Case Study
Making fireplace configuration clearer across online and in-store sales
Overview:
Together with CharpstAR, Contura created the Build Your Stove solution - a digital tool that helps customers explore and configure stoves online, while also supporting retailers and sales partners in-store. This created a stronger omnichannel journey, where customers could research online and continue the same process in the store with greater confidence.
Client expectations
The client expectations was to make a variation-heavy fireplace range easier for customers to understand and configure.
With many models, options, and specifications to consider, the buying journey needed to feel clearer, more guided, and more connected across channels.
The challenge
Fireplaces are not simple products to buy. Customers need to compare models, understand specifications, and find the right solution for their home. That creates complexity both online and in-store.
Contura wanted a solution that could simplify this process, help customers make more informed choices, and support retailers with a practical tool for guiding the sales conversation.
Our Approach
CharpstAR built the 3D assets based on CAD files Contura already had, transforming existing product data into a customer-facing experience designed for both configuration and visualization. The assets were adapted to work across the 3D configuration tool as well as in AR, giving customers a more interactive and realistic way to explore the stoves.
Instead of relying only on static product content, customers could digitally build the stove based on their needs and preferences. The same solution could also be used by retailers and sales partners in-store, making it easier to guide customers through the options and connect the digital research phase with the physical sales meeting.
Results
The result was a more effective buying journey across both digital and physical channels. Contura saw increased engagement with stove specifications and downloads, showing that customers were doing more research before making a decision.
That also improved the quality of in-store visits. By the time customers arrived at a retailer, they often already had a clearer idea of which stove they wanted and what they needed, based on the work they had done online.
Catharina Björkman
Head of Marketing
@ Contura
“The strength of the solution is that it supports the full customer journey. Customers can do their research online, explore the right options for their needs, and then come into the store much better prepared.”
