Trade customers are invaluable to furniture companies and retailers. They not only generate high average order values and boast strong repeat purchase rates but also serve as a rich source of user-generated content (UGC). Additionally, trade professionals provide access to large-scale projects in verticals that are otherwise off-limits, such as hospitality, commercial, education, etc.
Trade Discounts: Building the Foundation
At the heart of any trade program is a robust discount structure. Offering competitive discounts—typically tiered based on purchase volume or business type—demonstrates commitment to supporting trade professionals in their projects.
Convenient Online Buying
Personalized discount codes ensure a seamless checkout experience, allowing members to access their benefits directly, no matter when or where. Professionals need access to a streamlined purchasing process: integrating features like quick reordering and a customized dashboard for managing accounts and past purchases can elevate the experience further.
Quickship Lists for Time-Sensitive Projects
Time is often of the essence in commercial and residential design projects. Providing a curated Quickship list helps trade professionals meet tight deadlines without having to compromise.
Referrals: Strengthening Relationships
A thoughtful referral program not only incentivizes trade members to bring in new clients but also deepens trust within the partnership. Offering rewards, such as additional discounts or store credit, for successful referrals can encourage members to advocate for the brand.
Sample Boxes
Physical samples are essential tools for designers and architects. Providing swatch sets or sample boxes of upholstery fabrics, wood finishes, and other materials allows professionals to present options to their clients and they serve as a reminder of a given brand or product for their next project.
Customization Options: COM/COL Capabilities
Customization is often a key differentiator in trade projects. Offering COM (Customer’s Own Material) and COL (Customer’s Own Leather) options enables designers to bring their visions to life while maintaining quality and brand consistency. Flexibility in customization—such as adjustable dimensions or bespoke finishes—adds another layer of appeal.
Comprehensive Product Specs
Providing clear, accessible information on dimensions, materials, finishes, and care instructions ensures that professionals can make informed decisions. Including certifications, such as sustainability credentials, can further enhance the value.
Digital Assets: Empowering Professionals
High-quality digital assets, such as 3D models, Revit files, and CAD drawings, are essential for integrating products seamlessly into design plans. Ensuring these files are readily available on your website or through a dedicated trade portal saves time and enhances the usability of your products in various applications.
Project Catalogs and Case Studies
Showcasing successful projects can inspire trade members and demonstrate the brand’s versatility. Providing catalogs, case studies, and cutsheets—highlighting key products and their applications—allows professionals to envision how your offerings fit into their designs. These resources also serve as powerful sales tools when pitching ideas to clients.
The most successful trade programs go beyond transactional benefits. They create a sense of community and partnership by offering ongoing education, exclusive events, and dedicated account support. Combining these elements with the features outlined above creates a trade program that architects, designers, and businesses can truly rely on.
