Furniture Buyers Want Multichannel Offers

Möbel Onlinehandel
Photo: Kevin Dooley

The internet is becoming a store, that much was clear at the end of 2013. But even if virtual furniture shopping has become part of everyday life – according to Bitkom, 23 percent of internet users had purchased furniture or furnishings online at the beginning of 2013 – this still isn’t possible without some kind of visit to the furniture store. According to eBay study – Zukunft des Handels – it is important for three out of four consumers think that furniture distributors offer their products stationarily as well as in the web.

The most important thing is that the customer feels well informed. After all, furniture is an emotional product, which is supposed to represent a person’s taste and personality. If expectations are not fulfilled, the frustration is great, not least because the bulky product then has to be returned.

The customer therefore desires presence on both channels. Accordingly, if a furniture store has no online presence, it leads to frustration: 39 percent of those asked are sometimes annoyed by the lack of online ordering possibilities. This irritates 9 percent often.

The customer therefore desires presence on both channels. Accordingly, if a furniture store has no online presence, it leads to frustration: 39 percent of those asked are sometimes annoyed by the lack of online ordering possibilities. This irritates 9 percent often.

Pure players not planning multichannel strategies can find the cure in 3D configurators and an app, which display furniture to scale in its intended home. 32 percent of those asked have used a virtual set-up assistant. Communities are also imaginable, in which photos homes are uploaded and ideas about deco and the right furniture could be exchanged.

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