What you need to know
Retailers recognise that the path to purchase is a multi-layered process and people are comfortable with using a variety of different channels for shopping including browsing online, looking around shops, reading catalogues and engaging with selling staff in-store. We find that online is where more and more people look for inspiration and ideas before beginning to narrow down their choices and make a purchase, but when it comes to spending on the home visiting physical stores is also a popular activity. Retailing has become a multi-layered process and increasingly the online and offline engagement by consumers is merging. Buy understanding customer preferences at different touchpoints on the shopping journey, retailers will be able to focus their efforts on the key moments which shape decisions to purchase.
What is covered in this report
This report focuses on the channels shoppers prefer to use at each stage of the shopping process for furniture. We examine large purchases such as new sofas, tables and chairs.
Where do people prefer to begin looking for ideas?
Engagement and narrowing down to a few contenders
Decision – what made them decide what to buy?
Transaction and arrangements
Delivery, pick up, installation.
Excluded
Furniture sold for non-domestic use
Second-hand furniture.
Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.
Value figures throughout this report are at retail selling prices unless otherwise stated. Market sizes at 2015 prices are calculated using Mintel’s Household Goods deflator.
