Made.com brings digital product information into the store

Made.com is bringing digital product information into its Notting Hill showroom using new omnichannel technology.


Shoppers can now use a handheld device using new CloudTags technology to view all the product information on items that are on display, viewing colours, dimensions and other information. At the end of their store visit, they can email themselves a ‘wishlist’ of the products the looked at. That gives Made.com useful data on how, where and what their customers view as they move between sales channels.

Made.com is trialling the CloudTags technology in a showroom that is itself designed to bridge the gap between online and offline, providing a place for customers to touch and feel pieces previously only available online.

Made.com was founded in March 2010 by Lastminute.com co-founder Brent Hoberman and entrepreneur Ning Li in order to take designer furniture direct to the customer, cutting out middlemen in the form of importers and retailers in order to pass savings to customers.

Annabel Kilner, head of UK at Made.com, said: “As a brand we’re continually looking at innovations that improve our customers’ shopping experience and the feedback from showroom visitors so far has been very positive.

“The technology is incredibly easy to use and has been quickly adaopted by our customers, and we look forward to seeing its impact on our omnichannel strategy.”

Ollie Bath, UK managing director and co-founder of CloudTags, said: “This is a fantastic partnership between CloudTags and Made.com where we can truly demonstrate the benefits of integrating technology in physical showrooms and stores. Our technology has enabled Made.com to continue to bring its online presence and all the benefits that brings, such as searchable product information, to a physical space.

“We’re delighted to be working with such a forward-thinking brand that understands the needs of modern consumers and the changing face of retail today and look forward to a successful integration. Should the trial go well, we anticipate following up with integrations in other MADE showrooms.”