The REAL Reason Home Furnishings Customers are Leaving Your Website: Engagement!

The REAL Reason Home Furnishings Customers are Leaving Your Website: Engagement!

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Many eCommerce websites really only possess a shopping cart. However, there’s so much more that’s involved with having an eCommerce platform. In order to have a proper eCommerce website, you must have a website platform that makes it easy for online shoppers to find exactly what they’re looking for. Unfortunately, many folks in the home furnishings industry don’t do very well at all.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]I speak to many home furnishings retailers about helping them with their marketing, and the first area I review is their website. If their website isn’t informational (meaning, it doesn’t possess resources or products many consumers look for), I explain that spending money to attract and engage consumers is likely to be wasted simply because consumers are trained to search, find and buy with ease. And if your consumers can’t find what they’re looking for, that money is spent in vain.

 

Often times, I still hear that retailers don’t want to show prices for fear of their competition knowing their pricing — or worse — being show-roomed (going to a brick-and-mortar store to look at a product before buying it online for a cheaper price). Well, it’s not showrooming anymore, it’s “web-rooming,” and if handled correctly, it can be a real asset. [/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]furniture tracking illustration[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]Statistics have proven that consumers want to buy locally, but if you don’t show your pricing and consumers have the ability to buy it online, then guess what? They buy from someone else and that’s usually the big eCommerce giant.  

 

The answer to this dilemma is simple. Offer a Price-Matching guarantee. A simple note of “YOU WILL NOT BE UNDERSOLD” on the same product/SKU, delivered to the same zip code can have a huge impact. I don’t know about you, but I’d rather make 30% of something than 100% of nothing.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]furniture ecommerce trends - break image[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]Lastly, think about this as it pertains to how YOU shop. Here’s a scenario that’s probably familiar: Let’s say  you visit a store, saw something you liked but for whatever reason, you didn’t buy it. Then a week or a month later you decided it was time and wanted to buy it immediately. Would you get back into your car, fight traffic, wait for a salesperson and spend all that time and energy to purchase it, or would you go online to the store, make two-three clicks and be done with it in less than 5 minutes?

 

In summation, if approximately 32% of all home furnishings purchases are going to be sold online, why wouldn’t you want your business to be part of that statistic?

 

Sadly, there are many independent retailers that don’t want to participate and that is one major reason why so many home furnishing retailers have lost thousands and thousands of storefronts over the last 10 years. Unless we embrace the reality of change, this trend will only continue.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][/vc_column][/vc_row]

Furniture eCommerce Trends: How Retailers Can Compete with eCommerce Giants

Furniture eCommerce Trends: How Retailers Can Compete with eCommerce Giants

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]In my last post, I offered up some interesting statistics regarding eCommerce as it relates to the furniture industry. I expect some of my readers will challenge these numbers because they include home furnishings and not just furniture. My answer is a question: Do you just sell furniture, or are you a destination stop “for everything for the home.”

 

The reason I ask that question relates directly to the reasons why people shop for “the home” at brick and mortar stores like Crate and Barrel, Target, Ikea and other national retailers. They are looking for those unique and stylish home accessories and accent items that “complete” their look of a specific room. [/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]With that said, do you showcase your home accent buyers on your website? If not, then you should! Just refer back to the statistic that over $42 Billion of our category sales will be done online. It’s also a great way to keep online buyers engaged on your website.

 

Add to these statistics the 800-pound eCommerce giant, Amazon. According to data floating around the internet, Amazon’s furniture sales were estimated at $4 Billion in 2017, representing a 51% increase year over year. Additionally, Amazon has created Amazon Home, which enables customers to shop by room, look, home decor, specific items or category.
[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]furniture ecommerce trends - break image[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]In addition to Amazon, we have Wayfair, Overstock, Hayneedle and more taking business from you. After reviewing the facts, do you really think you can survive in retail if you don’t have an e-commerce strategy and platform that offers a multitude of products that are at least relevant to furniture?

 

Our industry overall is expected to grow to $114BN in 2018, a 4.9% increase which is very good. Naturally, if I was a retailer, I’d want more. I’d want Amazon’s growth!  Of course, to get that kind of growth, , one would have to possess thousands and thousands of SKU’s (or products) on their website_ essentially, a ton of different products. If they don’t, they’re doomed to be replaced by retailers who do. [/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][/vc_column][/vc_row]

Why Home Furnishing Retailers Need to Care About eCommerce on their Own Sites

Why Home Furnishing Retailers Need to Care About eCommerce on their Own Sites

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]I live in Arcadia, Wisconsin in the middle of nowhere and I love it. Many think I’m crazy, as I’m missing on city conveniences like great restaurants, and a variety of shopping options and experiences.

 

Ok, I admit it… I do miss the restaurant options, but that’s about it. When I go to the Las Vegas Furniture Market, my first dinner is always a New York Deli in one of the hotels; because where I live, Walmart is the closest thing to a deli I have. [/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]When it comes to shopping and buying stuff, I don’t miss the city life at all. I hate traffic and trying to find a place to park. I also hate how after all that hassle, I’m unable to find the right product at a decent price to entice me to “buy.” Then I’m off on my next brick and mortar journey, hoping that I’ll eventually find what I’m looking for.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]I’m a Baby Boomer. I buy about 85% of everything “online” and I’m on a first name basis with my UPS and FedEx drivers. I buy online for two simple reasons:

 

  1. As I mentioned, I hate the hassle and the process of “the hunt.”
  2. E-commerce shopping and buying it “my way” makes my life easy.

[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]I bet when you are looking at virtually any type of purchase, you start by searching for something on Google, and you find an assortment of different businesses pertaining to what you searched for — many of them being local businesses.  

 

The next step is to visit those online retailers who matched your search. You review their website and you want to know how much their product/service costs? If there isn’t a price, I can virtually guarantee, you’ll leave that website and go to the next one. [/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]home furnishing retailers - break image[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]This is step one in failing your consumer: NO PRICING on your website. No one will call you to ask for a price. Hardly anyone calls anyone anymore, but they do email and/or text. Ask yourself this: would you call anyone to ask for a price on anything? If not, why would you expect your customers to call you?

 

If you are unable to buy what you want when you want it, what do you do? You search for the buying option(s) where you can buy it.

 

According to Statistica, e-commerce sales have grown by one third in two years. In 2016. total U.S. e-commerce sales were over $360 Billion and projected to be over $461 Billion in 2018. By 2022, however, e-commerce sales are expected to surpass $638 Billion in sales; almost double in from the 2016 sales statistics.
[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]When it comes to furniture and home furnishings e-commerce revenue, Statistica reported that in 2013, furniture/home furnishings e-commerce revenue was over $20 Billion and is projected to be over $42 Billion in 2019. It is also projected that by 2021 furniture/home furnishings will account for 13.6% of ALL retail e-commerce sales.

 

Statistica isn’t alone! In 2016, Business Insider projected that by 2020, over 32% of ALL home furnishings will be sold online.

 

Even though there are many consumers who still prefer to come in to make a purchase after months of online research, the ultimate goal of eCommerce sites is to give consumers as many resources as possible — bringing them close to an actual purpose.
[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][/vc_column][/vc_row]

Press Release: Consumer Behavior Study Upends Common Misconception that the Vast Majority of Online Shoppers are Ready-to-Buy

Press Release: Consumer Behavior Study Upends Common Misconception that the Vast Majority of Online Shoppers are Ready-to-Buy

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Data from over a half million consumer interactions analyzed by PERQ illustrates the value of a personalized shopping journey for websites selling high-touch, big-ticket items; reveals that the more online tools and assessments consumers engage with, the more likely they are to purchase; offers key tips for improvement.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Indianapolis, IN – August 8, 2018– PERQ, experts in online consumer engagement and shopping behavior, has released new analysis of consumer call-to-action (CTA) data with key learnings for websites of brick and mortar businesses who sell (or lease) high-consideration, big ticket items – especially in the automotive, home furnishing and multifamily leasing verticals.

 

The research, which looks closely at click-to-conversion behavior as well as the overall online experience, found key patterns in the way consumers approach researching and shopping for big-ticket items. The data illuminates serious flaws in long-held assumptions about what consumers want to do once they’ve reached a website and has significant implications for the efficacy of artificial intelligence (AI) in helping engage these website visitors.

 

“A common misconception for big ticket retailers is that their website visitors are ready-to-buy and are close to the bottom of the shopping funnel, which means that many of these businesses are approaching web engagement in the exact opposite direction of how their customers are behaving,” said Muhammad Yasin, Vice President of Marketing at PERQ. “Our data reveals that most of these online web visitors are in the process of educating themselves, and doing extensive research before they finalize the purchase in person. This presents a major opportunity for businesses to nurture consumers they may otherwise lose before they make the decision to buy.”[/vc_column_text][vc_empty_space][vc_column_text]

Improving Your Website Calls to Action to Increase Lead Conversion

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text][/vc_column_text][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]

Key Insights

[/vc_column_text][vc_empty_space][vc_column_text]The data revealed insights that all industries can leverage to improve click-to-action conversion and website engagement and shows that AI-enabled websites that intuitively and dynamically change for each consumer’s personal shopping journey delivers improved results both on and offline:

Insight Findings
Optimize for mobile Conversions increase 50% when websites are optimized for mobile. That includes a 95% increase in banner performance, 167% for sidebars, and 7% for buttons.
CTA Placement Matters Sidebar click performance improves 200% when moved from top left to bottom right.
Multiple Engagements Means Higher Close Rate Likelihood to buy increases by 66% for consumers that engage with two CTAs, while the likelihood to buy for those that engage with five CTAs goes up to 230%.

 

“It’s no longer a ‘buy now’ world, especially for retailers who need to capture high research customers and guide them into their brick and mortar location, ” said Yasin. “Our data shows that today’s websites must be driven by AI technology as a way to adjust the consumer story and stay relevant to the specific needs and interests of buyers.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]Press Image - Consumer Behavior Study 2[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]

Study Methodology

[/vc_column_text][vc_empty_space][vc_column_text]PERQ reviewed consumer data captured from 8 million CTA renderings from more than a half-million visitors on PERQ’s website platform. Data collected includes all types of lead formats, and during all phases of the consumer journey.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]

About PERQ

[/vc_column_text][vc_empty_space][vc_column_text]PERQ (www.perq.com), boosts website conversion through its online guided shopping solution which leverages artificial intelligence to dynamically change existing websites to deliver the next best step in each buyer’s shopping journey. As experts in online consumer engagement and behavior, PERQ leverages over 10 million consumer data points, along with real-time visitor behavior.

 

Founded in 2001, PERQ solutions are used by more than 1,000 businesses in the home furnishing, auto retailing and multifamily industries. Its brands have been named to the Inc. “500 Fastest Growing Companies in America” list on three separate occasions. In 2017, PERQ won the Gold Stevie® Award for lead generation software and Product of the Year in the Big Business Awards.

 

PERQ Media Contacts

Melanie Webber, mWEBB Communications, melanie@mwebbcom.com or 949-307-1723

Cassandra Cavanah, mWEBB Communications, Cassandra@mwebbcom.com or 818-397-4630[/vc_column_text][/vc_column][/vc_row]

What Lead Follow-Up Advice Do You Offer your Sales Staff?

What Lead Follow-Up Advice Do You Offer your Sales Staff?

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Regardless of which digital tools your company uses to maximize lead conversions, successful lead nurturing strategies all boil down to personalization, timing, and being helpful and courteous.

 

“I think the key is speed, transparency and being kind,” says David Kain, an automotive internet marketing expert who sold cars for 20 years at his family’s dealership. “If you are nice and give them the information they’re looking for, people are so grateful.”

 

Don’t let your sales teams be lost when it comes to lead follow-up. We asked the pros: What’s your best lead follow-up advice?[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]

Personalize Your Interactions with Consumers

[/vc_column_text][vc_empty_space][vc_column_text]A: “My teams keep each other informed about conversations surrounding the prospect’s needs, wants, and about their general situation,” says Katrina Greene, the Senior Property Manager of Sheehan Property Management. “I think people love it when they walk in and say who they are, and anyone in the office can say, ‘Oh, you’re the one with the dog named Taco.’ I love that. It gives them a sense of personalization and immediately lets the customer know our communication between team members is on point.”

 

Greene also stresses communicating with clients before, during and after tours using text messaging to convey small snippets of information, because that’s how people communicate with friends and family in their daily lives. Plus it’s less likely to be as disruptive as getting several phone calls or getting lost in the shuffle like most sales-driven emails.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]

Communication on the Customer’s Terms

[/vc_column_text][vc_empty_space][vc_column_text]A: “No matter what stage of the buying journey they’re in, it’s all about communicating with the customer on the customer’s terms,” says Frank Lopes, vice president of FB Digital and Forrest & Blake Marketing & Advertising. “If they say they’re more comfortable with email, then you email them back. More comfortable with text, you text them back.”

 

“What you want to do is always try to convert them to the next level of engagement. You always want to try and make the engagement as personal as possible,” Lopes says. [/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]

Follow-Up within 24 Hours

[/vc_column_text][vc_empty_space][vc_column_text]A: “If you don’t invest in your team and emphasize that it’s important to reach out to these leads and explain how to do it, [lead generation solutions] are a waste of money,” says Jordan Barrick of Quality Furniture. He says his store’s furniture and appliance salespeople are expected to call online leads within 24 hours to introduce themselves, offer assistance, and let them know they’ll also be receiving an email follow-up, “otherwise they forget they filled anything out online.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][/vc_column][/vc_row]