Introduction
Oak Furnitureland launched in 2006 with a commitment to providing customers with high-quality hardwood furniture at affordable prices. Initially celebrated for their expertly crafted cabinetry, the brand has since evolved, and they have grown beyond that.
Today, Oak Furnitureland’s dedication to using quality materials and creating furniture that’s built to last remains unwavering. They continue to offer great value for money, but their offering has expanded dramatically, now encompassing diverse categories and styles to suit every home, from sofas with lifetime frame guarantees to beds, dining sets, sideboards, and even rugs and wall art.
Oak Furnitureland believe in helping customers grow their homes with pieces that are built to last, furniture that evolves with them through every life stage.
Partnership with PiP
At Oak Furnitureland, putting customers first is one of their core brand values, and understanding the in-store experience is crucial to upholding it. That's why Oak Furnitureland partnered with Performance in People (PiP) to run a comprehensive video mystery shopping programme across their retail estate.
Oak Furnitureland began their partnership with PiP in 2023, piloting a 12-month programme that involved quarterly video mystery shops across key UK showrooms. These visits provided objective, detailed insight into the customer journey and allowed Oak Furnitureland to track performance against their Retail Sales Model and service behaviours.
The results were powerful, helping to celebrate brilliant showroom experiences, identify improvement areas, and highlight training needs. Crucially, the programme was developed with transparency and respect for colleagues in mind, making it a trusted and empowering coaching tool across the estate.
Following the success of the pilot, they’ve extended the programme, increasing visit frequency and refining feedback processes. Oak Furnitureland has also made minor improvements, such as providing immediate access to footage and evaluation reports once a showroom visit is quality checked. These enhancements have further supported a successful programme, ultimately allowing Oak Furnitureland to continue providing outstanding customer experiences.
Feedback & Testimonial
Store managers have embraced the mystery shopping programme, consistently highlighting its value and describing the programme as a vital success tool, one that gives a clear “snapshot” of real-time service and supports continuous development. Store managers highlight the value of video for self-review and coaching, helping colleagues reflect and grow.
Some of the feedback includes:
“An excellent and vital tool to achieve success.”
“It’s a good way to see where we’re doing well or where we need to improve.”
“Definitely the right way to understand the process and make sure we’re following the sales model.”
Oak Furnitureland's Success with PiP
Oak Furnitureland's believes its partnership with PiP has been invaluable. The programme has driven consistent improvements in customer experience across the business. By embedding mystery shop insights into day-to-day coaching, they’ve created a culture of continuous development. The visibility and trust the programme brings have enhanced both colleague confidence and customer satisfaction.
This ongoing collaboration is instrumental in helping continuously enhance their customer interactions and drive success in an evolving retail landscape.
“We're proud to continue and expand our Retail Mystery Shop Programme with PiP. The mystery shopping programme has become a cornerstone of how we develop and deliver great service across our retail estate. It gives our leaders real-world insight and coaching tools they can trust, and it continues to support our wider goal of putting customers first, every time.”
James Coleman-Tye, Head of Organisational Development, Oak Furnitureland
