Teach & Leverage Shopper Preferences Sales Skills
The retail furniture industry is a robust and vital sector of the U.S. economy, providing American consumers with a diverse range of products to suit their particular preferences and budgets.?Statista?said the U.S. furniture market was valued at $229 billion in 2021. According to a 2021 report by Furniture Today, approximately 32 million American households purchase new furniture each year, which accounts for roughly one-fourth of all U.S. households. On average, these households spend around $1,200 on furniture each year. Additionally, the average order size for online furniture purchases was $1,019 in 2020, according to Digital Commerce 360. So with this knowledge, it’s more important than ever before that retailers effectively train their in-store associates to identify and leverage shopper preferences.
Customers Are Ambivalent About Visiting the Furniture Store
Customers’ opinions about visiting furniture stores are mixed. While many enjoy the experience of browsing and testing out furniture pieces, others find the process overwhelming and frustrating. According to a 2021 Furniture Consumer Survey by Furniture Today, customers reported that the top reasons they liked visiting furniture stores were the ability to see and touch the products (79%), the ability to try out furniture (64%), and the ability to get design ideas (42%). Unfortunately, those surveyed also reported numerous dislikes and alienating factors, including high prices (59%), difficulty in finding specific items (42%), and the overwhelming number of choices (39%). The survey concluded that 40% of customers leave furniture stores without making a purchase. The most common reasons for this were that the desired item was out of stock (37%), the customer found a better price elsewhere (34%), or the product did not meet the customer’s needs (28%). Additionally, many customers reported needing help finding furniture matching their style or preferences (26%).?
It’s critically important for retailers to combat negative perceptions of furniture shopping to attract and retain customers. To overcome this negative perception, retailers can create a welcoming and family-friendly environment that makes customers feel comfortable and at home. Be sure to provide comfortable seating areas, play pleasant background music, and offer refreshments like coffee or water throughout the store. Regarding furniture store staff members, customers value friendly and knowledgeable associates who provide a personalized shopping experience and those who take the time to understand their needs and shopper preferences, offering guidance and recommendations without being aggressive. In contrast, a lack of product knowledge and pushy sales tactics can quickly alienate customers, leading to lost sales and a negative shopping experience. Store owners and managers must train associates to maintain and share a deep understanding of the products available for purchase – all while delicately balancing friendly and personalized service with the space and privacy customers demand.
Continue reading the full article to learn how to personalize the in-store experience and how to increase communication skills to increase sales.
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