Attempting to remain relevant and competitive in an oversaturated marketplace is often difficult enough. Meeting and adapting to new challenges only add to the complexity. But these challenges are not without solutions, and those furniture businesses that can meet and overcome these challenges in creative and innovative ways will find great success in the future.
In the furniture industry, trends come and go in both style and substance as well as in the way furniture is marketed to consumers. With consumer wants and needs changing drastically over the last year, brands will need to adapt.
More customers are making the switch to shopping for furniture online. Taking advantage of new technologies are serving to increase online sales by helping customers find the perfect piece, without ever having to leave their home.
Customers who shop heavily online now expect free shipping as part of the norm. Easy financing options are also an important component of delivering good CX.
Customers don’t want to wait for weeks or more than several days for a piece of furniture anymore. Many brands now cater to millennials, one of the largest furniture-buying demographics, by offering pre-assembled pieces in a variety of colors or upholstery options for easy pickup or quick delivery.
Another important component of delivering outstanding CX is providing customers with personalized guidance and suggestions. Online, e-commerce managers and marketers can utilize technology, social media marketing, and a combination of the two to reach customers on social channels.
Sustainability is already a large consumer concern, with consumers willing to spend more for products they know were produced by brands that also share their concerns for the environment.
With more individuals working from home than ever before, there has been an increase in demand for home office furniture that is stylish, functional, easy to assemble, and quick to ship. This can be a challenging niche to break into but expect to see several new contenders giving it a try in 2021.
Smart furniture has been around for some time but the demand for products in this market has also been growing, especially now that more individuals are working from home.
Consumers expect sales personnel and floor staff to be completely knowledgeable about the products. Online, the same holds true. Remote staff and customer support personnel need to be able to provide customers with the information they seek.
Our ever-advancing technology has also fueled a change in consumer behavior. Adjusting to both is like facing two challenges at the same time. However, utilizing this technology is also the solution to both. You can satisfy consumer pain points and stand out from competitors by taking advantage of technical and 3D solutions that showcase your furniture products in amazing, photorealistic detail.
New marketing strategies must be developed in order to remain competitive in both the online marketplace and in physical store locations. In either, one of the most important things your brand can do is provide outstanding CX. Know your audience and you’ll be better equipped with the knowledge and tools to meet and exceed their expectations.
A serious challenge for brands that want to move more of their product via e-commerce webshops. Presenting your furniture products in a manner that is as close to the real thing as possible solves this retail business pain point. Use ImageScripting to showcase each piece in your collection in stunning detail, allowing the customer to rotate, zoom in and out, and even examine hidden components with ease.
In the age of the Covid-19 pandemic, the remote workforce has increased exponentially. But there are numerous challenges in training a larger, remote workforce. Brands must learn how to communicate effectively with remote staff and monitor employee performance while also seeking to create a rich company culture.
Ensuring favorable brand perception is a key element in the development of the customer journey map. Technology today allows for brands to stand out online (with quality images, video, and product configurators).
Brands must ensure that all points along the customer journey are cohesive and continual, while also always addressing a pain point at each touchpoint. Doing so communicates you understand the customer’s needs and expectations, and that you are equipped to meet and fulfill them.
Much more than a growing trend, consumers are more actively seeking sustainable products and the companies that produce them. It isn’t easy to go green overnight, but a brand that makes even one simple change in at least some of their products can make a big difference in the marketplace and with their bottom line.
Did you know:
Once you're up and running with 3D visualizations of your furniture products, it's time to consider which synergies and opportunities there are to exploit the many benefits of 3D visualization.
Use your new foundation of product digitalization to create videos from the same 3D models used for your images.
Get inspired for your next corporate branding video or video for your social media channels like Facebook, LinkedIn, and Instagram. Or maybe you want to take your product visualization to the next level with a professional product video or commercial. Below you see examples of videos that our customers use in their digital marketing efforts that show why video marketing is so powerful.
We have made this assembly film for Geberit, which quickly and simply represents how to install a toilet.
We produced this assembly film for Rockfon that shows how their product Rockfon Mono Acoustic is installed.
“You are in good hands with Cadesign – they are innovative, visionary, friendly, solution-oriented and an amazing soundcard. You are definitely a front-runner if you choose them! I would not be without them.” Mia Thøisen, Egernsund Tegl.
We produced this assembly film for Siemens, which shows how easy and simple you can install Siemens’ water heaters.
We have had the pleasure of producing this assembly film for Magnet, which explains how their kitchen cupboards are assembled.
We created this commercial for Dali, Danish Audiophile Loudspeaker Industries, which introduces the Phantom M-250.
In more than 160 years, Steinway & Sons have produced the finest pianos in the world. This video portrays the dedication and commitment to quality.
We created this commercial for Kvik that shows the beautiful details and features a Kvik kitchen consist of. Especially, the focus is that the kitchen can be styled exactly as the customer wishes.
We produced this commercial for Boen that sell high-quality wooden floor which also works in relation to the Nordic climate.
We had the pleasure of producing this commercial for BWT that focuses on the advantages of their full automatic osmosis system.
When a company like Danfoss sets about introducing a new, technically advanced product, the aim is to present it as simply as possible, whilst also wowing the audience. How then, does the marketing manager manage both challenges? They tell a story. Stories capture people's imagination and illustrate and inspire in a completely fresh way – one that the bare facts simply can't deliver.
We have had the pleasure of producing this commercial for Linak that represents their IPx6 Washable DURA for adjustable hospital equipment.
We created this commercial for Cibes that shows how their product, Cibes EcoSilent, can be an integrated part of our lives.
We have had the pleasure of producing this commercial for BoConcept related to a sale.
We have had the pleasure of creating this commercial for Bosch that portrays the new i-DOS washing machine and its smart features.
We produced this commercial for GEA that focuses on how the company contributes to a more sustainable future.
In winter 2014, we had the pleasure of creating this commercial for the HTX study program at AATG in Aalborg. All environments and elements in the film are computer-generated.
We are proud to have produced this 3D visualized animation film for Mobile Industrial Robots A/S, which shows the world of opportunities the MiR robots offer.
An Animated film about OnRobots VGC10 gripper.
An Animated film for Schur Star Systems.
We have had the pleasure of producing this film for Danfoss. The film shows how Danfoss products have contributed to the Danish hotel Crowne Plaza Copenhagen Towers being one of the most sustainable hotels.
We have created this film for Rohde Nielsen, which represents the story of the company, its vision, its mission, and key competencies.
Our own corporate video is just one of many films we have produced in the last 25 years. Just a detail.
A corporate film about CKL Software that is a global supplier of software solutions to Dynamics NAV.
With this corporate video about Feldhaus, the viewer learns that Feldhaus work with bricks, we see that they’re a company of substantial size and impact, we meet the employees and get a hint of their global scale business.
We have produced this 3D film about Sjølund’s product and services within the area of curved aluminum and steel profiles for buildings and facades.
In this film, the CA30 by Linak is represented and so are the advantages of this product.
We have had the pleasure of producing this product film for Geberit. In this film, their tap system is introduced.
We have produced this product film for Danfoss. In the film, their Vacon NXP liquid cooler and its characteristics are represented.
Fomaco is a company that delivers injector machines for the food industry around the world. In this film, one of Fomaco’s products is represented.
Talgø is a Norwegian supplier of wooden products in MøreRoyal to the industry for building materials and the project market. This film explains the benefits of choosing MøreRoyal.
Grimsholm Green is a company that delivers accessories for robotic lawnmowers etc. In this film, they present their signal cables for robotic lawnmowers.
We have had the pleasure of producing 3 spots about the new Hummel Aerocharge 2.0 shoe for use on social media platforms and in stores around the world.
In this film that we created for MiR, we explain the features and benefits of the MiR500.
We have had the pleasure of producing this film for Nordlux that introduces their new Smart Light concept.
3D visualization for Pieter Mouritsen A/S that represents the new PM2100 diesel compressor. In addition, we delivered an e-learning film and 360-degree 3D site for education in relation to the use of the compressor.
We have produced this video for Sigma for use on social media platforms. In the video, a kitchen is represented with a focus on the small details that all together are of great importance.
We have created this video for Magnet for use on social media platforms.
We have produced this film for Svane for use on their social media platforms. The film focuses on the small details that make a kitchen feel like home.
We have had the pleasure of producing this film for Dali that focuses on the aspect of high quality and a simple design.
This video produced for Linn bad represents a beautiful bathroom with a focus on design, quality and, functionality.
We created this video for Nobia for use on their social media platforms. The video presents just one of their many beautiful kitchen brands.
We have had the pleasure of producing this commercial in connection with the event “Drabelige Dino Dage”. Everything in the film is computer-generated – based on numerous picture references, research, and lots of inspiration from Hollywood.
Check out this commercial film we did for Novenco. They wanted to showcase their products, energy-friendly ventilation systems, and fans, in a creative and comprehensible manner. We listened to their desires, brainstormed, and finally came up with the idea of implementing storytelling and creating the perfect narrator for the purpose, namely a fly.
How do you sell the dream of a long life bed? For most people, they would want to lie in the bed before buying it, and especially if you know it is an extra good quality bed with fantastic comfort, which Wonderlands beds are.
In this animation film that we have produced for Raptor Services, we get insights into how companies can boost their sales with the Raptor Smart Advisor.
We created this animation film for Continia that explains how easy it is to get started with scanning appendices and much more – directly in Dynamics NAV.
In 2014, Royal Unibrew and PepsiCo were nominated to the price “Bottle of the Year”. We were asked to create this film, which offers insights into the history of Royal Unibrew and PepsiCo’s partnership in Denmark. The film was produced for Oscar Film and Montdor.
We created this animation film for Schur Star Systems, which show one of the world’s most flexible packaging solutions.
In this film, we look at the innovative and environmentally-friendly packaging solutions of Schur®Star Systems.
OnRobot has a full selection within the field of plug-and-produce end-of-arm tools (EoAT) for collaborative applications. In this film OnRobot Sander and its characteristics is introduced.
We produced this 3D animation film for OnRobot, where we learn about their simple and innovative concept.
We have created this commercial for Markilux that show how you can style and adjust different awnings yourself.
We have had the pleasure of creating this film for Vejle municipality that represents a whole new quarter in Vejle municipality, Ny Rosborg.
In this film, GoodHome represents their storage solutions, and how you can adjust them to your home and personal wishes.
We created this animation film about the GDPR rules that came into force in 2018. We have focused on the fact that it should be easy for the audience to understand what GDPR is – and how ALSO’s distributors can help.
We created this 3D animation for Universal Robots, which represents the new UR16e.
We have produced this 3D animated film for Stevanato Group that focuses on their new Track & Trace concept for the medical industry.
In this film, we introduce the DSI all-in-one plate freezing solution pladefrysningsløsning and all the advantages connected to this product.
At Küppersbusch Hausgerate quality means to invest in sustainability that is understandable: materials in high quality, flawless execution, the greatest customer service, reliability and long life span. Therefore, they needed a product film that not only showed their high quality and expertise but also that it was simple and available to everyone.
To fully adjust to new consumer expectations as well as successfully face new and future challenges, brands must develop a strong marketing strategy. Without a thorough and complete marketing strategy, it will be difficult to make important business decisions, connect to your audience and solve their pain points, or even improve brand recognition and Internet visibility.
Each component of your complete marketing strategy should find a way to solve a customer pain point and meet their demands. To achieve this, you must know what your customers want and need, what they care about, what you can do to make them happy, and how your products will solve their problems.
Building a buyer persona will help you discover the answers to those questions and more effectively build a marketing strategy that directly caters to your ideal customer.
When the buyer begins to research a product or a brand, they embark on the customer journey. Throughout the journey, the customer will arrive at various touchpoints that are designed to provide a positive customer experience by offering information or a solution to a customer's pain point. This is what keeps the customer actively pursuing your product and moving along the map until at such point they make their purchase decision.
It is critical that you not only fully understand the purpose of the customer journey map when developing your marketing strategy, but also how each touchpoint will help the customer decide if they need your product. Remember, parts of your customer journey map don’t necessarily have to be online, either. Some touchpoints will also encompass in-store experiences and traditional marketing options as well.
Another important component of the customer buyer journey is being sure that the customer can find you, wherever they might be looking. Explore every opportunity for marketing and communication so that you can make it as easy as possible for the customer to find you and contact you.
Using social media channels as part of your marketing mix will enable you to better engage your audience in a way that helps you stand out from competitors, improves brand recognition, and fosters a relationship of trust.
Many furniture businesses have already realized the importance of a stunning website, so you’ve got to make sure your own website is up to par. Showcase your furniture products using ImageScripting and 3D modeling to produce high-quality, photorealistic images with great detail, and in all styles and colors. Doing so will greatly serve to help buyers make their purchase decision, as well as help you stand out from competitors. Making your website easy to navigate and search for products, as well as mobile-friendly, is also critical.
Building a strong connection between your online presence and your retail store reinforces your brand and serves to foster a better relationship with your target market. Boost the traffic in your retail store, and you’ll also drive more online traffic to your site, and vice versa.
Making customers feel welcome with a few modern conveniences and comforts can greatly improve their shopping experience. A hydration station with water and coffee, or a lounge area and even a children’s zone, and don’t forget free Wi-Fi!
Partner with interior influencers or furniture designers and offer educational workshops on interior design or related topics.
If your employees are friendly, professional, knowledgeable about the product, and happy to assist the customer, they will build a reputation for excellent customer service, resulting in an increase in traffic to your retail.
In a retail setting, your window displays will be the first thing potential customers see. Make your window displays fresh, exciting, and seasonal. Don’t be afraid to get creative.
Consumers love discounts. Offer in-store discounts, bring-a-friend-discounts, package discounts, birthday discounts, a discount on a next purchase, or a combination of a discount with a loyalty club.
Make it easy for someone driving by to see your store and know that it is a furniture store. Simple as that, but easy to forget.
Make sure that your store is listed on Google My Business. Use Google local inventory ads to showcase your available products to shoppers in the area. Use Google Analytics to help you measure your ROI on marketing, product sales, customer engagement, and much more.
The audience on Social Media
Reach out to your local audience on social media platforms.
Add touchscreens or kiosks that act as a high-tech catalog; customers can select a product from the appropriate category, scroll through products, and then select one to view in more detail. You should also consider creating a digital showroom that allows for a unique combination of online and in-store experiences.
Learn more from our case story about Invita who successfully excites their customers with their digital showroom.
Using AR, customers in your store can view different furniture products in different environments, enabling them to get a better feel for how it might look in their own homes.
Take a look at this small example where a virtual sofa is placed, via a mobile phone, in a real room.
Technology has drastically changed the way many companies do business today, and technology trends in the furniture industry have also led to a significant increase in the number of successful online e-commerce shops and overall change in the future of the furniture industry.
Product digitalization provides you with data files that can easily be shared across multiple platforms and media types, amongst sales, production, and business partners. And since consumers, today not only expect but outright demand digitalization, this first step in a digital transformation just makes sense.
Cost-effective visualization services are also an ideal means of showcasing forthcoming products to marketers, partners, and clients. When future products need to be marketed quickly, high-quality 3D visualizations (also known as CGI - Computer Generated Imagery) will serve to make your marketing materials more cost-effective, decrease time to market, and enable you to showcase a furniture product in all colors, styles, and shapes.
ImageScripting technology can be used to produce photorealistic images of each piece of furniture, showcasing the products in stunning detail. Consumers viewing the products online can zoom in and out without any loss of quality or clarity, rotate images at any angle, and see each piece in a multitude of colors and styles. Portions of the image can even be dissolved in order to reveal hidden components and features.
Product configuration tools enable you to present your full catalog of products, models, colors, and textures in a neat, fun, and engaging way. The tool enables customers to interact with your products, encouraging them to continue along on their customer journey, and ultimately leading them to choose their favorite product and complete their purchase.
Augmented reality can be used as a truly unique sales tool, allowing customers to easily visualize how a product will look within their own homes.
BIM or building information modeling is a sophisticated technology that has been specially designed to enable you to complete projects in less time, with minimal or no flaws, and in a more cost-effective manner.
By implementing BIM you can streamline your projects by essentially utilizing data files that have been developed with specific parameters that greatly enhance and improve your modeling projects.
Many furniture manufacturers already utilize BIM to maximize their product reach and subsequently advance their position in the furniture market.
CAD is an old but still effective technology that offers increased value in the presentation of furniture products in a variety of settings. CAD models also serve a great purpose in marketing materials, especially when promoting new products or showcasing products in B2B.
We've collected a list of some of the resources out there that we found very useful. If you feel something is missing don't hesitate to reach out to us either on the chat or by email.
Marketing Statistics 2020 (HubSpot)
Top video marketing platforms (50wheel)
Video marketing SEO (Search Engine Journal)
The beginner's guide to YouTube marketing (Backlinko)
We've collected a list of some of the resources out there that we found very useful. If you feel something is missing don't hesitate to reach out to us either on the chat or by email.
Mastering Value Propositions (Strategyzer)
How to create a detailed buyer persona for your business (HubSpot)
The changing meaning of sustainable (Furniture World)
What is an omnichannel customer experience? (Acquire)
Video Marketing: The ultimate guide to getting started (Cadesign form)
Go to our industry specific pages where we've collected all the best images, films, and product configuration examples from five different industries: Furniture, Kitchen & Bath, Home Improvement, Industry & Manufacturing, and Prefabricated Houses.
Trends and technology in the furniture industry may come and go, consumer demands and expectations will change once again, and the industry will always likely remain highly competitive. But a strong marketing strategy and a willingness to meet those challenges head-on will always play a major role in the success of any brand.