STORIS and Broad River River Mobilize Salesforce Ahead of Black Friday

November 23rd, 2017 by the STORIS Marketing Team

Broad River Retail Mobilizes Salesforce

STORIS, a leading provider of unified commerce solutions to home furnishing retailers, and Broad River Retail, a regional Ashley HomeStore licensee, have partnered to mobilize over 220 of Broad Rivers’ Home Furnishings Consultants (HFCs) and retail managers with tablets on its sales floors.

Leveraging the power of STORIS’ 9.8 release on the tablets, HFCs can now personally guide their Guests more quickly and seamlessly through the entire purchase process without the need for additional support in the stores.  Directly from their tablets, HFCs are able to search inventory, process financing applications, access product information and complete the purchase without leaving their Guests.

Broad River is using STORIS CRM to adapt Broad River’s workforce to this emerging best practice. HFCs are able to log prospects directly into the CRM system from their tablets. The tablets also have an app for Broad River’s business intelligence reporting, which enables associates to see real-time metrics on store and individual performance.

“Tablets have completely changed the way our HFCs interact with our Guests in a very positive way. With a wealth of information literally at their fingertips, they never have to leave their Guests throughout the shopping experience,” explained Charlie Malouf, Broad River’s President and CEO.

“Back in early March, we moved fast and were the first STORIS client to upgrade to STORIS 9.8, because 9.8 enhanced our ability to deploy tablets more quickly,“ commented Harold Hampton, Broad River’s Vice President, IT and Business Intelligence. “STORIS 9.8 runs natively on our tablets, which allowed for faster adoption by our entire Retail sales force. Upon completion of the order, HFCs can email all documents directly to the customer with no paperwork to misplace. Needless to say, the tablets are a big hit with our HFCs and our Guests.”

Donnie Surdoval, Product Manager for STORIS, stated that “new developments in STORIS 9.8 enhanced the mobile shopping experience for STORIS retailers to maximize customer engagement on the showroom floor. Mobile-optimized screens help Store Associates quickly and accurately serve consumers, answer questions and take orders on the fly. These improvements and additional changes in cross-device cart integration are helping retailers enhance the customer experience with better technology.”

Todd Jones, Vice President of Retail Performance for Broad River, stated “The tablets have greatly enhanced our guest experience with the speed that is expected in today’s retail environment. Our Guests deserve a faster process, and the introduction of tablets has vastly improved our ability to stay engaged with them while enhancing the overall experience.”

“Our universal credit app, combined with the tablet experience, has allowed not only a faster application process for our Guests but also a more comfortable one,“ explained Christian Adams, Broad River’s Director of Consumer Finance.

“While we realize that mobilizing our workforce (which included deploying enhanced Wi-Fi in all our stores, increasing our network bandwidth, upgrading our STORIS software, procuring hundreds of tablets and investing in training) was a significant investment, we have already realized an immediate impact through higher close rates, improved Guest experience and a boost in employee morale. We have eliminated bottlenecks in our sales process just in time for Black Friday,“ concluded Malouf.

Gold Line

 About Broad River Retail and Ashley HomeStore

Broad River is one of Furniture Today’s Top 100 Furniture Stores. The Company was also recognized by Furniture Today as one of four Retail Giants of Bedding in the U.S. based on its achievements in the competitive mattress arena. Grant Thornton, LLP recognized the Company again this last year as one of North Carolina’s Top 100 Private Companies and this year as one of South Carolina’s Top 100 Private Companies. Founded in 2003 by Executive Chairman Jonathan Ishee and headquartered in Fort Mill, S.C., Broad River Retail is the regional licensee of 15 Ashley HomeStores in North Carolina, South Carolina and Georgia and one Ashley HomeStore outlet in Charlotte. The privately held Company employs over 500 at its stores, distribution center and corporate office, and will open two additional stores in early 2018. 

Ashley Furniture HomeStore is the #1 selling furniture store brand in the world with over 500 locations in the U.S and nearly 670 worldwide. The retailer is an exclusive provider of furniture from Ashley Furniture Industries, Inc., the largest furniture manufacturer in the United States. 

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