This exciting session detailed how Freedom Furniture, one of Australia’s foremost furniture and homeware retailers, reimagined its digital presence by embracing AI-driven technology. Paula Mitchell, Digital General Manager at “Freedom Furniture,” spearheaded a transformative journey that not only redefined the company’s brand but also revolutionized its customer engagement. Paula, responsible for omni-channel strategy, user experience, and e-commerce operations, recounted how the company’s 40-year legacy was rejuvenated through a bold shift in vision.

Collaborating with John Grosshans, Chief Revenue Officer at Coveo, the session offered a rare glimpse into how technology and thoughtful change management can reinvigorate a traditional brand. The discussion set the stage for exploring transformative strategies that reshaped product discovery, omni-channel integration, and customer service.

Freedom Furniture’s journey began when the company faced a growing perception as “your mom’s brand.” In response, under the leadership of new CEO Blaine Callard in 2019, the retailer embarked on a comprehensive transformation. Paula explained how the business undertook a complete overhaul of its product mix, category structure, and brand identity to reposition itself as a modern, relatable brand. “I heard our CEO’s email with a Where’s Wally picture, and I knew we had to change,” Paula recalled. The retailer migrated to the SAP Commerce platform in December 2020, a move that laid the groundwork for scalable innovation. This transformation, spanning over four years, was not just about technology but also about shifting customer perceptions. The focus was on moving beyond conventional retail practices to create an engaging, personalized shopping experience. Paula emphasized that the transformation was driven by a commitment to the customer, with every sale attributed to in-store excellence regardless of the purchasing channel—a philosophy that resonated with other retailers looking to bridge traditional and digital sales channels.

Central to Freedom Furniture’s digital overhaul was its robust omni-channel strategy. Paula described how the company integrated its online and in-store experiences to deliver a seamless customer journey. “We have to replicate that in-store experience online,” she stated, highlighting the importance of unified customer interactions. By linking the SAP Commerce platform with innovative drop ship solutions and tools like Content Square, the retailer ensured that even products sourced from third-party vendors were not only visible but also easily discoverable. The initiative known internally as “Never Lose a Sale” (NLS) allowed customers to browse a vastly expanded catalog—growing from 15,000 to nearly 50,000 items—and return drop ship products directly to stores. Paula recalled the excitement around this breakthrough, noting that it broke traditional retail boundaries by merging digital and physical shopping. This omni-channel integration allowed Freedom Furniture to capitalize on customer behavior insights, refine product positioning, and ensure that every touchpoint resonated with the consumer. The approach provided a blueprint for other retailers seeking to harness technology to enhance the customer journey and drive sales.

With the expansion of its product catalog came the challenge of effective product discovery. Freedom Furniture’s traditional search capabilities were no longer sufficient for a catalog that had more than tripled in size. Paula detailed the company’s decision to pursue an AI-driven solution after an extensive RFP process. The partnership with Coveo was chosen for its robust machine learning models and seamless integration with SAP Commerce. The new AI solution indexed the entire product catalog and automated merchandising tasks, thereby reducing the labor-intensive manual work previously required by the merchandising team. Paula recounted how the AI’s ability to personalize search results not only improved product relevancy but also transformed the customer journey. The system provided tailored recommendations, directly addressing customer queries and thereby deepening engagement. For retailers facing similar challenges with large product assortments, Freedom Furniture’s approach demonstrated how leveraging generative AI could streamline operations and significantly enhance the shopping experience.

The impact of integrating AI into product discovery was evident within just a few weeks of going live. Freedom Furniture experienced a 5% uplift in website traffic, a 15% increase in search sessions, and a 5.5% rise in average order value for search-discovered products. Paula highlighted these early wins as proof of concept, noting, “It’s the tip of the iceberg.” These metrics underscored how a more intuitive, personalized search experience could influence customer behavior and drive revenue growth. The AI-powered system’s dynamic merchandising allowed pages to adapt in real-time to individual customer preferences, effectively transforming every visit into a unique shopping experience. Paula also mentioned that the AI was beginning to deliver insights that not only optimized product placement but also provided guidance for future promotions. The session resonated with retailers by demonstrating that a strategic blend of technology and customer-centric design could yield tangible benefits. By showcasing measurable improvements in customer engagement and transaction values, Freedom Furniture set a compelling example for other retailers aiming to innovate in the digital space.

Navigating the transition to an AI-driven platform was not without its challenges. Paula recounted the critical lessons learned during the implementation process. Early testing in the User Acceptance Testing (UAT) environment had revealed discrepancies between test and production settings. “We had to replicate the production environment precisely, or our results would never be meaningful,” Paula admitted. The extensive testing phase, which spanned several weeks, was instrumental in building confidence among the merchandising team—a group that had long managed product placements manually. Change management became a central theme, as team members had to adjust to relinquishing control to a machine-driven system. Paula emphasized the importance of clear communication and rule-setting to mitigate initial shock when AI began to reconfigure product pages. Once the team observed how the system adapted based on customer behavior, skepticism gave way to acceptance. These experiences underscored that robust change management and thorough testing are essential prerequisites for successfully integrating advanced technology in retail—a valuable takeaway for any retailer embarking on a similar digital transformation journey.

Looking ahead, Freedom Furniture plans to further enhance its digital ecosystem by incorporating large language models to handle conversational queries and provide more nuanced customer support. Paula envisions a future where the search box could answer questions ranging from product care tips to warranty inquiries, seamlessly integrating with customer service platforms like Zendesk. “We wanted our system to build trust by delivering the right answers at the right time,” she noted. This forward-thinking strategy aims not only to improve conversion rates but also to reduce customer service contacts by offering self-serve solutions. The session concluded with reflections on the evolving nature of retail, where digital personalization, omni-channel integration, and efficient change management are now inextricably linked. Freedom Furniture’s experience offers a roadmap for other retailers: embrace technology, remain agile, and always put the customer first. Through strategic partnerships and continuous innovation, the company has set a new standard for the retail industry, inspiring peers to explore similar transformative journeys.