DFS

Objective

DFS, a leading UK furniture retailer, needed to transform their online shopping experience and help customers navigate their extensive sofa and mattress catalog more effectively. The brand sought to increase conversion rates and collect zero-party data about customer style preferences to enable personalized recommendations and improve customer lifetime value.

Solution

DFS deployed personality-driven quizzes and interactive games via Playable's platform, including 'What's Your Thing?' (a sofa style preference test), 'Mattress Picker' (a mattress selection quiz), 'Dopamine Brights Living Room Puzzle' (a product-showcase puzzle), and 'Collage Quest' (a Pinterest collaboration). Players answer questions about their style, fabric preferences, and comfort needs; the system automatically profiles them and serves personalized product recommendations with direct purchase CTAs. Successful campaigns transitioned to always-on experiences embedded on the homepage and website.

Results

Over £2M in revenue was generated from playable campaigns in the first year. 'What's Your Thing?' achieved a 5.4% conversion rate with 190+ purchases, representing 19% of Playable's total games revenue. 'Mattress Picker' drove 28,000+ sessions and 900+ orders, generating £250+ revenue per registration.