HIGH POINT— As furniture retailers and manufacturers navigate an increasingly digital marketplace with constantly evolving consumer preferences, conflicting technology systems and data management have emerged as pressing challenges.
Industry leaders discussed these issues in a recent panel hosted by 3D/AR technology provider Intiaro, in partnership with FMG, a buying group for furniture retailers.
The panel 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. Discussions centered on the fragmentation of digital assets across organizations and the need for industry-driven solutions rather than regulatory intervention.
One key takeaway was the importance of early alignment between manufacturers and retailers to ensure smoother digital integration. According to Newlin, suppliers must carefully allocate resources to meet varied digital requirements across partners.
“What we’ve found works best is sitting down early to discuss digital strategies; it creates a foundation for great relationships,” he said. “We could really move the needle with the consumer if the same amount of collaboration happened around digital content that happens around retail programs and merchandising.”
The panel also examined how shifting demographics and evolving consumer expectations add complexity to omnichannel retail. With increasing data points spread across multiple platforms, panelists emphasized the need for proactive investment in technology infrastructure.
Pohlman noted Nebraska Furniture Mart’s focus on modernizing its tech stack as a strategic necessity. “Consumer expectations are evolving rapidly, creating data across multiple platforms,” he said. “That’s exactly why we’ve prioritized aligning our technology stack: We see it as a strategic necessity, not just an IT project.”
Intiaro, which hosted the discussion, says it aims to continually facilitate digital integration between retailers and suppliers, streamlining operations and improve product lifecycle management across the industry.