In retail, the gift of the sales rep has always been to conjure up a vision for the potential buyer. Transport them to another world, surround them with artefacts – imagined or otherwise – that complete a picture in which the customer can envisage themselves.
Because when we buy, we buy into something. The object being purchased is just an element of that thing.
So what if it was possible to make that imagined reality even more real?
That is exactly what Italian furniture company Natuzzi have done. And it has led to a huge hike in the company’s sales closing rates.
Changing the rules of the game
“We wanted to change the rules of the game for the interaction between the Natuzzi brand and the consumers walking into our stores,” says Pasquale Junior Natuzzi, Creative Director at the Italian furniture company.
That meant using Microsoft HoloLens 2 to create an augmented reality experience that allows their customers to fall in love with what they’re buying – before they buy it.
It has changed the way the company sells. Now, when a customer enters one of the company’s augmented stores, HoloLens 2 is the first point of call for Natuzzi’s sales reps.
“It helps them warm up the hearts of the customers,” says Pasquale Junior. “So there is always this human touch behind everything.”
The numbers behind the story
Combining cutting edge technology with a human touch has proved a winning formula for the company, which has seen a 35% increase in sales closing rates since introducing HoloLens 2 at their augmented stores.
Meanwhile, those stores have allowed the company to reduce floor space by 50%, meaning Natuzzi can cut back on overheads at the same time as increasing sales.
But the opportunities created by the new technologies go beyond just space and cost savings – it is about changing the way consumers perceive the company.
“The real success of a brand today is in creating a community of brand lovers,” says Pasquale Junior, whose vision to digitally transform the company has been a key aspect of developing the company’s image externally.
The augmented reality stores are supported with other Microsoft technologies, such as Microsoft Dynamics 365 and Microsoft Azure, which the company has introduced with the support of Microsoft partner Hevolus Innovation.
“Everything is so innovative, digital and futuristic,” he says proudly. “You can feel we are really changing the rules of the game.”
Watch the video
Step inside the full story of Natuzzi’s digital transformation and discover the impact HoloLens 2 is having on the company’s customers and employees. Watch the full customer video.