NEW RESEARCH: Consumers want to shop online and in-store for new furniture – what should retailers offer? – Furniture Today

The boom in online shopping has undoubtedly changed how furniture brands and retailers must operate. New research released from HomeByMe Enterprise shows that consumers demand personalized, digitally enabled experiences when redesigning their kitchens and buying new furniture for their homes.
At the same time, brick-and-mortar stores still have an essential role: 53% of consumers surveyed said they value support from a sales professional or designer. Furniture and home upgrades represent a considerable investment for most people, so they need to be confident in their choices, and discussing their options with an expert provides essential reassurance.
These new trends represent an important opportunity for retailers to strengthen their drive-to-store strategies. But, to do so, they must ensure a holistic experience that starts where most consumers start: online.
1. Deliver a web-to-store strategy
 HomeByMe’s latest study into retail preferences shows that some consumers prefer to shop exclusively online, and some want to buy in-store, but most demand an omnichannel experience. This means the opportunity to design, plan, and even consult with experts from anywhere – like from their home or on any mobile device – then visit a store to confirm their choices before buying their new furniture or décor either there and then or back online. According to the research:
 In this context, retailers should focus on their “click to store” strategy.

The right online offering can tempt consumers to visit the store to learn more, speak with experts, and gain confidence before completing their purchase. For most consumers, this requires a sophisticated 3D design and visualization tool: 73% want to plan how to redesign their room at home and in their own time.
2. Personalize the in-store experience
With consumers now even more comfortable with e-commerce, brick-and-mortar stores are no longer centered around the transaction – they are about providing new ways to enjoy a personalized experience. Even though many brands and retailers now offer online consultations and sales support, customers (particularly those with complicated enquiries) still value face-to-face human interaction. 1 in 4 (29%) said discussing their needs and getting advice from a sales professional/ designer is one of the most enjoyable parts of remodeling their homes.
That said, 24% of respondents don’t like to be questioned by salespeople in the store. In fact, it’s one of their least favorite things about the remodeling process. To wow consumers and capture their attention in-store, sales staff must be equipped with the digital tools to provide a personalized design and planning experience that is quick, accurate, and highly visual.
3. Develop an effective omnichannel strategy
 A good online offering is the start of a great in-store experience. The main thing is that consumers want a seamless transition between the two. They are looking for the tools to design and purchase for their home anytime, anywhere. And they expect sales professionals to have access to their design ideas, product choices, and personal style before they enter the store.
HomeByMe Enterprise delivers all the capabilities for furniture brands and retailers to support their customers’ needs and guide them step by step through the entire buying process. It allows them to explore a retailer’s product catalog in exciting new ways, virtually customize their dream furniture, and see exactly how it would look in their home before clicking the “buy” button.

Interior designers, sales associates, and customers can engage via the same planning and styling solution, across all channels and devices – via mobile, tablet, computer, or in-store. Customers could, for example, design their ideal kitchen at home via a retailer’s website, and then access that design in-store to get personalized, professional advice, before completing their purchase back on the website.
Download the new report from HomeByMe Enterprise for the latest consumer buying preferences, expert commentary, and omnichannel strategies.
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