DFS calls in Synergy Creative to help transform it into major digital retailer as online sales grow

August 29, 2019

Bristol-based employee engagement specialist Synergy Creative has been appointed by DFS, Britain’s biggest sofa retailer, as its strategic partner to help with its transformation programme.

Synergy Creative will use its experience to help DFS communicate key business changes to its staff as it looks to become the leader sofa retailer in the digital age. 

The programme will engage with more than 5,000 employees across the DFS group, including its DFS, Dwell, Sofa Workshop and Sofology brands.

Doncaster-headquartered DFS, which has 117 stores across the UK, also sells a range of dining and bedroom furniture and accessories.

DFS Group head of internal communications and engagement Lee McNamara said: “How our customers are shopping with us is changing. So we’re evolving with them. A huge part of that success will be in continuing to deliver an exceptional customer experience, driven by our people.

“We were looking for a partner who could support us fully through this transformation. Synergy Creative showed an excellent level of understanding and expertise in change communications. We’re excited to be working with them on this and sharing our big ambitions with our people.”

Synergy Creative account director Gary Walder said the firm was thrilled to be working with DFS.

“It’s a brilliant brand and household name and we can’t wait to get stuck in,” he added.

Synergy Creative has won a host of awards so far this year, including eight Internal Communications and Engagement Awards, and has also won a number of new clients and made several key hires into the team.  

Last month the UK’s fastest-growing supermarket chain Aldi appointed it to support internal communications with its 36,000 staff across the UK and Ireland – the first time the German-owned chain has brought in an agency to work on its UK internal communications.

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