Sep 25 2019

How digital signage can help the furniture trade

Retailers, wholesalers and brand owners are facing a growing battle on many fronts. One of the challenges that the furniture trade must address is the new large group of purchasers who will make up tomorrow’s audiences – Generation Y, otherwise known as digital natives.

Generation Y loves emotional purchases

Generation Y will have a significant influence on retail in both the B2C and B2B markets because they will soon represent the largest group of purchasers – and their purchase behaviour is very different to their parents’. Today’s 20- to 30-year-olds have grown up with modern technology. Cash and credit cards are passé for them.

They pay for everything with their smartphone. Life without social media would be unimaginable for them. They routinely post comments and views, and share their purchase experiences as they leave the shop or log out of the online store. Generation Y prefers a personalised purchase journey. Bricks-and-mortar furniture retail can’t offer that. Or can it?

Digital signage – turning purchases into an experience

Before members of Generation Y decide on a product, they compare the market, prices and alternatives, gathering all the relevant information online. One way to enhance the in-store experience is by deploying digital signage solutions. Store window displays present highly relevant videos to attract attention and entice passing customers into the store.

Once inside, digital signage in the product areas shows installations with the products in use. A modular sofa that ties in perfectly with an elegant living room, for instance. This creates positive emotions and incentives to buy, thereby directly influencing the purchase process.

All the content displayed can be adapted to the predominant target groups in the vicinity. This means it can be customised for stay-at-home mums in the morning and for 50+ couples in the evening. The latest digital signage systems can detect customers’ age and gender. The data feed can be personalised within seconds.

And the systems are getting smarter and smarter. If a customer is interested in a particular bed, the display beside it can immediately show coordinating bedside tables.

Digital signage in the furniture industry

Interior designers Gärtner Internationale Möbel have integrated digital signage solutions into their showroom in the centre of Hamburg. Customers can be inspired by the content on displays between the premium furniture as they make their purchases.

With digital signage, the experience is emotionalised, and new launches can be communicated quickly. In short, it captures attention. Staff at Gärtner describe the feedback from their customers as very positive. Examples from their portfolio and manufacturers’ mood images show customers what Gärtner can do.

This example illustrates how bricks-and-mortar retailers can use interactive technologies and digital media to create an in-store atmosphere that appeals to a young target audience. The key is to combine online and offline power in order to meet new expectations.

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