Leading furniture and homewares retailer, Freedom Furniture has chosen the Boomi AtmoSphere Platform to create a singular view of all data to drive operational transformation, support product evolution and enable more personalised customer experiences.

Following a period of underperformance, Freedom established a design-led and technology-enabled turnaround strategy, digitally transforming itself to streamline operations, overcome fulfillment and delivery challenges, and improve customer experience in-store and online.

Creating an IT environment capable of supporting its transition to a dynamic business and centralising data to improve decision-making was critical. The company selected Boomi to enable an omni-channel business model, where customers can get the products they want, how, and when they want them.

Freedom appointed Richard McPartlin as chief information officer to stabilise technology challenges and build new digital capabilities and services in Australia and New Zealand.

“Freedom is a bricks and mortar company, and that’s important for the furniture industry where customers want to feel our products before taking home a new couch, dining set or otherwise. However, we’ve also rapidly expanded into homewares, and simultaneously seen our ecommerce business explode with demand,” McPartlin said.

“When customers go online to purchase, it’s essential that we deliver the same experience they’ve come to know in-store. Boomi is the beating heart connecting our many limbs so we can accurately track online orders, keep pace with the demand, and ensure Freedom adapts and evolves quickly with everything under a singular view.”

Freedom is using Boomi’s low code, cloud-native integration platform as a service (iPaaS) to integrate business-critical systems that make up its best-of-breed technology environment, including SAP Commerce Cloud ecommerce, Fluent order management (OMS), Shippit shipping management, and Triquestra’s Infinity point-of-sale (POS) systems.

Boomi also securely consolidates all of Freedom’s operational, customer, and transactional data within a centralised software interface in real-time, creating a singular view of every part of the business.

Freedom relies on this data to inform business decisions pertaining to products, supply chain and sourcing, and customer interactions. It is also used to personalise every transaction to keep customers informed and to deliver personalised recommendations through Freedom’s My Loyalty customer loyalty program.

Benefits also extend to Freedom’s internal design team, which is responsible for researching and inspiring the latest styles to stock its warehouses and stores. Boomi delivers data to Freedom’s sourcing teams, which can now better identify, secure, and onboard local suppliers with distinctive Australian design.

“Freedom’s digital transformation is not only bringing customers an incredible selection of furniture and homewares but making every interaction a seamless and personalised one as shoppers update and refurnish their homes and home offices,” Boomi managing director for Australia and New Zealand, Nathan Gower said.

“With Boomi connecting all the digital dots in the organisation, Freedom has the data and insights it needs to better understand what customers want, and therefore source unique – and increasingly local – products that are reminiscent of this iconic, heritage brand.”