Design Within Reach expands its brand with a personalized approach.

If you don't have Salesforce today, you're at a disadvantage.”


Now every employee helps create consistent, luxury customer interactions.

Design Within Reach (DWR) makes authentic modern design accessible. The company’s offerings of iconic furniture designs — like those by Eames and Noguchi — are stylish and built to last a lifetime. By transforming its business with Salesforce, the company has made data and information just as accessible.

Design Within Reach is a Trailblazer with a deep focus on custom marketing experiences.

DWR’s first customers were individuals with an eye for mid-century modern styles. Today the company serves everyone — from purchasing agents outfitting major hotels to small interior designers to individual consumers saving for an Eames lounge and ottoman. The DWR contract sales division works primarily with large architectural or design firms. As the company’s business expanded from residential to commercial, it needed to make it easier for employees to work together to help customers.

The personalized customer experience is what sets DWR apart.

According to Bethany Kemp, Senior Vice President of Operations, “There’s a lot more competition online than there was in the early days of our business, so it’s more important than ever that we build close connections with all of our customers. We need to customize every communication and interaction. And we’re offering more personalized services — like helping customers design their spaces — to build loyalty and differentiate ourselves from other furniture providers.”

With Salesforce, we take clienteling to a new level and offer the kind of personalized experience our customers want.”


DWR expands Salesforce solutions to every part of the business.

DWR initially tapped Salesforce to track opportunities and assign leads. Custom web forms ensure that new customers are quickly routed to the right person for a quick response and faster close. “Salesforce helps us promote the luxury experience,” said John Edelman, CEO. “We now know how many times a customer’s been in, where they live, and what they bought before. Anything to increase the luxury experience is huge for us. The client demands it.”

Salesforce helps DWR resolve customer issues the first time.

Salesforce also helps DWR’s service center manage cases, and keeps detailed records of all interactions to enable account executives to answer questions and solve issues as quickly as possible. “We’re using Salesforce aggressively when people have an issue because the best way to make a friend is to solve a problem. And the best way to lose a friend is to have a problem twice,” said Edelman. Salesforce’s social collaboration platform, Chatter, helps everyone stay connected and collaborate across every level of the company to help customers.

Mobile is a big part of the DWR in-store experience.

DWR’s sales reps can use iPads to show presentations, look up customer information in Salesforce, input quotes, and place orders. With Salesforce, they can easily manage opportunities and leads, check order status, and find product information. And they can quickly get answers for product-related questions — like dimension details, available finishes, or availability of a backordered item.


The more I learn, the more my head spins with ways to improve how we use Salesforce. Trailhead is easy to use, easy to learn and I love the hands on practice scenarios.”

Bethany Kemp, Senior VP, Operations
Learn more about Bethany’s journey with Trailhead.

DWR drives closer connections with customers by knowing what its customers like.

DWR’s team members not only use Salesforce technology to help them improve sales, but ideally, improve clienteling — the retail term for the client experience — because when that’s improved, the sales will come. “When the client walks in, you start to mark that experience,” said Edelman. “It’s that moment, when you know what their taste is, if they had an issue, what quote you sent — everything. That’s the difference maker.”

Edelman concluded, “With Salesforce, we’ll take clienteling to a new level and offer the kind of personalized service our customers want.”

For DWR, success is delivering connected experiences across every engagement channel.

Customers don’t just want personalized experiences in the store, they want them everywhere they interact with a brand. Since today’s consumer spends more time browsing, buying, and seeking service on digital channels, DWR leaders knew they had to extend their high-touch, luxury customer experience to other touchpoints. Today, DWR delivers a unified commerce experience across its design studios and digital commerce site, all powered by Salesforce products like Commerce Cloud, Marketing Cloud, the Salesforce mobile app, and Chatter.

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