Online Challenges and Opportunities for the Furniture Industry

By Jeff Nevil

In 2013 the furniture sector attributed 2.6% of (total) furniture sales to online.

Why is the furniture industry below the figure of average online sales for retail?

In December 2013 online sales accounted for 11.7% of all retail

sales.

• How are customers researching and buying furniture?

• What barriers are preventing customers purchasing furniture online?

• What technology is emerging for the furniture industry online?

What is preventing the furniture industry selling more online?

How do customers research furniture purchases?

Big ticket items are more of a considered purchase for customers

Research from Google states:On average furniture purchases were researched 14.2 times online

49% of online furniture purchases follow a non-branded query (e.g. leather sofa instead of DFS sofas)

People want to touch and feel furniture

The average person is more focused on

design than ever before

Consumers are exploring combinations of ‘showrooming’ and

‘webrooming’

Showrooming

This can mean that customers are very price driven.

Customers will often go and research furniture in-store with the intent to try different things out and go online to compare prices and purchase.

Webrooming

Similar to showrooming, many customers research furniture purchases online and then go in-store to finalise their decision and make a purchase.

66% of in-store purchasers accessed the internet while looking for information on furniture. Demonstrating the value of online when

influencing offline sales

Furniture websites need to be visible in search engines. Creating and implementing targeted strategy or using a digital marketing agency for your furniture brand could not only boost online sales but also sales in-store.

Furniture brands need a strong online presence

Software such as Augment allows customers to simulate 3D models in the real world.

This allows customers to see how furniture will look before they have purchased, or even seen it real life.

Do furniture websites need augmented reality apps?

These apps work on mobile devices, which is an increasingly popular way to shop:

Mobile commerce accounted for over a fifth (21.9%) of online shopping on Cyber Monday 2014, up 15.9% year-on-year.

Augmented reality apps and mobile commerce

• Integrate online and offline marketing to drive more sales.

• Regular market analysis like SWOTs can help identify opportunities like augmented reality apps to attract new customers.

• Consider what technology you can use to help give customers an idea of tangible furniture products.

Conclusion

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Image Sources

• http://pixabay.com/en/smartphone-cell-phone-149622/• http://pixabay.com/en/bubble-speech-comment-speech-bubb

le-160851/

• https://www.flickr.com/photos/26414571@N08/4662171353/• http://pixabay.com/en/open-sign-signage-neon-business-5762

09/

• http://pixabay.com/en/sofa-couch-chair-furniture-pieces-645381/

• http://pixabay.com/en/chair-seat-seating-furniture-575779/• http://pixabay.com/en/sage-the-pied-piper-of-hamelin-67789/• http://pixabay.com/en/bengali-fire-fireworks-fire-459750/