Why Home Furnishings Brands Can’t Afford to Ignore Omnichannel

AUSTIN, Texas — October 23, 2024 — A new BigCommerce report reveals that home, garden, and furniture brands must adapt to evolving consumer behaviors by embracing omnichannel shopping—a blend of online and in-store experiences. According to the survey of over 3,000 U.S. consumers, a seamless, integrated shopping journey is crucial for driving sales and building brand loyalty.

Key Findings:

In-Store vs. Online Shopping: 48% of consumers still prefer purchasing home furnishings in-store, but digital touchpoints like social media (48%), home decor websites (47%), and home improvement shows (48%) are key sources of product inspiration.

Growth of Online Purchases: 66% of shoppers buy bedroom essentials online, with many turning to online marketplaces for mid-priced items ($100-$499). Free return shipping and flexible policies are major incentives for these buyers.

BOPIS is a Must: 69% of consumers used Buy Online, Pick Up In Store (BOPIS) last year, with many making additional purchases during pickup. Brands can use BOPIS to drive higher sales and repeat purchases.

Emerging Tech Boosts Confidence: 47% of consumers report more confidence in their purchases when using AR and VR tools, underscoring the importance of integrating these technologies for better visualization.

Promotions Matter: 82% of in-store shoppers are likely to switch to online shopping for exclusive online promotions, highlighting the need for compelling digital offers.

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Sustainability & Consumer Expectations:

While 39% of shoppers seek energy-efficient products, price remains a key factor. Most are not willing to pay more than 10% extra for sustainability-focused items, so brands must balance eco-friendly options with affordability.

What Brands Need to Do:

To stay competitive, home furnishings brands must leverage omnichannel strategies and emerging technologies. Offering flexible payment options, personalized experiences, and innovative promotions will help capture the attention of today’s informed and selective shoppers.

BigCommerce helps leading brands like Chair King Backyard Store, Burrow, and Wovenbyrd succeed with powerful omnichannel solutions.