The furniture industry has traditionally been dependent on physical samples and brick and mortar locations, for good reason: clients often want to see, feel, and literally sit on the product before they commit to purchasing. But digital initiatives and technological innovations have been making their way into the industry’s business model for a few years now.
We’ve all seen the 3D product spinners on product pages, virtual showroom tours, and different color fabric options that change when you hover your mouse. Some companies have gone even further, adding augmented reality options that let potential clients see how an item would look in a specific room through their phone’s camera lens.
These innovations have streamlined the purchasing process, making it easier for prospective buyers to make a decision, whether they are designers or end consumers. Even if the order eventually is placed offline, at a showroom or with a rep, much of the research, comparing, and decision-making will be done online.
There seems however to be a disconnect between all of these technical improvements and the way we communicate with our target audience.
Too often, furniture and lighting companies spend time creating beautiful images, catalogs, and content - but rarely are they investing in the strategies needed to get them in front of the right people at the right time. After all, why invest in a 3D product spinner if there is no web traffic to use it?
On the other hand, the furniture and lighting industry is often overly reliant on trade publications, print advertisements, and events to communicate with its audience, all of which offer few measurable insights or trackable metrics. Did that ad on Interior Design Magazine work? Or did we just throw away $12k?
Digital marketing campaigns are a way in which companies are bridging the gap. Depending on your company’s goals, digital campaigns can grow sales through online and offline channels, increase showroom traffic, generate A&D leads, increase customer loyalty, and grow awareness with existing and new audiences. The best thing about it? Return on investment is measurable from day one.
In 2020, online searches for furniture and lighting spiked over 40%, and have stayed at that level in 2021, involving both consumer products as well as contract solutions and even materials like textiles or porcelain.
Many companies adjusted quickly to online marketing, capitalizing on the surge. But, companies without a proper digital strategy are missing out on the opportunity to attract potential customers to their digital assets - to inform, convince, and retain.
STAPHAUS works with furniture, lighting, and materials companies to grow their businesses using digital tools. For example, we run campaigns to collect A&D leads for contract manufacturers and distributors, helping designers discover our client’s offering and getting them to request more information when they are working on a specific project.
We also run campaigns to increase showroom traffic for clients with brick-and-mortar locations, leveraging search engines and social media with very specific targeting parameters so prospective clients can schedule an appointment at their convenience.
And of course, we also help companies who want to actually sell online, taking into account their goals and target metrics, such as acquisition cost, positioning, and budget.
We’re on a mission to help furniture and design companies compete in the digital age by leveraging digital marketing tools. The rules of the game have changed, having a good digital presence is now essential to stay competitive, both in retail and contract markets.
