Industry
Furniture
Brand positioning, product configuration and omnichannel editorial strategy: in furniture, communication is part of the industrial process through to the order.
The product is communicated while it is configured.
In furniture, margins depend on how catalogs, 3D configuration and production work together. A custom dimension or finish agreed during a sale without a configuration rule can become manual rework, unplanned assembly time and a margin reduction that nobody intended.
Constraints to address together
The product is configurable; the catalog is not. Finishes, dimensions, textiles and hardware create combinations a printed catalog cannot cover. When only the salesperson knows the rules, production discovers the constraints after the contract is signed.
Sales involve several intermediaries. Showrooms, dealers, interior architects, fairs and digital platforms describe the product differently and collect specifications in different formats. Those channels need shared information and rules.
Where we begin
With product data: bills of materials, variants and configuration rules. Dealer configurators and production planning use the same foundation.
Content across the sales channels follows. Renderings, lifestyle images and specification sheets help customers understand the product while configuring it. They are part of the sales tool.
International development comes after the domestic sales network has consistent tools. Otherwise, overseas expansion multiplies the same coordination problems.
Next step
Let’s talk about your next project.
A conversation, not a quote. We start from where you want to go, and see together which levers will get you there.