Enhanced search, personalized recommendations, and seamless UX helped the Swiss retailer Möbel Pfister transform a massive catalog into a high-converting online experience.
Founded in 1882, Möbel Pfister is one of Switzerland’s best-known furniture retailers, boasting a long legacy of craftsmanship now paired with a forward-looking, customer-centric mindset. Today, the company is focused on staying relevant for a new generation of shoppers, particularly Generation Y, through an experience that seamlessly blends physical and digital touchpoints.
“Our focus has always been on quality, durability, and design,” says Silvia Zagarese, Content Category Lead – eCom at Möbel Pfister. “But what really sets us apart is how we support our customers with personalized assistance throughout their journey — both online and offline.”
Möbel Pfister’s typical customer journey often starts with online research and continues in-store, or vice versa, thanks to their integrated omnichannel setup. This approach is particularly essential in a high-consideration category like furniture, where inspiration and information play a crucial role.
In recent years, Möbel Pfister has radically redefined its online strategy. Their modern eShop now surpasses their 18 physical stores in revenue, serving as the brand’s most important sales channel. With over 100,000 products available — including exclusive online-only items — their catalog is one of the most comprehensive in the Swiss market.
“We’ve invested in immersive technologies like 3D models and virtual reality so customers can better visualize how a product fits into their space,” Silvia explains. “And we continue to improve our online journey with AI-generated mood images and inspiring content, which help shoppers see products in context and make more confident decisions.”
However, with such a vast assortment, discovery and relevance become critical challenges — especially for a design-heavy, emotionally charged category like home furnishings.
“The volume of our assortment makes it critical to guide the customer in a way that feels intuitive,” Silvia explains. “We need to quickly understand their design preferences, price sensitivity, and intent — whether they’re browsing or buying.”
“We constantly analyze search behavior and give regular feedback to the Voyado team, especially around the ontology,” Silvia says. “This has made a big difference in how relevant our site feels — and even without manual updates, we’ve seen some trends naturally rise in visibility, which means the platform is working dynamically behind the scenes.”
Beyond the technology, Silvia highlights the importance of close collaboration with the Voyado team.
“The combination of technical and business support — especially during our transition to Elevate 4 — has been crucial,” she explains. “The responsiveness and weekly meetings with our Customer Success Manager helped us quickly resolve challenges and take full advantage of the platform’s capabilities.”
This collaboration also enabled Silvia’s team to achieve operational efficiency — particularly in areas such as product sorting, page setup, and rule creation. “It’s difficult to quantify exactly, but there’s definitely a time-saving aspect in how we now work,” she adds.
Silvia Zagarese, Content Category Lead – eCom, Möbel Pfister
Möbel Pfister views personalization not as a trend, but as a growth imperative.
“We know we’re not there yet — and we want to do more,” Silvia admits. “With such a wide catalog, it’s essential that we tailor the shopping experience to each customer’s style, budget, and intent. That includes better cross-selling and more relevant product recommendations.”
This is where customer data becomes a key asset. “By using it effectively, we can deliver more relevance, create better experiences, and ultimately drive growth,” Silvia explains. “It’s also about staying competitive — this level of personalization is what today’s shoppers expect.”
Looking ahead, Silvia and her team plan to deepen their personalization efforts and expand their data-driven merchandising strategy.
“We’re focusing on leveraging data to make product discovery even more relevant. Our goal is to create a truly tailored experience for every customer — one that feels intuitive, seamless, and inspiring.”
With a strong digital foundation, a flexible tech stack, and a clear vision for the future, Möbel Pfister continues to evolve — proving that even legacy brands can thrive by putting the customer experience at the center of innovation.
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