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From Home Furnishing Business
Intiaro Hosts Tech Panel Discussion for Retailers & Suppliers
February 23,
2025 by Karen Parrish in Business Strategy, Industry 
Leading furniture industry executives shared insights during a recent panel discussion hosted by 3D/AR technology providers Intiaro, focusing on critical technology challenges facing furniture retailers and manufacturers in today's digital landscape. The event featured Shane Pohlman, director of furniture at Nebraska Furniture Mart; Tim Newlin, president and CEO of Norwalk Furniture; and David Enos, president of Phelps Digital.
The panel, in partnership with buying group FMG, explored the complexities of managing conflicting data and technology systems among furniture retailers and manufacturers. This translates to the major pain point for both parties as: different digital assets in a wide variety of formats, across multiple organizations.
A significant conclusion emerged that the industry must take the initiative in driving technological advancement and standardization rather than waiting for regulatory solutions. The responsibility for creating cohesive digital ecosystems rests with industry stakeholders, as top-down government solutions are unlikely to materialize in the near future in North America.
The discussion highlighted several critical points for industry success. Norwalk Furniture’s Newlin pointed out that early alignment of digital strategies between manufacturers and retailers can set the stage for successful partnership selection. The reality for suppliers is that they must prioritize resources to meet the wide range of digital requirements from their partners.
The panel stressed that taking a proactive approach to technology systems integration by having early partnership discussions can help prevent future complications and ensure better alignment of digital strategies from the outset.
Another point that increases complexity for retailers and brands lies in shifting demographics and evolving consumer expectations in an omnichannel environment which generates more data across multiple platforms.
This proliferation of data points underscores the importance of early and continuous investment in technology infrastructure to ensure seamless customer experiences. Pohlman highlighted the significant focus by Nebraska Furniture Mart to modernize and align their technology stack in recognition of the strategic importance.
In hosting the panel discussion, Intiaro continues to play a pivotal role in addressing these challenges by facilitating seamless data integration between retailers and suppliers. The company serves as a bridge connecting industry partners, streamlining product lifecycle management and enabling more efficient operations across the furniture industry.