Why luxurious furniture in the showroom can do without prominently placed price tags
Price tags on high-quality furniture? In the premium segment, a visible price can quickly distract from the actual product. A study from the hotel industry shows that goods are perceived as more exclusive when prices are not immediately recognizable. This is because products are then evaluated more emotionally rather than purely rationally. For suppliers of premium furniture, the topic of furniture price tags is therefore far more than a formality, as it influences perception, the buying experience, positioning and ultimately sales.
Contents:
- The psychology of price tags in the furniture trade
- Strategic reasons for reduced or no price labeling
- Effects of missing price tags on furniture
- Risks and mistakes when dealing with price tags in the premium segment
The psychology of price tags in the furniture trade
In the case of furniture, price tags have a multi-layered psychological effect. In addition to price considerations, emotions, spatial effect and willingness to invest also play a central role.
Visible prices change perception
A conspicuous price tag can significantly disrupt the effect of a piece of furniture, similar to a price label on a work of art. It pulls the eye away from the overall design effect and directs it to the question: “How much does it cost?”
At this point, the furniture loses its role as an aesthetic object and becomes a commodity. In the premium segment in particular, this can weaken or even reverse the desired impression of value.
In addition, visible prices automatically trigger a thought process:
- The emotional impact gives way to a rational assessment
- The focus is shifting from design to numbers
- The customer begins to compare prices with other providers
- The special feature of the piece of furniture fades into the background
This turns a spatial experience into a math problem, which is exactly what should be avoided in the premium context.
Self-image vs. product value
Prices not only influence what is bought, but also how the consumer feels about it. A high price can act as a status signal, while a low price can unconsciously trigger doubts about quality or exclusivity. Depending on the target group, the personal self-image plays a decisive role here.
Price sensitivity and decisiveness
Customers with high price sensitivity pay close attention to visible figures. They are less likely to engage in emotional impulse purchases. Conversely, a price that is placed too aggressively can also lead to purchase inhibitions among less price-sensitive shoppers, for example if they consider the price in isolation without taking into account the context of design, function and brand promise.
Strategic reasons for reduced or no price labeling
The conscious use of price tags in premium furniture retail is part of a well-thought-out brand and sales strategy. It is not about hiding prices, but about creating the right setting for high-quality products. The decision to display prices only cautiously or not at all follows five clear strategic motives.
Brand image and atmosphere
High-quality furniture needs space – not only physically, but also mentally. Those who present premium products stage an experience rather than a sale. Visibly placed price tags disrupt this presentation. They transform a harmoniously designed showroom experience into a sober shopping situation. Instead, a restrained or discreet price presentation creates an atmosphere that is more reminiscent of a gallery than a classic furniture store. In this way, the brand is perceived as cultivated, stylish and self-confident, not as a discount-driven offer.
Comprehensive product experience
A high-quality piece of furniture needs to be experienced. In the showroom, customers have the opportunity to do just that: try out seats, touch surfaces and feel materials. These impressions create trust and promote an emotional bond.
This sensory experience is complemented by personal advice. Salespeople provide background knowledge, tell the story of the design or explain special details of the craftsmanship. This storytelling deepens the understanding of value without the price taking center stage.
In the showrooms of Showme stores, the focus is precisely on this comprehensive product experience: comfortably designed rooms, trained advisors and plenty of space to try things out create the ideal conditions for experiencing furniture with all your senses – and not just evaluating it.
Individual configuration options
Many premium manufacturers offer customized furnishing concepts rather than standard solutions. A single price tag could not do justice to the wealth of variants. Instead of quoting a misleading “from” price or displaying long price lists, a specific price is often deliberately omitted. Instead, customers receive an individually calculated offer.
Buyer selection and positioning
A visible price appeals to everyone. But not everyone belongs to the target group. Those who are genuinely interested in a high-quality piece of furniture will ask questions, seek a conversation and be prepared to seek advice. Those who only compare prices without experiencing the product can often be filtered out as buyers. Avoiding obvious price tags therefore creates a subtle selection. It appeals to those who appreciate the piece of furniture and don’t just want to find a bargain.
Avoidance of price wars
In the premium segment, customers do not primarily decide on the basis of the cheapest offer, but on design, workmanship and materiality. Reduced price labeling supports precisely this attitude. It draws attention away from the comparison of figures and towards what really counts.
Effects of missing price tags on furniture
The decision not to make prices immediately visible in the showroom not only has an impact on purchasing behavior, but also shapes the perception of the brand and the quality of advice. Especially in the premium segment, this approach to price information can be used in a targeted manner to communicate values and build trust.
No discount signals, but value communication
Restrained pricing sends a clear signal: the brand stands by its value. Instead of generating attention with special offers or threshold prices, it communicates quality, craftsmanship and design at eye level. Those who don’t trumpet prices like a barker, but instead stage experiences, come across as confident and thus set themselves apart from price-driven competitors.
Focus on individual advice
Where price is not the main focus, the conversation becomes more important. In the showrooms of Showme stores, there is room for personal advice, specific questions and tailor-made offers. This is precisely the approach taken by providers who display high-quality furniture in the comfortably designed showrooms and deliberately avoid sales pressure. Instead, specialist advisors are on hand to guide customers through the selection process. The aim is to make the value of the product tangible.
Communicating prices individually creates a personal relationship between advisor and customer. The purchase feels less like a transaction and more like a joint decision. This strengthens the feeling of exclusivity and trust, two key factors for long-term customer loyalty in the premium sector.
Price acceptance through enthusiasm
Anyone who understands why a piece of furniture was designed and manufactured in a certain way is more willing to accept the price. Enthusiasm is not generated by numbers, but by experience. A high-quality presentation without a superficial price tag allows the customer to get emotionally involved with the product before the money is involved.
Typical factors that positively influence price acceptance:
- Origin and quality of materials (such as solid wood from sustainable forestry)
- Handcrafted finish (such as visible prongs, traditional upholstery techniques)
- Design idea and design language (e.g. cooperation with designers or manufactory character)
- Durability and repairability
- Customizability (e.g. modular systems, made-to-measure)
The more clearly these values are communicated in the consultation, the less the price plays a major role. The piece of furniture is perceived as an investment.
Possible violation of the law
The Price Indication Ordinance (PAngV) also applies in the premium segment. In stationary retail, final prices must always be clearly legible. As a rule, this also applies to pure showrooms without direct sales opportunities.
At Showme stores, the furniture on display cannot be taken away or purchased directly, but the customer orders the goods online. The advisors are happy to help with this. However, this does not normally exempt the customer from quoting prices.
Risks and mistakes when dealing with price tags in the premium segment
Even if reduced price labeling can make strategic sense, it must be implemented correctly. Because used incorrectly, it has a deterrent effect instead of an exclusive one. These typical mistakes must be avoided:
- Unclear price quotation: Those who evade questions or remain vague make prospective customers feel insecure.
- Arrogant communication: phrases such as “If you have to ask …” come across as dismissive and disrespectful.
- Opaque pricing strategy: A recognizably avoidant approach to pricing looks like a game of hide-and-seek.
- Disregarding legal requirements: Anyone who ignores the Price Indication Ordinance risks legal consequences and a loss of trust.
- Unprepared staff: Uncertainty in discussions about prices comes across as unprofessional and undermines the premium promise.
- Wrong focus in the conclusion: Overemphasizing the price distracts from the benefits and value of the product.
If you take these points to heart, you will create trust and ensure that a cautious approach to prices becomes a success factor rather than a risk.
