How could the furniture industry sell more online to match up to better performing industries like fashion.

1. Online Challenges and Opportunities
for the Furniture Industry
By Jeff Nevil

2. 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.

3. • 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?

4. 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)

5. 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’

6. 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.

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

8. 66% of in-store purchasers accessed the internet
while looking for information on furniture.
Demonstrating the value of online when
influencing offline sales

9. 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

10. 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?

11. 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

12. • 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

13. Follow Me
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Twitter @JeffNevil

14. Image Sources
• http://pixabay.com/en/smartphone-cell-phone-149622/
• http://pixabay.com/en/bubble-speech-comment-speech-bubble-
160851/
• https://www.flickr.com/photos/26414571@N08/4662171353/
• http://pixabay.com/en/open-sign-signage-neon-business-576209/
• 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/