Many furniture retailers continue to focus solely on brick-and-mortar sales – but those who don’t take advantage of the opportunities offered by digitalization are leaving potential untapped. Our colleague René Ernst, Managing Director of Wohnhalle AG in Switzerland, knows this well and has deliberately chosen to step into e-commerce. He experiences how closely online success and traditional sales are linked: digital visibility through the online shop also increases foot traffic in the store.
René Ernst has been leading Wohnhalle AG for over two decades – a furniture store with 2,200 square meters of sales space. The family business was founded in 1957 as a classic interior decoration company. It now stands for high-quality living with style – and for an innovative spirit. René Ernst ventured into online retail as early as 2012. At that time, he ran several companies together with his brother – but the return on investment from the online presence fell short of expectations. A later, successful attempt for Wohnhalle AG via a Swiss platform (solovivo) ended in 2022 with its insolvency. Therefore, it was clear to Ernst: it’s no longer possible without an own online shop. Because: “More clicks offer the chance for more foot traffic – and thus more sales in the store.” However, high click rates are only useful if the customer sees a large selection with corresponding prices, suitable images, and clear descriptions. The product master data is therefore crucial for a good online shop.
In December 2023, René Ernst decided to make a new attempt – and relied on our online shop solution. In cooperation with our technology partners, we offer all members various flexible contract models for professional webshops – cost-effective and specifically tailored to the needs of the furniture trade. The advantage: The retailers retain control over assortment and processing, but at the same time benefit from the product master data provided by the Alliance team for almost all items that can be obtained through the association.
Since June 2024, Wohnhalle AG’s new online shop has been live. Between 700 and 800 items are listed – around 60 to 70% of the entire range. The logistics deliberately remain lean: orders are currently still processed manually. And the success? Noticeable. The Google Analytics figures speak for themselves: increasing click numbers, longer dwell times, significantly more interactions. “People look at the products online – and then come to our store more purposefully”, René Ernst notes.
It’s clear: Not every furniture retailer needs a fully automated online mail order business. But today, everyone needs digital visibility. That’s why we support you with practical solutions – whether for social media, regional campaigns, or your own online shop. The example of René Ernst shows that this commitment pays off. Those who embrace digitalization early on remain locally relevant – and also bring their own offerings from the region to the world.