Fresh survey data on the home furnishings market from BigCommerce revealed consumer preferences for more sustainable products, a willingness to use new technologies and a demand for buy online, pick up in-store. The data also showed a strong preference for online shopping — especially for garnering ideas.
“Despite the majority favoring in-store purchases, more respondents prefer to find inspiration for how they furnish their home digitally, with home improvement shows (48 percent) and home decor websites and blogs (47 percent) more popular than in-store browsing (40 percent),” authors of the report said. “However, when it comes to today’s digital touchpoints, social media (48 percent) reigns supreme in product discovery, likely because of the abundance of content available on platforms like Instagram and TikTok that have the power to inspire viewers.”
Regarding product categories, 66 percent of respondents bought bedroom essentials online, which was followed by home decor at 56 percent and storage solutions with 49 percent. “Online marketplaces and big-box store websites are also the favored choice for purchasing (54 percent), with most consumers opting to buy mid-priced items ($100 to $499) from these channels,” the report’s authors said, adding that is is notable that shoppers “prefer these channels over a brand’s direct website (39 percent).”
“Today’s home furnishings shoppers are more informed and selective than ever, blending in-store and online experiences to make confident purchase decisions,” said Melissa Dixon, director of brand and content marketing at BigCommerce. “These findings highlight the importance of a robust omnichannel strategy, complete with flexible payment options and highly personalized customer engagement — key drivers not only for boosting sales but also for fostering deep, long-term brand loyalty.”
The survey also revealed a strong preference for more eco-friendly products. But it comes with a caveat.
BigCommerce said as consumers prioritize going green, there is a growing preference for more sustainable products. “For instance, while 39 percent of respondents look to buy energy-efficient items and 34 percent look to buy products with minimal or recycled packaging, the majority of consumers are not willing to pay more than 10 percent extra for products that align with their sustainability preferences,” the report stated. “Most are unwilling to pay any additional cost.”
Analysts at BigCommerce said to lure in eco-minded shoppers, home furnishings brands and retailers should explore more cost-effective ways to incorporate sustainable practices into their offerings. “Highlighting energy efficiency and environmentally friendly packaging on product pages and shipping materials can help differentiate them from competitors,” the company said. “A great example is Molly Mutt who showcases their commitment to sustainability through a dedicated page on their e-commerce site, raising customer awareness of their green initiatives.”
To mitigate exposure during the pandemic, retailers offered curbside pick-up and BOPIS. The latter service remains a favorite of shoppers. For retailers, BOPIS can trigger additional in-store conversions, especially for the home furnishings segment.
“In the past year, 69 percent of shoppers have used BOPIS, while 36 percent have used BOPIS two to five times,” the report’s authors said. “A whopping 80 percent of shoppers reported they purchased additional items when picking up orders, while a surprising 31 percent have never used BOPIS before, giving home furnishings brands new opportunities to drive more sales and increase repurchase rates.”
When it comes to technology, BigCommerce found that 42 percent of respondents said they have not used emerging technologies while 27 percent have used virtual showrooms and 24 percent said they tried augmented reality (AR) 3D displays. Of those polled, 18 percent said they’ve used in-store virtual reality (VR) installations. “It’s worth noting 47 percent of consumers reported more confidence in their purchasing decisions when utilizing these emerging technologies, indicating that consumers are poised to start relying on these new tools to inform their purchases as they become more integral in the shopping experience,” the report stated.
The report’s authors said offering online AR preview placements “can help shoppers better visualize products in their own homes. Similarly, VR tools can allow shoppers to explore a brand’s offerings through in-store installations or connecting their headsets to an online virtual showroom.”
