Furniture is a big-ticket item that customers often don't buy right away, even online. It takes time to consider how the piece will look in their homes, compare prices, research reviews and testimonials, and even visit a store to see it up close. While many furniture sales take place in-store, buyers still place orders online for added convenience.
Having a great website to showcase your brand's furniture is essential. It attracts customers early on in their search and increases the likelihood they’ll come back to purchase. Here are some tips for how to refine your online furniture marketing strategy.
Find Out Who Your Customers Are
Creating a target persona helps you market to your customers effectively. After all, you need to know who you want to reach to create content that resonates with them. Questions you should find answers to are:
- How big is their family?
- What's their income level?
- What's the most common reason they need to buy furniture?
- Do they live in a house or an apartment?
You can find out more about what your customers want from their shopping experience by sending out email surveys. Include a survey link at the end of your emails and receipts to give you insight into who your customers are. Provide an incentive, such as a gift card giveaway or a small item from your store, to encourage clients to complete the survey.
Collecting this data helps you understand your customer journey, which is especially important for online sales. It better equips you to reach your customers when they’re most interested and receptive to what you have to offer. Customers can't always easily find help online, like in a brick-and-mortar store. Including detailed information or easy customer support options helps guide them through the decision-making process. Any product pictures should be as high-quality as possible and from multiple angles to give a full impression of the piece.
Establishing a perfect customer journey early on is especially important when it comes to furniture sales. Furniture shoppers rarely buy an item right away. Consumers shop around to compare attributes and find the best product and price. Easy-to-use online interfaces and available customer care reassures any customers nervous about making such big purchases. Answering and addressing their concerns makes them more likely to trust you.
Reach Your Customers Where They Are
Once you've pinned down your target audience, you can advertise to them on their preferred social media platforms. Facebook is a good place to find interested furniture shoppers as 77% of people ages 30-49 use this platform, and 88% of their households make $30-70k. It also has the highest percentage of users ages 50 and over.
You can use the store's social media page to promote advertising campaigns and seasonal events or specials throughout the year. You can also easily answer any customer questions by responding to their comments. Users can also respond to each other in your posts’ comments, building a strong online community.
In addition to social media, traditional advertising methods are still very effective, especially as part of a platform marketing strategy. In particular, TV advertising has the highest reach out of any other marketing medium, viewed by almost 95% of adults. TV also gets viewed by more people than any other video ad content.
Your store's commercial can help showcase people using the product. Customers online will feel more assured about the item's quality and make faster purchasing decisions. TV commercials can also employ appealing audio, graphics, and emotional ad copy to truly connect with customers on a deeper level.
Start a Referral Program For Your Top Customers
Referral programs show appreciation for your most loyal customers while also attracting new buyers. You can offer program members small freebies and discounts to keep them interested and incentivize them to buy from you in the future.
You can also partner with people in real estate to leverage their profession to boost furniture sales. Realtors and real estate agents can recommend your business to homebuyers who likely need furniture. Landlords can recommend your business to new tenants, as well. Personal referrals are highly effective, especially from a trusted source like your real estate agent. You can further incentivize customers by offering a referral promotion and giving real estate agents discounts or items for referring you.
Build a Top-Notch Customer Care Team
Customer service is a critical determining factor in driving repeat business, making it a key contributor to any brand's success. Eighty-nine percent of people will make repeat purchases after receiving positive customer care. When a customer isn't satisfied with a product or has concerns, quickly resolving the issue will elevate your brand's trust.
A good customer care team should help the buyer through every phase of their customer journey. Ensure they’re on hand to give helpful advice as needed and reach out afterward with a survey about how well your team performs. It shows customers that your brand is interested in their happiness, not just selling your products.
Make a Gorgeous Website
A professional, appealing website is one of the most crucial components of a solid furniture marketing strategy. Not only does it attract interested buyers, but it also helps them easily browse through your products. Customers leave a site quickly if they can't find a particular item, so you should implement detailed sitemaps and a search feature. Ensure your products are organized and offer the ability to filter by size and color so customers can quickly refine their search.
Showcasing products is essential, but your furniture store's website’s fundamental purpose is to simplify the customer journey. Consider partnering with a developer to add furniture visualization or interior design software to your website. That will help customers see what the product looks like in their home. You can also offer a list of recommended or best-selling products to help shoppers make a final decision.
The Importance of Online Furniture Store Advertising
While many furniture shoppers will make their final purchases in-store, a helpful website often drives that decision. Furniture is a long-term investment, so customers expect support through every step of the purchasing process. Set your business up for success by getting to know your target audience, providing around-the-clock customer support, and curating a polished website.