Omnichannel Transformation in Furniture Retail: Doubled Conversions in 3 Years

Muebles Jamar is one of Colombia’s leading furniture retailers, with a strong presence in physical stores and growing ambitions in digital commerce. The company is known for its affordable furniture and in-house credit solutions tailored to the Colombian market.

About the Client

Muebles Jamar is one of Colombia’s leading furniture retailers, with a strong presence in physical stores and growing ambitions in digital commerce. The company is known for its affordable furniture and in-house credit solutions tailored to the Colombian market.

The Challenge

Despite a strong brand, Jamar faced several roadblocks in its retail operations:

• No ecommerce presence to support digital shopping behavior.
• Disconnected and inconsistent product data (prices, promotions, descriptions).
• Poor synergy between marketing and sales teams.
• Weak customer service on phone and social platforms.
• In-store sales process took nearly an hour per customer due to manual credit evaluations.
• Shoppers left stores without buying, unable to visualize personalized furniture (e.g., color changes).

The Requirements

The transformation began without a clearly defined requirement or problem statement. To gain clarity, the Omnichannel Manager led a user research initiative to uncover the real needs of stakeholders. Two primary user groups were identified:

• In-store sales reps, who needed faster, clearer tools to assist customers
• Jamar customers, segmented into those who purchased with in-house credit and those who didn’t

To remain competitive and meet evolving customer expectations, Jamar needed to:

• Launch a robust ecommerce platform.
• Unify product data for all channels.
• Shorten in-store transaction times.
• Improve omnichannel customer service.
• Enable product visualization and personalization.

This research helped prioritize the roadmap and focus the project on the most critical pain points.

Empower the sales force with better tools and real-time information.

The Solution

This transformation was not an overnight fix, it was a strategic, phased process that unfolded over three years of research, design, implementation, and iteration.

Led by the newly appointed Omnichannel Manager, César Paternina (now CEO of Infinite Stair),, the transformation began with the creation of an ecommerce platform. But this was more than just a website:

• The ecommerce site served both online shoppers and in-store visitors, featuring high-quality images, personalization tools, and real-time stock and price data.
• A Product Information Management (PIM) system was implemented to centralize and clean product data, ensuring consistency across all customer touchpoints.
• Touchscreens were installed in stores to let customers visualize customized products instantly.
• A dedicated mobile app for sales reps was developed. It slashed transaction time from one hour to just 10 minutes by:
  • Recommending pre-approved credit offers
  • Suggesting relevant products based on online and in-store behavior
  • Offering real-time product info and pricing

Additionally, the team integrated WhatsApp sales chat into the ecommerce platform, directing leads to available in-store reps during off-peak hours. This maximized idle time and converted web traffic into store revenue without needing to increase footfall.

The Results

• +16% sales increase attributed to in-store touchscreen usage
• +53% more credit applications via the website
• Store conversion rates doubled, thanks to better personalization and faster service
• Sales time dropped from 60 to 10 minutes, enabling more customer interactions per day
• +3% additional store conversion, directly tied to quicker sales flow

Remote selling became a scalable new channel, operating at 1/10th the cost of traditional in-store sales

Client Testimonials

Conclusion

The omnichannel transformation at Jamar is a blueprint for traditional retailers ready to evolve. By combining strategic leadership with the right technology, Jamar didn’t just launch an ecommerce platform, they reinvented the entire customer journey.