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How mömax revolutionizes the digital customers experience with AI-based product guidance.

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How mömax revolutionizes the digital customers experience with AI-based product guidance.

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How mömax revolutionizes the digital customers experience with AI-based product guidance.

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Key Insights

Key Insights

The Problem: Online, furniture retailers achieve only a 2–3% conversion rate. One reason is the lack of personal consultation.

The Solution: mömax transforms over 20 years of sales expertise into AI-based digital advisors that truly support customers.

The Results: 40% higher cart value, +30% conversion rate,
92% engagement rate, and 43% click-through rate.

The Future: mömax is therefore launching the digital advisor in physical stores as well, scaling expertise through AI offline.

The Problem: Online, furniture retailers achieve only a 2–3% conversion rate. One reason is the lack of personal consultation.

The Solution: mömax transforms over 20 years of sales expertise into AI-based digital advisors that truly support customers.

The Results: 40% higher cart value, +30% conversion rate,
92% engagement rate, and 43% click-through rate.

The Future: mömax is therefore launching the digital advisor in physical stores as well, scaling expertise through AI offline.

The Problem: Online, furniture retailers achieve only a 2–3% conversion rate. One reason is the lack of personal consultation.

The Solution: mömax transforms over 20 years of sales expertise into AI-based digital advisors that truly support customers.

The Results: 40% higher cart value, +30% conversion rate,
92% engagement rate, and 43% click-through rate.

The Future: mömax is therefore launching the digital advisor in physical stores as well, scaling expertise through AI offline.

The Challenge

Build a digital furniture store instead of a digital product catalog

mömax is the trend furniture retailer with over 100 locations across Europe and more than 4,700 employees. Lars Mehler (VP Commerce) and Bernd Martl (Head of Shop Management AT/DE) faced a fundamental problem: despite 16 years of online presence, the digital channel was more of a “digital product catalog” than a real digital furniture store.

“Online there is a lot of choice, but no sales consultation,” summarizes Dana Nedamaldeen, CEO & Co-Founder of Neocom. "While in brick-and-mortar retail a single salesperson accompanies the entire buying process, online shop operators need 15–20 different tools for a comparable customer experience."

Lars Mehler, VP Commerce at mömax, puts it simply:
“We always tried to bring the advantages of brick-and-mortar retail into the online shop. Touching is difficult, instant availability is impossible with big boxes. But consultation—that’s the core factor of physical retail.”

The Challenge

Build a digital furniture store instead of a digital product catalog

mömax is the trend furniture retailer with over 100 locations across Europe and more than 4,700 employees. Lars Mehler (VP Commerce) and Bernd Martl (Head of Shop Management AT/DE) faced a fundamental problem: despite 16 years of online presence, the digital channel was more of a “digital product catalog” than a real digital furniture store.

“Online there is a lot of choice, but no sales consultation,” summarizes Dana Nedamaldeen, CEO & Co-Founder of Neocom. "While in brick-and-mortar retail a single salesperson accompanies the entire buying process, online shop operators need 15–20 different tools for a comparable customer experience."

Lars Mehler, VP Commerce at mömax, puts it simply:
“We always tried to bring the advantages of brick-and-mortar retail into the online shop. Touching is difficult, instant availability is impossible with big boxes. But consultation—that’s the core factor of physical retail.”

The Challenge

Build a digital furniture store instead of a digital product catalog

mömax is the trend furniture retailer with over 100 locations across Europe and more than 4,700 employees. Lars Mehler (VP Commerce) and Bernd Martl (Head of Shop Management AT/DE) faced a fundamental problem: despite 16 years of online presence, the digital channel was more of a “digital product catalog” than a real digital furniture store.

“Online there is a lot of choice, but no sales consultation,” summarizes Dana Nedamaldeen, CEO & Co-Founder of Neocom. "While in brick-and-mortar retail a single salesperson accompanies the entire buying process, online shop operators need 15–20 different tools for a comparable customer experience."

Lars Mehler, VP Commerce at mömax, puts it simply:
“We always tried to bring the advantages of brick-and-mortar retail into the online shop. Touching is difficult, instant availability is impossible with big boxes. But consultation—that’s the core factor of physical retail.”

The Transformation

From data foundation to AI consulting

Phase 1: The Foundation (2021–2023)

“Creating a basis that ensures digital consultation requires product data,” recalls Bernd Martl, Head of Shop Management. mömax invested three years in preparing and maintaining product data—supported by Neocom’s Customer Success team.

Phase 2: Strategic Rollout (2024)

The first categories were chosen deliberately: sofas & couches, beds, mattresses, kitchens, as well as lamps & lighting.
“Why exactly these? Because they require an enormous amount of consultation,” explains Martl. “In stores, salespeople explain why you need a storage box in a sectional sofa or which firmness level is right.”

Phase 3: Omnichannel Revolution (2025)

“From our perspective, we only have one furniture store. Not an online shop and a physical one. We have one store with two entrances,” defines Lars Mehler. Starting July 2025, AI consultation will also launch in physical stores.

The Transformation

From data foundation to AI consulting

Phase 1: The Foundation (2021–2023)

“Creating a basis that ensures digital consultation requires product data,” recalls Bernd Martl, Head of Shop Management. mömax invested three years in preparing and maintaining product data—supported by Neocom’s Customer Success team.

Phase 2: Strategic Rollout (2024)

The first categories were chosen deliberately: sofas & couches, beds, mattresses, kitchens, as well as lamps & lighting.
“Why exactly these? Because they require an enormous amount of consultation,” explains Martl. “In stores, salespeople explain why you need a storage box in a sectional sofa or which firmness level is right.”

Phase 3: Omnichannel Revolution (2025)

“From our perspective, we only have one furniture store. Not an online shop and a physical one. We have one store with two entrances,” defines Lars Mehler. Starting July 2025, AI consultation will also launch in physical stores.

The Transformation

From data foundation to AI consulting

Phase 1: The Foundation (2021–2023)

“Creating a basis that ensures digital consultation requires product data,” recalls Bernd Martl, Head of Shop Management. mömax invested three years in preparing and maintaining product data—supported by Neocom’s Customer Success team.

Phase 2: Strategic Rollout (2024)

The first categories were chosen deliberately: sofas & couches, beds, mattresses, kitchens, as well as lamps & lighting.
“Why exactly these? Because they require an enormous amount of consultation,” explains Martl. “In stores, salespeople explain why you need a storage box in a sectional sofa or which firmness level is right.”

Phase 3: Omnichannel Revolution (2025)

“From our perspective, we only have one furniture store. Not an online shop and a physical one. We have one store with two entrances,” defines Lars Mehler. Starting July 2025, AI consultation will also launch in physical stores.

The Solution

Smart advisors instead of fragmented shopping experiences

The Neocom solution translates human expertise into scalable technology:

  • Dynamic intelligence: “The advisors already suggest suitable products based on customer answers—no rigid script,” explains Mehler.

  • Seamless integration: Store inventory integration, context-sensitive consultation across all touchpoints.

  • 25,000+ products: The entire assortment can be consulted on—even items not displayed on the floor.

A highlight: the kitchen configurator as the “final boss of complexity.”
“A kitchen is the most complex purchase in a furniture store,” says Martl. The solution combines consultation, configuration, and lead generation—the proverbial “Swiss Army knife.”

The Solution

Smart advisors instead of fragmented shopping experiences

The Neocom solution translates human expertise into scalable technology:

  • Dynamic intelligence: “The advisors already suggest suitable products based on customer answers—no rigid script,” explains Mehler.

  • Seamless integration: Store inventory integration, context-sensitive consultation across all touchpoints.

  • 25,000+ products: The entire assortment can be consulted on—even items not displayed on the floor.

A highlight: the kitchen configurator as the “final boss of complexity.”
“A kitchen is the most complex purchase in a furniture store,” says Martl. The solution combines consultation, configuration, and lead generation—the proverbial “Swiss Army knife.”

The Solution

Smart advisors instead of fragmented shopping experiences

The Neocom solution translates human expertise into scalable technology:

  • Dynamic intelligence: “The advisors already suggest suitable products based on customer answers—no rigid script,” explains Mehler.

  • Seamless integration: Store inventory integration, context-sensitive consultation across all touchpoints.

  • 25,000+ products: The entire assortment can be consulted on—even items not displayed on the floor.

A highlight: the kitchen configurator as the “final boss of complexity.”
“A kitchen is the most complex purchase in a furniture store,” says Martl. The solution combines consultation, configuration, and lead generation—the proverbial “Swiss Army knife.”

The results speak for themselves

The results speak for themselves

The results speak for themselves

0%

0%

engagement rate: Almost every customer who starts the advisor finishes or clicks a product.

0%

0%

click-through rate: “If we had this CTR on every category page, we’d open another mömax,” says Martl.

+0%

+0%

average order value: A direct 40% increase in revenue per order.

+0%

+0%

conversion rate with -20% exit rate at the same time.

0%

0%

engagement rate: Almost every customer who starts the advisor finishes or clicks a product.

0%

0%

click-through rate: “If we had this CTR on every category page, we’d open another mömax,” says Martl.

+0%

+0%

average order value: A direct 40% increase in revenue per order.

+0%

+0%

conversion rate with -20% exit rate at the same time.

0%

0%

engagement rate: Almost every customer who starts the advisor finishes or clicks a product.

0%

0%

click-through rate: “If we had this CTR on every category page, we’d open another mömax,” says Martl.

+0%

+0%

average order value: A direct 40% increase in revenue per order.

+0%

+0%

conversion rate with -20% exit rate at the same time.

From digital to omnichannel—but the other way around

The true revolution: mömax brings digital into physical retail.

“70% of our purchases are prepared online in advance,” reports Martl. With kiosk integration starting in July 2025 at the new store in Essen, the circle closes:
“For the first time, we’re bringing digital into physical retail.”

The concept of the “extended shelf” makes the entire assortment available in every store. Instead of replacing salespeople, the solution makes their knowledge scalable.
“Five years ago, nobody would have thought this possible,” reflects Martl on positive employee acceptance.

From digital to omnichannel—but the other way around

The true revolution: mömax brings digital into physical retail.

“70% of our purchases are prepared online in advance,” reports Martl. With kiosk integration starting in July 2025 at the new store in Essen, the circle closes:
“For the first time, we’re bringing digital into physical retail.”

The concept of the “extended shelf” makes the entire assortment available in every store. Instead of replacing salespeople, the solution makes their knowledge scalable.
“Five years ago, nobody would have thought this possible,” reflects Martl on positive employee acceptance.

From digital to omnichannel—but the other way around

The true revolution: mömax brings digital into physical retail.

“70% of our purchases are prepared online in advance,” reports Martl. With kiosk integration starting in July 2025 at the new store in Essen, the circle closes:
“For the first time, we’re bringing digital into physical retail.”

The concept of the “extended shelf” makes the entire assortment available in every store. Instead of replacing salespeople, the solution makes their knowledge scalable.
“Five years ago, nobody would have thought this possible,” reflects Martl on positive employee acceptance.

The future: an AI agent for all scenarios

The vision goes far beyond individual advisors.
“We will be like an agency integrated across all categories,” describes Dana Nedamaldeen.

The Shop Agent will:

  • Provide context-sensitive consultation across all categories

  • Answer support requests (“Where is my package?”)

  • Deliver showroom information

  • Enable intelligent cross-selling

The fragmented tool landscape in e-commerce will be replaced by holistic AI solutions. mömax shows what this future looks like—and that it already works today.

The future: an AI agent for all scenarios

The vision goes far beyond individual advisors.
“We will be like an agency integrated across all categories,” describes Dana Nedamaldeen.

The Shop Agent will:

  • Provide context-sensitive consultation across all categories

  • Answer support requests (“Where is my package?”)

  • Deliver showroom information

  • Enable intelligent cross-selling

The fragmented tool landscape in e-commerce will be replaced by holistic AI solutions. mömax shows what this future looks like—and that it already works today.

The future: an AI agent for all scenarios

The vision goes far beyond individual advisors.
“We will be like an agency integrated across all categories,” describes Dana Nedamaldeen.

The Shop Agent will:

  • Provide context-sensitive consultation across all categories

  • Answer support requests (“Where is my package?”)

  • Deliver showroom information

  • Enable intelligent cross-selling

The fragmented tool landscape in e-commerce will be replaced by holistic AI solutions. mömax shows what this future looks like—and that it already works today.

Key learnings for retail

Key learnings for retail

Data is the foundation: Without good product data, no successful AI consultation.

Rethink omnichannel: “In the past, we translated offline into digital—now we’re doing it the other way around.”

AI doesn’t replace people, only limitations: Expert knowledge becomes available 24/7 and scalable.

Data is the foundation: Without good product data, no successful AI consultation.

Rethink omnichannel: “In the past, we translated offline into digital—now we’re doing it the other way around.”

AI doesn’t replace people, only limitations: Expert knowledge becomes available 24/7 and scalable.

Data is the foundation: Without good product data, no successful AI consultation.

Rethink omnichannel: “In the past, we translated offline into digital—now we’re doing it the other way around.”

AI doesn’t replace people, only limitations: Expert knowledge becomes available 24/7 and scalable.

"We have always tried to bring the advantages of brick-and-mortar retail into the online shop. Touching and handling products is difficult, immediate availability doesn't work with big boxes. But consultation and advice – that's the core factor of brick-and-mortar retail."

Lars Mehler

VP Commerce

"We have always tried to bring the advantages of brick-and-mortar retail into the online shop. Touching and handling products is difficult, immediate availability doesn't work with big boxes. But consultation and advice – that's the core factor of brick-and-mortar retail."

Lars Mehler

VP Commerce

"We have always tried to bring the advantages of brick-and-mortar retail into the online shop. Touching and handling products is difficult, immediate availability doesn't work with big boxes. But consultation and advice – that's the core factor of brick-and-mortar retail."

Lars Mehler

VP Commerce

See how it works with your own product data and transform your shop experience 👉

Book your demo here

See how it works with your own product data and transform your shop experience 👉

Book your demo here

See how it works with your own product data and transform your shop experience 👉

Book your demo here

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