Due to the rise in e-commerce and the expanding role of millennial consumers, customer expectations are evolving in the home furnishings sector. Furniture shoppers are embarking on a more complicated journey that encompasses both the online and in-store shopping experience.
As a result, they are approaching their purchasing decisions with more knowledge than ever before. While furniture showrooms and sales pitches are playing a lesser role in the overall furniture-buying process, there is still a great deal that retailers can do to attract customers, exceed their expectations, and engender loyalty. Here are a few key strategies for marketing to furniture shoppers in the 21st century.
Consider Emotional Intelligence
Consumers’ feelings and habits have always had a significant influence on their purchasing decisions, as well as retailers’ marketing efforts. However, the growing popularity of online shopping has made emotion an even greater determinant of consumer behavior. This is particularly true among millennial furniture buyers, as evidenced by recent market research conducted by Klarna UK. In examining the shopping habits of individuals ages 16 to 34, the firm found that shoppers in this demographic are far more likely than older generations to base their buying decisions on emotions experienced during the e-commerce process.
Both positive and negative emotions can influence a consumer’s decision to buy new furniture online. For example, Klarna also found that, in comparison with other age groups, millennials are five times more likely to feel anxious or guilty about how a purchase will impact their financial situation. Moreover, one in five survey respondents recall changing their mind about a purchase in response to these fears.
On the other hand, young adults shopping for furniture are also more likely to feel excited while adding potential purchases to their digital shopping carts. However, furniture retailers should not assume that an item in a shopper’s cart is a guaranteed sale. A large portion of shoppers, particularly those in the millennial generation, use their online shopping baskets to compare costs and create virtual “wish lists,” with many saving items that they have no intention of buying.
How can furniture retailers convince shoppers to finalize their prospective purchases? In many cases, a sense of urgency can convince consumers to take the plunge. More than half of millennials are more likely to buy an item to avoid missing out on a temporary special offer, indicating that retailers shouldn’t undercut the value of a good sales promotion.
By understanding how feelings such as impulsiveness, anxiety, and impatience can impact consumers’ thought processes, furniture retailers are able to provide more intuitive customer service. For example, in order to address the anxiety that some shoppers feel about making an expensive purchase, companies might promote deferred payment options to make their products more appealing. A retailer might also introduce a “try before you buy” program to reduce the risk of buyers’ remorse. By catering to customers’ emotions in such a way, companies will not only increase the likelihood of a sale, but also engender lasting loyalty among consumers who feel that the companies they frequent have their best interests in mind.
Maximize Your Digital Space
If recent research on consumer emotions in the furniture sector suggests one thing, it would be that it is no longer sufficient to simply offer an e-commerce platform. Retailers must carefully consider each step of the customer journey and, in crafting their digital presence, examine how it will contribute to the overall customer journey.
Today, most shoppers begin the search for a new piece of furniture online. While a consumer’s first visit to your website probably won’t result in a sale, it is a crucial step in the customer journey as it provides shoppers with an introduction to your brand. Your website is often a consumer’s first opportunity to learn about your products, decide which brands and features appeal to them, and compare your prices, offerings, and level of service to other players in the market. With this in mind, you should prioritize the development of an engaging, informative landing page or online catalogue that provides a clear introduction to your brand. Your company website should clearly communicate what sets you apart from the competition, including delivery and consumer finance options that provide added value to customers.
The checkout process offers an ideal opportunity for online furniture retailers to improve customers’ digital journey. Currently, it is one of the primary pain points causing difficulties for shoppers, who can become irritated by clunky and unintuitive processes. In one survey, one out of four millennials reported experiencing frustration with checkout processes that do not save their payment details.
In considering the online customer experience, retailers should also consider how shoppers are accessing their websites. Smartphones are gradually gaining on laptop and desktop computers as the most popular tools for online shopping, and furniture companies should ensure that their e-commerce platforms are fine-tuned for mobile devices in order to avoid missing out on business from smartphone shoppers.
Optimize the In-Store Experience
Despite the rise in e-commerce, consumers are still more likely to purchase furniture at a physical location. They are also likely to compare their options at multiple stores before making a final decision. Therefore, it is crucial that furniture companies prioritize both their digital and brick and mortar channels, striving to create a seamless omnichannel shopping experience. Just as your e-commerce platform should provide a variety of information to prepare shoppers to make educated decisions while in a store, the in-store experience should reflect assumptions of variety, quality, and personalized customer service created by your online presence.
One way to accomplish this is to integrate your retail management system with your e-commerce platform, ensuring that all pricing and inventory information is accurate for both in-store and online shoppers. Furniture business leaders should also consider the amount of research conducted by today’s highly informed, digitally empowered consumers when training their sales staff. As shoppers increasingly enter stores with a broad understanding of a company’s offerings and policies, it is more important than ever that sales representatives offer insights that go beyond basic product information in order to help customers find a great value that suits their needs.