Strategize

Today’s furniture buyers—accustomed to Amazon-level convenience and transparency—expect smooth, customer-friendly return policies, even for big-ticket items. In this context, how you handle returns is no longer just an operational concern; it’s a marketing differentiator, a driver of trust, and in many cases, a conversion trigger.

In today’s hyperconnected design industry, influence doesn’t flow in a straight line. Architects and designers don’t simply discover a product, make a note, and place an order. Instead, they move through a dynamic cycle of inspiration and information, sourcing ideas from one set of channels and hard data from another.

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.

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.

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 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.

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.

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.

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.

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 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?

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.

Everything you need to know about Google Analytics 4 before switching from Universal Analytics.

We examine what a cookieless world means for the future of digital advertising, and what publishers and brands need to be ready for a new marketing landscape.

Whether or not Apple’s new privacy features really are well intentioned, or they’re just further trapping us into their walled garden, privacy and permission based marketing is here to stay.

Like most martech nowadays, you’ll read about how intent data will dramatically boost your conversions and sales. This is certainly possible, but how you implement the data into your strategy is key.

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.

As more and more manufacturers choose to skip the middleman, we take a look at the pros and cons and why you must start thinking like a digitally-native DTC regardless of your decision.