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Friday 18 October 2019


Payments Awards 2019

Omnichannel strategy paying off for DFS

Written by Chris Lemmon

Furniture retailer DFS has published its half year results for the six months to 27 January 2018, revealing double digit growth in online traffic and transactions.

The report found that more than 80 per cent of customers now conduct research online before visiting a DFS showroom. The retailer has continually invested in its omnichannel capabilities to ensure a well-optimised and efficient online and mobile platform (mobile now accounts for 80 per cent of web traffic).

DFS utilises Swoosh visualisation technology online, and has implemented logistics software from Apollo to underpin operations, including van scheduling. The retailer is also exploring other technologies, including neural linguistics analysis to optimise performance of the sales team, in-store location beacon technology, variant testing software to optimise web forms and AI-assisted software to enhance recruitment activities.

Total group revenues were up 4.3 per cent to £396.1 million, while revenue before acquisitions was down 3.5 per cent to £366.5 per cent. DFS attributes this fall to expected challenging market conditions.

Ian Filby, chief executive officer of DFS, said: “We have seen a strengthening trading performance across the first half of the financial year and through February into March. We therefore remain confident that, despite the current challenging market conditions, the group will deliver modest growth in EBITDA and generate strong cashflow across this financial year, in-line with our expectations.”

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