BRINGING HANDCRAFTED HERITAGE TO THE DIGITAL AGE
A robust backend, unmatched visual fidelity online, and an aggressive strategy to scale digital sales.
Client
Sofa by Saxon
The Challenge
Sofas by Saxon has built an international reputation for handcrafted Chesterfield furniture. Every sofa is made in-house, with customers able to choose from an extensive range of styles, leathers, fabrics, finishes and configurations.
The challenge was translating that depth of craftsmanship and choice into a digital experience that felt equally considered.
Buying made-to-order furniture online requires confidence. Customers need to understand their options, visualise the finished piece and feel assured that every detail is right before committing to a high-value purchase.
As the Sofas by Saxon product range and ecommerce ambitions evolved, its existing platform was becoming increasingly difficult to scale. The business needed a stronger digital foundation capable of supporting complex product configurations, immersive visuals and a seamless customer journey across every device.
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See Morf in Action
From flat images to immersive realities with our revolutionary 3D & AR product configurator.
What We Did
This was much more than moving a website from one platform to another.
We transformed how Sofas by Saxon’s product information, technology and customer experience worked together, creating a scalable ecommerce platform designed around the complexity of made-to-order furniture.
Migrated and restructured the complete product catalogue
We migrated the full product catalogue, including its product structures, variants, attributes, configuration options and media.
Rather than transferring the existing information unchanged, we restructured the data to create a cleaner and more scalable foundation for the new website.
Simplified complex product configuration
A handcrafted sofa cannot be treated like a product with a handful of standard variants.
Customers may need to select their preferred model, size, covering, colour, finish and individual details. We developed a structure capable of handling these interconnected choices without overwhelming the user.
The result is a more intuitive configuration journey that makes personalising a sofa feel simple, despite the technical complexity behind it.
Brought products to life through Morf
Our Morf product visualisation technology allows customers to see their selections take shape as they build their sofa.
Materials, colours and finishes can be viewed through high-quality 3D imagery, helping customers understand how different combinations will look before placing an order.
The experience brings the detail of a showroom consultation into the customer’s home and makes the breadth of the Sofas by Saxon collection easier to explore online.
Enabled augmented reality across devices
Customers can use augmented reality to place their chosen sofa within their own room.
This helps them assess its shape, scale and appearance within a real environment, providing another layer of reassurance during an important purchasing decision.
The experience was optimised to work seamlessly across compatible mobile devices while maintaining strong website performance.
Improved the complete product journey
We reviewed the structure of the product pages and the interactions that guide customers from discovery through to configuration.
Product information, visual content and available options were brought together more effectively, giving customers the information they need at each stage without creating unnecessary friction.
The finished journey places the furniture and its craftsmanship at the centre of the experience.
Created a platform ready for continued growth
The new architecture has been designed to evolve alongside the business.
It provides a stronger foundation for integrations with ERP, CRM, inventory and operational systems, while making it easier to introduce new products, categories, functionality and customer experiences in the future.
Crafting a digital experience worthy of the product
The new Sofas by Saxon website brings together traditional craftsmanship and immersive ecommerce technology.
Customers can now explore an extensive made-to-order collection, personalise individual details, rotate products in 3D and see their chosen sofa within their own space using augmented reality.
What appears simple and effortless to the customer is supported by a sophisticated product structure and scalable technical architecture behind the scenes.
The result is a more engaging and consistent buying experience that reflects the quality of the Sofas by Saxon brand and gives customers greater confidence in every decision.
Most importantly, the technology now supports the brand’s ambition rather than restricting it.
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Working with Simul Digital has been a breath of fresh air. The team goes above and beyond, takes the time to understand our business, and feels more like an extension of our own team than an external agency. Their responsiveness, commitment and genuine interest in our success have been outstanding. I would highly recommend them.
Matt Deighton, Managing Director
LET’S TALK RESULTS
98%
Increase in customer engagement
28%
Increase in product configurations
42%
Improvement in ecommerce conversion rate