Furniture Buyers are changing…
Are you adapting your Marketing?
Over the past decade, the furniture shopper has undergone a profound transformation—one driven by technology, changing lifestyles, and heightened expectations for personalization and convenience. Let's break down the key ways this evolution is shaping the industry, and in turn, ways you can adapt your content production to support it!
INSIGHT:
Today’s furniture shopper doesn’t just show up-in store—they research first and are more informed than ever before. They compare prices & features, read reviews, consult social media for inspiration before ever stepping foot in a store.
IMPLICATION:
Your content matters. Brands need high-quality visuals, detailed product descriptions, credible reviews and consistent branding across all channels to convert today’s informed customer.
INSIGHT:
The majority of furniture browsing now begins on mobile devices.
IMPLICATION:
A frictionless mobile experience is no longer optional—it's essential. Adapt your production workflows and produce creative that is native to where it will be consumed – not just for the big screen!
INSIGHT:
Shoppers are increasingly aligning purchases with personal values—sustainability, ethical sourcing, and brand authenticity matter. A sofa is no longer just a sofa; it’s a statement about who the shopper is.
IMPLICATION:
Authentic storytelling is as important as product specs. Be transparent and merchandise things like materials, manufacturing, and company mission in creative to build trust and loyalty.
INSIGHT:
Consumers want furniture that fits their lifestyle, not just their space. From modular sectionals to custom upholstery, personalization has become a major driver of buying behavior.
IMPLICATION:
Through the use of data, we can deliver personalized content to shoppers based on what we know about them & where they are in their shopping journey. Plus, if you offer custom order programs – build a campaign to highlight it!
INSIGHT:
Amazon has reset expectations across all industries. Consumers now expect fast, flexible delivery—even for large, complex items like furniture.
IMPLICATION:
Post-purchase experience is just as important as the sale & should be a part of messaging similar to product, price and promotion. Simplified shipping, clear timelines, and white-glove delivery services are often the tipping point in the buying decision.
The modern furniture shopper isn’t just buying a product—they’re investing in an experience. For brands, this means adapting your content not just to where customers are, but how they think, shop, and live.