The last thing that I want to mention about this e-commerce site is how responsive they are when it comes to customer inquiries. I asked them something on Twitter and got answered within minutes.
The raftfurniture website is a unique site that provides customers with three different design options, each of which come in several finishes. The customer must select carefully what kind of finish they want since it will directly affect the price. This strategy makes them feel more in control and less pressured than other e-commerce sites where you have to just click on "add to shopping cart" button or when checking out there are no prices because everything has been included already. Raft Furniture does seem like an interesting company and I hope one day soon we can find out their marketing strategy (perhaps through social media).