Uform Enhances STORI Digital Platform to Drive More Qualified Leads for Independent Retailers

Uform has unveiled a redesign of the STORI website, introducing a more immersive and interactive digital experience designed to support independent KBB retailers by helping consumers move seamlessly from online inspiration to confident showroom purchasing decisions. 

As Uform’s consumer-facing brand, STORI has been developed to strengthen the independent retail channel by connecting homeowners with local showrooms while equipping retailers with better-informed, higher-intent customers. 

The website refresh combines a cleaner, more intuitive design with enhanced interactive tools that allow homeowners to explore kitchen, bedroom, and living space inspiration in greater depth before visiting a showroom. 

Among the latest additions is an enhanced Moodboard feature, enabling consumers to collect and organise their preferred door styles, colours, handles, and room inspirations into one shareable space. Homeowners can then share these Moodboards directly with their nearest STORI retailer ahead of an appointment, giving retailers valuable insight into customer preferences before they enter the showroom. 

The platform also introduces interactive hotspots across imagery, allowing users to click through and explore key product features, finishes, and functionality directly within kitchen, bedroom, and living space settings. The result is a more informed customer journey and a stronger level of engagement prior to a showroom visit. 

According to Uform, the redesigned platform has been created with both the homeowner and retailer experience in mind, helping independent retailers maximise showroom productivity and improve conversion opportunities. 

Nicola McLaughlin, Digital Marketing Manager at Uform, said: 

“Today’s consumers spend significant time researching and refining their ideas online before they ever step into a showroom. The redesigned STORI website has been developed to support that journey while also delivering tangible value to our independent retail partners.

“Features such as Moodboards and interactive hotspots help homeowners feel more confident in their choices, while giving retailers a clearer understanding of customer preferences ahead of appointments. Ultimately, it creates more meaningful showroom conversations and helps retailers convert inspiration into sales.” 

The refreshed Inspiration Gallery further supports this journey by showcasing real-life room settings and practical design ideas that help consumers refine their vision and approach appointments with greater confidence. 

For retailers, the benefits extend beyond inspiration. 

The updated STORI platform has been specifically designed to generate: 

• Higher-intent leads through more engaged consumer interactions 
• Better-prepared showroom visitors with clearer design direction 
• More productive appointments with less time spent on basic product education 

• Improved conversion rates through more confident decision-making 

Uform says the latest evolution of STORI reflects the growing importance of digital tools in supporting the independent retail sector and helping showrooms compete in an increasingly research-led marketplace. 

For retailers not yet part of the STORI network, the redesigned platform also creates a stronger opportunity to connect with consumers earlier in the buying journey. 

By joining the STORI retailer network, independent showrooms gain access to pre-qualified homeowners actively researching their projects, alongside digital tools such as Moodboards and interactive product experiences that help streamline consultations and improve customer engagement. 

The redesigned STORI website represents more than a visual refresh; it is a strategic investment in helping independent retailers attract, engage, and convert better-informed consumers while reinforcing the value of the showroom experience. 

For more information on becoming a STORI retailer, visit uform.co.uk/become-a-retailer/