DFS Digital Transformation Initiatives

About the Customer

DFS ( Direct Furnishing Supplies, DFS Furniture Company plc) is a furniture retailer in the United Kingdom, Spain, the Netherlands and Ireland specializing in sofas and soft furnishings. It is listed on the London Stock Exchange.

In October 2017, DFS announced they had purchased one of their competitors, Sofology (formerly Sofaworks and CSL) in a $32 million deal. The acquisition was ratified by the Competition and Markets Authority in November 2017.

Scope and Challenges

As the company continued 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, their implementation partner.

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.

Outcome and Implications

The new digital platform is designed to be a customizable, 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.

Additionally, as DFS' existing approach to arranging and scheduling deliveries was inefficient, Salmon consultants worked to define a new strategic customer-centric fulfillment strategy. This would ensure the highest levels of customer satisfaction each time furniture is delivered.

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


1 Rockingham Way, Adwick le Street, Woodlands,
Doncaster, DN6 7NA , x
United Kingdom
44 333 999 9777
https://www.dfs.co.uk/
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Enterprise Software & Cloud Applications Purchased by DFS


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IT Decision Makers and Key Stakeholders at DFS


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