PROVIDING A NEW CUSTOMER INTERACTION PLATFORM

DFS, the UK's leading upholsterer with more than 110 stores nationwide, wanted to bring its eCommerce operations in-house. As the company continues to see a significant increase in mobile and online shoppers researching and purchasing, it was crucial that it had a smarter shopping experience that was seamless and integrated across all customer touchpoints. That's where Salmon came in.

New Digital Platform

As part of its ongoing digital transformation during 2016, Salmon helped DFS move to a new customer interaction platform, built on the latest IBM WebSphere Commerce V8.00 technology. The new digital platform is designed to be a customisable, scalable and highly available solution built on open standards, and provides DFS with easy-to-use tools for the business to centrally manage its cross channel strategy, and gives the business users the ability to manage marketing campaigns and merchandising across all sales channels. Salmon updated DFS' whole environment and way of working, and moved it to the new platform in less than 6 months.

Test Automation

Manual testing was standard for some years at DFS until Salmon introduced automation testing. This introduced greater speed and consistency into the delivery process. Salmon reviewed the existing desktop and mobile site regression tests, and at the same time, moved to a Behavioural Driven Development (BDD) approach, resultin in: reduced regression times; faster feedback on new software releases; greater consistency of execution; and a cost effective solution.

New Dynamic Routing System

Additionally, as DFS' existing approach to arranging and scheduling deliveries was inefficient, Salmon consultants worked to define a new strategic customer centric fulfilment strategy. This would ensure the highest levels of customer satisfaction each time furniture is delivered. Salmon guided DFS on the latest approaches to fulfilment and optimisation, recommending Satalia - experts in solving routing problems - while keeping the customer central throughout.

Mobile Android App

Using its creativity and knowledge of mobile, Salmon designed an Android App to replace service managers' and delivery staff's handsets. The app is designed and built to make the process much more efficient and specific to the business and to reduce the total cost of their solution, whilst improving the information for colleagues and interaction with customers.

Digital Signage "swoosh"

DFS has also rolled out digital signage to its portfolio of stores. The signage is helping to improve conversion rates and maximise store space. With the combination of digital signage being controlled by tablet that staff already utilised to capture sales, DFS is helping cutomers make decisions more quickly by presenting them with a high definition image of the products they are intersted in, in the various colour options that may be available.

DFS employees can find the sofa on their tablet and can "swoosh" the image onto the nearest digital screen. This helps customers to visualise and buy, without ever sitting on the sofa. The digital signage technology, designed by Videro, was initially trialled in one small format store, and has since been rolled out to the entire store estate.

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Everything we've put in place with Salmon has helped to deliver really good sales numbers. We are well on the way to transforming our logistics technology approach for a modern and efficient business. Not only that, but our staff and customers are excited to be using the latest technology that's making their lives easier and delivering a great customer experience.

Russell Harte

Group Technical Director, DFS

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DFS now has an ideal platform to offer a best-in-class shopping experience across all customer touchpoints.

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