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Furniture chain Sofology demonstrate their capacity to differentiate through customer experience, by continuing to add value through technology. As the fastest growing furniture retailer in the UK, the family-owned chain plans to enhance customer experience through continued investment in iBeacon technology, and in-store use of the Sofaworks App to capture customer preferences.
Jenny Patman, Digital Marketing Manager says “Our objective is to ensure that sofa shopping is a fun, fast, ‘no pressure’, experience. The use of App technology in-store helps us establish exactly the type of product customers are looking for and share relevant, personalised information to assist in their buying journey. Intilery provide the ideal technology to capture in-store behaviour, and combine it with email responses and onsite journeys to provide a holistic view of each and every customer, improving their retail experience."
Sofology acknowledge that when customers consider big purchases like sofas, they use a wide variety of evaluation methods across multiple channels to gather information. Decision times from evaluation to purchase are longer in furniture than in other retail sectors, which makes it more important to engage early on in the process, maintaining communication continuity to aid conversion. “Using customer engagement technology helps us to understand how customers shop and what products they are considering. This enables us to respond to customers in the way that’s right for them, delivering relevant information in a timely manner” said Jason Tyldesley, Chief Executive of Sofology .
Gareth James, Intilery’s CEO added, “Sofology understand that delivering a premier customer experience drives the right result for customers and the right commercial outcome for Sofology. We’re very proud to be continuing our relationship with a visionary retailer with the ambition to stand out from the crowd.”
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