Denver Matress parent leverages adaptive design for e-commerce site

Denver – Furniture Row, parent company of home furnishings retailer Denver Mattress, is using the Oracle ATG e-commerce solution to both personalize the Denver Mattress e-commerce site and make it adaptable to the format of any device the customer chooses to employ. Using the “adaptive design” website design methodology enabled by ATG technology, the Denver Mattress site instantly recognizes what type of device — such as PC, smartphone or tablet — a customer is using and optimizes display for that specific screen.

In addition, Oracle ATG functionality helps Denver Mattress provide online customers with personalized content and customized search options based on previous interactions and purchases, location and other factors.

“Customers browse merchandise and compare items using their mobile phones right from the showroom floor, or they start their research at home before they come in,” said Noah Linge, director of digital marketing at Furniture Row. “We want to make that as easy as possible for them, to help them identify what they want, no matter where they are or what device they are using. We considered creating multiple applications for different consumer devices, but we didn’t want to have that extra step.”

The e-commerce upgrade is part of a larger initiative to drive store traffic and increase sales across Denver Mattress stores in 30 states.