Home Goods Customer Journey
Delivered November 9, 2019. Contributor: Jennifer P.
Gain an understanding of the customer purchasing journey for people buying furniture and lighting goods online, via sites like Blu Dot,
, Article, and Schoolhouse Electric Supply
The beginning of the furniture store is online for
of consumers, with only
beginning in a physical store.
of US consumers have bought furniture online and say they would do so again.
The sale of online furniture was
$38.5 billion in 2018
The type of consumer most likely to buy furniture online is one who is
already an avid online shopper.
of furniture sales is mostly for price comparison and exploring options around cost and style, with only a small percentage making purchases at the initial website visited.
A great deal of online furniture shoppers
begin their search on Amazon
Websites tended to support people visiting physical locations, with many in-store visitors
they found online with them to the store.
greatly shaped the consumer's path to furniture purchase, with reviews on retail and brand sites the most influential.
One challenge for online shoppers was the
large quantity of options
, and decision fatigue when trying to decide the right option.
used online furniture shopping for the ability to
build custom furniture
, but were also more likely to visit physical stores than older consumers.
Only the project owner can select the next research path.
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