Marketing Strategy for A furniture company to promote Online sales

The COVID Pandemic has created havoc in all industries across the globe. While its effects have been majorly negative, but it has also fuelled the growth of online retailers. Especially in India we have seen a drastic growth purchase. A mandatory lockdown of 3 months was enforced by the government of India thereby bringing this change in the customer behavior.

Now, being a part of a PGDM curriculum proved to be a boon during these times of hardship. I was Involved with a live project about the similar changes occurring in the Furniture industry.

With a team of 5 students, I analyzed the previous pattern in the purchase behavior for furniture. Then we collected vital consumer insights using qualitative analysis and compared the outcome with that of the previous data.

The conclusions which were taken out from this was as follows –

·        People are still hesitant about making such big purchases online.

·        There seems to be a lack of marketing strategies that include promotions for selling online in this industry.

·        Furniture is something that essentially requires some practical feel and feedback before making a purchase.

The most practical solution according to me is setting up experience stores wherein the consumer can visit and get experience with the piece of furniture. Later on, he can make a purchase of the product from the comfort and convenience of their home. This especially makes sense during the COVID pandemic times as everyone is hesitant in buying from offline stores.

I learned a lot from my Micro super specialization, but this Live project has proved to be the final feather in my cap of marketing. It has completely transformed my way of analyzing a problem and tackling it with a suitable solution.