Dufresne Product Protection Case StudyDufresne Product Protection Case Study

The Dufresne Group Canada Partners with Extend and Drives a 40% Attach Rate

Omnichannel Retailer
1,900 employees
attach rate
increase in warrantable products
physical stores onboarded

“We are running in tandem [with Extend] and moving faster, which allows us to grow more quickly than we have in the past.”

Amber Darling
Amber Darling
Category Manager at Dufresne Furniture and Appliances

Making life better for customers with product protection

The Dufresne Group Canada’s (TDG) goal extends beyond being the best furniture retailer in Canada; they focus on making life better for their customers. That’s why they ventured into offering select in-house product protection to customers.

After experiencing how protection programs enabled them to improve the customer experience and expand their loyalty base, TDG began to look for ways that they could elevate the post-purchase experience and maintain consistency across different product categories and sales channels (in-store and online).

This prompted TDG to seek a product protection provider that offers a consistent, modern post-purchase experience — no matter the product type or purchase location. Being a household name, TDG needed a provider that would not only deliver best-in-class product protection, but also offer an elevated customer experience to make life better for their customers.

Expanding TDG Canada’s warrantable portfolio and creating a consistent experience across product categories

Prior to partnering with Extend, TDG offered product protection for furniture, appliances, mattresses, and electronics. However, after partnering with Extend, TDG expanded their warrantable product portfolio by 28%. They are now able to offer product protection in more categories, including outdoor furniture and additional coverage on mattresses, providing peace of mind and added protection for their valued customers.

The unparalleled benefits of Extend

Onboarding 53 stores in 40 days

From the first interactions with Extend, TDG was impressed with the communication, support, and training they received.

“The Extend team was readily available to support during the transition and instrumental in assisting us build a ‘best-in-class’ program. Their efforts to assist our team in sales development has been key to our success thus far,” said Amber Darling, Category Manager at DFA.

Extend provided the expertise and resources to handle all program aspects, including designing product protection, providing support, in-store field training, and managing claims. This meant that TDG could focus on what they do best — selling products and providing excellent customer service — while leaving product protection to the experts. The end result was 53 locations and 2 ecommerce stores being live with product protection in 40 days.

Decreasing operational overhead

“The fact that Extend provides resources to help support and train our teams has been a cost savings because we can reallocate our resources to other priorities, and our team still trains with best-in-class members of Extend’s field team,” Amber said.

TDG was able to offload the whole product protection program to Extend, allowing internal teams to prioritize other impactful business aspects that drive business growth. “We are running in tandem [with Extend] and moving faster, which allows us to grow more quickly than we have in the past and concert our efforts on strategic planning,” Amber said.

Generating incremental revenue with a 40% attach rate 

Within five months after launch, TDG experienced an increase in product protection attach rate across their top product categories — to 40%. TDG found that offering industry-leading value-added services like product protection motivates purchase decisions by giving their customers peace of mind that they’ll be able to enjoy their products for years to come.

“The continued developmental support for our store teams from the Extend group has been amazing,” Amber said. “I'm very excited to continue partnering with Extend."