DFS has rolled out digital signage to its portfolio of 110 stores in the UK to improve conversion.

The combination of digital signage and accompanying tablets for store staff allows the retailer to maximise store space. Customers interested in sofa colour, which may not be on display in store, can be presented with a life-size image to help them make their decision.

Prior to installing the screens, DFS staff would show their extended range on tablet devices, but it was difficult to show the scale of the product. Now DFS employees can find the sofa on their tablet devices and "flick" the image onto the nearest digital screen.

Russ Harte, group technical director at DFS, said: "A customer holding a fabric book with an image of a sofa on the screen bought a sofa without ever sitting on it – this creates legends and myths within our organisation.

The digital signage technology – designed by Videro and integrated by PAI and Salmon – was first trialed at a small-format store in Stratford and then rolled out to the entire store estate. "It was faster than we wanted, but it just had such an impact on sales – on customers who were trying to make a decision between colours – it extended the range and was so easy to use."

Speaking at the Salmon 2020 conference in London, he explained DFS staff have sometimes struggled with online sales, seeing eCommerce as a competitor, due to their commission-based earnings structure. Now DFS has given its store staff the correct online tools which now improves conversion.