Are stores still important? The resounding answer is yes, but they are more effective when supported with in-store and online digital experiences. Buying furniture has evolved into a multifaceted experience that seamlessly integrates digital and physical elements. The recently released 3D Cloud Furniture Shopping Trends Study 2024 delves into these shifting consumer behaviors, illustrating the movement toward a hybrid shopping future that blends convenience, customization, and immersive experiences. The study sheds light on the transformative potential of hybrid 3D experiences within the home furnishings industry.
Understanding the Hybrid Shopping Experience
The study paints a vivid picture of a new era in furniture shopping characterized by a fusion of store shopping with online exploration. Contrary to traditional notions, where online and in-store shopping were separate channels or distinct phases, today’s consumers seamlessly navigate between digital platforms and physical showrooms. Mattress Firm is seeing this play out in their stores. On a Shoptalk panel last month, George Hanson, EVP, Chief Digital Officer for Mattress Firm noted that though 90 percent of sales occur in-store, 90 percent of customer journeys start online. Key takeaways from the report include:
- The furniture purchase experience often occurs by researching online first and finishing the buying process in-store.
- The process is extensive, with scrolling through, on average, three websites and visiting the same number of stores in person.
- Online-only shoppers are more focused on convenience, variety, and price.
- Those who shop in-store first and then buy online are looking for discounts or free shipping.
- In-store-only buyers are typically older.
Insights from the 3D Cloud Furniture Shopping Trends Study
Partnering with Provoke Insights, the 3D Cloud Furniture Shopping Trends Study 2024 surveyed over 400 recent furniture buyers, providing invaluable insights into their preferences, challenges, and expectations. The study aimed to compare online and in-store experiences, identify visualization challenges, explore the role of 3D technology, and assess demand for 3D tools in furniture shopping.
Evolution of Furniture Shopping Behavior
The study revealed a nuanced approach to furniture shopping, with consumers often initiating their journey online before finalizing purchases in-store. This hybrid approach combines the convenience and variety of online platforms with the tactile experience and assurance of quality offered by physical stores. Older buyers lean toward in-store purchases, and younger shoppers lean toward online and hybrid shopping.
3D Supports Multiple Shopper Goals: Customization, Fit, and Confidence
One of the study’s focal points was the increasing adoption and impact of 3D technology in the furniture shopping landscape. Customization emerged as a key driver, with consumers hungry for tools that help them visualize furniture in their homes before making purchasing decisions. The study highlighted the benefits and usage patterns of 3D room planners and product configurators, showcasing their role in enhancing customer experiences and confidence.
- 2/3 prefer retailers who offer 3D experiences.
- 77% feel smarter using 3D tools.
- 60% seek enhanced in-store visualization.
Benefits of 3D Room Planners and Configurators
Users who engaged with 3D room planners and product configurators reported significant benefits. From aiding in measurements and visualizing furniture layouts to offering a more enjoyable shopping experience, these tools emerged as indispensable assets for both retailers and consumers. The study noted a strong interest in 3D tools for future purchases, especially among those who had already used them.
Shaping the Future of Furniture Shopping
The study’s findings underscore the pivotal role of 3D visualization and configuration tools in shaping the future of furniture shopping. Most shoppers were enthusiastic about the possibility of incorporating these tools into their future purchases, highlighting a growing consumer expectation for immersive and personalized shopping experiences. Retailers who embrace and integrate 3D technology are poised to meet these evolving demands and differentiate themselves in a competitive market landscape.
The 3D Cloud Furniture Shopping Trends Study 2024 offers a comprehensive view of the evolving dynamics in furniture retail. From the seamless integration of digital and physical touchpoints to the transformative potential of 3D technology, the study illuminates pathways for retailers to enhance customer experiences, drive engagement, and unlock new opportunities in an ever-evolving industry landscape. As consumer preferences continue to evolve, adapting to these trends and leveraging innovative solutions will be key to success in the dynamic world of furniture shopping.
Click to download the complete 3D Cloud Furniture Shopping Trends Study 2024.
