As more customers turn to digital ordering for furniture, retailers aim to increase their sales using review collection to boost customer loyalty and drive repeat purchases. Statistica reports that “revenue from furniture and home furnishing sales amounted to 65.1 billion US dollars in 2018 and are projected to increase to almost 100 billion US dollars in 2022.” To capture this competitive and growing market, it’s crucial to understand how online reviews reflect on customer experience and lead generation efforts.
1. Review collection satisfies consumers desire for social proof.
Customers depend on online reviews and testimonials for essential information, like how well the fabric works with children or if a company is credible. While your product description and website may give facts about your furniture’s durability, consumers are wary of marketing ploys. Adweek reports that “76% of consumers are more likely to trust content shared by their peers rather than content shared by brands.” Don’t make furniture buyers rely solely on your company-provided information or you’ll lose their business to a competitor.
2. Online reviews help furniture retailers stand out from the competition.
When consumers start their online research, then they are bombarded with information across the web. With so many options to choose from, furniture buyers are more likely to purchase products with reviews. Not only because review collection provides social proof, but also because consumers naturally scan content and product listings. Products with reviews visually stand out from the crowd.
3. Peer reviews increase search engine visibility.
With new companies popping up every day, it’s challenging to move your website to the top of the search engine results page (SERP). According to the 2019 Furniture Industry Trend Guide by Storis, “Over 90% of customers start their purchasing journey by browsing online, regardless of where they ultimately purchase.” This means that if you’re not showing up on the SERP, then you’re missing prime opportunities to increase furniture sales.
Review collection also results in more clicks to your website which demonstrates to search algorithms that your site is credible. G2 Crowds says that “Experts believe that online reviews make up over 13% of how Google and other search engines rank local search results.”
4. Collecting reviews boost customer loyalty.
Nothing makes a customer feel appreciated like a genuine request for feedback on your product and services. Consumers want to feel like they matter and that their voice is heard. Happy furniture buyers not only come back for repeat purchases, but they also recommend your company to others.
5. Online reviews go hand-in-hand with lead generation.
HubSpot data shows that “61% of marketers say generating traffic and leads is their top challenge.” As more furniture shoppers utilize the internet for purchases, it’s important to implement multiple ways to generate leads. Review collection gives users another way to access information about your products. In return, you’ll increase clicks to your website which provides your sales team with more qualified leads.
According to Statistica, “Online furniture sales represent one of the strongest e-commerce sales categories in the United States.” However, consumers are wary of making purchases without social proof. With an ongoing process of review collection, professionals in the furniture industry can improve customer loyalty rates while getting ahead of the competition when it comes to lead generation.