A new website has made a big difference for furniture retailer Dansk – and opens the door to further possibilities, explains Iconography's Wayne Robbins …

As a web development agency with a real focus on the furniture sector, we are really pleased with the launch of the new Dansk website.

The team at Dansk recognised the need to replace their ‘vintage’ website – they required a mobile-first approach and a feature-rich, customer-facing ecommerce platform for the 2020s.

Furthermore, they wanted a site which offered them the ability to get things done – simply and quickly.

Presenting, selling and managing furniture effectively online is complex – made-to-order items offer the customer options, options affect price, there are lead times to consider, and so on and so forth.

Iconography’s experience within the furniture sector meant that we could offer the team at Dansk an ecommerce platform that has many convenient and purpose-built features to save furniture retailers time and help them get things done.

Dansk now benefit from intuitive tools which help them create products, change products, tailor delivery options, roll out promotions and bulk-apply swatches and options across brands, collections and ranges effortlessly.

The site went live just before Christmas, and the first new sales online quickly followed.

Like many furniture retailers, Dansk have an existing retail management system in place – however, they also have one eye on the future. Dansk are aware that our enterprise ecommerce platform now readily ‘extends’ and offers them EPoS, management reporting, purchase ordering, delivery scheduling, CRM … all the features and functions of legacy retail management software, without the disconnect. We provide online, in-store and back-office retail - working in unison, without the need to integrate - which is all available, as and when they want to explore it.

Now that's smart strategic thinking, in my book.

Wayne Robbins is a director at Iconography, which blends high-quality website design with some of the best web programming experience in the market, and has been building profitable, high-performing ecommerce and omnichannel businesses for its clients since 1997. Iconography's integration-free solution, OMNIS, is a unified commerce platform which blends ecommerce, RMS, CRM and EPoS to free retailers of the constraints of their existing platforms.