CITY Furniture taps 3D Cloud technology to remove friction from buying journey and keep shoppers curious

CITY Furniture has launched the 3D Cloud Sectional Configurator on CITYfurniture.com. The hybrid shopping experience enables customers and sales associates to build sectionals, review dimensions, download WebAR OnDemand, exclusively available from 3D Cloud.

The configurator is accessible directly from e-commerce product detail pages, and is available for use with a store associate during showroom visits. The goal is to drive more sales by enabling both customers and associates to create custom configurations of any size and to complete the purchase online or in a store.

The Nixon and CITYMod sectional families are now available for configuration, with more coming soon. Until now, CITY Furniture has sold only pre-set sectional combinations online.

"The 3D Cloud Sectional Configurator makes designing a custom sectional in any possible configuration simple and enjoyable," says Andrew Koenig, CEO at CITY Furniture. "Customers can explore options, confirm live measurements, and see the fit at home before they buy.”

“We are already seeing strong engagement, with customers spending nearly seven minutes in the experience and around 10% of product page visitors choosing to customise a sectional in the tool. 3D Cloud has been an excellent innovation partner as we continue to raise the bar on customer experience.”

Koenig says that the launch also unlocks a major business opportunity: the team can create custom SKUs on the fly, merchandise a broader assortment without added complexity, and increase average ticket size by helping customers build the exact configuration they want.

CITY chose 3D Cloud for sectional configuration and 3D room planning software because the platform lets its team reuse 3D content across applications, cutting waste and rework while keeping full control of brand, assets, and data. 3D Cloud also enables fast updates, and makes it easy to scale.

"Efficiency and innovation drive our roadmap," says Jon Gobeli, VP of Digital Commerce at CITY Furniture.

"Our in-house 3D team selected the 3D Cloud Platform so we can manage assets and data in one workflow, move faster, and scale to add new sectional families with ease. The 3D Cloud team has been great at training us to use their tools effectively so that we could work the way we wanted to. It is the definition of partnership."

"It's a privilege to partner with a leadership and project team that is both inventive and customer obsessed," says Beck Besecker, CEO and Co-Founder at 3D Cloud. "CITY Furniture is using 3D Cloud to remove friction from the buying journey, publish new options quickly, and keep shoppers curious about what's next."

2025 RTIH INNOVATION AWARDS

3D technology will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.