Is DFS lounging around when it comes to its online execution?
In March 2016, DFS announced a pre-tax profit of £16.2m in the six months to 30 January, accompanied by a 17.7 per cent increase in online sales over the same period compared to the previous year. In a highly competitive industry where there is pressure to not only sell but encourage a store visit online, this market has experienced a significant shift.
With a high-profile summer on the horizon as sponsors of Team GB at Rio 2016, we explore whether DFS has an online sales execution worthy of the attention it is hoping to receive throughout the Olympic and Paralympic games. By comparing the online performance of DFS against three of its main competitors, we analyse the success of its e-commerce execution and highlight areas for improvement.
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