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Furniture stores in India are rapidly adapting to the trend of omnichannel retailing, which is the integration of online and offline channels to provide a seamless shopping experience for customers. This shift was driven by the increasing demand for online shopping during the COVID-19 pandemic and the growing preference for convenience and ease of access.
One of the biggest challenges that furniture stores face in going omnichannel is ensuring a consistent and positive customer experience across all channels. Customers should feel that they are dealing with the same brand, regardless of whether they are shopping online or in-store. To address this challenge, furniture stores are investing in technology that enables them to capture customer data and use it to personalize their interactions with customers, regardless of the channel they use.
Lokendra Ranawat, Co-founder & CEO, WoodenStreet says that his stores have introduced interactive touch screens, and improving store layout to create a more engaging and interactive environment that enhances the overall shopping experience. “We are moving to experience stores and currently have 100+ experience stores across India. This has improved the customer experience & can provide customers with a more engaging and immersive shopping experience that is difficult to replicate online. Apart from this, the omnichannel presence has helped reduce purchase anxiety and increase confidence in the product, leading to higher sales,” he said while speaking to STOrai.
Dr. Deepak Jain, Founder, The Fragrance People, shares a similar point of view to Ranawat. “We have been working to provide a seamless experience for customers who shop both in-store and online in several ways. We are implementing an omnichannel strategy, which integrates all sales channels, including physical stores, online stores, mobile applications, and social media platforms. This strategy enables customers to have a consistent experience across all channels and allows them to easily switch between them,” he said
The supply chain challenge
Another challenge is the supply chain. Furniture is a bulky and heavy item, and transporting it from the manufacturer to the customer's doorstep can be challenging. However, furniture stores are addressing this challenge by investing in logistics infrastructure and partnering with reliable shipping providers to ensure that their products are delivered quickly and efficiently.
Inventory management, order fulfilment, technology advancement and integration were some of the challenges we faced since moving towards an Omni channel approach, but with new technology adoption and a well-trained team, we have streamlined the process, said Ranawat, while addressing his road to understanding the evolution of supply chain management.
“Startups that adopt an omnichannel approach need to carefully manage their supply chain and logistics to ensure they can meet customer demand across all channels while optimizing their inventory and logistics. This requires coordination, communication, and investment in technology and infrastructure to support their growth and expansion,” added Dr Jain.
Both owners agree that successfully managing the supply chain and logistics in an omnichannel approach requires a holistic approach that integrates technology, data analytics, and collaboration. By adopting these strategies, you can overcome the challenges associated with managing inventory, shipping, and delivery, and position your business for long-term success.
Store experiences
Furniture stores were always about the experience. People would come in, sit on a chair, lie on a bed or feel the comfort of a super luxury sofa. However, when the online game came to play, retailers had to redefine what experience was; the experience wasn’t a new thing here – it was (and continues to be) a constant evolving process. “The store experience has improved the customer experience & can provide customers with a more engaging and immersive shopping experience that is difficult to replicate online. Apart from this, the omnichannel presence has helped reduce purchase anxiety and increase confidence in the product, leading to higher sales,” said Ranawat.
Dr Jain meanwhile added that some retailers still see the value in traditional brick-and-mortar stores and the role they play in generating sales. Additionally, there are still some products that customers prefer to see and touch in person before making a purchase, such as clothing and furniture.
“Experience stores allow retailers to create immersive environments that showcase their products in a unique and engaging way. For example, a fashion retailer might create a store with interactive displays and fashion shows to showcase their clothing lines, while a technology retailer might create an experience store that allows customers to test out new gadgets and technology. These stores can help retailers differentiate themselves from competitors and build brand loyalty among customers who appreciate the unique and memorable experiences they provide. By combining the convenience of online shopping with the excitement of in-person experiences, retailers hope to create a winning combination that will keep customers coming back for more,” he added.
In-store experience is also important for furniture stores that are going omnichannel. Customers should feel that they are getting a similar experience in-store as they would online. To ensure this, furniture stores are investing in store design, layout, and visual merchandising to create an immersive and inspiring environment that entices customers to make a purchase.
One of the biggest advantages of omnichannel retailing for furniture stores is the ability to allow customers to test and feel the furniture in-store, while also enabling them to purchase it online. Customers can see the furniture in person, sit on it, and get a feel for the material and quality, before making a purchase online. This allows furniture stores to cater to the needs of customers who prefer to shop online, while also maintaining the in-store experience for those who prefer to shop in-person.
Training employees
Employee training is also important for furniture stores that are going omnichannel. Employees need to be trained to use new technology and to provide a consistent level of customer service across all channels. This includes providing customers with information about products, answering questions, and resolving any issues that may arise. To ensure that employees have the necessary skills and knowledge to succeed in an omnichannel environment, retailers have invested in training programmes that cover a wide range of topics, from customer service and sales techniques to digital marketing and data analysis. These training programmes may be delivered in person, online, or through a combination of both. “Employees in brick-and-mortar stores need to be able to assist customers with online orders, check inventory availability across all channels, and provide personalized recommendations based on customers' purchase history and preferences. On the other hand, employees working in the e-commerce department need to have a deep understanding of online marketing, website design, and digital analytics to optimize the customer journey and drive conversions,” explained Dr Jain.
Overall, the shift towards omnichannel retailing is a positive development for furniture stores in India. It allows them to cater to the evolving needs and preferences of customers, while also improving their efficiency and effectiveness in delivering a seamless shopping experience.
Furniture stores in India are adopting an omnichannel approach to meet the growing demand for online shopping and provide a seamless shopping experience for customers. However, one of the biggest challenges is ensuring a consistent and positive customer experience across all channels. To address this challenge, furniture stores are investing in technology to capture customer data and personalize their interactions with customers, while also improving store layouts and designs to create an engaging and immersive in-store experience. Managing the supply chain and logistics in an omnichannel approach requires a holistic approach that integrates technology, data analytics, and collaboration. Additionally, employee training is also important to provide a consistent level of customer service across all channels. By adopting these strategies, furniture stores can overcome the challenges associated with managing inventory, shipping, and delivery, and position their business for long-term success.
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