With Showrooms Closed Across the U.S., BoConcept Goes Virtual

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The legacy furniture-design company continues to drive sales even while showrooms are closed.

Despite the social-distancing and shelter-in-place orders that have forced many businesses around the world to shutter storefronts indefinitely, BoConcept, the global leader in home furniture design, has continued to reach consumers, providing elegant furniture solutions at a time when much of the world remains at home.

Like many businesses, BoConcept has turned to online sales to reach customers during this crisis, but the Denmark-based franchise has taken it a step beyond online ordering, offering a fully virtual analog to the in-store experience, allowing customers to ask questions, tour showrooms and examine items in 3D.

“When it comes to buying furniture, it’s not enough to see a picture online and click order,” said Steen Knigge, BoConcept’s director of U.S. marketing. “Our customers want to experience the piece they are interested in before having it delivered. They want to talk to our design experts and learn which items and styles are going to best complement their spaces. That’s the experience customers get at our showrooms, and that’s the experience we are now offering online.”

BoConcept’s new virtual store allows customers to see how every product is styled in-store. Visitors can then examine items up close and in 3D, allowing for a detailed look at every item from every angle. If they have questions or want advice about the items they’re interested in, customers can click the new Enquiry pop-up box on all pages, which will connect them directly with store staff. For an even more personalized experience, BoConcept is offering virtual design services through Skype, Zoom and other video-conferencing apps so that customers can consult directly with one of BoConcept’s design experts.

After selecting the items they are interested in, customers will receive a quotation which can be sent to the nearest store for timely fulfillment.

BoConcept’s cutting-edge new online experience is born of the same design principles that have made the brand’s furniture among the most highly regarded in the world.

“We made our name by creating bold, elegant and functional designs that are inviting and intuitive, and that’s exactly how we’ve built our new online experience,” Knigge said. “No one expected a crisis like this, but design is all about adaptation and meeting the needs of our customers, so we are well prepared.”

About BoConcept
Since opening its first franchise in Paris in 1993, BoConcept has become a global leader in the design of bold, stylish furniture, boasting nearly 300 locations in 65 countries around the world. Founded in Denmark in 1952, BoConcept differentiates itself by offering premium quality, modern designs that elevate interior spaces to achieve their full potential. The company remains focused on creating functional furniture for the urban consumer through partnerships with the world’s leading interior designers. Backed by a proven global concept and strong franchise support system, BoConcept’s 15 U.S. locations include a flagship store, which opened in December 2017 on New York City’s famed Madison Avenue. For more information please visit http://www.boconcept.com. To inquire about franchise opportunities, please visit https://www.boconcept.com/en-us/boconcept/franchise.                            

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Melanie Heicklen
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