Building a customisable, scalable platform for DFS

DFS, the UK's leading upholstery retailer, wanted to offer a smarter shopping experience that was seamless and integrated across all customer touchpoints. DFS approached Wunderman Thompson Commerce with this challenge, which centred on building and extending its digital platform.

Wunderman Thompson Commerce's solution included moving DFS to a new customisable, scalable platform that was responsive across devices and that offered improved customer and business efficiencies. The system was also designed to deliver an exceptional customer experience both online and offline. The new website saw DFS win awards for 'Best Digital Experience', 'Best use of Cloud/Virtual Agents' and 'Best Omnichannel Experience' at the UK Digital Experience Awards.

Looking at other areas of the business, innovative digital signage in-store has also helped DFS maximise available store space. In addition, Wunderman Thompson Commerce worked with DFS to develop a new dynamic routing system and mobile app. This changed DFS' approach to fleet capacity, utilisation and routing, combining cutting-edge algorithms an machine learning to optimise routes and schedules of thousands of orders every day. The solution has strengthened delivery efficiency and arrival time accuracy as well as making substantial cost savings. DFS and Wunderman Thompson Commerce were delighted to win the 'Delivery Initiative of the Year' award at the Retail Systems Awards 2018.

One of Wunderman Thompson Commerce's most recent developments helped DFS to become the fist UK furniture retailer to offer Augmented Reality (AR) on its website. We worked with DFS to implement technology using the latest Apple iOS 12 software, to allow iPhone and iPad users to place a piece of furniture in their home and visualise how it looks and fits before purchase. The technology has proven helpful for customers during their journey - results show that users of the AR feature are significantly more likely to go on and make a purchase.

DFS' platform continues to promote DFS' digital transformation and help drive impressive sales numbers. In the recent trading update for the five-month trading period to 30 December 2018, DFS saw strong growth in online gross sales.

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