SOFAS
FOR TOMORROW

FURNITURE MANUFACTURER ALREADY KNOWS WHAT CUSTOMERS WANT IN THE FUTURE

DOMO COLLECTION

CHALLENGE

As one of the few mainstream furniture manufacturers to keep its production in Europe, it is particularly important for DOMO to know as far in advance as possible what customers will buy. This is because, unlike externally purchased goods and deliveries from China, the manufacturer can react very comprehensively to trends and customer wishes and is also quicker to retailers and customers when it comes to delivery. However, DOMO can only exploit this advantage if the traditional brand recognizes early and precisely which sofa shapes, colors and furnishings customers will want tomorrow – and how this will differ from region to region.

SOLUTION

The Neutrum MARKET CHECK determines how consumer demand will develop for each design, color and furnishing. Automatically, the software identifies seasonal patterns and stable trends and thus forecasts the further development of demand. With the semantic technology from the Neutrum THEME NAVIGATOR, all media information processes (reaction to offers, interest in product tests, ratings, statements on social media) are evaluated to identify the qualitative drivers for both positive and negative product perception and to determine trends in this (e.g., whether “easy to clean” is more important than “electric adjustment”). In this way, customer expectations – and trends in these – become clear. As a “side effect,” this data is used to analyze AI-supported which product photos are more successful than others in the overall market, and what an optimal photo for retailers must look like in order to sell more. The EVO Optimizer engine also enriches CRM and ERP data with demand and structure data – right down to the individual sales location. This is used to benchmark sales against potential and to identify opportunities through a different allocation of products, colors or variants.

NEUTRUM MARKTCHECK

NEUTRUM THEMENNAVIGATOR

NEUTRUM EVO OPTIMIZER

CUSTOMER BENEFITS

With Hase & Igel applications, promising product, color and decor trends are identified nine to twelve months in advance. This enables product development to pick up on changes in demand more quickly than the competition and respond with a suitable offer. Furthermore, a realistic assessment and better exploitation of regional sales potential is achieved through optimum stocking and sampling of the retail trade on site. In addition, the added value vis-à-vis retailers is strengthened by the provision of data-supported optimized advertising materials.