Top 100 Europe Furniture Retailers e Commerce Merchandising Cylindo Report

Top 100 European Furniture Retailers - Analyzing E-commerce Furniture Merchandising 2
Introduction
At a time when e-commerce sales make up nearly one-fifth of total retail sales, with an annual
growth rate of 15%, retailers can’t afford to have a lousy website.
Even traditional industries like furniture are finally waking up to this new reality - online
presence matters. Today the furniture purchase journey starts online for more than 70% of
consumers, and worldwide online furniture sales are expected to grow at an average annual
growth rate of 11.9% between 2018 and 2022, resulting in market volume of $294 billion in 2022.
As customers’ expectations for the ideal online shopping experience increase, e-commerce
furniture merchandising becomes essential to thrive in a competitive landscape.
Retail patterns have changed due to customer behavior and digital disruption. If they want to
stay in the game, retailers must enable the next generation of technologies that will improve
the online shopping experience.
Reinventing the online furniture buying journey and incorporating a highly digital footprint
will pay dividends across multiple parameters. It helps retain customers and grow their
lifetime value while acquiring new customers, which is critical in any over-retailed market.
Back in March 2019, we published the Top 100 U.S. Furniture Retailers E-commerce
Merchandising Report with some exclusive findings from top furniture players. Now we’re
moving forward to analyze some of the biggest European furniture companies and draw some
conclusions about the state of the furniture industry on the Old continent.
Where do European retailers stand in comparison to U.S. retailers with respect to e-commerce
merchandising?
Key Findings
The following is a summary of the findings that reflect the importance of e-commerce
merchandising features for furniture retailers.
01 | Online presence matters. The companies that have more than 5 e-commerce
merchandising features implemented on their websites are the ones leading the way in digital
merchandising and user experience. Out of the Top 100 European retailers, 67% have 5 or more
features on their websites.
02 | We live in a global village. It’s very interesting to note that there aren’t huge differences
between the findings from our European and U.S. reports. Most of the features have a similar
adoption rate among retailers. There is a slight difference in the zoom feature that is more
widely adopted among U.S. retailers - 83%, compared with only 68% among European
retailers. On the other hand, product customization is adopted by 67 out of the Top 100
European retailers, compared with only 42 out of Top 100 U.S. retailers.
03 | Retailer investments are not aligned with customer preferences. Only 13% of retailers
have 360 product configurators on their website, leaving the vast majority of them without
this feature. In a world where digital plays a vital role in furniture sales, 360-views become a
minimum requirement for pleasant online customer experience.
04 | Web-native AR is redefining furniture shopping. Only 22% of the Top 100 European
retailers have implemented an Augmented Reality solution. However, the high user adoption
rate of a web-native AR is a clear sign that this frictionless solution will change the way people
shop for furniture in the near future.
05 | Mobile browsing is the new normal. According to our research, all Top 100 European
furniture retailers have an optimized mobile website.
06 | The balance between speed and pleasant experience. Visitors love content-rich sites,
but they will not waste their time if your page is slow. For best results, find the right balance
between the two.
07 | Context and recommendations are important in furniture sales. Room scenes,

recommendations, and mobile optimization are the 3 most widely adopted features among
the Top 100 retailers in Europe, and this is true for the Top 100 U.S. retailers as well. This isn’t
too surprising considering the fact that furniture is a big-ticket item, and customers need
more time to make the final decision - context and recommendations from other buyers
are always helpful.
Methodology
The Top 100 European Furniture Retailers E-commerce Merchandising Report is an analysis of
Europe-based furniture retailers’ websites. The report focuses on the primary digital
merchandising features that affect their online presence and user experience. We’ve analyzed
the websites of 100 retailers for 10 different features including: zoom, 360-views, room scenes,
customization, page load speed, mobile optimization, augmented reality, video,
recommendations, and reviews.
To measure the page load speed and web performance of the Top 100 European retailers we
used Web Page Test (https://www.webpagetest.org). We took the tests between the 12-16th of
August; Browser: Chrome.
Our research included some of the largest furniture retailers in Europe when determined by
significant forecasted annual revenue, sizeable product catalog, and physical store footprint.
This research was conducted in August of 2019. A more detailed explanation of some of the
categories can be found inside this report.
The main goal of this report is to understand how e-commerce merchandising features drive
better customer experience.
This report is not indicative of the operational performance of the retailers, but it rather
provides data and benchmarks which enable us to draw certain conclusions about the
importance of different e-commerce merchandising features in furniture retailers’ success.
PERCENTAGE OF RETAILERS WITH THIS

FEATURE IMPLEMENTED
ZOOM
68%
PRODUCT CUSTOMIZATION
67%
360 VIEWS
13%
ROOM SCENES
90%
AUGMENTED REALITY
22%
VIDEO
26%
REVIEWS
41%
PRODUCT RECOMMENDATIONS
89%
MOBILE OPTIMIZATION
100%
THE RESULTS
TOP 10 FURNITURE RETAILERS
9 /9 8 /9 8 /9 8 /9 8 /9
8 /9 8 /9 8 /9 7 /9 7 /9
ZOOM
In industries like furniture, where product aesthetics and details have a major influence on the user’s
purchasing decision, large-sized images are not enough.
Customers want to inspect details like material and texture. When they can’t interact with the images on
product pages they don’t feel comfortable buying, and most often they decide to leave the website and search
for another product. According to Google, 79% of people who don’t like what they find on one site will search for
another.
Don't keep your customers guessing about how a product looks. Allow your visitors to scrutinize your products,
that is the only way to turn them from browsers into customers. When done right, the zoom feature can help
you diminish the gap between bricks and clicks.
Research from UPS shows that 70% of users consider the zoom tool as a prime factor when deciding on their
purchase. When we talk about selling furniture online, having superior visualization and impeccable zoom are
even more important than in other retail sectors. Providing the experience of rich, velvety texture, and soft
cushions is not an option in the digital world. However, showing off product details in 4k can certainly increase
purchase confidence or inspire a showroom visit.
Even though extreme zooming can sometimes put the product out of perspective, in the furniture industry,
zooming in closely will help show the texture.
There is one very important thing that retailers often seem to forget: a zoom feature that is only technically
supported is not enough. If you have low-resolution images, it is effectively the same as not supporting zoom at
all because they are ruining the purpose of this feature.
RETAILERS WITH ZOOM

68%
However, even though this is one of the most important features for e-commerce furniture merchandising, only
68 of the Top European retailers have zoom features on their product pages, and only 20 have the zoom option
in full-screen mode. When it comes to the type of zoom, 39 retailers have zoom on hover, and 29 retailers have
the click-to-zoom option.
It’s also important to mention that in cases where there are 360-views on the product pages, click-to-zoom is a
far better option than a zoom on hover feature for a pleasant online experience.
ZOOM
Zoom Best-In-Class: Checklist:
Use high-res images. Make sure to use crisp and

sharp images so users can inspect any product
details carefully with the zoom. Showcasing a
low-resolution image is ultimately the same as not
supporting zoom at all - or maybe even worse, due
to bad user experience and unfulfilled expectations.
Indicate that there is a zoom option. Most of the

customers expect this feature, but it’s always better
to make things simple and clear. This is especially
important for mobile zoom. Only half of the sites
that support zoom gestures inform their users that
they can pinch and tap.
Full-screen mode zoom. By giving customers a

chance to view the product in full-screen mode,
and better scrutinize the details, you can help them
overcome uncertainty and push them toward
clicking the “add to cart” button.
Mobile optimization. Bad mobile experience can

cost you a lot of money as more than 50% of all web
traffic is coming from smartphones and tablets.
According to Baymard’s benchmark of the 50
top-grossing US mobile e-commerce sites, 40% fail
to support gestures such as pinch, double-tap, and
swipe. There is no hover on touch devices, so make
sure to optimize the mobile zoom for the best
customer experience.
The French retailer Maisons Du Monde is one of the

best examples of good zoom feature
implementation. They let the visitor zoom in
full-screen mode to scrutinize the product better.
Their website is optimized for mobile devices, and
they have a two-step zoom for mobile. Retailers
should put visitors in control by allowing them to
zoom in as they prefer, and making sure that they
provide high-quality visuals that look great under
zoom.
ZOOM
PRODUCT CUSTOMIZATION
Product customization is revolutionizing e-commerce. Customers living in the digital era have much higher
expectations. Product customization provides consumers with a sense of exclusivity and importance.
Customers don’t just love customized products, but they are also willing to pay more for them. According to
Deloitte, 71% of consumers who customized a product stated that they would be prepared to pay a premium
price for it; 48% also said that they would be willing to wait longer for a personalized product or service.
Furniture is one of the three product categories where customers make the most personalized purchases (18%),
together with holidays (25%) and clothing (19%).
Having a product configurator is especially important for complex products because it’s much more convenient
than having to list each and every permutation on a product page or in a vast product catalog.
Today, technology makes it easier to enable product customization and to offer a personalized experience to
your customers straight from your product pages. Choosing the right furniture for a home can be a daunting
task - even the smallest details matter. Giving consumers the ability to combine colors, fabrics, finishes, and
other details in a few clicks with a simple product configurator can enhance their experience and increase your
conversions.
Thanks to advanced technologies, this differentiating tool can boost satisfaction and loyalty while enabling the
scalable mass customization of home furnishings.
RETAILERS WITH PRODUCT CUSTOMIZATION

67%
An interesting finding from our research is the fact that 67 of the Top 100 European retailers have a configurator
for product customization on their website, compared to only 42 out of the Top 100 U.S. retailers from our
previous report.
Even though an online sale might not be a strategic priority for some of these retailers, the fact that they have
an e-commerce website shows a need for implementing a product configurator to showcase different fabrics,
finishes, and materials. This is especially important for the ones that have a lot of product variations. Having in
mind customer expectations, retailers have to prioritize customization if they want to increase engagement in
both online and digitally-influenced sales.
CUSTOMIZATION
Product Customization Checklist:

Best-In-Class:
Power your e-commerce business. The simplest
and most effective way to implement product
customization is by leveraging 3D visualization
technology with a product configurator. Be sure
that both can easily be integrated with your
e-commerce platform.
Avoid “analysis paralysis.” That’s the state of

over-thinking about a decision to the point that a
choice never gets made. If you simply just place
photos of thousands of product variations, the
customer may get overwhelmed and abandon the
purchase. Having a product configurator makes
things easier, giving customers simple steps to
customize the product just the way they like it.
Generate insights. The usage of a product

configurator can give you a clear picture of product
variations that customers prefer the most. The
granular data for separate product configurations
can help you promote best-sellers.
One of the biggest furniture players on the

European market, Ligne Roset is transforming the
furniture shopping experience with step-by-step
product customization. Ligne Roset allows
customers to customize size, textiles, styles,
finishes, and more for a wide range of their
CUSTOMIZATION
products. By doing this, they are creating a

smooth and straightforward process of product
customization, making things simple for the
customers.
360 VIEWS
When it comes to the online furniture purchase journey, an outstanding visual experience is the best way to
compensate for the lack of tactile sense. Shoppers want a 360-degree view of anything they’re going to buy,
and images undoubtedly tell more of a story than product descriptions ever could.
Companies that added 360-degree spin product visualization saw increased conversions of 27%, on average.
Multi-angle imagery and 360 views provide a level of detail and realism that enriches your e-commerce product
photos. In fact, Nielsen conducted a study and found that visitors like alternative views. Introducing this feature
can also help you improve engagement, as it positively affects consumer mood and reduces perceptions of
purchase risk.
Google’s metrics have shown that consumers interact with 360 spin four times longer than with conventional
product photos alone. Studies have also shown that 360 views reduce return rates because customers can get a
better view of the product they are purchasing.
The e-commerce giant Amazon added 360 image capability for vendors on their platform, and within the first
couple of weeks of adding this feature to their product pages, companies saw a 6-8% lift in conversion rates and
a significant reduction in product returns.
Thanks to advanced technology, 3D renderings often show colors more correctly than photography. Moreover,
3D renderings can do things that photography simply can’t do – 360-degree spin, product cutouts, and
interactive room scenes. Today, we are not only talking about realistic 3D renderings, but rather renderings with
features that empower engaging shopping experiences.
RETAILERS WITH 360 VIEWS

13%
This product visualization technology helps companies save time, money, and resources while showcasing an
unlimited number of product configurations - in different colors, textures, and fabrics. At this point, 3D is the
only product visualization technology that produces high-quality assets that can be leveraged across channels.
One of the most significant discrepancies

between consumer expectations and retailer
investment is the implementation of 360-views on
their product pages. Only 13% of the European
retailers we’ve analyzed have 360 product
360 VIEWS
configurators on their website, which is equal to

the number of retailers with this feature from our
Top 100 U.S. Report. It’s no surprise that most of
the companies that have 360 product
configurators on their websites are DTC because
in most cases, these are digitally native companies
that understand the importance of online
presence. Today, when digital already drives more
than a third of all online retail sales, and it also
influences a high percentage of in-store sales,
having 360-views becomes a minimum
requirement for a pleasant online customer
experience.
360 Rotate
360 Views Best-In-Class: Checklist:
The sweet spot. If you offer a lot of products with

different colors, fabrics, and textures, then you
should definitely consider 3D visualization
technology. Not only will you be able to show an
infinite number of product configurations, but you
will also save time, money and resources related to
the content itself - its creation, management, and
distribution.
High-quality product visualization. Bad product

visualization can do more harm than good. Make
sure to find a solution that’s photorealistic,
engaging, and fast.
Leverage visuals across the furniture buyer

journey. The best thing about this technology is the
fact that you can leverage the high-quality visuals
across different touchpoints - from product feeds,
cart thumbs, augmented reality and marketplaces,
to setting up kiosks or tablets in your stores - thus
creating an endless aisle and a seamless
omnichannel experience.
The heritage British retailer, Heal’s, offers delightful

online furniture shopping, with 360 views, 4K HD
zoom, and lots of product variations. Shoppers can
360 VIEWS
choose a furniture configuration and play with

colors, fabrics, and textures, thus getting a true
sense about the product that they are looking to
buy. On the product page, they have 360 views and
the main configuration options. If the customer
wants to customize the product further, a pop-up
opens with all of the possible product variations.
Being able to see the product from any angle, and
in the exact same variation they want, helps to
remove any anxiety and other concerns that
customers may have - while also helping them
make an informed purchase decision.
ROOM SCENES
It’s much easier to sell products when you show them being used. According to BigCommerce, 78% of online
shoppers want products to be brought to life with images. No matter if it is jewelry, a purse, a sofa, or a car -
context gives shape and meaning. This helps shoppers get rid of their fears about usage, aesthetics, and size.
Combining elements to create an in-context photo will help you convey a certain quality, tone, or mood that will
influence the viewer’s perception of your product, ultimately leading to a higher conversion rate. Research from
Google shows that 64% of female smartphone users agree that seeing images of products in context positively
influences their purchase decision.
Furniture is all about context. Not only do room scenes help explain the features of the product (color, fabric,
size), but they also help customers visualize how the product looks in a real-life setting.
Have you ever been looking through a furniture catalog and noticed how seeing a sofa in-context made you
want to buy the entire room? That’s the power of context.
If you decide to invest in room scenes, make sure they are top-notch quality. A low-resolution or blurry photo is
worse than no photo at all. If you really want to stand out, then you can consider creating an engaging user
experience with interactive room scenes, allowing visitors to play with fabrics, materials, and finishes while
visualizing the product in context.
RETAILERS WITH ROOM SCENES

90%
This is one of the top three most widely adopted features with European retailers - 90% of the furniture retailers
we’ve analyzed have room scenes on their product pages. The results from our previous report show that this is
one of the most adopted features among U.S. retailers as well - 93 of the Top 100 use room scenes to enrich the
product page experience.
ROOM SCENES
Room Scenes Best-In-Class: Checklist:
Trigger emotions by telling stories. In-context

images empower retailers to talk to the emotional
side of a person’s brain, helping customers identify
themselves with the visual they see. Emotions can
influence conversions.
Create impactful experiences. Even though

having room scenes on your product pages is a no
brainer, there is a way to get ahead of the wave.
Interactive room scenes can help you unleash the
power of digital storytelling and differentiate
yourself from the crowd. Get one step ahead by
allowing in-context product personalization.
One of the companies that pays a lot of attention

to in-context visualization is the DTC brand Loaf.
ROOM SCENES
They have multiple room scenes on their product

pages, capturing the product from different
angles, and giving consumers a sense of how the
product would look in real life. Besides featuring
these types of images on their product pages, Loaf
also has room scenes appearing as thumbnail
images on the product feed. When hovering the
mouse over the product image, it pops up and
displays the item in context. Since hover doesn’t
work on mobile, customers can swipe to see the
room scene straight from the product listing
page.
AUGMENTED REALITY
The furniture industry has been slow to adapt to new realities, but traditional brands and retailers are finally
starting to catch up with digitally native brands. They’ve begun experimenting with new forms of engagement,
both online and in-store, to deliver more compelling customer experiences.
Immersive technology has arrived in the furniture industry with Augmented Reality being more widely
practiced. Even though AR has recently been thrust into the spotlight, the idea behind this technology has been
around for a while. However, the commercial potential of this technology is finally getting noticed in the
furniture industry.
What was once only hype is now slowly becoming a reality. According to Gartner, by 2020, 100 million
consumers will shop using AR online and in-store. This is yet another confirmation that AR has a huge potential
to disrupt the way people shop.
RETAILERS WITH AUGMENTED REALITY

22%
AR can help consumers make informed decisions, by giving them the opportunity to virtually “try-out” furniture,
not worrying about bad decisions, and removing a huge weight from their shoulders before the big purchase.
Now you can order swatches and feel the fabric, plus you can use AR to see if the item fits well in your home.
This closes the online-offline gap and makes shopping for furniture online the new normal. Soon AR will
become an inevitable part of a buyer's path-to-purchase, especially in the furniture industry.
Plus, customers seem to like AR. Research from Interactions Consumer Experience Marketing shows that 40%
of respondents would be willing to pay more for a product if they could experience it through augmented
reality, 61% say that augmented reality has changed where they shop, and 72% have purchased items that they
weren’t planning on because of augmented reality. According to the same report, furniture is the most
popular item to shop for with augmented reality (60%).
However, one of the biggest challenges facing AR is the usage of mobile apps. Research shows that nearly 85%
of mobile users tend to spend their time on only 5 apps. That means that your app is competing for 15% of
people’s time. Also, according to Fortune, 75% of apps are used once after being downloaded, and then never
AUGMENTED REALITY
used again. If we consider that furniture is not a frequently bought item, it becomes clear that there is a big
chance that customers won't bother downloading an AR app.
So, how can AR go mainstream?
With web-native AR, consumers can visualize

products without leaving your website, thus paving
the way for more conversions. App-less AR has proven
to provide adoption rates that are 33 times higher
than traditional Augmented Reality mobile
applications, thanks to the reduced friction. In the
future, as we see increased usage of AR in everyday
life, the ability to access AR instantly without the need
to install an app will become vital.
For now, even though AR is one of the hottest topics

in the furniture industry, only 22% of the Top
European retailers have implemented an AR solution,
which is slightly higher than the 16% adoption rate of
this feature among U.S. retailers as reported in
February. It will be interesting to see how web-native
AR solutions change the furniture landscape, as it’s far
more straightforward and user-friendly for consumers
and it doesn’t require downloading an app.
AR Best-In-Class: Checklist:
Tech is the means, not the end goal. Customers

are not impressed by meaningless interactions:
They’re looking for relevant, engaging experiences
that help them visualize the product and ease their
decision-making process - not just interactions that
only have the goal of ‘wowing’ them. Make sure to
provide a delightful and relevant user experience.
What your customers need. AR is not only

bridging the gap between the online and in-store
experience, but it goes one step further by giving
customers a chance to see how a piece of furniture
would look in their home, without the need to
return it later if it isn’t the right choice for them.
Today’s preparation, tomorrow’s success.

Customers demand convenience, flexibility, and
speed. Ensure that your investments are aligned
with customer preferences, and that they will be
relevant for years to come. The fact that less mobile
users are willing to download an app is a clear sign
that a web-based AR solution could reinvent the
furniture shopping journey.
The Danish DTC brand Sofacompany has recently

rolled out web-native AR within a limited range of
collections, enabling customers to visualize how
pieces of furniture look and fit in their homes
straight from the web browser. Soon after
launching this web-native AR, they noticed a great
AUGMENTED REALITY
adoption rate of 19.41%. Sofacompany has 8 out of

the 9 e-commerce merchandising features we’ve
analyzed, and they are also one of the Top 10
European Furniture Retailers.
VIDEO
Videos are fun to watch, easy to consume - and the most important thing to note - product videos prompt more
purchases. According to HubSpot, 73% of customers are more likely to purchase after watching an online video
that explains the product or service.
Some of the biggest social media platforms like Facebook, Instagram, and Snapchat rely heavily on video
content, and their algorithms prioritize videos. So it’s no surprise that consumers enjoy videos of unboxing,
reviewing, and critiquing brand new products.
Cisco predicts that by 2022, online videos will make up more than 82% of all consumer internet traffic, which is
15 times higher than it was in 2017.
If you want to increase online conversions, make sure to invest in videos, as data presented on HubSpot shows
that almost 46% of customers will go to a local showroom if video isn’t available. If buyers can’t see your
products in action, they might drive to the nearest store, and thus you’re likely to lose that purchase.
Videos create a sense of excitement and motivation. More than 7 out of 10 people feel empowered, motivated, or
confident after watching a YouTube video, and that’s when a “can do” turns into a “must buy.”
More than half of shoppers say that online video has helped them decide which specific brand or product to
buy, so it’s clear that having high-quality videos creates trust and empowers people to take action.
There are no strict rules, but as we are in an era of shopping on-the-go, it’s important that they aren’t too short,
nor too long. According to Wistia, videos that are around 2 minutes long get the highest engagement.
RETAILERS WITH VIDEO ON A PRODUCT PAGE

26%
This popular type of content is still not widely adopted among the Top 100 European furniture retailers. Only 26
of them have videos for some of their products, but nearly ¾ of them are not taking advantage of this content!
This is slightly higher than the number of U.S.

retailers we’ve analyzed that have product videos
(24/100), but with all the statistics in mind, we
expect to see an increase in both markets soon.
Another interesting finding from our research
is that in most cases, companies that
don’t use videos also don’t have
360-views of their products, which
means that they only rely on product
images. If you want to boost online sales,
VIDEO
supplement product images with another

type of engaging content, like 360-views or
videos of your collections and products.
Video Best-In-Class: Checklist:
Build trust. Video content makes buying less

intimidating and gives people the confidence they
need to take action. According to HubSpot, 58% of
consumers think companies with product videos
can be trusted.
Increase conversion rate and AOV. When

implemented right, video content strategy can
result in 37% more add-to-cart conversions than
pages without a video. Also, research from Invodo
shows that sites with video on the majority of their
product pages had a 68% higher average order
value when compared with sites that only had
video on a few product pages.
Reduce product returns. Buyers who see your

videos and understand what they’re buying are less
likely to be surprised by the product when it arrives.
The office furniture distributor OFM Inc. has
reduced their average return rate to about 1%
through the use of video.
The Polish brand Black, Red, White uses

high-quality videos on their product pages which
show different angles and details of the products.
The video is right under the product viewer, and
each video includes dimensions and different
functionalities/mechanisms of the product. It’s
easy to check things out on their YouTube channel
where they regularly upload videos of new
products. However, they lack 360-views and a
configurator on their product pages for the
VIDEO
complete, rich online shopping experience.

REVIEWS
Today’s customers are more empowered than ever to make informed decisions. They want to be heard, and they
want to hear other customers’ opinions about products and services.
Product ratings and reviews have become major purchase decision factors. Would you buy a product with a low
product rating and negative reviews? Probably not. Data from Spiegel Research Center shows that nearly 95% of
shoppers read online reviews before making a purchase.
According to Google, in the past two years, mobile searches for “product reviews” have grown by over 35%, and
videos with the word “review” in the title had more than 50,000 years worth of watch time on mobile alone.
When it comes to big-ticket purchases like furniture, product reviews are even more important. According to
eMarketer, when researching an expensive item online, online ratings and reviews were the most common
sources respondents consulted, more so than word-of-mouth, in-store sales associates or social networks.
Showing reviews on your product pages will help you build trust, but make no mistake, you can’t protect
yourself from negative feedback by restricting reviews. Customers will always find a way to share their opinion
about your products, especially if it was a negative experience.
RETAILERS WITH REVIEWS ON A PRODUCT PAGE

41%
People trust online reviews - 84% of people trust reviews they read online, just as much as personal
recommendations.
In a 2017 survey from Statista, 68% of respondents from the U.S. stated that trustworthy reviews were the most
influential factor when making a purchase. According to the findings, 60% of respondents indicated that
information regarding product performance was considered the most helpful when reading reviews, while in
comparison, 55% of respondents reported that purchaser satisfaction was considered to be the most useful for
them when actually buying a product.
Our research shows that 41 out of the Top 100 European retailers have reviews on their product pages, which
means that more than half of them don’t allow customers to share feedback. The Top 100 U.S. retailers from our
previous report perform better in this e-commerce feature category, as 56% of them have product reviews.
REVIEWS
Reviews Best-In-Class: Checklist:
Reviews > Advertising. Product reviews can be

your best advertising. Customers know that reviews
are unbiased feedback from other customers, and
they perceive it as a trustworthy source of
information.
Walking in the shoes of others. When reading

reviews, people identify themselves with other
customers. Customer feedback helps them imagine
themselves using the product and solves some of
their questions and concerns.
Negative reviews - positive impact. Data from

Bazaarvoice shows that 41% of consumers say that a
brand replying to reviews makes them believe the
company really cares about their customers.
Actually, 7 out of 10 consumers changed their
opinion about a brand after the company replied to
a review.
4.7 (120)
Take care of customer experience. The best way
to prevent negative reviews is to make sure that you
are offering the highest quality products and
delightful customer experiences.
The British retailer Dunelm pays a lot of attention
to customer experience and user-generated
content. They have product reviews with a 1- to
5-star rating, where consumers leave comments,
but they also post real-life photos of the products.
They also show the average rating for quality,
value and appearance. A best practice when it
comes to reviews is allowing consumers to sort
and filter consumer feedback. Dunelm lets
consumers browse the most recent, helpful, and
featured comments, or sort ratings from the
highest to lowest rating (or vice versa).
REVIEWS
PRODUCT RECOMMENDATIONS
In e-commerce, one size fits none. Customers expect personalized experiences that make them feel special.
According to VentureBeat, 75% of “digital natives” expect e-commerce stores to deliver personalized shopping
experiences.
Businesses today have to interact with their consumers to get to know them better and to form meaningful,
ongoing relationships. In the era of Me-commerce, consumers have increasingly demanding shopping
expectations and habits.
New Epsilon research shows that 80% of consumers are more likely to make a purchase when brands offer a
personalized experience, and 90% indicate that they find personalization appealing.
One of the most basic forms of personalization is product recommendation. These recommendation engines,
also known as collaborative filtering systems, make automatic predictions (filtering) about the interests of a user
by collecting preferences or other information from many users (collaborating).
When making the recommendation calculations, the algorithm aggregates the items purchased by
“like-minded” visitors, eliminates the items that the target user has already purchased and recommends the
remaining items.
These product recommendation techniques seem to work. According to McKinsey, 35% of what consumers
purchase on Amazon comes from algorithm-based product recommendations. Some of the most popular and
most effective recommendation algorithms are:
● You might also like - Recommendations based on buyer behavior. It gives customers a sense of a tailored
product offering based on their previous shopping habits.
● Visitors who viewed this product also viewed - Recommendations for similar products based on buyer
behavior from other customers.
● Recently viewed - Recommendations based on a buyer’s browsing history. If someone has checked out a
product, it means that they were interested in it to some extent, showing them a list with recently viewed
products can remind them about a product they liked, but for some reason, haven’t bought yet.
● Products from the same collection. Recommendations based on the collection that the customer is
browsing. This type of recommendation is a great opportunity for cross-selling.
RETAILERS WITH PRODUCT RECOMMENDATIONS

89%
Consumers love recommendations, and it also

increases the conversion rate. Research from
Salesforce shows that shoppers that clicked on
RECOMMENDATIONS
recommendations are 4.5x more likely to add these

items to their cart, and 4.5x more likely to complete
the purchase. They also spend more time on the site,
12.9 minutes, as opposed to only 2.9 minutes for those
who didn’t click on recommendations.
As in our Top 100 U.S. Furniture Retailers Report,

recommendations are one of the top three most
widely adopted features here as well - 89% of the Top
100 European furniture retailers we’ve analyzed have
some sort of recommendation on their product
pages. Most of them are about related products from
the same collections, but few companies have
advanced recommendation engines, so there is room
for a more personalized experience.
6 Trends
Top for Furniture
100 European E-commerce
Furniture Retailers Success
- Analyzing in 2019
E-commerce Furniture Merchandising 21
5
Product Recommendations Checklist:

Best-In-Class:
Turn visitors into customers. Recommendation
engines help customers find items they need, or
sometimes even buy unplanned items.
Increase AOV. Use recommendations to increase

cross-selling by recommending related products,
thus increasing the average order value. According
to Salesforce, purchases where a recommendation
was clicked saw a 10% higher AOV when compared
to purchases where a recommendation was not
clicked.
Get data, provide relevant experiences.

Salesforce reports that consumers are willing to
provide personal data, but only if the brand offers a
personalized and meaningful experience.
Sixty-three percent of millennial consumers agree
that they’re eager to share data with companies
that send customized offers and discounts.
The Swedish furniture retailer has multiple

recommendations per product page. If you select
a sofa, at the bottom of the page you will notice
recommended products in the same series,
products in the same category, as well as suitable
accessories for product maintenance. There is also
a section with two room scenes, and below each
of them, you can see all the products featured -
RECOMMENDATIONS
and buy them with a click.

MOBILE OPTIMIZATION
Mobile is an integral part of the way consumers shop nowadays. From browsing and research to comparison
and purchase. This is why mobile optimization is a must for every furniture retailer, no matter if they are
traditional or digital-first.
The Millenials are the first digital-native generation, and their affinity for technology has reshaped the customer
journey. According to Goldman Sachs, the Millennial generation is the largest in U.S. history, and as they reach
their prime working and spending years, their impact on the economy is going to be huge. However, Millenials
are not only digital; they are also mobile. As much as 75% of Millennials go online via smartphone at least as
often as they do with a computer. They are always on-the-go, and they expect access to information where, and
when they want it.
Back in 2016, Google confirmed that more than 50% of all web traffic is now coming from smartphones and
tablets, so it’s no surprise that they have shifted indexing from desktop to mobile-first. Mobile optimization is
more than responsive site design. It’s the process of making sure that visitors who open your site from their
mobile device have a great experience.
RETAILERS WITH MOBILE OPTIMIZED WEBSITE

100%
Research from a popular mobile strategist, architect, and interaction designer, Steven Hoober shows that 75% of
users touch the screen with only one thumb, and fewer than 50% of users hold their phone with one hand. His
research has shown that people can read content best at the center of the screen and they often scroll to bring
the part they’re reading to the middle of the screen if they can. People are better at tapping at the center of the
screen, so touch targets there can be smaller - as small as 7 millimeters, while corner target sizes must be about
12 millimeters.
“The user’s focus on the center of the screen is why we use so many list and grid views. Always place the
primary content at the center of the screen. Place secondary actions along the top and bottom edges.”
- Steven Hoober, mobile strategist, architect and interaction designer
Mobile is not only important for online shopping. A consumer shopping study from BRP-Windstream Enterprise
shows that mobile is leveraged in almost half of all in-store shopping experiences. Of the 46% of consumers that
use their mobile device in the store, 83% compare prices, 78% look at reviews, and 76% check local store
inventory.
When mobile retail experiences are frictionless,

consumers are more likely to go a step further
MOBILE OPTIMIZATION
and not just research, but also buy on their

mobile device. It’s no surprise that every
company of the Top 100 European retailers from
our research has an optimized mobile website. If
we look at the numbers from our previous report
about the Top 100 U.S. retailers, where 98% of the
retailers have an optimized website, we can see
that having this feature becomes a must for this
mobile-first world.
Mobile Optimization Checklist:

Best-In-Class:
Design a thumb-friendly UX. As long as there are
touchscreens, the thumb zone will remain an
essential part of the design. Make sure to place the
most important content in the easy-to-reach
thumb zone.
Create seamless experiences across devices.

Think holistically when designing your
omnichannel shopping experience and incorporate
mobile. Make sure you mix both personalization
and visualization technology to offer a shared user
experience as the shopper hops between channels
and devices.
Get rid of pop-ups. We can all agree that dealing

with pop-ups on mobile can be frustrating. If you
must include them, keep them to an absolute
minimum.
Habitat’s mobile site is fast, easy to navigate, and

user-friendly. The main consolidated menu (better
known as the hamburger menu) and the cart are
placed at the top of the screen. The navigation is
simple and straightforward, you can see color
options for each product, and you can swipe left
MOBILE OPTIMIZATION
and right to see different angles of the product

you’ve chosen. Once you tap on a product, you
can see a sticky “add to cart” bar at the bottom of
the screen for a fast path to purchase.
PAGE LOAD SPEED

Visitors love content-rich sites, but they will not waste their time if your page is slow. Research from Soasta
shows that customers are impatient when it comes to web performance and digital customer experience: 50%
of unsatisfied visitors go to a competitor’s website, 35% will have a negative perception of the brand, and 22%
will never return to the slow site.
When it comes to customer expectations, they are even higher for mobile websites: 74% of mobile users will
abandon a site after waiting 5 seconds for a page to load and 46% will not return to a website that performs
poorly.
The Speed update from Google is a clear sign that page load speed is very important for any business. It’s true
that page speed has been a ranking factor since 2009, but as of July 2018, it’s a ranking factor for mobile
searches as well.
Google’s algorithm tends to show the best responses based on visitor behavior. If your page takes too long to
load, visitors will “bounce” from your site, which Google sees as a lack of interest and your ranking goes down.
Speed up your site to speed up conversions - Amazon has calculated that a page load slowdown of just 1 second
could cost them $1.6 billion in sales each year.
No matter how good the design of your website is, how attractive your products are, or how competitive your
prices - if your page is slow, you’re going to lose visitors. According to Google, a one-second delay in load time
can impact conversion rates by up to 20%.
Smartfurniture.com’s decision to speed up their site has led to a 20% increase in organic traffic, a 14% increase in
page views, and improved search engine rankings by an average of two positions. In addition to growing
revenue, the improved page speed also led to greater customer satisfaction and increased the average time on
site.
To measure the page load speed and web performance of the Top 100 European retailers, we used Web Page
Test (https://www.webpagetest.org). The results show that 73 of these retailers have a load speed below 10
seconds. Having a fast site is a minimum requirement in the e-commerce game. However, retailers adopting
more digital merchandising features will not only earn more attention from customers, but they will also win a
bigger market share by creating a trustworthy and delightful shopping experience. Always keep the importance
of the balance between speed and quality in mind.
PAGE LOAD SPEED
Page Load Speed Best-In-Class: Checklist:
Compress files and large web service responses.

There are a lot of tools that can help you compress
files and different web elements. GZip is integrated
into most web servers and can be easily enabled.
Optimize images. Reduce image transfer time by

reducing the image size. You can reduce the image
size by 3-8% without any loss in quality or up to
25-60% with an (almost) unnoticeable loss.
Easy-to-use tools for this purpose are
TinyJPG/TinyPNG.
Content delivery network. Helps you distribute

files around the globe faster by using a network of
servers at different locations. This reduces the time
needed to access a file resulting in faster page load
time.
Minification. Optimize the code by removing

unnecessary or redundant data. This process
improves the speed and user experience.
Considering the number of rich furniture

merchandising features implemented on the
website and the page load time, Otto is among
the best companies offering fast and engaging
customer experience. Our research shows that
they have 8 out of 9 features implemented and
they have a fast-loading website. According to
Web Page Test, Otto’s site loads in 3.684 seconds
(data taken on August 12th, 2019). They only lack
360-views on their product pages for a complete,
rich online shopping experience.
PAGE LOAD SPEED
TOP 100 EUROPEAN FURNITURE RETAILERS 1/5
E-COMMERCE MERCHANDISING REPORT
Furniture retailer
ty
s
General merchandise retailer
tion
eali
eed
Office furniture
pe
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n da
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Direct-to-consumer brand
y Ty
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Furniture brand and retailer
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Abra ✕ ✕ ✕ ✓ ✕ ✓ ✕ ✓ ✓ 11.144s
Argos ✓ ✓ ✕ ✓ ✓ ✓ ✓ ✓ ✓ 8.218s
Arighi Bianchi ✕ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 8.167s
Bene ✕ ✕ ✕ ✓ ✕ ✕ ✕ ✕ ✓ 11.080s
Bensons for Beds ✕ ✕ ✕ ✓ ✕ ✓ ✓ ✓ ✓ 12.887s
Berden ✕ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 7.465s
Black, red, white ✓ ✕ ✕ ✓ ✕ ✓ ✓ ✓ ✓ 5.486s
BoConcept ✓ ✓ ✕ ✓ ✓ ✕ ✕ ✓ ✓ 6.877s
Bohus ✕ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 6.419s
But International ✓ ✕ ✕ ✓ ✕ ✓ ✓ ✓ ✓ 5.492s
Bysidde ✓ ✓ ✓ ✓ ✕ ✕ ✕ ✕ ✓ 9.663s
Camerich ✕ ✓ ✕ ✕ ✕ ✕ ✕ ✕ ✓ 33.708s
Chilli ✓ ✓ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 5.765s
Connox ✕ ✓ ✕ ✓ ✓ ✕ ✓ ✓ ✓ 3.436s
Cousins Furniture ✓ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 9.230s
Coxandcox ✕ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 11.515s
Daenisches Bettenlager ✓ ✕ ✕ ✓ ✓ ✕ ✕ ✓ ✓ 6.477s
David Phillips Furniture

Limited
✕ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 12.296s
DFS ✓ ✓ ✓ ✓ ✓ ✓ ✕ ✓ ✓ 10.440s
DIZY ✕ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 6.432s
Furniture retailer
ty
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tion
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eed
Office furniture
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Dunelm ✓ ✓ ✕ ✓ ✕ ✓ ✓ ✓ ✓ 10.312s
Eichholtz ✓ ✓ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 7.154s
Fashion4home ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 8.545s
Feather and Black ✓ ✓ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 7.366s
Furniture In Fashion ✓ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 3.647s
Furniture Village ✓ ✓ ✓ ✓ ✕ ✓ ✓ ✓ ✓ 7.536s
Furniturebox ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 4.956s
Gautier ✕ ✓ ✓ ✓ ✕ ✓ ✕ ✓ ✓ 13.569s
Gifi ✓ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 10.719s
Glasswells ✕ ✓ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 14.707s
Habitat ✓ ✓ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 8.876s
Hardeck ✓ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 6.034s
Harveys Furniture ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 17.825s
Heals ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ 6.578s
Hem ✕ ✓ ✕ ✓ ✕ ✓ ✕ ✓ ✓ 4.458s
Holmris Flexform ✓ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 9.059s
Home Furnishing Nordic

(Trademax) ✓ ✓ ✕ ✓ ✕ ✓ ✓ ✓ ✓ 10.266s
Home24 ✓ ✓ ✕ ✓ ✕ ✓ ✓ ✓ ✓ 9.515s
Housing Units Ltd ✓ ✕ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 6.519s
HSL Chairs ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 17.572s

Furniture retailer
ty
s
tion
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eed
Office furniture
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IDdesign ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 3.561s
IKEA Global ✓ ✓ ✕ ✓ ✓ ✓ ✕ ✓ ✓ 7.373s
Illums Bolighus ✓ ✕ ✕ ✕ ✕ ✕ ✕ ✓ ✓ 3.904s
Ilva ✓ ✕ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 4.724s
Interio ✕ ✓ ✕ ✓ ✓ ✕ ✕ ✓ ✓ 11.810s
Interiors ✓ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 8.482s
John Lewis plc ✓ ✓ ✕ ✓ ✓ ✓ ✕ ✕ ✓ 3.679s
JYSK ✓ ✕ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 2.283s
Kartel ✓ ✓ ✕ ✓ ✓ ✓ ✕ ✓ ✓ 3.575s
Kika ✓ ✕ ✕ ✓ ✓ ✕ ✓ ✓ ✓ 5.720s
Kinda Home ✕ ✓ ✕ ✕ ✕ ✕ ✕ ✓ ✓ 12.818s
Koctas ✕ ✕ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 10.446s
Lee Longlands ✕ ✓ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 6.443s
Leekes ✓ ✕ ✕ ✕ ✕ ✕ ✕ ✓ ✓ 10.659s
Leen Bakker ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 7.247s
Leiner ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 4.987s
Ligne Roset ✓ ✓ ✓ ✓ ✓ ✕ ✕ ✕ ✓ 10.539
Loaf ✕ ✓ ✕ ✓ ✕ ✕ ✕ ✕ ✓ 8.107s
MADE ✕ ✓ ✓ ✓ ✓ ✓ ✕ ✕ ✓ 7.585s
Maisons Du Monde ✓ ✓ ✕ ✓ ✓ ✕ ✕ ✓ ✓ 7.585s

Furniture retailer
ty
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Office furniture
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MIO ✓ ✓ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 6.612s
Möbel Höffner ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 6.793s
MUDO ✓ ✕ ✕ ✕ ✕ ✕ ✕ ✓ ✓ 7.375s
Natuzzi ✓ ✓ ✓ ✓ ✓ ✕ ✕ ✓ ✓ 9.343s
OakFurniture Land ✕ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 5.578s
Oka ✓ ✓ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 7.885s
Oldrids ✓ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 6.064s
OTTO GmbH ✓ ✓ ✕ ✓ ✓ ✓ ✓ ✓ ✓ 3.684s
Poco ✕ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 6.749s
Porta ✓ ✓ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 6.183s
Puik Design ✓ ✓ ✕ ✓ ✕ ✓ ✕ ✓ ✓ 7.837s
Quelle ✓ ✓ ✕ ✓ ✕ ✓ ✓ ✓ ✓ 5.012s
Robert Dyas ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 5.357s
Roche Bobois ✓ ✓ ✕ ✓ ✓ ✕ ✕ ✓ ✓ 7.817s
Roller ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 4.771s
Royal Design Group ✕ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 5.928s
Schwab ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 0.758s
Sconto ✓ ✓ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 6.745s
SCS ✕ ✓ ✕ ✓ ✕ ✓ ✕ ✓ ✓ 13.731s
Segmüller ✓ ✕ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 41.042s
Furniture retailer
ty
s
tion
eali
eed
Office furniture
pe
ion
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d Sp
es
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Sitzfeldt ✕ ✓ ✕ ✕ ✓ ✕ ✓ ✕ ✓ 30.272s
Sofa Workshop ✕ ✓ ✓ ✕ ✕ ✕ ✕ ✓ ✓ 5.675s
sofa.com ✓ ✓ ✓ ✓ ✕ ✓ ✕ ✕ ✓ 5.983s
Sofacompany ✓ ✓ ✓ ✓ ✓ ✓ ✕ ✓ ✓ 11.508s
Sofology ✕ ✓ ✕ ✓ ✕ ✓ ✕ ✓ ✓ 9.072s
Sterling Furniture ✓ ✕ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 7.742s
Stokers Fine Furniture ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 6.008s
Svenssons ✓ ✓ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 8.181s
Swoon Editions ✕ ✓ ✕ ✕ ✕ ✕ ✕ ✓ ✓ 10.854s
The Conran Shop ✕ ✓ ✕ ✓ ✕ ✕ ✕ ✓ ✓ 55.340s
Tinek Home ✓ ✓ ✓ ✕ ✕ ✕ ✕ ✓ ✓ 6.713s
Tylko ✕ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ 5.955s
Very ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 5.032s
Vesta ✕ ✕ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 11.867s
Von Wilmowsky ✓ ✓ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 8.007s
Wehkamp ✓ ✓ ✕ ✓ ✓ ✕ ✓ ✓ ✓ 4.343s
Woonboulevard
Poortvliet ✓ ✕ ✕ ✓ ✕ ✕ ✕ ✕ ✓ 9.952s
XXXLutz ✓ ✕ ✕ ✓ ✓ ✓ ✓ ✓ ✓ 10.012s
Zooff ✕ ✕ ✕ ✓ ✕ ✕ ✓ ✓ ✓ 8.102s
Zurbrüggen Wohn ✓ ✓ ✕ ✕ ✕ ✕ ✓ ✕ ✓ 5.369s

About Cylindo
Furniture companies use Cylindo to deliver immersive 3D experiences at scale.
With more than two decades of 3D visualization experience under our belt, our team of gaming
industry veterans, visual effects experts, e-commerce and retail experts, and even Oscar winners (for
best 3D effects), is committed to making product visualization easy.
Powering 2.5 quintillion product variations and 9 million unique users per month, Cylindo is the
catalyst that drives delightful shopping experiences, helping retailers and brands show more and sell
more, with close to zero effort.
Using the Cylindo Platform companies increase conversion rates by +27% and reduce visualization
cost by 58% on average. For more information, visit www.cylindo.com
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Top 100 European Furniture Retailers - Analyzing E-commerce Furniture Merchandising 2

07 | Context and recommendations are important in furniture sales. Room scenes,

PERCENTAGE OF RETAILERS WITH THIS

TOP 10 FURNITURE RETAILERS

RETAILERS WITH ZOOM

Zoom Best-In-Class: Checklist:

Use high-res images. Make sure to use crisp and

Indicate that there is a zoom option. Most of the

Full-screen mode zoom. By giving customers a

Mobile optimization. Bad mobile experience can

The French retailer Maisons Du Monde is one of the

RETAILERS WITH PRODUCT CUSTOMIZATION

Product Customization Checklist:

Avoid “analysis paralysis.” That’s the state of

Generate insights. The usage of a product

One of the biggest furniture players on the

products. By doing this, they are creating a

RETAILERS WITH 360 VIEWS

One of the most signiﬁcant discrepancies

conﬁgurators on their website, which is equal to

360 Views Best-In-Class: Checklist:

The sweet spot. If you offer a lot of products with

High-quality product visualization. Bad product

Leverage visuals across the furniture buyer

The heritage British retailer, Heal’s, offers delightful

choose a furniture conﬁguration and play with

RETAILERS WITH ROOM SCENES

Room Scenes Best-In-Class: Checklist:

Trigger emotions by telling stories. In-context

Create impactful experiences. Even though

One of the companies that pays a lot of attention

They have multiple room scenes on their product

RETAILERS WITH AUGMENTED REALITY

So, how can AR go mainstream?

With web-native AR, consumers can visualize

For now, even though AR is one of the hottest topics

Tech is the means, not the end goal. Customers

What your customers need. AR is not only

Today’s preparation, tomorrow’s success.

The Danish DTC brand Sofacompany has recently

adoption rate of 19.41%. Sofacompany has 8 out of

RETAILERS WITH VIDEO ON A PRODUCT PAGE

This is slightly higher than the number of U.S.

supplement product images with another

Video Best-In-Class: Checklist:

Build trust. Video content makes buying less

Increase conversion rate and AOV. When

Reduce product returns. Buyers who see your

The Polish brand Black, Red, White uses

complete, rich online shopping experience.

RETAILERS WITH REVIEWS ON A PRODUCT PAGE

Reviews Best-In-Class: Checklist:

Reviews > Advertising. Product reviews can be

Walking in the shoes of others. When reading

Negative reviews - positive impact. Data from

RETAILERS WITH PRODUCT RECOMMENDATIONS

Consumers love recommendations, and it also

recommendations are 4.5x more likely to add these

As in our Top 100 U.S. Furniture Retailers Report,

Product Recommendations Checklist:

Increase AOV. Use recommendations to increase

Get data, provide relevant experiences.

The Swedish furniture retailer has multiple