When shoppers visit your store in-person, it’s easy for sales associates to tell if they need assistance or if they would be better served by a hands-off approach.

Salespersons can point customers in the right direction and build a rapport. These personal touches matter, and all a salesperson needs is experience and intuition to accomplish this in the store. But when it comes to online interactions, how can you inject some of this immediacy and personalization into your website?

In order to create the same level of connection that customers would receive in store, your online presence requires engagement strategies that can feel individualized without being intrusive.

The future of omnichannel furniture retail is all about the consumer — and the modern consumer wants a personalized shopping experience. For some, that includes spending time on the website while others prefer visiting the retail showroom. According to research by the IBM Corporation and the National Retail Federation (NRF), 40% of consumers in the home goods category use a hybrid shopping method, mixing in-store and digital channels. They expect brands to support that buying journey.

Think of the customer journey like an iceberg. The part you see above water is the in-store experience. It represents their decision to walk into your store, pick a product and make the transaction. But just like an iceberg that exists mostly underwater, the majority of this interaction happens below the surface — and it starts online. Everything that happens before your customers walk into your store is the online shopping journey. And in today’s world of retail, that bottom of the iceberg represents about 90% of the shopping journey.

Some of your customers are looking for exclusively online shopping experiences, like an online room planner. Others want to make a trip to the retail store — but only when they’re ready to make a decision on their purchase. It’s also possible they’ve already made their decision and they’re just going to pick it up.

To appeal to hybrid customers, you need to create an engaging experience to close the deal in both the physical and digital arenas. Your online experience and how you engage retail shoppers online can be the deciding factor for either group.

The new furniture retail buying journey is one that takes place both online and in-store. Today’s furniture shoppers want limitless access to product information, customer service, and interactive experiences. Whether they are on their electronic devices or visiting the store, consumers expect to be able to engage with brands, manufacturers, and retailers.

From the minute they land on your website, your customer should understand what you sell and how they can make a purchase. The first step is to create an online shopping experience that matches what customers expect from shopping in-store.

Digital tools can make it feel like your website is staffed with a full set of furniture experts. From personal shopping tools to live chat software, you can continue to build onto a strong digital foundation that makes shoppers feel like they’re getting a customized experience.

Here are the stages of the omnichannel buying journey you can refine to make online and in-person shopping cohesive for your customers.       

To truly become omnichannel, you have to bring all of your points of service and advertising together. Then, you can build a strategy around the best way to move prospects through the buyer’s journey and improve the customer experience.

 While the channels have changed, the customer experience has always been multichannel. But the definition of omnichannel retail has evolved as customer expectations have changed. Each business may define it a little differently. But an adaptable omnichannel strategy has always been the best way to reach success.

Building an omnichannel furniture retail strategy is how you reach more customers. It’s the way to provide an exceptional customer experience and earn more loyalty and referrals. 

The future of commerce in home furnishings is not a one-size-fits-all approach. But it does require a consistent omnichannel strategy. Retailers in the home furnishings industry need more than just leads and conversions. They need an explosion of growth in the business, with fewer staff and inventory control.

Your furniture store’s success relies on more than the strength of your sales team. To drive sales, you need to start by developing a marketing strategy that will set your business apart. 

Many retailers are intimidated by the idea of furniture marketing. They’re worried it will be too difficult to implement. But, no matter if your furniture store is large or small, advertising doesn’t have to be a dreaded obstacle. To get started on your marketing journey, take a look at these five tips for improving marketing for your business.