28th February 2017
DFS has rolled out digital signage to its portfolio of 110 stores in the UK to improve conversion rates.
The combination of digital signage and accompanying tablets for store staff allows the retailer to maximise store space. Customers interested in sofa colours which may not be on display in store, can be presented with a life-size image to help them make their decision.
Prior to installing the screens, DFS staff would show the extended range on tablet devices, but it was difficult to show the scale of the product. Now DFS employees can find the sofa on their tablet devices and "flick" the image onto the nearest digital screen.
DFS group technical director Russ Harte says: "A customer holding a fabric book with an image of a sofa on the screen bought a sofa without ever sitting on it – this creates legends and myths within our organisation.”
"It was faster than we wanted, but it just had such an impact on sales – on customers who were trying to make a decision between colours – it extended the range and was so easy to use,” says Harte.
Speaking at the Salmon 2020 conference in London, Harte explained that DFS staff have sometimes struggled with online sales, seeing eCommerce as a competitor, due to a commission-based earnings structure. Now DFS has given its store staff online tools to improve conversion rates.
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