Furniture and lighting businesses used to operate in two separate marketplaces: that of designers, architects and other industry professionals, and that of end consumers. Some companies were exclusively dedicated to one or the other, and some would serve both but through very different channels and sales teams.
Now that’s changing. With the rise of e-commerce across different industries, consumers have significantly increased the amount of research that goes into a purchase. They rely on reviews, hop between sites and use comparison tools to figure out exactly which product is the right for them, whether we’re talking home office chairs or baby strollers. They need accurate and relevant information, on-demand, and easy to find.
How has this affected the furniture and lighting industry, then? Architects and designers are also consumers and have, of course, experienced the same shifts in behavior. They have gotten used to and now expect the same level of on-demand access to information they get in their personal lives, at work. This means they will research a product online, find manufacturers through digital ads, social media or industry platforms, and expect a more immediate response to their needs from their vendors.
Firms are doing away with or at least reducing the size of their materials libraries, digital swatches are complementing if not substituting physical ones, and the role of sales teams has shifted from pure product presentations to more inspirational ones.
What this means for the industry is straightforward, but not simple to achieve: companies that provide a streamlined and user-friendly online experience are coming out on top.
Of course, some things will remain in place: professionals will take their trade discount, will demand contract-grade finishes and performance, and generate larger average order values. End consumers, on the other hand, will continue to need more hand-holding, require prompt customer service, and ask for design advice.
How can furniture and lighting companies adapt then? Of course, the answer is not a one-size-fits-all. At STAPHAUS, we work with a variety of companies in this space, from highly specialized contract manufacturers to luxury consumer brands. Here are a few of the approaches we’ve seen work:
- Redesigning your website for a dual audience: a trade section and a consumer section that are conceived from inception to meet the needs of very different groups.
- Creating a trade-only portal where existing trade clients and distributors can log in, place orders at their usual discount and track their status at any time without having to pick up the phone.
- Opening a consumer e-commerce site to serve clients where a company does not have a physical storefront (or for clients who prefer shopping online anyway).
- Developing an email marketing program that addresses two different audiences and lets them know about what is relevant to them (think improved lead times or more eco-friendly materials for trade professionals, promotions and new launches for end consumers).
- Implementing lead generation campaigns on social media and paid search to engage with architects and designers in the platforms where they actually spend their time.
No matter how your company has traditionally operated, you likely have noticed these behavior trends emerge as well. If you have questions or would like to discuss how STAPHAUS can help you thrive in the digital age, get in touch. We have the industry expertise to help you grow.
