A lot goes into buying new furniture for the home, after all, furniture is something that has a major impact on the look and comfort of your home and is something that you expect to last for many years. As a result, buying furniture requires a lot of research and a lot of shopping, it isn't like picking up a gallon of milk at a convenience store. On average consumers will spend 3-4 weeks researching furniture, and purchase from a wide variety of retailers. Typically consumers will spend a lot more time researching upholstery than they do case goods, and they are much less likely to purchase upholstery from an online source.
When it comes to upholstery, just over a third of consumers will make a purchase in 2 weeks or less. A quarter of consumers spend 3-4 weeks researching options. One fifth of consumers will take 5-9 weeks to make a decision, and another fifth require 10 weeks or more. This research is done both online and in stores. Six in ten consumers will visit stores while looking for a new sofa or chair, and three quarters of consumers will do their research online. However, given how important it is to do research online, 45% of consumers say that they will never purchase a couch from a web site.
Case goods have a slightly shorter research period with nearly half of all consumers making a decision in 2 weeks or less. Nearly a quarter of consumers will spend 3-4 weeks doing research, while three in ten consumers will spend 5 weeks or more. Those shopping for a new dining room set or bedroom set not only do their research faster, but also do less research than those shopping for a new couch. About seven in ten will do their research online, and just over half will do their shopping in stores. Consumers shopping for case goods are also less averse to buying online with only 21% saying they would never purchase a bedroom set or dining room set from an online source.
Of course, at the end of the research process, consumers will eventually purchase a new piece of furniture for their home, and just like with the research, who they buy it from depends on if they are shopping for upholstery or case goods.
For upholstery the most popular retailers to buy from are lifestyle furniture stores, such as RH, IKEA, Crate and Barrel, and Pottery Barn, as well as traditional furniture stores. Both lifestyle and traditional furniture stores receive business from nearly three in ten consumers. Just over two in ten will purchase a used couch or chair, which can come from any source including second-hand stores and garage sales. Only 7% of consumers will wind up buying a couch from an online retailer.
For case goods the most popular option is used furniture. Nearly four in ten consumers will buy something used, and again from a wide variety of sources such as second-hand stores, flea markets, thrift shops, antique shops, as well as from garage sales both online and on the street, and auctions. Another three in ten consumers prefer lifestyle furniture stores when purchasing a new bedroom set or dinette set. Only 12% of consumers will make their purchase at a traditional furniture store. While consumers may be less averse to purchasing case goods online than they are with upholstery, still only 7% of consumers will make their purchase from an online retailer.
Purchasing furniture is clearly a major decision for most consumers, and they may put just as much time and effort into buying furniture as they would put into buying a car or even a house. As a result, it is important that manufacturers make sure that their product is visible to consumers while they are doing their research. In the same way that you wouldn't buy a car without doing a test drive, or buy a house without getting a tour, consumers won't buy new furniture without sitting down on it first. While online sales may not account for much volume, an online presence is still very important if you are trying to sell your product.
Car manufacturers and dealerships all offer excellent online sources for viewing features, options, and pricing for consumers buying a car. There are also a handful of web sites that connect to MLS for those looking to move to a new home, plus realtors tend to have excellent online tools as well. However, when it comes to furniture, there typically isn't much to look at on the web beyond customer reviews on Amazon.
With online research becoming increasingly important, if you do not have an excellent web page that features your product lines, combined with SEO to make your web page show up in Google searches, you are potentially missing out on a lot of sales. Give DSA Factors a call today at 773-248-9000 to find out how we can help you grow your business. While we may not be able to develop a web page for you, we can provide you with the cash flow you need through accounts receivable factoring to grow your business. The funds you receive from us are yours to keep and can be spent in any way you want, from developing an online presence to attending trade shows to a new marketing campaign, or anything else. Call us today and find out just how easy accounts receivable factoring can be.
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