the ePiphany platform, the services and creative company provides everything for furniture clients from SEO to room planning, sales, and everything in between. If it's furniture combined with eCommerce at all, Chairman Ron Martell's company can and does do it well.

From the Land Rover Evoque Parallax website

From the Range Rover Evoque Parallax website

Their news of expansion only makes sense given the value the company has shown for clients over the years. Of course, continued growth will always mean continual innovation, and as an experienced digital analyst I would expect new synergies from this company too. The first which comes to mind is emulating what WIHP Hotels marketing did for the hotel website space.

You see, with the online marketing space rapidly giving market share to the mobile space, the future display ad conduit will certainly be a tablet. Great innovations such as the Houzz App too, demand a shift to the edge of out of the box thinking. MicroD's products are already headed in these directions, the iPreVue App, Mobile website page development, and EasyPlan exhibiting integration properties toward the next generation of apps. Bottom line, the furniture retailers and manufacturers who do not emulate companies like Range Rover (see the Parallax site above) and WIHP, plus some others, will simply lose market share to competitors who do.

Sites that load in an instant, that display rich media that transports the buyer, this is the future of eCommerce and advertising. Companies like MicroD, up and comers like Furniture Branding, Epic Marketing (and a slew of others like them), and especially big name movers and shakers like AdRoll - readers can expect these and others to redefine home furnishings and product visibility in the coming months.

We'll keep you appraised, but for now congratulations to MicroD for their past and coming innovation.


Phil Butler is a former engineer, contractor, and telecommunications professional who is editor of several influential online media outlets including part owner of Pamil Visions with wife Mihaela. Phil began his digital ramblings via several of the world’s most noted tech blogs, at the advent of blogging as a form of journalistic license. Phil is currently top interviewer, and journalist at Realty Biz News.
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