Selling Furniture Online: Challenges and Opportunities
eCommerce drives home goods & furnishing industry growth.
Market volume of the furniture and homewares industry is expected to reach $88.566m by 2022, according to Statista. On top of that, the percentage of total retail eCommerce sales in furniture and home furnishings is projected to rise from 11.4% in 2016 to 13.9% in 2022. The industry is growing, and it makes sense that eCommerce is playing a pivotal role in this trend and selling furniture online.
The new generation of buyers turns to the internet first to gather information, compare prices and order products. Add industry trend-setters like Ikea to the equation, and many buyers no longer feel the need to experience a piece of furniture in real life before ordering it. Instead, they count on high-quality product images and customer reviews from their peers.
More eCommerce Options Than Ever
Simultaneously, new eCommerce software technology is raising the bar for customers and business buyers. Web stores no longer have limitations in how they can display product and variations online, which makes having an online catalogue or web store much more appealing. There are also more options when it comes to web store customisation. With full (and easy) control over web store look, feel and functionality, businesses in all parts of the supply chain are warming up to the idea of selling furniture online.
New Ways to Find What You’re Searching For
Consumers looking for unique, original merchandise tend to have a hard time articulating precisely what they are looking for in a product or design. It’s often a matter of taste, and that’s hard to sum up. Advanced web store search functionality is now making it easy and convenient for shoppers to simply go online to narrow down their search. Shoppers also have the bonus of being able to order right away and have the item shipped directly. It is easy to see why e-commerce is gaining traction when it comes to selling furniture online.
Brick-and-Mortar Vs. Web Store
Some people may believe that product reviews and 360-degree photos will never be able to replace a real life experience like laying on a bed or opening a kitchen cupboard. Technology, however, is rapidly developing and might be able to compensate for that one day very soon.
VR technology, for instance, gives online retailers the ability to let prospective buyers visualise products in their own home or office online. 360 images also help online home goods & furniture businesses compensate for the lack of a tangible experience when it comes to selling furniture online.
Throw bonuses like free shipping and free items with orders over a certain value into the mix, and you’ll quickly seal the deal for buyers on the fence about where to make their purchase.
Getting Started with an Online Catalogue
Many wholesalers and distributors get started with an online catalogue, this helps customers get used to going to your website. It also gives your business time to slowly adapt to digitising your order process.
Domus began with an online catalogue, and it got the job done for a number of years. Eventually, however, they needed to upgrade their customer experience to stay current and keep clients happy.
“It was an independent, completely separate system,” says Francis Care, Operations Director at Domus. “There was no extra functionality.” The website displayed product information, and customers would ring, fax or email to place their orders.
“There was no particular problem we were trying to fix, but we’ve always wanted to give our customers better service, granting access to invoices, standing orders, real-time pricing and stock availability. And we wanted to become more efficient from a business process perspective.”
From Online Catalogue to Web Store: The Benefits
Domus ended up launching a web store that integrated with their ERP – Microsoft Dynamics NAV. “It suited us because it’s seamless to integrate and get up and running. And we needed something that was easy to implement because we have so many products.” says Care.
Moving to a web store solution offers countless opportunities. For Domus, this offered a way to improve IT architecture and to integrate important central business systems that were previously siloed.
“I can make sure that our customers have all the information they need to make purchasing decisions. This information used to be spread out – now it’s all centrally located. This also helps me save time, which is excellent.”
Serving customers Better – Online and Offline
Despite the ease of the new web store, not all of Domus’ customers have abandoned their old familiar order channels.
“B2B e-commerce isn’t popular where we are. It’s relatively new; we were one of the first companies to implement B2B e-commerce in our industry. I see B2B e-commerce growing, though. Right now it’s probably underutilised and under-appreciated, but I definitely see that changing.”
It’s not just general optimism, either. “Some of our customers are a bit old-fashioned,” says Care, “but for the others it has been great. The ones who use it love it. They can see their own individual pricing and discount — they can check everything online very easily.”
The Best of Both Worlds: Omni-Channel
Domus found the perfect omni-channel combination of brick-and-mortar and online sales. The result? An enhanced customer experience, new clients and simplified business processes.
There’s no need to abandon your physical stores, but adding a web store to your offering gives you the ability to explore new sales channels like drop-shipping, empower customers with 24/7 self-service, and drastically improve your IT architecture and business processes.
What’s Next for Home Goods & Furnishing Businesses?
Have you already got an online presence but have a hunch you could be doing it better and more successfully? Then now’s the time to take it to the next level. Getting Your Business in Shape With Integrated eCommerce tells you more about the route Domus took and how you can also revamp your online approach to increase customer satisfaction and simplify internal processes.
Article Credit: Sana Commerce
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