MAVIN: Turning a Configurator into a Sales Funnel

1. Context

MAVIN is a family-owned American manufacturer of solid wood furniture, known for crafting fully customizable, made-to-order pieces built in Ohio from locally sourced timber. Their online configurator let shoppers design their dream furniture (selecting species, finish, and dimensions) but the experience ended there. Once a design was complete, users could only download a PDF. There was no way to request a quote, no link to retailers, and no way for MAVIN to track demand.
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The challenge was simple: turn that digital inspiration into a real sales funnel for their 400+ retail partners.

2. Solution

GTRSUITE transformed MAVIN’s configurator from a static design tool into a lead generator. A “Where to Buy” button was added to capture each shopper’s configuration (including its dynamic SKU) and send it directly to nearby retailers for quoting.
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The same logic was extended across MAVIN’s website, connecting “Locate a Retailer” and “Store Locator” CTAs to the same GTRSUITE workflow. Every shopper interaction now generates measurable data and a clear next step.

3. Process

Working with MAVIN’s marketing and technical teams, GTRSUITE integrated the lead flow directly within the DesignPal app. Each configuration is automatically packaged into a lead and routed through GTRSUITE’s lead management system.
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Dealers were progressively onboarded, supported by GTRSUITE’s rollout team to ensure adoption and responsiveness. Nearly 500 stores are now part of the network. MAVIN’s team can monitor performance, follow up with retailers, and reassign leads when needed. All from a single dashboard.

4. Results

Within the first year, the results exceeded expectations.
More than half of all configurator leads converted into dealer sales.
Over 1,000 qualified leads per year are now sent to retailers, with full visibility for MAVIN on dealer response times and conversion outcomes.
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The configurator, once just a design showcase, became a core part of MAVIN’s revenue engine.

5. Lessons Learned

MAVIN’s project proved that configurators don’t have to be dead ends. When every shopper’s design becomes a qualified lead, the digital journey finally connects with the showroom floor. It’s a simple truth: when you stop printing PDFs and start sending leads, sales follow.