DFS, Britain’s number 1 sofa manufacturer, has been selling high-quality sofas for more than 45 years and has seen many changes in the retail environment over this time. Consumers no longer consider shopping for big-ticket items to be an exclusively brick-and-mortar experience. And, with shoppers continuing to move online, multi-channel retailers are transforming their businesses to create an online experience to match the personal service offered in store.

DFS’s commitment to being an innovative, world-class retailer had helped the company expand from a strictly brick-and-mortar business into a multichannel market-leading sofa retailer. But time never stands still in retail and in 2011, the company decided to take a fresh look at the online customer experience on its website. It has been innovating online ever since.