La-Z-Boy may be the world’s number one seller of upholstery furniture, but when they recognized the Web’s potential, they didn’t sit around on their famous recliners. The company selected ChannelNet to develop and implement a multichannel marketplace solution that incorporates its top-producing Furniture Galleries retail stores into a seamless online experience for furniture shoppers.

1. ChannelNet® Makes It Easier for
La-Z-Boy Customers to Shop
Online and Buy In-Store
HIGHLIGHTS La-Z-Boy may be the world’s number one The Solution
seller of upholstery furniture, but when they
• A unified network of Web sites for recognized the Web’s potential, they didn’t ChannelNet started by conducting interviews
300 La-Z-Boy Furniture Galleries
sit around on their famous recliners. The and focus groups with various constituents
retail shops
company selected ChannelNet to develop involved in sales and marketing to learn
• Adoption by 40 percent of the and implement a multichannel marketplace what they needed from a multichannel
retailers at the initial rollout solution that incorporates its top-producing solution. From there, ChannelNet developed
demonstration Furniture Galleries retail stores into a the strategy, technology approach, and
seamless online experience for furniture rollout plan for La-Z-Boy’s new multichannel
• Centralized control by brand
shoppers. marketplace.
managers, with a localized Web
presence for each retailer at a
fraction of the cost of a custom Background Using its ChannelNet SiteBuilder™ software
website product, ChannelNet in four weeks created
La-Z-Boy recognized that furniture shoppers a unified network of Web sites for La-Z-Boy
• The ability to manage Web sites
often research product options on the Web Furniture Galleries that optimized sales
without employing IT resources.
before visiting a store to see, touch, and and marketing interactions between the
try out their choices and then make the company, its furniture shoppers, and its
purchase. To accommodate consumer buying retail partners; used corporate Web site
patterns, La-Z-Boy wanted a unified network functionality and branding; and improved
of Web sites that could: Web site design, content, functionality, and
administration.
• Transition shoppers from their online
research to a designer at one of 300 The many convenient, timesaving, and sales
Furniture Galleries stores. support features of the La-Z-Boy Furniture
• Generate qualified leads for the company’s Galleries Web sites include:
retail partners.
© 2006 ChannelNet. All Rights Reserved.

2. Streamlined Customer Experience • ChannelNet also provided ongoing support
for Furniture Galleries to ensure that La-Z-
• As shoppers research products on the La-Z- Boy retailers were using multichannel best
Boy retail Web sites, they are encouraged practices with Web-savvy furniture shoppers.
to contact a local Furniture Galleries
store in one of several ways to arrange an The Results
appointment with an in-store or in-home
designer. The new La-Z-Boy Furniture Galleries Web sites
• Contact information for these qualified leads create a dynamic, multichannel marketplace
is sent via email to Furniture Galleries for to streamline the online experience of
follow-up. furniture shoppers, drive more customers into
the Furniture Galleries, and increase sales per
Easy, Convenient Site Maintenance square foot.
• A simple, browser-based administrative At La-Z-Boy’s retailer conference in June 2003,
interface with point-and-click tools allows ChannelNet staffed a booth to demonstrate
each retail store to manage and maintain the solution and enlist support from Furniture
local content, such as promotions, branding Galleries. Over 40 percent of the retailers
elements, and staff biographies, without the signed up on the spot.
need for on-site technical expertise.
ABOUT CHANNELNET
Brand and Product Integrity
For 21 years ChannelNet has created
multichannel solutions that help • La-Z-Boy retains centralized control over key
companies sell complex products and
portions of the Furniture Galleries Web sites
services through traditional sales
channels. Each solution is developed to keep messaging, product information,
with its patent-pending software and marketing programs consistent.
product, ChannelNet SiteBuilder™, • Brand managers establish parameters
which significantly reduces the costs for the areas that Furniture Galleries can or
and development time of custom cannot update.
solutions. As a full-service company,
• The Furniture Galleries Web sites use
ChannelNet also offers expert
professional services for everything
the corporate-approved site and add local
from multichannel sales strategies branding, content, and promotions to
and best practices to dedicated create an individualized Web presence at a
solution support. The privately- fraction of the cost of a custom site.
held company is based outside San • An image library allows Galleries to choose
Francisco in Mill Valley, California,
from corporate-approved images.
with offices in Detroit, Michigan.
Channel Acceptance and Adoption
ChannelNet
• ChannelNet provided professional training
100 Shoreline Hwy.
Building B, Suite 300 and services that included the rollout and
Mill Valley, CA 94941 ongoing support of the solution.
Tel. 800-677-6858 • The training program included user manuals
Fax 415-332-1635 and phone sessions to take participants
through the Web site setup process.
Email: sales@channelnet.com
www.channelnet.com
© 2006 ChannelNet. All Rights Reserved.