Interior Define Case Study - Cylindo

success story

Interior Define Sets New Standards for Online and In-store Furniture Visualization

How one of the top US e-tailers created a frictionless, engaging online shopping experience and an endless aisle using the Cylindo Platform

Read the Success Story

The Challenge

Product customization was essential but difficult to offer

Shortly after the launch of their website in 2014, it became clear to Rob Royer and the rest of the Interior Define team, how enthusiastic customers were about the opportunity to get involved with furniture design. Customization proved to be a value proposition that really resonated with customers, but actually being able to visualize the customization options was easier said than done.

Photographing all the different fabric types in the different color options would entail building the frames and upholstering every single one of them, which would have required a very significant investment. In addition, the furniture is manufactured in a different country, so the logistics involved with setting up photoshoots would have been very complicated.

Realizing photography was not a viable option, they attempted to provide a solution by doing 4-6 photoshopped versions of each sofa design. However, more often than not, customers would go online and be interested in a fabric option that they were not able to visualize.

The results were too limited and having a website that displayed “no preview available” messages was not the engaging experience they wanted to give customers.

What Interior Define experienced with the use of Cylindo Platform:
Effortless product
Enhanced user
Product views from
every angle
More sales online
and in-store

The Solution

Create an engaging furniture shopping experience with the Cylindo Platform

When Interior Define learned about the Cylindo Platform they were really excited because it helped address two pain points:


Customers wanted to be able to interact with the products by zooming in at all angles when using the 360-degree spin, something that static images simply couldn’t offer


Customers would be able to apply all the fabric options to specific sofa designs so they could actually see what it looked like.

In particular, the increased interactivity was appealing to Rob. He felt it was important that customers could not only see all of the options but also drill down into the textures.

Having the 360 HD Viewer has been a big win for us, it is a valuable tool that helps us accomplish our goals.

“We send free fabric swatches to potential customers, but this capability is more transparent when they can see an extremely close up view of the fabric. When they then order fabric samples, it confirms that they look like the renderings, and that helps give people the confidence to place an order.”

It didn’t take them long to decide on moving forward, and today nearly all of the products on the Interior Define website are visualized using the Cylindo Platform.

But that was just the tip of the iceberg. Soon, Interior Define started exploring different aspects of the platform to power the complete omnichannel buyer journey.

Driven by the idea of creating a unified end-to-end online shopping experience, Interior Define uses Cylindo’s Content API to embed high-quality 3D visuals across digital touchpoints.

Starting from the product feed, product category menu, and recommendations, all the way to the “add to cart” thumbnails, Interior Define leverages photorealistic visuals throughout the customer’s entire furniture shopping experience to close the gap between the browsing and checkout processes.

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The Results

More sales – both online and in-store

Having high-quality 3D visualization provides the Interior Define website with streamlined and consistent digital merchandising, making the offering very clear to customers.

Thanks to digital transformation and new technologies, online presence becomes vital for success. Now you can order swatches and feel the fabric, plus you can use AR to see if the item fits in your home. This closes the online-offline gap and makes shopping for furniture online the new normal.

Knowing that AR will become an inevitable part of the buyers’ path-to-purchase, especially in the furniture industry, Interior Define was searching for a future-proof AR solution that will help them create a frictionless online shopping experience.

They were among the first-movers in using web-native (app-less) augmented reality which allows customers to place 3D models of selected products in the real world, without downloading a mobile app.

“Marrying our focus of delivering the best customer experience in the furniture category with Cylindo’s innovative technology is helping us achieve our mission. Cylindo’s Web AR technology (which doesn’t require customers to download an app) is helping us drive higher product engagement and contributing to ID’s highly differentiated shopping experience.“ – said Rob Royer, Founder and CEO of Interior Define.

Web-native AR has proven to provide adoption rates that are 33 times higher than traditional Augmented Reality mobile applications. According to Interior Define the majority of customers engage with AR towards the end of the buyer journey helping to propel them towards making a purchase decision. Customers that engage with AR are 8 times more likely to convert than customers that choose not to engage with AR.

In addition to a better performing website, Interior Define has also put Cylindo’s product configurators to good use in their stores. The company is really redefining the omnichannel experience by having all of their sales assistants equipped with laptops, which makes it easy to quickly show customers what the furniture looks like, thus creating an endless aisle.

“We are definitely utilizing the Viewers in the showroom to visualize what products look like. We have all of our custom fabric options throughout the store, but one of the steps is to always show the customer the sofa in their specific fabric option using the Viewers,” Rob explains.

Interior Define’s relentless focus on enhancing the furniture shopping experience and Cylindo’s competence and devotion to superior product visualization have made a great partnership since 2014. This partnership has not gone unnoticed, as Gartner recognized Interior Define as the right way to do e-commerce merchandising in a digital-first world.

“Our customers truly appreciate the innovative approach we bring to furniture shopping. One of the biggest benefits of working with a complete 3D visualization partner like Cylindo is having all 3D visualization needs covered by a single platform. Together we’re setting new industry standards.” – said Rob Royer.

Both Cylindo and Interior Define are excited about working together in the future, exploring new ways to transform the furniture shopping experience by utilizing 3D product visualization technology.

room planner feature

About Interior Define

Interior Define is a frontrunner in supplying quality furniture at favorable prices. Since 2014 they have been delighting customers with customizable sofas available through their stunning website, and recently also through a physical store in Chicago.

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