Furl

The Challenge

How do you give people the confidence to make a high-value, potentially emotional furniture purchase exclusively online?

Sofa brand Furl wanted to capitalise on its existing strong web traffic by improving conversions and reducing the torturous 12-week sales journey. It wanted to strengthen profit margins by making more sales online, reducing the need for any more premium showroom space and improving order values by making the most of all the bespoke options available in its ranges.

Our Approach
What We Did

Digital strategy is where we come into our own. We got under the bonnet (or cushions?) of the Furl brand and proposition, gathering insight into their market and customer segments that made our next moves the perfect ones.

Through a combination of applying best practice and some special Simul creativity, we knew we could make the difference Furl was looking for. The website – including the customer buying journey – needed a total overhaul.

We had exactly the right tool in our kit to do what Furl needed – Morf, a bespoke product visualiser which enables the customer to build their perfect product and add it to their basket in just one click. There’s nothing else out there like it.

Get comfy, here’s the list:

Revamped the website including refining the customer journey, integrated Prestashop, rendered 50,000 full colour product images, bolted in Morf (the product configurator), tested the new site with users and refined as we went. Oh, and we integrated everything with Furl’s back-office systems to make the whole operation more efficient. Phew!

This project really was Simul at our best, using all our in-house specialisms to create exactly what the client needed to shift the dial on those sales.

The results? Time to sale came down from 12 weeks to three days, average order values increased 46%, average monthly sales quadrupled, and the balance of sales moved from 80% in the showroom to 62.5% online. Oh, and Furl got a 7x return on their investment in month one.

Creating an immersive digital experience

Customers can now build their perfect sofa and see it in a range of room sets via augmented reality.

They can swap any element – feet, arms, fabric, colours – and see the sofa change, then add it to their basket in one click. No wonder sales and order values have increased.