Navigating the Festive Season: Royaloak's Omni-channel Strategy

Authored by David J. K., National Marketing Head of Royaloak Furniture

As we gear up for another exciting festive season in India, the heart of Royaloak beats with anticipation and enthusiasm. In our diverse nation, festivities are more than mere celebrations; they embody our rich culture and traditions. This season represents a brand’s commitment to go the extra mile, ensuring that customers discover not just their dream furniture pieces, but timeless additions that elevate their homes and become cherished elements of their memories.

In this article, we delve into the intricacies of Indian furniture industry's Omni-channel approach for the upcoming festive season, aligning strategies with the evolving trends and consumer behaviors in the dynamic market.

Trends in Consumer Behavior:

Today's Indian consumer is discerning and tech-savvy, demanding convenience without compromising on quality. This trend is prominently visible in the realm of furniture shopping, especially since the onset of lockdown. Customers increasingly seek an Omni-channel experience that seamlessly blends online and offline options, catering to their unique preferences. With Indian furniture offering a comprehensive range, spanning furniture to home decor, customers enjoy the luxury of effortlessly browsing through websites or visiting brick & mortar stores, guided by knowledgeable Furniture Consultants.

To provide customers with a seamless shopping experience, brands meticulously orchestrate the entire journey – from the moment a consumer steps into a store, selects their desired furniture, to the final delivery at their homes. This approach allows brands like us to craft a comprehensive and holistic experience, ensuring the utmost satisfaction for valued customers.

Understanding Buying Behavior:

Understanding the subtleties of buying behavior is pivotal for marketers. Festive season shopping often involves a mix of spontaneous purchases and meticulously planned shopping sprees. Some customers make swift decisions, while others embark on a meticulous quest for the perfect furniture piece that complements their decor. One commonality, however, is exceptional service and access to the best industry practices, all at their fingertips, thanks to smartphones.

Balancing Online and Offline Purchases:

The debate between online and offline purchases is no longer an "either-or" scenario; it's about creating synergy. In the furniture industry, brands recognize the significance of both channels and strive to seamlessly integrate websites and physical stores. Brands aim to offer customers more than just the opportunity to experience furniture; we want them to embark on a journey into the cultural heritage of each piece.

This is obvious in the prominent island displays proudly presented in all furniture brands across the country, allowing customers to not only see and touch but also learn about the rich history and inspiration behind every piece.

Meanwhile, robust online platforms ensure that customers can explore extensive catalogs, peruse industry-leading blogs, and make informed decisions from the comfort of their homes.

Festive Season Budget Allocation for Furniture:

During the festive season, consumers often allocate a significant portion of their budget specifically for furniture purchases. This trend arises from the desire to refresh and beautify their homes, making them more inviting for guests and enhancing the overall festive ambiance. As a result, furniture spending during this period tends to increase as people invest in new pieces to revamp their living spaces and create memorable festive settings.

Timing for Peak Buying Activity:

In the furniture industry, the period leading up to Diwali has long been known for experiencing a substantial surge in furniture purchases. However, current data analysis reveals an intriguing shift in consumer behavior. Rather than limiting their furniture shopping to the weeks immediately before Diwali, consumers are now actively seeking furniture solutions throughout the entire festive season, which encompasses festivals like Ganesh Chaturthi, Navratri and Dussehra.

This change in buying patterns suggests that individuals are increasingly planning gatherings and parties during these diverse festivals, and as a result, they view the entire festive season as an opportune time to invest in new furniture pieces. This shift in consumer behavior underscores the importance of catering to their evolving needs and preferences across the extended festive period.

Key Approaches to Furniture Shopping:

In the Indian furniture industry, the connected marketing approach revolves around adapting to the shifting landscape of consumer preferences. They want the flexibility to research and explore furniture pieces online, read reviews, and compare prices, but also value the tactile experience of visiting physical showrooms to see, touch, and assess the quality of furniture firsthand. It's about being present wherever customers are, whether they're exploring showrooms or browsing websites late at night.

Within the dynamic landscape of the furniture industry, various departments should connect to harness the power of data to drive growth and enhance the customer experience. The Marketing Department should meticulously track engagement metrics, conversions, and other pertinent KPIs, enabling brands to fine-tune marketing strategies and ensure their alignment with evolving customer preferences. Meanwhile, the Sales Department should utilize customer histories to offer highly personalized service, identifying upsell opportunities and delivering real-time, tailored recommendations. In parallel, the Product Team should pay attention to the user feedback and usage data, using these insights to innovate and iterate, thereby ensuring that the brand's furniture solutions continuously evolve to meet the unique needs and desires of customers.

In the furniture industry, conversational commerce is making significant strides. Customers can engage in real-time conversations with furniture brands and retailers through chatbots on websites or messaging apps. Shoppers receive assistance in choosing the right furniture, finding product information, and even delivery tracking of their orders. Additionally, conversational commerce allows for instant order placement and tracking, enhancing the overall buying experience. This approach not only streamlines the purchase process but also enables furniture businesses to provide personalized recommendations and address customer inquiries promptly, ultimately fostering stronger customer relationships and boosting sales.

 DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.