Bangalore, Aug 20: Interio by Godrej, a furniture brand from the Godrej Enterprises Group, is transforming furniture shopping experience by combining personalisation, digital engagement and physical retail at scale. Its digital engagement tools have contributed to 6 percentage improvement in conversion rates, as the brand integrates AI-powered recommendations, 3D visualisation, room planning and configurable furniture solutions across the customer journey.
Interio’s e-commerce business has grown 14x over the last three years and now contributes 15% to its furniture business. The brand has also expanded its delivery and installation network from 1,200 to 20,000+ pincodes, while enabling 24-hour delivery and installation across state capitals. Post rebranding, Interio has moved from a traditional product-led retail approach towards an experience-led model that connects physical stores, digital platforms and design consultations. The technology-led approach has been implemented across 137 stores using digital engagement tools situated in 20 cities.
Dr. Dev Narayan Sarkar, Senior Vice President and Head of Consumer Business, Interio said,
“Furniture purchase is increasingly becoming a decision about how people want to use and experience their home space. The way Indians live and buy furniture is changing as urbanisation expands beyond the larger metros and households adapt to new spaces and evolving needs. Consumers are looking for furniture that works within their homes, serves multiple purposes and can adapt as their requirements change. This is driving us to move beyond a product-led approach towards more personalised and technology-enabled experiences. With digital visualisation, design consultation and configurable furniture, Interio is helping customers make decisions based on their space, lifestyle and changing requirements.”
The transformation extends beyond the customer-facing experience. Interio is investing in Robotic Process Automation, integrated supply-chain platforms and connected technology systems to improve operational efficiency, communication and fulfilment. The objective is to connect the customer-facing digital journey with the backend processes required to deliver a more consistent experience.
Interio’s 3D Room Planner and 3D Configurator allow consumers and store teams to create room layouts using actual dimensions, visualise furniture in 2D and 3D and explore different configurations before making a purchase. The Measure & Recommend solution further supports space planning by helping customers identify furniture options based on available dimensions and layout requirements.
The brand also introduced UPMODS, a modular and upgradable furniture platform with more than 2,450 configuration combinations. The platform allows consumers to modify, expand and upgrade furniture as their requirements change, instead of replacing an entire product. This approach addresses the consumer problem of changing needs of the family.
