September 16, 2026
4 min read
With a showroom and warehouse in Salford and an online shop serving customers across the UK, I Want Fabric specialises in materials for furniture, curtains and vehicle interiors. Its range includes upholstery fabrics, faux leather and other textiles for a variety of practical and creative projects.
Customers shopping for specialist materials may know exactly what they need, or they may need help narrowing down the right option. Product type, colour, texture, use and measurements can all affect the choice.
I Want Fabric uses Clerk.io Search, Recommendations and Chat to support customers across the shopping journey.
Turning customer questions into product matches
For customers looking for a specific fabric or material, finding the right option can take time. Clerk.io Chat gives I Want Fabric shoppers a faster way to ask questions, narrow down their options and find relevant products.
This is especially useful for a specialist catalogue covering upholstery fabrics, faux leather and materials for different projects. Chat reduces the amount of searching customers need to do on their own and makes the shopping journey easier to navigate.
Clerk.io Chat helps shoppers find relevant fabrics and materials through a guided conversation.
Over the last month, I Want Fabric’s Clerk.io Chat activity included:
- 240 Chat conversations
- 12 hours of estimated customer-support time saved
- 15.57% of visitors who used Chat went on to place an order
- 33 Chat conversations led to at least one sale
These figures show how customers used Chat to move from a question to a relevant product and, in some cases, complete a purchase. They describe observed activity rather than the result of a controlled test.
“Over the last month, 15.57% of visitors who used Chat went on to place an order, and 33 conversations led to at least one sale. It is encouraging to see customers use Chat to get help and then continue through to purchase.”
— Ross Parker, E-commerce Manager at I Want Fabric
Supporting product discovery with Search
Clerk.io Search helps shoppers reach relevant products from their queries. A customer looking for upholstery fabric, faux leather or material for a specific interior project can use Search to move more directly into the catalogue.
Search gives customers a clearer route from their initial query to suitable products, with less browsing required.
Clerk.io Search helps I Want Fabric shoppers move from a specific query to relevant fabrics and materials.
Across the wider Clerk.io setup, visitors who interacted with at least one Clerk.io element converted at 5.3%, compared with 1.1% among visitors who did not interact with one. This comparison is not specific to Search alone.
“Our range includes many different fabrics and materials, so helping customers find a clear starting point matters to us. The 5.3% conversion rate among visitors who interacted with a Clerk.io element, compared with 1.1% among those who did not, shows why making product discovery straightforward is important.”
— Ross Parker, E-commerce Manager at I Want Fabric
Making upselling and cross-selling easier with Recommendations
Finding one suitable product may lead a customer to consider related materials, colours or alternatives.
Clerk.io Recommendations helps I Want Fabric present related products alongside the item a shopper is viewing. This gives customers more ways to explore the catalogue and compare products connected to their original search.
Clerk.io Recommendations presents related products and alternatives alongside the item a shopper is viewing on the product page.
Clerk.io Recommendations presents related products and alternatives during the basket and checkout process, helping shoppers discover complementary items before completing their order.
Orders containing products found through Clerk.io had a 61% higher average order value than other tracked orders. This is a comparison between order groups, not proof that Recommendations alone caused the difference.
“Customers often need more than one material for a project, so it is useful to show them related options at the right moment. A 61% higher average order value for orders containing products found through Clerk.io highlights the value of helping shoppers explore more of our range.”
— Ross Parker, E-commerce Manager at I Want Fabric
Making specialist product discovery easier
Chat, Search and Recommendations support different stages of I Want Fabric’s product-discovery experience. Chat helps customers ask questions, Search gives them a direct route to relevant products, and Recommendations supports further exploration once they find an item.
Together, Clerk.io’s products give customers more direct ways to find the materials they need and move through the catalogue with greater ease.
