Doubled Conversions in Furniture Retail: Omnichannel & UX

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.

Client

Industry

Location

About the Client

Highlight Metrics:

+16% sales growth from interactive touchscreens
+53% increase in credit applications via website
2x conversion growth in physical stores
90% reduction in sales time (from 60 min to 10 min)
+3% uplift in store conversion from faster service

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

"Working with César was a game-changer for Jamar. He didn’t just lead a project, he led a transformation. Thanks to his vision, we now have a fully integrated digital and physical retail experience. The tools he introduced, especially the mobile app for our sales team and the unified data platforms, made a huge difference, particularly during the 2020 pandemic. His work has had a lasting impact on how we sell and serve our customers."

Luis Castro Jamar IT Manager

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.

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Omnichannel Transformation in Furniture Retail: Doubled Conversions in 3 Years

Client

Industry

Location

About the Client

Highlight Metrics:

The Challenge

The Requirements

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

The Solution

The Results

Client Testimonials

Conclusion

Let’s Start a Conversation!

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Let’s Start a Conversation!

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