In my previous posts, I’ve talked about the micro-moments that lead home furnishings customers to visit retailers’ websites and stores, as well as the importance of providing a seamless experience between your online and offline brand presence. I also pointed out the value of websites providing accurate product information and visual configuration tools to drive more home furniture purchases.
Of course, what is the end goal of all of this?
Giving customers more ways to purchase
Once they have found the right piece of furniture online, the shopper may want to view the piece in person. Not surprisingly, there have been significant increases in mobile searches for proximity-based home furnishing queries such as “furniture stores near me.”
Part of bridging the online/offline gap is ensuring that when a shopper is in the “I want to buy it!” micro-moment and clicks “Find a Retailer” on your website, there is a store or dealer nearby that offers your products. This form of location-based marketing creates a seamless customer experience that can help drive more in-store furniture sales.
Given the investment that goes into most furniture purchases, helping your customers feel comfortable and secure in their decision-making is key. Many shoppers still appreciate the ability to visit a store to interact with a salesperson, confirm delivery details, and finalize their purchase. During the visit, they might even encounter the perfect accent table or fall in love with an entirely different piece. These cross-selling and up-selling opportunities are a significant benefit of the in-store shopping experience.
Understanding customers’ buying process
A study by Home Furnishings News (HFN) has shown that the furniture buying process from search to purchase is typically fairly speedy. One-third of online searchers purchased furnishings within two weeks of researching. And while many shoppers search for furniture online, only about one in four actually purchase the final product online. According to HFN, this is even true for millennials, 50% of whom still prefer to purchase furniture in-store. Therefore, bridging that gap between the online and offline customer experience will be one key to success in today’s home furnishings market.
To learn more about getting your home furnishings customers to the point of purchase, download our guide, Bridging the Experience Gap in Home Furnishings: 5 Keys to Success, by completing the form below.