Today, having a website that does not deliver a seamless eCommerce experience is not optional for furniture retailers looking to attract and retain customers. The customer journey has morphed dramatically, with many starting—and sometimes completing—their purchasing journey online. Independent, local furniture retailers who prioritize their website’s eCommerce experience can set themselves apart from big-box competitors and online-only retailers. Through our decades of experience, we’ve put together the key elements that help you give your customers the eCommerce experience they’re looking for. Here’s what matters most:
1. Design It to Fit a Customer’s Shopping Flow
Think about how your customers might shop for furniture in your store. Customers should be able to navigate your site effortlessly, finding the right products quickly with the information they need. This means:
● A clean layout with clear navigation categories
● Product Filtering that makes sense
● Easy-to-read fonts and high-contrast design for accessibility
● Mobile responsiveness to accommodate shoppers using smartphones and tablets
2. Product Information Customers Care About
Customers who shop online typically exhibit traits similar to the “Analytical” type of customer and need confidence before they buy. Providing rich product details helps customers make informed decisions. These elements include:
● High-quality images from multiple angles
● Detailed, accurate product descriptions that describe the things they care about in their home
● Comparable, similar options
● Customer reviews and testimonials
3. Communicate Pricing and Inventory Information
Would you buy something if you didn’t know how much it cost or when you could get it? Up-to-date pricing and inventory ensure customers have the information they need to take the next step.
4. Bridge the Gap Between Online and In-Store
The website should complement the in-store experience for local furniture retailers, not compete with it. Offer features that bridge the gap between online browsing and in-person shopping, such as:
● Online appointment scheduling for showroom visits
● Click-to-call or live chat with sales associates
● Options to reserve items for in-store pickup
5. Get Flexible With Payment Options
“Sticker Shock” can push customers to settle on cheaper options, which isn’t great for their experience in the long run. By offering flexible payment options, you can encourage your customers to feel empowered to get what they want and fit it into their budget. Popular payment solutions include:
● Buy Now, Pay Later services (e.g., Affirm, Klarna)
● Traditional financing with promotional rates
● Waterfall financing options with secondary and tertiary lenders
6. Genuinely Helpful Customer Assistance
Give your customers an outlet to get assistance from your team. You wouldn’t expect a customer to purchase in your store without talking to a salesperson, so why would you expect anything different online? Some best practices include:
● Fast responses to customer inquiries
● Clear CTA’s to reach your store(s)
● Professional communication online
7. Integrated Delivery & Pickup Options
As consumers, we’re conditioned to expect really easy delivery options online. If you don’t communicate your options to customers online, they may become discouraged from purchasing in your store, assuming you don’t have the delivery service they need. A few things you can do include:
● A landing page to talk about options
● Communicate delivery policies and procedure
● Communicate estimated delivery times on product detail pages
Delivering on your customers’ expectations starts with thinking constructively about how they shop. Putting effort into your website isn’t just about a direct ROAS from selling furniture online; it’s about giving your customers the information they need early in their journey to keep shopping with you. Your website is an extension of your storefront and needs to be treated as such. By prioritizing your website’s eCommerce experience today, you will position yourself ahead of the competition as the landscape of furniture retail continues to evolve.
