Schubiger furniture

In digital furniture retail, detailed product presentation is critical. Customers expect a seamless shopping experience: they research and compare online and then – following the ROPO effect (Research Online, Purchase Offline) – complete their purchase in the physical furniture store.

Technical limitations of the legacy webshop

Möbel Schubiger AG faced the challenge of implementing this omnichannel strategy in a professional way. The existing WordPress shop was time‑consuming to maintain, lacked adequate performance, and quickly reached its limits in terms of product information management (PIM). To stay competitive and meet rising customer expectations, a fundamental restructuring of the digital sales and data management landscape was required.

Our services

Strategic consulting with a focus on the furniture industry
Implementation of Shopware 6
Integration of XcalibuR PIM for efficient product data management
Front-end development & UX optimisation for a modern shopping experience
Technical project management from concept to go-live
Omnichannel integration
Performance optimisation for stable processes

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EFFICIENT PRODUCT DATA MANAGEMENT & STATE-OF-THE-ART E-COMMERCE TECHNOLOGY

Our approach: Digital infrastructure for omnichannel strategies in the furniture retail sector

Möbel Schubiger’s existing e-commerce infrastructure has been replaced by a new platform based on Shopware and integrated with XcalibuR, the leading product information management (PIM) system in the furniture industry. This enables all product and variant data to be managed centrally and efficiently deployed across both the online shop and the physical stores.

In addition, bespoke plug-ins were developed to accurately map delivery and installation costs by location and to synchronise the stock levels of individual branches in real time. The result is a powerful, scalable solution that optimally supports Schubiger’s omnichannel approach and forms the basis for sustainable ROPO success in the furniture retail sector.

Shopware as the technological foundation

Möbel Schubiger’s new online shop has been built using Shopware 6. The platform offers a modular and extensible architecture that ensures both high performance and scalability in e-commerce.

Custom-developed plugins can be used to meet the specific requirements of the furniture retail sector, such as calculating delivery and installation costs based on the exact location or synchronising stock levels in real time.

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Darstellung eines konfigurierbaren Sofas

Product data management with XcalibuR PIM

Integrating XcalibuR as a specialised Product Information Management (PIM) system enables the centralised management of product and variant data in a structured format. This allows even extensive product ranges to be consistently maintained, versioned and distributed across all channels.

Automated data exchange ensures that both the online shop and the physical stores have access to up-to-date information at all times. This consistent data foundation is essential for efficient processes in omnichannel retail.

Integration of communication channels

The product range is organised using an intelligent product filter, which enables targeted navigation within the extensive furniture categories.

In addition, a digital ‘home advisor’ has been integrated into the website, allowing customers to find the relevant contact persons directly, complete with full contact details. The quality of the advice is further highlighted by short expert interviews, which transparently demonstrate the company’s professional expertise, service-oriented approach and commitment to quality.

Content marketing & User experience

Through the online shop, customers not only receive detailed product information, but also editorial content covering home trends and interior design ideas. The integrated blog specifically addresses topics such as gift ideas, the benefits of solid wood furniture, and inspiration for outdoor spaces.

The combination of content marketing and a user-friendly shop structure ensures that the online shop is equally inviting for browsing, finding inspiration and making purchases – a key quality feature in the digital furniture retail sector.

EFFICIENT MANAGEMENT OF COMPLEX PROCESSES

Results & Added Value

By developing a comprehensive e-commerce strategy and implementing it using Shopware 6 in combination with XcalibuR PIM, Möbel Schubiger has been able to sustainably improve the efficiency of its digital sales processes. The improved data consistency and performance have led to a significant increase in conversion rates – both in the online shop and in physical stores, thanks to the ROPO effect.

Today, Möbel Schubiger has established itself online as a strong brand synonymous with high-quality furniture, innovative interior design ideas and a seamless customer experience in omnichannel furniture retail.

What does the ROPO effect mean for the furniture retail sector?

ROPO stands for “Research Online, Purchase Offline.” In the furniture sector, this means that customers look online for inspiration and information, but often complete the purchase in the physical furniture store. With a consistent omnichannel strategy, you can actively leverage this effect to generate more revenue both online and offline.

What are the benefits of Shopware 6 for furniture retailers?

Shopware 6 offers a flexible, scalable platform for digital furniture retail. It enables retailers to present assortments in a structured way, map individual processes via plug-ins, and connect seamlessly with physical stores. Especially in an omnichannel context, Shopware stands out for its high performance and extensibility.

Why is a PIM system like XcalibuR important in the furniture retail sector?

A product information management system (PIM) like XcalibuR ensures that product and variant data is maintained centrally and distributed consistently across all channels. Especially for large assortments in the furniture trade, a PIM is indispensable for safeguarding data quality, increasing efficiency, and optimizing the customer experience in the online shop.

How do customers benefit from an omnichannel strategy at Möbel Schubiger?

Customers can research furniture online, compare variants, and review details — and then benefit from personal consultation in Schubiger’s stores. This interplay between online and offline offerings enhances the customer journey and delivers a seamless shopping experience.

What role does digital transformation play in the furniture retail sector?

Digital transformation is reshaping how furniture retailers design their processes, sales channels, and customer experiences. It includes integrating modern technologies such as Shopware, PIM systems, and CRM solutions, as well as connecting online and offline channels. Furniture retailers like Schubiger demonstrate that successful digital transformation not only delivers efficiency gains but also strengthens brand positioning in a competitive market.

What measurable results has Möbel Schubiger achieved with its new e-commerce solution?

By switching to Shopware 6 in combination with the XcalibuR PIM, Möbel Schubiger was able to increase the efficiency of its digital processes and significantly boost conversion rates in online retail. At the same time, the company strengthened its brand position in the Swiss furniture market and now leverages the ROPO effect successfully as a competitive advantage.

Omnichannel Strategy with the ROPO Effect

Task

Solution

Result

Challenge: Online shop & PIM as the foundation for omnichannel success

Technical limitations of the legacy webshop

Our services