Furniture showroom: the bridge between online convenience and personal experience
Furniture showrooms are an important success factor, especially for online retailers. According to the furniture trend study, a full 85% of customers research online first, but then buy their bed, sofa or dining table in a local store. The e-commerce sector often loses out. In an industry that is characterized by great dynamism and high competitive pressure, visibility and customer orientation are crucial. This is exactly where furniture showrooms come into play.
The challenge of online furniture retail
Online furniture retail has experienced a remarkable upswing in recent years after the industry recorded a slump in sales in 2017. Forecasts for 2023 point to a total turnover of an impressive 49 billion euros, which is even expected to grow to 56 billion by 2028. However, this success is accompanied by a number of challenges that keep the industry constantly on its toes. These include, among others:
- Logistics and delivery: The efficient delivery of bulky furniture is complex and expensive.
- Returns management: Returns are not uncommon in this industry and require effective solutions.
- Customer expectations: Customers expect personalized online experiences and fast deliveries.
But these are not all the difficulties of the furniture trade.
Competitive pressure from outside the industry
The online furniture market is highly competitive. Companies from other sectors such as Zara and H&M have successfully established themselves in the Home & Living segment and are putting pressure on renowned furniture retailers. Competition continues to intensify as traditional bricks-and-mortar retailers expand their online channels and online retailers increase their offline presence at the same time.
Competition from brick-and-mortar retail
The ROPO effect(Research Online, Purchase Offline) is another challenge and an opportunity at the same time. Customers tend to research their furniture purchases online before deciding to buy in a brick-and-mortar store.
This trend highlights the need to strengthen the link between the digital and physical shopping experience. Home24 has been successfully using showrooms for its furniture for several years. The retailer now operates 15 showrooms in Germany, Austria and Switzerland.
To counteract the ROPO effect, some companies also use Retail as a Service (RaaS). Here, manufacturers and retailers jointly offer a physical point of contact. This strengthens confidence in the quality of the furniture. Companies such as IKEA and JYSK are focusing on expanding their presence in city centers again.
Online furniture retailers who use the challenges of the dynamic market wisely can gain a real competitive edge. This is why more and more suppliers are using furniture showrooms as part of their marketing strategy.
Furniture showroom: what’s behind the concept?
A showroom in the furniture trade is a physical presentation area in which selected pieces of furniture are displayed in a realistic environment. Unlike a conventional furniture store, where customers can take the furniture with them immediately, a showroom is primarily used to display the products in an appealing way and create a spatial experience.
In the furniture showroom, customers can see and touch the goods and assess their quality without having to commit to an immediate purchase. In the digital age, showrooms are becoming increasingly important as they bridge the gap between online shopping and the traditional shopping experience. Customers can obtain information online but physically experience the furniture in the showroom, which has a positive impact on confidence and the purchase decision.
The showroom concept also offers the opportunity to provide customized advice and services that increase customer loyalty. In short, showrooms in furniture retail are the key to merging online and offline shopping experiences and play a decisive role in attracting and retaining customers.
For retailers and manufacturers: advantages of furniture showrooms
The use of a showroom in the furniture trade offers manufacturers and retailers clear advantages:
- In the showroom, furniture can be attractively presented in a realistic environment, which emphasizes the product quality.
- A showroom in a busy location boosts brand awareness and increases visibility.
- The rent for large exhibition and storage space at expensive locations is saved by having a comparatively small showroom.
- Customers who experience the furniture on site often develop a closer bond and are more willing to return.
- A physical presence helps to strengthen customers’ trust in the provider and its products.
- A showroom for furniture sets manufacturers and retailers apart from the competition.
- Used as a digital sales area, the showroom increases sales.
- Valuable feedback for product improvement can be gained through customer interaction in the showroom.
Setting up a showroom is a strategy to increase success in the highly competitive furniture retail sector by improving presentation, brand loyalty and customer experience.
What advantages does a furniture showroom offer consumers?
A furniture showroom opens up a sensual and vivid world for consumers.
Here they can experience the comfort of a new box-spring bed by sinking into the soft mattresses and testing the support function. A desk in the showroom invites you to test its functionality – the smooth movement of the drawer runners or the height adjustment of the table top.
The showroom is an oasis for sensory experiences. The textures of a fabric sofa can be touched, while the aroma of high-quality wood beguiles the senses. The customer listens to the sound of the kitchen cupboard doors closing. This is another way of testing quality.
The showroom also offers a space for inspiration. Here, consumers can explore different furnishing styles, from classic to modern. They gather ideas for the design of their own home. In short, the showroom transforms furniture shopping into an experience where customers can not only see the furniture, but also feel, hear and smell it.
B2B advantages of a furniture showroom
A showroom for furniture is also interesting for the B2B sector. Manufacturers can present their products to potential dealers or interior designers and interior decorators. On the one hand, they have the opportunity to inspect furniture in person in the showroom. This is crucial to ensure that the products supplied meet the high quality standards. This is important for B2B customers, as they are responsible for the satisfaction of their own customers and employees. But there are other plus points too.
Flexible product selection
B2B customers can choose from a wide range of products in the showroom. In addition to the goods that are presented on site, many suppliers also have an additional range that is available online. It may also be possible to customize the furniture according to individual requirements. Wishes can be verified in a personal discussion with the specialist advisors. This flexibility is invaluable when it comes to offering customized solutions.
Faster decision-making
Personal contact in the showroom enables faster decision-making. B2B customers experience the furniture physically and make purchasing decisions quickly, which speeds up project planning.
Expert advice
Trained staff in the showroom offer expert advice and support B2B customers in selecting the best furniture for their projects. This makes the selection process easier and ensures an optimal solution.
Partnership promotion
Personal contact in the furniture showroom promotes the bond between manufacturers/retailers and B2B customers. This can lead to long-term partnerships, which are crucial for business success.
Requirements for a successful furniture showroom
A good furniture showroom is a key factor for success in online furniture retail. To gain the trust of customers and meet their needs, a showroom specializing in furniture must offer a range of features and offerings.
Authentic interior design
A high-quality showroom should present furniture in a realistic environment. The furniture should be displayed in different living and room concepts to show customers how it could look in their own home.
Haptic experiences
Customers want to feel the quality and comfort of the furniture. A good showroom allows visitors to touch the furniture, sit down or lie down to get a feel for the products.
Expert advice
Trained staff should be available in the furniture showroom to help customers with any questions they may have. Competent advice helps to reduce uncertainty and make the purchase decision easier.
Variety and choice
A showroom should offer a wide range of furniture to meet the different tastes and needs of customers. Since space is limited, only selected pieces make their way into the showroom, material samples should complement the display to give customers as many impressions as possible.
Online integration
The showroom must be seamlessly linked to the company’s online store. Customers should be able to access information about the furniture on display online and continue shopping when they leave the showroom.
Inspiring design
Ideally, a showroom not only displays furniture, but also offers inspiration. Decorative elements, interior design ideas and trends can encourage customers to go beyond buying individual pieces and plan entire room concepts.
Customer orientation
The customer’s needs and concerns should take center stage. A good showroom is designed to create a positive and inviting atmosphere in which customers feel comfortable.
Showrooms for furniture – the future of the industry
We at Showme Stores have recognized the relevance of showrooms for online furniture retailers and have developed an innovative solution. Online retailers already have the opportunity to rent a showroom for their products at three attractive locations in regions with high purchasing power and optimal transport connections. Competent and knowledgeable staff are available on site to provide professional advice.
The concept of Showme stores makes it possible to gain personal experience in the showroom while enjoying the convenience of online shopping. Are you interested in what Showme has to offer? Then get in touch with us directly!
