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Online Furniture Retailers, Don’t Miss the Micro-Moments

Anybody with a smartphone in their pocket has probably experienced a micro-moment. In fact, you’ve probably already experienced a few today and you may not have even noticed.
According to Google, “Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something.” So every time you pull your phone out and think to yourself, “I’ll just look it up” or “I wonder how much that would cost” or “I’m going to see if there is a video about that,” you’re experiencing a micro-moment.
As a home furniture retailer, how can you take advantage of these customer journey touchpoints to grow your business?

Cater to Micro-Moments in the Customer Journey

Your prospective customers are constantly experiencing these rapid seconds of decision-making, and each micro-moment is an opportunity to leverage online customer touchpoints to raise brand awareness, promote your products, and spur online purchases.
Typical micro-moments are:

  • I-want-to-know moments
  • I-want-to-go moments
  • I-want-to-do moments
  • I-want-to-buy moments

However, in the home furnishings industry, the micro-moments your customers experience may look more like:

  • I need some ideas moments
  • What’s best for my space? moments
  • Am I getting the best value? moments
  • I want to buy it! moments

Your website and marketplace need to be ready and able to address these moments and provide the information needed to move your buyers through the customer journey. So…

Use Micro-Moment Marketing to Drive Furniture Sales Online

Google Search data shows that 57% of searches performed in the “I need some ideas” micro-moments are now occurring on mobile – up 35% over the previous year. This suggests that many shoppers are searching for home décor ideas online – using sites such as Houzz, Pinterest, and Home Beautiful – and enabling merchants to expand into new markets and customer profiles.
In order to be successful in online home furnishings retail, you need to recreate your in-store experience within an online, mobile-friendly format. You also need to make sure you’re bridging the gap between your online and offline channels, so that when a micro-moment brings a potential customer to your website, they can experience a consistent, smooth journey all the way to purchase, whether that purchase is made online or in a brick-and-mortar location.
To learn more about how to create a smooth customer experience from the first, micro-moment-driven interaction to the point of purchase, download our guide, Bridging the Experience Gap in Home Furnishings: 5 Keys to Success, by completing the form below.

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Morgan Hardy, Marketing Coordinator

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