The art of amplification

Viewa

A growing force in many areas of business is augmented reality (AR), says Edward Sedgley CEO of AR tech specialist Viewa. He believes AR can play a critical role in enhancing the customer journey for the highly visually-led transactions typical of the window furnishings sector. 

“Over 80% of us are not very good at visualising how something will look prior to purchase, however we know what we like when we see it. This makes it difficult to make decisions due to uncertainty. 

“Realistic AR can bridge this gap and help customers confidentially make the right decision about the
product and material that best suits their space. This then ultimately leads to greater engagement and conversions whilst reducing the sales cycle.

“The primary challenge in the past in AR for the industry has been the level of realism. Ultimately it needs to accurately showcase the products in a visually appealing way and past software could not deliver this. 

He notes that Viewa has just launched a version of its Surface software module specifically for the window furnishings industry, which solves this in three ways: 

1. Dynamic modeling – this enables product models to scale yet maintain their integrity
2. AI realism – this leverages sophisticated AI models specific to the industry for super realism
3. Measurement – this deploys AI and algorithms to measure the area within a photograph which helps with scale.

He says it’s early days for Surface for the window furnishings industry, which launched recently – with a number of clients having just going live. However, he notes: “It is part of our wider Surface software which is live for a range of clients in flooring and walling; what’s clear is that those clients have benefited from a 10x increase in dwell time on their website, which means potential customers are not now just scrolling but actively exploring. 

“Overall, they have then seen a 58% increase in engagement as customers in research mode
begin to make decisions. This in turns increases conversions and the value of the cart by 69% as customers make decisions more quickly and often upsell themselves to what they like the look of best.

“Before Surface, consumers would typically review a physical swatch and/or photo of a different space to try and visualise what it will look like in their home or office. As mentioned above, this is not straightforward for most buyers. By using realistic AR like Surface, they can change out
products, materials and styles on their window with a click to see what they like best. This makes the final choice much more straightforward and also leads to less incidents of buyer remorse from customers that got it wrong.

Sedgley adds that Surface also solves some of the usability issues presented by previous iterations of AR. 

“AR in the past was often app based which is much more difficult to integrate and also has less adoption. Surface is web-based which means it can be used on any device and on any website or platform. This means it can be integrated into a much wider digital strategy. In addition, it can be used by salespeople in the field working with customers to make decisions.

Sedgley believes AR is a vital tool but also notes that it works best as part of a considered strategy. 

“The businesses which leverage software more widely and in multiple places from the website to social media to in person tend to get the best results. Outside of that, it is important to have a strong call to action from the digital marketing to the software and then to purchase to increase conversions.”

Overall, he points to an exciting future for AR in home décor and interior design.

“The emergence of AI based interior designer assistance is one trend in which we are at the forefront. We will soon release our version called Instyl. Instyl can review a photo in seconds, categorise the room and window through a diverse set of data points from colour palette to prominent objects to style
and then recommend which window furnishings work in that space. 

“Using AR, the customer can then click to see if they agree. I don’t believe this will ever replace interior design or salespeople, however it will become another closing tool to assist customers finalise their decision.”

Somfy

Somfy’s latest digital marketing campaign showcases the advantages of Smart Shading, highlighting product-driven solutions that enhance comfort and convenience for end users. Through a compelling suite of videos, social media assets, and dedicated support for Somfy Retail Expert Partners, the campaign runs alongside Somfy’s global ‘Make the Move’ brand campaign, reinforcing Somfy’s position as an industry leader.

Launched during peak season across 9NOW video-on-demand and online platforms including YouTube, search and social, the campaign introduced Somfy’s latest Smart Shading release featuring Zigbee 3.0 technology. It also shows the seamless integration of the TaHoma switch and TaHoma by Somfy app, emphasising the enhanced user experience and benefits of the Somfy comfort-driven ecosystem of its Smart Shading solutions.

“We are thrilled with the impact that our latest Smart Shading campaign has had, especially for our Somfy Retail Expert Partners. The new brand assets and engaging video content have resonated strongly, leading to increased view-through rates and user engagement,” says Kim Henretty, Marketing Manager for Somfy Oceania. “This year, we are focusing on further enhancing our storytelling and digital campaigns to give share more of the Somfy Smart Shading experience with end users.”

In addition to ongoing digital campaigns and social media initiatives, Somfy remains committed to supporting its partners and Retail Expert Network by driving product awareness, stimulating market demand, and generating quality leads.

Together with the global marketing campaign, branded collateral and digitisation of assets, the Smart Shading and Make the Move campaigns run across multiple digital touchpoints providing the brand a wide coverage. Promoting the benefits of home automation and motorisation, the campaign will support lead generation to a network of over 290 Somfy Retail Expert Partners.

“As a trusted partner and advisor, we’re here to equip our valued Somfy Experts with the tools and resources they need to elevate their digital marketing and online presence,” adds Henretty.

Norman

“In an increasingly digital world, a strong online presence is essential for engaging consumers and driving sales,” says Norman Marketing Manager Giorgia English. 

“At Norman, our digital marketing strategy is built on a multi-faceted approach that combines influencer partnerships, high-impact visual content, and data-driven insights. By leveraging these key areas, we create meaningful connections with homeowners, enhance brand trust and ensure our products stand out in a competitive market.”

“A key part of Norman’s digital marketing strategy has been collaborating with a trusted voice who resonates with consumers, and our partnership with Catriona Rowntree has been instrumental in strengthening our brand presence. 

“As a respected media personality with a passion for beautiful, well-designed homes, Catriona shares Norman’s commitment to quality craftsmanship and timeless style. She believes in the value of investing in products that enhance everyday living—both aesthetically and functionally—making her an authentic advocate for our brand.

“Through engaging video content, social media collaborations, and the Catriona Rowntree House Tour series, she showcases our products in beautifully styled settings, demonstrating how they enhance both functionality and aesthetics in the home. By sharing her personal experiences with Norman’s shutters, blinds, and shades, she helps homeowners make informed decisions, reinforcing the importance of quality, durability, and thoughtful design.

“By integrating Catriona’s influence across our marketing channels, including digital advertising, website content, and in-store merchandising, we expand our reach and create a compelling connection and trust with homeowners looking for premium window furnishing solutions.

“At Norman, compelling video and photo content is at the heart of our digital marketing strategy, allowing us to showcase our premium window furnishings in an engaging and visually inspiring way. High-quality imagery and professionally produced videos help bring our products to life across social media, websites, digital ads, and email campaigns.

“We leverage lifestyle photography to show how our shutters, blinds, and shades transform real homes, while short-form videos demonstrate product features and benefits. These assets are repurposed across multiple platforms, ensuring a consistent and visually appealing brand presence.

“We also use data collection and analytics to refine our digital marketing strategies and better understand consumer behaviour. By monitoring the performance of our marketing output across social media, our website, email engagement, and ad performance, we gain valuable insights into what resonates most with our audience. 

“This data allows us to optimise content, target the right customers, and adjust campaigns in real-time for maximum impact. Whether it’s identifying emerging trends, fine-tuning product promotions, or improving our website experience, our data-driven approach ensures that every marketing effort is informed by real customer needs and behaviours.

“By integrating authentic storytelling, visually compelling content, and real-time data insights, Norman continues to refine and optimise our digital marketing efforts. This strategic approach not only strengthens our brand presence but also provides valuable tools for our retail partners, helping them connect with customers more effectively. 

“As consumer behaviours evolve, we remain committed to innovation, ensuring our marketing remains impactful and relevant in the ever-changing digital landscape.”