From Omnichannel to Integrated Marketing: A New Era for Building Materials Retailers – Building Materials Association.

During the pandemic, the shift to digital shopping has become a way of life for consumers, marking a major shift in the way home goods are discovered and purchased. While today’s furniture retailers are no longer choosing to shop in stores, they have integrated a digital component into their shopping journey.

As furniture retailers invest in digital solutions to drive new, hybrid customer journeys, they face unique challenges. The high cost of furniture and household goods motivates buyers to carefully consider their investments and ensure that every purchase has many boxes – built to last, meet their needs , but beautiful. This complexity leads to a perception of high risk, because returns are often difficult and expensive. Unlike repeat purchases in other categories, furniture requires sellers to build lasting trust from the beginning, where each hand is approached as a high-level negotiation. .

Home retailers are taking the lead in optimizing their online channels through technology-driven innovations. Brands combine the best of both online and in-store for their customers through one-stop shopping. They’re investing to improve shopping through well-designed interactions, immersive experiences, customizations, checkouts and conversions—both in real life and digitally.

Changing the use of customer transport facilities

Consumers today don’t see channels the way marketers do. They are just doing business. This means that home retailers need to implement a unified process that ensures a seamless customer experience across all channels, from in-store to online. Imagine that your customers are struggling by browsing Pinterest for inspiration to take online quizzes designed to narrow down the options, sorting through store recommendations for expert advice, and finally placing their order successfully through the comfort of their home. Marketers who embrace this integrated philosophy understand that it’s not about pushing products through individual channels but about creating a holistic brand experience.

To get more flexible ways to buy, furniture sellers are not only increasing their ecommerce offerings. Research shows that the modern consumer interacts in an astonishing 11 different ways. Although 53% of consumers will buy furniture in stores in 2022 according to Statista, other studies show that across retail, 90% of consumer surveys are done online, including retail sites (42%), search engines (25%), vendor applications (25%). 13%), brand sites (5%), and social media channels (4%). An integrated retail experience is central to a unified business, a critical feature for furniture retailers navigating today’s dynamic landscape.

Moving past omnichannel as a unified transaction

Integrated marketing offers a paradigm shift for marketers. It overcomes the limitations of fragmented services, seamlessly integrating online and offline environments into one unified system.

This holistic approach unlocks significant value: Customer insights are gained by connecting customer interactions across all physical and digital touch points, marketers gain a comprehensive understanding of customer preferences and behavior any. This allows for personalization in every way, customizing the experience to enhance engagement and conversion.

Effective inventory management becomes a seamless, transparent and immediate process regardless of the situation. Flexible fulfillment options—online or in-store availability and fast delivery—become flexible and efficient, meeting customer needs in the most cost-effective way.

From finding inspiration across channels to getting comprehensive purchase support, consumers experience a unified business experience that is both organized and convenient. This fosters loyalty, increases conversion rates, and provides valuable customer insights – ultimately driving the success of retailers in an omnichannel landscape. always change.

Virtual car

To accommodate the complexity of online browsing and in-store browsing, the virtual car is emerging as a powerful tool, bridging the gap between the digital and physical worlds. For example, a customer finds their dream couch online and puts it on their virtual car. Later, attracted by the choice of fabric, they enter the showroom of the sellers. As they browse, they find matching rugs and statement rugs—the perfect addition to their home decor vision.

With a tap or a quick chat with a salesperson, these new assets join their virtual car. Back at home, they browse through everything they find together, tweaking fabric options with one click, before finally buying the perfect fit, complete with an installment plan. suitable.

Virtual cars offer more convenience. They empower partners to provide both online and in-store support, enabling smooth transitions and appropriate service features.