How Capel Rugs Serves a Cross-Device Buying Journey with Room Visualisation
One of America's most established rug brands deploys Imersian to support a cross-device buying journey, with shoppers spending 6+ minutes and almost equally split between mobile and desktop.
Capel Rugs is one of America's most established rug brands, serving a US-focused audience of deliberate, quality-conscious buyers. After deploying Imersian's rug visualiser, shoppers spend over 6 minutes per session and show a near-equal split between mobile and desktop — an unusual pattern that indicates a cross-device buying journey, with shoppers discovering and exploring on mobile before returning on desktop to finalise the decision. 15 interactions per session reflects a deeply engaged audience taking the time to get the purchase right.
Key Takeaways
- Shoppers spend over 6 minutes per visualiser session — above the platform average — reflecting a deliberate, considered buying process.
- 15 product interactions per session: Capel Rugs shoppers actively compare options, test placements, and evaluate spatial fit before deciding.
- Nearly equal mobile and desktop usage is exceptional for the rug category — it indicates shoppers start exploring on mobile and return on desktop to make final decisions.
- The balanced device split suggests the visualiser is embedded in a multi-session buying journey where shoppers revisit their choices over time.
- For Capel Rugs, a brand with a heritage in quality American rugs, the visualiser supports the high-consideration nature of the category with spatial confidence across both screen sizes.
Capel Rugs: Powering a Deliberate, Multi‑Visit Buying Journey with Imersian
Capel Rugs is one of America’s most established rug brands, known for quality, heritage, and a loyal US customer base. Their shoppers are deliberate buyers: they research, compare, and revisit options before committing to a piece for their home. That deliberate mindset shapes how they interact with the online buying process.
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The Challenge: Supporting a Considered Purchase Journey
For quality‑conscious shoppers, buying a rug is rarely a one‑visit decision. It’s a journey:
- Discover a rug you like
- Think about it in the context of your home
- Come back, compare it with alternatives
- Eventually commit with confidence
Traditional product detail pages (PDPs) and flat photography are built for single‑session decisions. They offer a snapshot of the product, but not a persistent, room‑context experience that supports returning buyers who want to evaluate a rug across multiple visits.
Capel Rugs needed a way to:
- Let shoppers see rugs in their own rooms, at true scale
- Save and revisit those views across sessions
- Support a multi‑step, multi‑device decision process without adding friction
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