Laura Fernandez

A practical guide for furniture brands that want to use AI responsibly and strategically — not as a gimmick, but as a business multiplier that speeds creative ideation, tightens production workflows, and makes personalization meaningful for high-ticket, high-consideration sales.

According to recent industry data, the average designer has 40 times the buying power of the average American consumer. For those working in the top firms, that multiplier can climb as high as 140 times. This “specification economy” is one of the most overlooked — yet most powerful — forces shaping the furniture and design industry today.

For high-ticket furniture and design items, the retargeting funnel isn't just about reminding a customer they left something behind; it's about systematically nurturing them through a complex decision-making process, often bridging the online and offline worlds.

From the clean lines of modern minimalism to rustic farmhouse styles, consumer preferences are incredibly diverse. For performance marketers in this space, a one-size-fits-all approach to advertising is not just inefficient, it's virtually guaranteed to underperform.

Unlike a one-off purchase, furniture represents a significant investment and a long-term presence in a customer's home. The post-purchase period — from the moment the order is placed to months after installation — presents a critical, yet often underutilized, opportunity for performance marketers.

In a high-consideration industry such as furniture and design, trust and real-world application examples are paramount. UGC — authentic photos and videos created by your customers — offers a level of credibility and relatability that staged photography simply cannot match.

For furniture and design brands, a high-ticket sale isn't just a transaction; it's the beginning of a relationship. But too often, marketing budgets remain focused on acquiring new customers, overlooking the immense, untapped potential within your existing high-value clientele.

Accurately measuring the impact of digital advertising on these offline showroom visits – and subsequently, in-store sales – has historically been a black box. The challenge lies in connecting online ad exposure to real-world footfall.

For boutique brands specializing in a particular aesthetic, broad, generic marketing is akin to shouting into a void. Success hinges on connecting with highly specific, high-intent niche audiences without wasting precious ad spend on those unlikely to convert.

The choice between showcasing a bare product image on a white background and an aspirational lifestyle shot within a beautifully styled room is not merely an aesthetic one; it's a strategic decision with significant implications for ad performance.

For furniture and design brands, the path to purchase is rarely a straight line. It's a meandering journey, often spanning weeks or even months, involving multiple digital touchpoints, offline interactions, and extensive consideration.

nlike a forgotten t-shirt, a sofa or a dining table represents a significant investment, requiring careful thought, discussion, and often, visualization within a space. This extended decision-making process means that standard "come back and buy" emails often fall flat.

Despite the rise of e-commerce, many shoppers still prefer to see, touch, and experience furniture in person before committing to a high-consideration purchase. However, the divide between offline and online touchpoints has traditionally left valuable data siloed—leaving untapped potential for more informed and impactful advertising.

In an industry as visually driven as furniture and interior design, how a product is presented can be just as influential as the product itself. To meet this demand for personalized experiences , forward-thinking furniture brands are turning to Dynamic Creative Optimization (DCO) as a way to scale personalization

Unlike lower-cost, impulse-driven purchases, buying a sofa, dining table, or bedroom suite involves a complex decision matrix. To bridge this "browse-to-buying" gap, furniture brands must optimize their product pages with conversion velocity in mind—streamlining the decision-making process.

In the furniture industry, where price tags are high and purchase cycles are long, the path to conversion is anything but linear. This drawn-out, multi-touch journey challenges traditional performance marketing measurement tactics—especially last-click attribution models.

Memorial Day isn’t just a long weekend. For furniture brands in ecomm, this is one of the biggest swings of the year. But let’s be clear: running a sale isn’t the strategy. How you run it is.

Creating an ad that captivates, engages, and converts is both an art and a science. In an era where digital platforms are saturated with content, standing out demands more than just good visuals—it requires a strategic approach to storytelling, authenticity, and audience psychology.

In the fast-paced furniture and design space, success is built on more than just exceptional design and craftsmanship—it’s also driven by timing. For both D2C and trade furniture companies, a well-planned promotional calendar is a vital tool for creating consistent momentum and capturing seasonal intent.

While thousands of visitors may walk your trade show booth, the real opportunity lies in transforming that engagement into a constant stream of highly qualified website traffic and tailored marketing initiatives throughout the year.

In the world of high-end furniture and design, the purchase journey is a multi-touch and prolonged affair. High-value purchases are not just transactions—they're emotional investments in quality, exclusivity, and design heritage.

In today’s volatile economic landscape, the furniture industry faces a unique set of challenges. Potential tariffs, stock market fluctuations, and looming instability are reshaping not only supply chains but also consumer behavior and advertising dynamics.

A common pitfall for furniture and design brands is an over-reliance on bestsellers or aggressively discounted items to drive traffic. While these strategies can boost revenue in the short term, they often undermine profitability if customers consistently opt for lower-margin products.

In social media advertising specifically, we often encounter two approaches —rational product features and emotional storytelling—. Which one resonates and ultimately, converts?

Traditional to-the-trade companies have always offered perks and benefits to architects and designers. Now, D2C companies and digitally native brands are entering the same playing field and evaluating which trade benefits will help them grow the most with A&D.

From product pages to checkout optimization, we explore the foundations of a successful e-commerce shop specific to furniture, lighting, and design objects.

Cross-channel marketing, when done right, can significantly boost ROI by ensuring that each channel amplifies the other’s efforts. Here’s how to integrate social, email, and PPC campaigns to maximize your returns.

Our yearly industry analysis is back: this time longer, improved, and thoroughly updated with insights gathered over the past 12 months. Part II delves into consumer behavior (private and trade) and marketing trends.

Our yearly industry analysis is back: this time longer, improved, and thoroughly updated with insights gathered over the past 12 months. Part I of the series focuses on macroeconomic factors and technological advances influencing the industry.

By tailoring your messaging to each stage of the customer journey, you can effectively increase ad performance and conversion rates.

In the bustling world of social media, where attention spans are fleeting and competition is fierce, crafting a captivating ad is an art form.

Businesses that can align their marketing strategies with seasonal shifts—whether it’s the heat of summer or the chill of winter—are poised for year-round success.

Understanding the efficiency of localized versus national marketing strategies is essential for marketers looking to maximize ROAS and foster stronger customer relationships.

We are often asked whether it is better to use precision targeting or embrace broad targeting. Both strategies have their merits and drawbacks, and understanding when to use each can significantly impact the effectiveness of your campaigns.

Leveraging advanced targeting and automation, DPAs have become a cornerstone for marketers aiming to enhance customer engagement and drive conversions across multiple channels.

Marketing, automation has transcended from a nice-to-have to a must-have. We delve into the basic marketing automations that every D2C brand should implement to achieve scalable success.

This Q4, it's not just about showing products—it's about creating a narrative, evoking emotions, and building a connection with the audience. Here are some creative ad recommendations tailored for furniture and design brands that can make a significant impact.

Real photography and videos consistently deliver higher CTR, lower CPCs, and greater ROAS overall. Renderings, while undeniably valuable tools, lack the inherent authenticity and emotional connection that photography brings. We delve into why.

Gone are the days of a linear sales funnel. Today's savvy consumers navigate a dynamic digital path, and for your business to thrive, you need a multi-channel marketing strategy that fuels their journey.

In the world of ecomm furniture sales, promotions can be a double-edged sword. Used strategically, they're a powerful tool to attract customers, clear inventory, and boost revenue. But a poorly planned sale can erode margins, weaken brand image, and create customer service problems.

By embracing personalization, furniture brands can craft customer journeys that feel both genuine and inspiring that lead to increased conversion.

We delve into what pieces of content can actually have an impact on your business with an analytical approach, instead of simply creating for the sake of it.

In a market inundated with claims of eco-friendliness and green initiatives, how does one truly discern the authentic from the facade? How can companies tell if obtaining sustainable accreditations is a net positive on their business?

What exactly are furniture and design DTC brands doing right, and what can established manufacturers learn from their success?

Brands and retailers are spending money on advertising, trade shows, retail spaces, and marketing collateral. Yet they have no clue where their sales are actually coming from.

In part II or this series, we dive into operational challenges such as supply chain, labor, and environmental factors.

In part I of this series, we explore the economic, competitive and technological factors influencing success and profitability.

Don't let your investment go to waste: how to leverage trade shows for year-round success.

Why invest in crafting a trade program? Isn’t it just enough to offer trade discounts? The answers are 1) because it pays off, and 2) no, not anymore.

Mistaking marketing and PR as two different names for the same thing can be harmful to initiatives in both. Why? Keep on reading.

A common misconception is that digital campaigns only help consumer brands. In reality, digital marketing initiatives can be used with trade professionals to accomplish different goals.

In the furniture and design industry, showrooms are an important sales tool. Showrooms can themselves generate sales, but their function today often goes way beyond that.

Here’s how digital marketing can help boost offline sales, both in showrooms and with architects and designers.

The way in which trade professionals and consumers find, research, and shop for products is remarkably similar, and it all happens in one place: online.

This kit is a culmination of insights and tips gained from our experiences and is a great resource for home furnishing companies that are just getting started or brands that are looking to take their social media to the next level.

One of the most important benefits of routinely testing is cost-effectiveness: it saves you money in the long run. Keep on reading to find out how.

People will have an opinion (or lack of) regardless of what you do, but it’s content strategy that gives you the power to lead the conversation and drive business objectives.

The average search query returns thousands or even millions of results. The first five results will typically get 67% of all clicks, while results that show up on the second page get less than 6% of all clicks.