Interior Define Case Study - Cylindo

success story

Interior Define Sets New Standards for Online and In-store Furniture Visualization

How one of the top US e-tailers created a frictionless, engaging online shopping experience and an endless aisle using the Cylindo Platform

Read the Success Story

The Challenge

Product customization was essential but difficult to offer

Shortly after the launch of their website in 2014, it became clear to Rob Royer and the rest of the Interior Define team, that enthusiastic customers were about to get the opportunity to be involved with furniture design. Customization proved to be a value proposition that really resonated with customers, but actually being able to visualize customization options was easier said than done.

Photographing all the various fabric types in different color options would entail building frames and upholstering every single one of them, requiring a very significant investment. In addition, the furniture is manufactured in a different country, so the logistics involved with setting up photoshoots would have been very complicated. Realizing that photography was not a viable option, they attempted to provide a solution by doing 4-6 photoshopped versions of each sofa design. However, more often than not, customers would go online and be interested in a fabric option that they were not able to visualize.

The results were too limited and having a website that displayed “no preview available” messages was not the engaging experience they wanted to give customers.


Avg. Rating on

What Interior Define experienced with the use of Cylindo Platform:
more sales
More sales online
and in-store
product customization
Effortless product
Visuals across the buyer's journey
High-quality visuals
across the buyer’s journey
conversion with AR
8x higher likelihood for
conversion with AR

The Solution

Create an engaging furniture shopping experience with the Cylindo Platform

When Interior Define learned about the Cylindo Platform, they were really excited as it helped address two pain points:


Customers wanted to interact with the products by zooming in at all angles using the 360-degree spin, something that static images simply couldn’t offer.


Customers wanted to apply all the fabric options to specific sofa designs so they could actually see what it looked like.

In particular, this increased interactivity was appealing to Rob. He felt it was important that customers could not only see all the options, but also drill down into the textures.

We send free fabric swatches to potential customers, but this capability is more transparent when they can see an extremely close up view of the fabric. When they then order fabric samples, it confirms that they look like the renderings, and that helps give people the confidence to place an order.

It didn’t take them long to move forward and today, nearly all products on the Interior Define website are visualized using the Cylindo Platform. But that was just the tip of the iceberg. Soon, Interior Define started exploring different aspects of the platform to power the complete omnichannel buyer journey. Driven by the idea of creating a unified end-to-end online shopping experience, Interior Define used Cylindo’s Content API to embed high-quality 3D visuals across digital touchpoints.

Starting from the product feed, product category menu, and recommendations, all the way to the “add to cart” thumbnails, Interior Define leverages photorealistic visuals throughout the customer’s entire furniture shopping experience to close the gap between browsing and checkout processes.

Talk to a Product Visualization Expert

Get an introduction to the main platform and discover how you can create a remarkable shopping experience and increase your conversion rates.

The Results

More sales – both online and in-store

Having high-quality 3D visualization provides the Interior Define website with streamlined and consistent digital merchandising, making offerings very clear to customers. Thanks to digital transformation and new technologies, online presence becomes vital for success. Now you can order swatches and feel the fabric, plus you can use augmented reality (AR) to see whether an item fits in your home. This closes the online-offline gap and makes online shopping for furniture the new normal.

Knowing that AR will become an inevitable part of buyers’ path-to-purchase, especially in the furniture industry, Interior Define was searching for a future-proof AR solution that would help them create a frictionless online shopping experience. They were among the first-movers in using web-native (appless) AR, which allows customers to place 3D models of selected products in the real world, without downloading a mobile app.

“Marrying our focus of delivering the best customer experience in the furniture category with Cylindo’s innovative technology is helping us achieve our mission. Cylindo AR (which doesn’t require customers to download an app) is helping us drive higher product engagement and contributing to ID’s highly differentiated shopping experience.“ – Rob Royer, Founder and CEO of Interior Define

Cylindo AR has proven to provide adoption rates that are 33 times higher than traditional AR mobile apps. According to Interior Define, the majority of customers use Cylindo AR towards the end of the buying journey to help propel them towards making a purchase decision. Customers that engage with Cylindo AR are 8 times more likely to convert than customers that choose not to engage.

In addition to a better performing website, Interior Define has also put the Cylindo 360 HD Viewer to good use in their stores. The company is really redefining the omnichannel experience by having all of their sales assistants equipped with laptops, making it easy to quickly show customers what the furniture looks like, thus creating an endless aisle.

“We are definitely utilizing the Viewers in the showroom to visualize what products look like. We have all of our custom fabric options throughout the store, but one of the steps is to always show the customer the sofa in their specific fabric option using the Viewers,” Rob explains.

Interior Define’s relentless focus on enhancing the furniture shopping experience as well as Cylindo’s competence and devotion to superior product visualization have made a great partnership since 2014. This has not gone unnoticed, as Gartner recognized Interior Define as the right way to do e-commerce merchandising in a digital-first world.

“Our customers truly appreciate the innovative approach we bring to furniture shopping. One of the biggest benefits of working with a complete 3D visualization partner like Cylindo is having all 3D visualization needs covered by a single platform. Together we’re setting new industry standards,” said Rob Royer.

Both Cylindo and Interior Define are excited about further working together in the future, exploring new ways to transform the furniture shopping experience by utilizing 3D product visualization technology.

About Interior Define

Interior Define is a frontrunner in supplying quality furniture at favorable prices. Since 2014 they have been delighting customers with customizable sofas available through their stunning website and their Guideshops.

Want to get an idea of the cost?

We have pricing plans for any business, website and other digital patforms.