Your furniture shop has gone through, among many shocks, the economic crisis and the profound change in customer buying behavior that has overwhelmed the market in the last ten years. It is still standing and you continue to be a successful entrepreneur . Because? Because you know how to renew yourself , both in the workplace and in philosophy, and above all in the entrepreneurial mentality .
This is why you are here: to discover some strategies to relaunch your furniture store and make it even more attractive to potential customers, as well as creating loyalty for those already acquired.
Re-launching your furniture shop is a complex, multi-faceted operation, capable of going on for a long time to achieve the desired results, but which is essentially contained in a simple and single term: marketing .
The new millennium foresees and requires entrepreneurs to change their modus operandi so as to make the most of new trends, technologies and customer purchasing decisions that – let’s remember! – they are no longer what they used to be. Culturally more evolved, struck by a myriad of information that they receive in every moment through the internet, they often know what they are looking for before even crossing the threshold of your showroom. And you know it?
Until recently, for a furniture shop owner it was enough to display his beautiful products in the window and welcome customers when they, independently, went to visit him. The shopkeeper was ready to advise, direct, sell and the customer was willing to listen, be guided and buy . This is a general simplification, of course, but it is difficult to argue that this was not the case before the digital revolution that changed prices, quality, quantity of offers and, consequently, how the public purchases.
If we were to summarize today the philosophy of purchasing and sales, including the interior design sector, we could speak generically of a “ price war ”. And it is often a war that has no winners, at least between entrepreneurs in the furniture sector like you.
The price war starts in the customer’s mind
The principle from which to start to relaunch your furniture shop according to the most recent logic is this: remember that the price war takes place, first of all, in the mind of your potential customer . By changing the perception of the price and quality of a product, in the mind of the customer the willingness to purchase and, therefore, his choice of him also changes.
Since there will always be someone who will be able to offer lower prices than yours , this is not the terrain on which it is worth fighting. Precisely because trade is a battle made up of sensations and perceptions , the relaunch of your furniture showroom will have to follow the most obvious strategy: that of positioning itself in the mind of your existing and / or potential customer as something inimitable, unique, indispensable and truly able to satisfy his needs, his needs, his passions.
Re-launch your furniture shop: it becomes the answer to your customer’s needs
Identify customers, bring them to you using both the classic means of traditional marketing and – and we recommend it! – those of digital marketing , linked to new media, now a permanent presence in the lives of all of us, is your final goal. Getting them to buy is the absolute purpose of your profession.
How will you do?
By identifying what makes you unique, special and different from your competitors. Find your workhorse , that is, those qualities, characteristics and peculiarities that customers will immediately recognize as yours and no one else’s. This will make you not only unique, but also first in your prospect’s mind .
Since, as already mentioned, a price battle is being fought today, add value to what you sell. Make sure that the reason your customers choose you, and not your competitors, is not the price but the value of what you give them .
Let’s take a practical example: how many spreadable chocolate creams are there on the market? Lots, right? Yet one, and only one, is called Nutella .
Michele Ferrero said: “This is what it means to do different from all the others. Everyone made solid chocolate and I made it creamy and Nutella was born; everyone made boxes of chocolates and we started selling them one by one, but wrapped for a party; everyone thought that we Italians could not think of going to Germany to sell chocolate and today that is our first market; everyone made the egg for Easter and I thought that you could make a small egg but every day; everyone wanted dark chocolate and I said there was more milk and less cocoa; everyone thought that tea could only be the one with the sachet and hot and I made it cold and without the sachet. “
So let’s go back to the key question that will underlie the relaunch of your furniture showroom: what makes you unique?
Identify your specialization , perhaps focusing on a product category that distinguishes you from your competitors: it does not matter if this is more restricted because today commercial generalism is the prerogative above all of the online giants . Your goal should therefore be to satisfy not everyone, but a precise, specific target, looking for something well determined. In this context, your offer will be positively perceived, as a skill, as a value . And that will get the better of the price.
Do you want some more practical examples?
Italian CupCake has positioned itself on the market not as a simple pastry shop, but as a pastry shop specializing in cupcakes, and this peculiarity has created its competitive advantage over its competitors.
Crespi Bonsai has positioned itself on the market not as a simple flower and plant shop, but as a shop specializing in the care and cultivation of bonsai, and this has satisfied a passion in its customers.
Universo Vegano has positioned itself on the market not as a simple fast food point of sale, but as a catering establishment specializing in the exclusive proposal of vegan fast food, a choice that has affected the ethics of its consumers.
These are three examples that help you understand how these businesses have identified their workhorse and how this immediately found its place in the customer’s mind, conditioning their perception and overshadowing the – albeit important – aspect of the price. .
Regarding your showroom, what are the considerations you could make? The first and most important is to identify a specialization that is not necessarily oriented to the product, as to the target you want to hit and its needs and passions .
This type of approach will allow you not only to manage a furniture shop in step with the times , and also to satisfy not only the needs, but above all the passions of your customers. And they will come to you because you are unique .