Why DFS chose Amplience

"Using Amplience, not only can we promote products, but we can also create a rich, adaptive user experience for our customers without burdening them with long page load times."

Russell Harte Head of Delivery & Multichannel DFS


DFS, the international furniture retailer, has deployed the Amplience Content-as-a-Service platform to boost sales over the busy Christmas and January sales period.

Using the platform, DFS is able to rapidly transform its online and mobile store to promote trending products, based on insights from its busy call centre. As soon as products are identified as “best sellers,” DFS can give them greater prominence in its online store, further boosting sales.

60 %

increase in sales conversions

66 %

increase in customer engagement

90 %

reduction in media production time


Before installing Amplience, DFS’s existing process and technology meant being forced to wait until the following day to make changes to the site, losing out on vital sales opportunities.

Now, using the Amplience Content-as-a-Service platform, a small non-technical team can make changes to the site within 30 minutes. This increased responsiveness allows DFS to capitalize not only on sales peaks driven by scheduled marketing campaigns, but also transient day-to-day trends.

Simply making a product the lead, on a category page can boost sales significantly.



Boxing Day was the busiest day for DFS over the festive period this year with site visits nearly doubling compared to the run rate. On this day, content engagement peaked at 66 per cent and conversion rates to product pages increased 60 per cent over the run rate.

Russell Harte, head of delivery and multichannel at DFS, commented: “Boxing Day is one of the busiest trading days of the year at DFS, and by using Amplience, we can be confident that even in the face of peak traffic the quality and load times of our site imagery will not suffer. Using Amplience, not only can we promote products, but we can also create a rich, adaptive user experience for our customers without burdening them with long page load times.”



The Amplience Dynamic Media solution allows DFS to use richer and more detailed media across all eCommerce channels. Each image is served from one master asset, automatically optimizing the image or video for the requirements of the device it is requested by.

As well as improving user experience for customers, this is also valuable for in-store sales staff, who are able to use tablets to demonstrate additional colors or designs that are not available in the showroom.

“Furniture items are big ticket purchases and our research has demonstrated that images play a large part in the customer’s decision making process. A large range of high quality images is a crucial business tool,” said Russell Harte.




DFS Case Study (PDF)

Learn more about DFS's success with the Amplience Content-as-a-Service platform


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