Frontgate brings visual designs to life with Samsung Interactive Displays

Known for its handcrafted furniture, charming outdoor décor, and seasonal items, Frontgate was on a mission to expand its offerings while reducing the footprint of its retail spaces. Reimagining its brick-and-mortar stores involved choosing cutting-edge technology to help in-house designers work seamlessly with customers, curate the perfect combination of colors, fabrics, furniture, and décor, and ultimately show how each element will come together in the customer’s home.

The idea behind the redesign was to operate more cost-efficiently while maximizing communications between guests and the brand. “We asked how we can be more mobile, connect with guests better, and make it easier to communicate,” said Nathan Myers, director of retail operations at Cornerstone Brands Inc., the holding company that supports Frontgate. A move toward mobile technology was one of the primary goals, including mobile point-of-sale (mPOS) devices and tablets that can easily cast to a larger screen. The test cases yielded helpful insights as the brand replaced a few larger stores with smaller footprints. “We’ve learned that you don’t need to have every item in store, as long as you can show customers everything in a compelling way — such as in a 3D walkthrough.”

In the previous Frontgate Dallas location, designers worked with customers at desks in a large, open area of the warehouse-style store. “The customers would have to look over the designer’s shoulder to see the monitor,” recalled Jason Roso, general manager at the Dallas location. “It wasn’t always easy to help customers visualize designs and keep them engaged.”

The design studio also often got lost in the expansive layout of the old store. Because they couldn’t see examples of designs without making an appointment and sitting down with a designer, customers were more likely to shop for products independently — without becoming aware of Frontgate’s free design services. Brand leaders began to brainstorm a new approach that would meet client expectations and help them feel more engaged and connected to the products they were seeking.