Emerson et Cie to Launch iPad App

October 17, 2011  by in UnCategorized   

By Home Furnishings Business in Retail Technology on October 18, 2011

Case goods and upholstery vendor Emerson et Cie will launch a new iPad app for sales reps during October High Point Furniture Market.

Emerson et Cie also will make the app available to designers, retailers and consumers for free through the Apple iTunes store.

The app, designed for Emerson et Cie by software engineer Ryan Bradburn of Urnicus, was originally conceived as a sales tool to helps reps more efficiently, effectively and accurately do their jobs. But company officials soon realized the application's potential as a marketing tool.

"Technology has evolved significantly in the last couple of years and people are using it in ways they haven't before," said Mark E. Smith, president of Emerson et Cie. "The new technology creates a tremendous opportunity for us to better serve our sales reps, dealers and consumers. Our goal with this app was to make it easier for people to view our line, shop our line and price our line."

The iPad app will provide dealers with an easy and fully interactive way to show their customers the full selection of products offered by Emerson et Cie and its upholstery division, Bentley Churchill. Consumers who download the app can explore the furniture line in ways traditional websites and catalogs don€™t allow. The user interface is interactive and intuitive.

The app includes more than 1,000 photographs of casegoods from Emerson et Cie and upholstery from its Bentley Churchill division, as well as fabric selections, trim and finish options. Zoomable photography allows users to view furniture in incredible detail.

Consumers will be able to browse the product photographs, but they won't have access to proprietary pricing and logistics information. Only reps and approved dealers will be able to access that information, using a secure login and password.

For reps, the app is designed to make their jobs easier and to eliminate errors and backorder issues that can lead to customer dissatisfaction. The app automatically syncs with Emerson et Cie's accounting and logistics systems to reflect accurate and real-time pricing and stock status.

When presenting to their customers, reps are able to sort items using a variety of filters, including stock status, price, collection and category. This enables them to easily customize their sales presentation to each customer. For instance, if a dealer needs products quickly, the rep can show only in-stock items available for immediate shipment from Emerson et Cie€™s warehouse.

Dealer users of the app will be able to share similar information with their customers to enhance the shopping experience.

The app also has an environmental upside. Emerson et Cie will no longer be printing hundreds of sample product photos for each rep because those images will be available through the app. Reps also will be able to place orders directly through the app, eliminating the need for paper order forms. They can also easily share product photography and other details through the app via email.

Emerson et Cie is requiring its reps to purchase an iPad and use the new app for their sales presentations. Because of Apple's market leadership in tablet computers, many of the company's reps already own iPads, Smith said. The app will work on older and newer version of the iPad, and it will be updated as the computing technology evolves.

Emerson et Cie will train reps on how to use the app during its sales meeting prior to Market. Software engineer Bradburn will be on site to answer any questions and to assist with troubleshooting.

The app launch comes in conjunction with a major redesign of the Emerson et Cie and Bentley Churchill Web sites. Following the app launch at Market, Emerson et Cie plans to publicize its availability in consumer advertising in Veranda magazine.

Emerson et Cie has a history of embracing technology as a sales and marketing tool. According to the company, it was the first company to use handheld PDA scanners to place customer orders at Market.

Emerson et Cie and Bentley Churchill are based in High Point. The company distributes its line through retailers of fine furniture nationwide and showrooms in Dallas; Denver; Fort Lauderdale, Fla.; High Point, N.C.; Houston; Laguna Niguel, Calif.; Las Vegas; Los Angeles; Metuchen, N.J.; Minneapolis; San Francisco; Santa Ana, Calif.; and St. Louis.