Ashley Furniture needed a way to scale consistent sales coaching across hundreds of associates and managers. By adopting FrontlineIQ, they replaced guesswork with AI-powered coaching that delivered measurable results. Within months, Ashley saw double-digit sales growth and higher employee retention.

For a video overview, visit https://www.youtube.com/watch?v=3EvaVBIe5Ic.

Ashley Furniture is one of the largest home furnishings retailers in North America, with a mission to deliver quality products and exceptional customer experiences. Their stores rely on large, distributed sales teams where performance depends on consistent coaching and engagement.

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As Kevin Hook, President of The Dufresne Group’s Ashley Stores, explained:

We’re building on a strong culture of coaching that keeps our teams engaged and consistently improving.

Ashley’s leadership recognized that traditional sales training and coaching methods were falling short. Managers were stretched thin, and coaching often lacked structure or consistency. This created gaps in performance and limited the ability to scale best practices across locations.

• Inconsistent coaching practices: Managers had too many reps to coach effectively, leading to uneven performance.
• Limited visibility into progress: Without real-time insights, leaders couldn’t intervene early enough to change outcomes.
• Turnover risk: Associates who didn’t see clear progress or development were more likely to disengage or leave.

As one executive put it

Before FrontlineIQ, coaching cut corners. Now it’s structured, fact-based, and better for everybody.

Ashley partnered with FrontlineIQ to bring AI-powered coaching directly into daily operations. The platform’s AI coach, Theo, provided managers with clear, data-driven insights and gave associates personalized goals they could act on immediately.

• Real-time coaching insights: Managers could see exactly which behaviors to focus on for each associate.
• Personalized development: Associates received clear goals tied directly to earnings and performance outcomes.
• Scalable coaching culture: FrontlineIQ embedded coaching into daily routines, making it consistent across all stores.
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Jim Mathers, VP of Sales at Ashley Canada, shared:

It’s going to streamline your coaching, make your team more effective, and really give your sales team members the ability to understand the behaviors they need to follow to improve their results.

Ashley piloted FrontlineIQ in 2024 with select teams. After strong adoption, the rollout expanded nationally. Within weeks of launch, usage rates reached up to 86% weekly active engagement, showing that both managers and associates quickly embraced the platform.

The impact was both immediate and lasting:

• Double-digit sales growth across participating stores.
• Higher employee retention, reducing costly turnover.
• 250% performance improvement among associates who consistently hit their FrontlineIQ goals compared to peers.
• Cultural shift toward coaching: Leaders described FrontlineIQ as “part of our coaching DNA.”
• 11% increase in sales per customer after rollout.
• 86% weekly active usage across hundreds of sales consultants and managers.
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Kevin Hook summed it up:

With FrontlineIQ’s real-time insights and coaching tools, our leaders can change the story while it’s still being written.

Ashley’s adoption of FrontlineIQ proved that AI-powered coaching can transform frontline sales performance at scale. By giving managers clarity and associates actionable goals, Ashley not only drove measurable revenue growth but also strengthened its culture of coaching and development.

See how FrontlineIQ can help your teams achieve the same results. Request a demo here.