Stage 2: Lets Go Shopping
The second stage in the furniture purchase process is deciding where to shop. When shopping for furniture, most consumers included multiple stores in their "solution set" – visiting an average of 3.2 stores. Of those surveyed, 76 percent visited three or more stores, and 10 percent visited two stores. Only 14 percent visited just one store before making their purchase.
Consumers also visited the store where they made their purchase an average of two times prior to making their purchase: 22 percent made four or more visits, 32 percent three visits, 29 percent two visits, and 17 percent made one visit to the store to make their final purchase (chart 7).
Familiarity with a store is paramount to a furniture shopper. When asked how they had learned about the store where they made their purchase, 55 percent of respondents had previously bought items from the store, 46 percent had known about the store for some time, and 29 percent had seen advertising (chart 8).
We also asked about store uniqueness. While the majority of consumers described furniture stores as at least somewhat different from each other, only one in five described them as very different from each other (chart 9).
Given the fact that consumers are most likely to purchase from stores they have shopped at previously or are already familiar with, relationships with existing customers are critical. In order to bolster those relationships retailers should consider creating loyalty programs to keep customers informed of new items and sales and encourage repeat business.
There is a significant opportunity to create awareness among consumers who have never visited your store by clearly communicating overall style and quality of products offered and available price ranges in your advertising.
Finally, because consumers generally view furniture stores as similar to each other, it is essential to differentiate your store from your competitors. Retailers should first evaluate the competition and see how they can set themselves apart on services, in-store experience, price, location and variety of products or services offered, then leverage these selling points in your advertising.
Read next month’s issue of Furniture World for information on item selection and in-store experience – stages three and four of the furniture purchasing process and the related implications for retailers.
Research Background: The ADVO study was conducted by NFO WorldGroup, one of the world's leading providers of research-based marketing information. The study was conducted using a panel, a nationally representative group of households that have agreed to participate in research studies and are replenished routinely to maintain the integrity of the panel. In July 2001, a Consumer Panel Screener survey was used to identify U.S. households that had purchased furniture in the past six months. Follow-up questionnaires were mailed in September 2001 to approximately 750 past six-month furniture purchasers who had spent at least $100 on a new item of furniture. The questionnaire was completed by the primary or co-decision maker for the furniture purchases in the household. Seventy-three percent of the primary or co-decision makers were female. While typical response rates for panel studies range from 65 percent to 70 percent, the ADVO study saw a 79 percent return rate for this study.