In today’s retail landscape, customers expect a seamless shopping experience that allows them to shop online, in-store, or both.
This is especially true for furniture retailers, where the purchase journey often involves multiple touchpoints — customers often browse online, visit stores to experience the products in person, and then return home to confirm details like measurements before finalizing their purchase.
When they’re ready to make a purchase, it's important to make it as easy as possible — including allowing them to finalize their purchase online.
To meet these omnichannel retail expectations, Blueport developed OneView, a patented technology that uniquely addresses the complexities of big-ticket furniture sales by bridging the gap between digital and physical shopping.
Why OneView Is Key for Omnichannel Ecommerce
Many industries have embraced ecommerce or omnichannel strategies, but for furniture retailers, physical stores still play a central role in the shopper's journey.
Furniture is a big ticket and a highly considered purchase. Most customers often browse online and visit in-store before purchasing. In fact, 77% of recent purchasers reported that they had planned and researched their most recent furniture purchase.
In addition to conducting research before purchasing, the number of times a customer visits your store or website is also higher than smaller ticket items. The Provoke Insights Summer 2024 survey, conducted in conjunction with Furniture Today, shows that 60% of consumers who recently purchased a new furniture item spent several days or weeks before finalizing a decision, with an additional 19% extending that process to months.
Even for customers who begin their research online, the decision-making process often still involves visiting in-store showrooms, which can create a disconnect between the online and offline shopping experiences.
Blueport’s OneView technology offers a solution that synchronizes the online and in-store shopping experiences, creating a cohesive shopping journey that simplifies the purchasing process for customers and increases chain sales, store traffic, and salesperson commissions.
3 Benefits of OneView for Furniture Retailers
Here are four key benefits of using OneView for furniture retailers:
1. Reduces Omnichannel Friction
Blueport’s OneView technology eliminates the traditional friction in the furniture buyer’s journey by allowing customers to pick up exactly where they left off — whether they started shopping on their computer, phone, or in-store.
For example, a shopper browsing sofas online can save their favorite options. Then, when the shopper visits a nearby store, the sales associate can easily access the online cart, guide the shopper directly to the specific products, and complete the sale in-store.
In-store experiences can be just as fluid. Those who prefer to finalize their purchase at home after considering in-store options can simply receive a link to their in-store quote, allowing them to easily complete their purchase online at their convenience.
2. Boosts In-Store Traffic
According to industry research, 44% of furniture shoppers admitted to showrooming, the practice of looking at a product in-store and then purchasing it online. This practice is more common among younger consumers, but it makes in-store engagement a critical factor in closing sales.
OneView addresses this by allowing online shoppers to send their saved carts to a nearby store, helping retailers increase foot traffic and create seamless transitions from online browsing to in-store visits.
Even if shoppers don’t use the saved cart feature, Blueport’s localization technology ensures they receive accurate, store-specific information when browsing online—like pricing, availability, and promotions—encouraging them to visit their nearest showroom as part of their pre-purchase process.
3. Delivers Salesperson Attribution
An important option in OneView is the ability to offer salesperson attribution. Selling furniture is a high-touch, relationship-driven process, and salespeople often play a significant role in guiding customers toward their final purchase decision.
OneView ensures that salespeople receive proper credit for their contributions, no matter where the final purchase occurs.
After visiting the store, a customer placing an online order can identify the store and salesperson who helped them by name or photo. This ensures that the salesperson is compensated but also encourages them to focus on delivering exceptional customer service.
This feature is a game-changer for furniture retailers, especially for those with commissioned sales teams, so that the website and ecommerce site become a selling tool while also helping customers. OneView effectively increases employee satisfaction by removing the friction of lost commission, ultimately leading to better customer experiences.
The Competitive Edge for Furniture Ecommerce
In the furniture industry — where purchases are high-stakes, and customer loyalty is crucial — OneView provides the tools needed to create long-term success.
Whether you’re a mid-size retailer looking to expand or a major chain seeking to streamline operations, Blueport’s patented OneView technology is the key to meeting the omnichannel demands of modern furniture shoppers.
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