Digital Transformation for the Inventors of the Recliner

La-Z-Boy‘s business model includes both corporate-owned stores and dealer owned stores. While La-Z-Boy is entirely responsible for the overall website infrastructure, implementation, and catalog management, dealers govern pricing for the web in addition to managing their online orders. Because of this model, Amplifi was asked not only to implement a highly complex eCommerce website, but also a multi-faceted Dealer Portal to support their dealer network.

For consumers, La-Z-Boy wanted to build a world-class experience that enables shoppers to fully customize their furniture, much like designers do in the showrooms. No other furniture brand in their market was providing a way to fully configure and visualize the perfect recliner or sectional, including the abilities to choose from hundreds of fabrics for upholstered pieces and select the type of handle, leg rest, and finish for a uniquely custom recliner. To achieve this, La-Z-Boy needed a partner who was up to the task of bringing this online vision to life.


La-Z-Boy selected Oracle Commerce and partnered with Amplifi to implement their new digital platform and move away from their antiquated legacy system. Amplifi experts designed an overarching architecture that supports both consumers as well as La-Z-Boy dealers with a suite of solutions under the Oracle Commerce umbrella. Amplifi visual designers gave the website a fresh new look with an intuitive furniture configurator and a “shop-the-look” feature to fully design rooms.

Services Rendered

Complete Site Redesign and Usability Testing
Solution Architecture for a robust, highly-scalable digital solution to meet the needs of La-Z-Boy’s complex business
3rd Party and Backend Integrations supporting the website and various ancillary tools
Data Migration & Development of the consumer-facing website and the Dealer Portal
Endeca Search Tuning and Optimization for better site search and faceted navigation
Advanced Training for Oracle Commerce BCC, XM, CSC, and Custom Dealer Tools


Improved User Experience and SEO
Created custom Furniture Configurator and Sectional Builder tools
Streamlined Cart, Checkout, and Order Management
Deployed fully templated website pages for business user management of content and promotions
Implemented foundation for business-driven personalization
Deployed Suite of Customer Support tools
Created custom-built Dealer Portal that allows La-Z-Boy dealers to:
Manage multiple levels of different dealer roles and permissions for the feature-rich Dealer Portal
Maintain standard and promotional pricing for the products and delivery charges on the LZB website
Oversee pricing based on dealer parent number assignment associated with their stores based on zip code
Oversee online orders including adjusting status, charging deposits, and balances, as well as cancellations
Govern the import and export of website pricing by dealer for subsequent mass upload or general reference

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