Austin, Texas — For home goods businesses, meeting customers where they are and letting them buy the way they want to is a never-ending goal.
Macroeconomic variables like inflation and purchasing power fluctuate along with consumer preferences and spending patterns. Keeping a careful eye on how customers are responding to these circumstances is essential to breaking through to them.
The software solutions company Big Commerce, whose partners in the home furnishings market include American Leather and Burrow, has published a research that provides insight into the whereabouts and methods of today’s consumers.
More than 3,000 American consumers were polled for the report, “The Omnichannel Customer Journey: The New Buyer Experience for Home Furnishings Shoppers,” which examined their preferences and purchasing behaviors.
Why not both online and in-store?
The most unexpected topline conclusion is that customers prefer a combination of in-person and online purchasing experiences, making both physical stores and internet stores popular.
The study found that 28% of respondents prefer online shopping, while 48% of respondents still prefer to buy home goods in-store. Nevertheless, over 60% of customers get their inspiration from digital touchpoints like social media and websites dedicated to home décor. According to 48% of respondents, social media platforms like Instagram and TikTok are now important in the product discovery process.
It’s also intriguing to see what kinds of home goods consumers were interested in. Customers who shop online have a significant preference for bedrooms and décor, as seen by the 66% and 56% of respondents who said they have made an online purchase in the past month, respectively.
Only 36% and 27% of respondents, respectively, reported having bought larger living room and outdoor furniture online in the previous year, indicating a clear preference for in-store purchases.
Because of their extensive assortment and solid reputation, 64% of consumers prefer to browse online marketplaces like Amazon and eBay as well as big-box retailer websites like Walmart and Target.
When buying mid-range home goods ($100–$499), 54% of buyers prefer online marketplaces and big-box retail websites over direct brand websites (39%). This preference can be influenced by features like Amazon’s free two-day shipping and big-box discounts. Brands could improve their own website offers and include mid-priced products, such coffee tables and rugs, on these well-known platforms in order to remain competitive.
Online shoppers also showed a need for visualization technology, according to the survey. According to the study, 47% of consumers feel more secure about their purchases when they use tools like augmented reality (AR) displays or virtual showrooms to see things in their homes.
The report’s findings make it evident that these technologies have the potential to improve the shopping experience, even though only 27% of respondents have used them.
Additional significant findings
With 69% of respondents used buy-online-pick-up-in-store within the last year, this option has also evolved from a convenience to an expectation. Interestingly, 80% of these customers said they bought extra things when they picked up their orders.
Cost is still a hurdle, but customers still value sustainability. The majority of respondents were unwilling to pay more than 10% more for environmentally friendly solutions, despite the fact that many of them indicated interest in sustainable packaging and energy-efficient products.
The significance of promotions in influencing consumer purchasing behavior is emphasized in the paper. 76% of online customers would think about switching to in-store purchases for exclusive bargains, while 82% of in-store shoppers are likely to buy online if offered an online-only campaign.
For most customers, easy and free returns are still another important benefit. More than 60% of those surveyed stated that they are more inclined to buy from an online retailer that provides free return shipping.
According to Melissa Dixon, head of brand and content marketing at BigCommerce, “today’s home furnishings shoppers are more informed and selective than ever, combining in-store and online experiences to make confident purchase decisions.”
These results emphasize the value of a strong omnichannel approach that includes highly customized customer involvement and flexible payment methods, which are essential for increasing sales and building enduring, strong brand loyalty.
