Custom upholstered furniture industry leader, Norwalk Furniture is launching a series of digital marketing tools developed to aid its customers with browsing, designing and placing orders of its extensive customizable product line. The first phase of the 18-month initiative, which includes a mobile app with custom upholstery configuration and 3D visualization capabilities, is set to launch at the end of April.
The new technology makes it easy for Norwalk customers to shop the company’s upholstery styles – some of which include variations programs that offer a selection of arms, cushions, back pillows and bases. Once the silhouette has been designed, it can be draped – digitally – in a wide variety of fabrics, leathers and trims and rotated 360-degrees, allowing its retailers and interior design customers to preview the design prior to placing an order.
“While this initiative was set into motion earlier this year, in our current environment with the COVID-19 pandemic, we think it is more important than ever to think creatively and to craft solutions that will help our retail and design partners utilize digital tools to support their businesses,” said Sheila Buckingham, vice president of marketing at Norwalk Furniture. “As the popularity of our customizable upholstery programs continue to grow, this investment not only demonstrates our commitment to supporting design-oriented upholstery purchases, but it also helps take some of the uncertainty out of designing a customized piece for a consumer without an in-person meeting.”
The project – which includes a redesigned website with 3D visualization software, a simplified custom order process and a mobile app – is being implemented through a collaborative arrangement between Intiaro, a leader in 3D visualization tools for the home furnishings industry, and Norwalk’s website and ERP providers. The app will be available for download around late April through the Apple App Store and Google Play.
The 3D visualization software will be available initially on the mobile app and will be integrated into Norwalk’s website this fall, which will be completely redesigned with the integration. The new state-of-the-art site will offer users a more robust user experience, including a fully-integrated configuration solution that works effortlessly with the company’s existing ERP system with the goal of providing seamless order entry for retailers and designers through a password protected order-entry interface.
