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CSL develops instore digital sales tool

By Retail Technology | Thursday March 21 2013

Furniture retailer launches new instore technology to help make its entire range available to customers, while supporting enhanced service levels

CSL Sofas is set to launch a new software package in its stores that will enable it to create a more interactive experience for customers.
 
‘Digital Interactive Price Cards’ will be loaded on to 90 iPad minis at the company’s new 22,000-square-foot Paisley store, which opens this Saturday (23 March 2013).
 
The service allows customers to browse through an extended range of sofas, sofa beds, recliners and chairs, mixing and matching their favourite colours, styles and ranges. They can then create their own personalised style sheet and quotation, which is sent to their email address as a high-resolution PDF file.

In-house development efforts
 
Designed by CSL’s own in-house team, the £1m system has been created to increase the depth of its product offering in its stores and give customers more visibility of the fast-growing product range. With some products now having up to 30 pieces available in up to 40 different colours, the software package is designed to make it as easy as possible for customers to choose what is right for them. Other features include real-time stock information, allowing customers to see availability and potential delivery dates, detailed product information, and full pricing details, including payment plan options.
 
CSL has been focussed on experiential retail, developing iPad ordering and the formatted sales experience, as well as its ‘Love it or exchange it’ guarantee, to maintain its focus on finding the right sofa for customers.

Delivering engaging experiences
 
Jason Tyldesley, CSL managing director, said: “Innovation with customer experience and delivering great product range and specialist advice has been at the heart of our success at CSL, so it was only natural that we would lead the way in creating a far more interactive customer experience in our stores. This is the first of its kind in the UK and will give much more control back to customers, enabling them to create a far more personalised purchase for their home.
 
“Over the last year we’ve witnessed a significant increase in direct orders through our online business, particularly from customers north of the border. There’s clear evidence that our customers are embracing technology and are looking for a more visually engaging, interactive experience."

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