A High-Touch Experience, Held Back by Manual Work
Gorman’s Gallery serves a demanding clientele: homeowners, interior designers, custom home builders, and architects who expect expert guidance across projects that span dozens of decisions and several visits. The biggest constraint on that experience was time.
Every quote was built by hand. When a customer arrived with a wish list, a sales associate copied each line item onto a sales order bid, then visited individual vendor websites to gather specification sheets, operations manuals, and dimensions. The process repeated with every quote and restarted whenever selections changed.
Research crowded out consultation. Staff spent significant time on research and documentation that could have gone toward customers, and when momentum on a project slowed, there was a risk of losing engagement before decisions were finalized.
The old website couldn’t keep up. Simple updates, like adding a staff member or refreshing a vendor logo, could sit with their previous provider for weeks. For a team that values transparency, that pace was untenable.
