Digital transformation of a modern classic

Introduced in 1982, the Montana shelving system is a modern classic. In the digital age, this outstanding Danish design remains as useful and stylish as ever. But with 42 colors available and more than 70,000 product options in all, establishing an online storefront proved to be a challenge. To help customers navigate through inspiration and customize their products, Montana Furniture teamed up with digital commerce experts at Impact, an Optimizely Gold Solutions partner.

Montana Furniture bookcase

They started by listening to customers. Montana quickly learned that online shoppers don’t care much for ‘starting at’ prices. They want to see the actual price and design for their selected style and expect a seamless journey from decision to purchase.

Guided by such customer insights, Impact helped Montana devise a roadmap for an extensive digital transformation. This was followed up with a clear-cut plan for rolling out a unified content and commerce solution. One that would radically transform the customer experience as well as and business processes.

Optimizely’s Digital Experience Platform serves as the hub for digital content and commerce while tools providing additional key functionality were integrated, including InRiver for product information management and Cylindo for visualization.

The result is an intelligent 3D product configurator that enables Montana to bring more than 70,000 different products to life in photorealistic 4K quality. Customers can customize any product and see them up close, before adding them to the basket.

Another way to put it - Montana now offers a digital customer experience that truly reflects the brand promise: Endless possibilities.

We have created an online atmosphere that provides nearly the same experience as a physical store.

Claes Hansen
Head of e-Commerce, Montana Furniture

About Montana Furniture

Since 1982, family-owned Montana Furniture has provided generations with personalized storage solutions The Danish high-end furniture company was founded by Peter J. Lassen, who also created the modular Montana shelving system.



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Denmark, Denmark
IMPACT is Scandinavia's leading full-service e-commerce consultancy specializing in digital commerce solutions and experiences that transform businesses.
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