These days, we can buy everything from groceries to vacation homes online. But just because you can, doesn’t mean you will.
While the pandemic shifted the profile of the ecommerce customer and broadened the categories that many will shop for online, some products are still better suited for ecommerce than others. Meeting the needs of the digital shopper starts with product design, and manufacturers who take a proactive approach toward ecommerce will be better set up for growth and success with their retail partners.
Online is where your customer is at—and the more you can meet them where they are, the more growth potential ahead. Home furnishings manufacturers can seize more of the online opportunity by keeping these considerations top of mind when designing new products:
1. Price point matters. Sure, this seems obvious, as price comparisons are right at consumers’ fingertips when shopping online. And while price will vary widely based on your brand, product line and many other factors, it still weighs heavily on a product’s online potential.
First, a lower price point makes it much easier for a customer to pull the proverbial trigger on a purchase, and many digitally-savvy consumers are seeking instant gratification when shopping online. Price is also a critical first impression. It’s one of the first things a shopper sees before they even click into a product detail page, and one of the easiest things to filter search results by. Many shoppers will start with price to compare similar products before they look closely at features and benefits, so being priced comparatively to similar products will help get you to the next round of consideration.
Many shoppers will start with price to compare similar products before they look closely at features and benefits.
2. Don’t ignore trends. From a retailer perspective, an item that is both on-trend and at a friendly price point is a formula for a sellable product. And it’s likely what the consumer is looking for, too.
“Today’s customers aren’t looking for the dresser that will be passed down in their family,” said Jolynn Wilkinson, Associate Director of Sales at BrandJump. “They’re looking for something for the next five years.”
Leaning into trends is also a great way to draw attention and create a gateway to the rest of your brand, Wilkinson says. “This is how fashion operates,” she said. “They look at what will stand out and get featured, even if the majority of what sells is the basic white T-shirt.”
Even though your catalog will have its staples and cornerstone products that speak to your brand, leaning into worthwhile trends can help build new connections to contemporary shoppers.
3. Remember that content is king. Along with price, images are what the online shopper considers first, so it’s important that visual content is compelling enough to draw them in. (Bonus read: Our Best Practice Guide to Great Ecommerce Imagery)
To get a consumer to purchase something for their home sight unseen, they must have all the details they would get if they were to see it in person. Beyond a wide range of images of the product itself (which is a must-have), think about what else can be translated to a visual form: Putting product dimensions in a scale drawing, showcasing special features in a video or defining certain specifications in a guide or glossary.
4. Minimize options and customizations. Most retailers—even the big guys—still struggle with how to best offer customizable products to the end customer. Even if your product line includes a long list of covetable, configurable options, there is a good chance that won’t translate as well onto a retailer’s product page. Simplifying the possibilities ensures your product page is clear and understandable for the shopper to make a buying decision. Going back to the instant gratification factor—having fewer decisions to make means fewer roadblocks on the path to conversion.
Plus, less customization allows manufacturers to have a “box in, box out,” operation that is far more efficient than products that are built to order.
Even if your product line includes a long list of covetable, configurable options, there is a good chance that won’t translate as well onto a retailer’s product page.
5. Think about size. In 2020, millennials aged 25 to 34 years were the largest group of digital buyers in the United States, followed by 35- to 44-year-olds. This key demographic is likelier to be in more transient living situations like urban apartments or starter homes that are smaller in size, and therefore a better fit for smaller-scale furnishings. Keeping products a modest size will ensure they appeal to a wider variety of applications and home shoppers.
6. Keep logistics in mind. The ecommerce customer is impatient, thanks to the growing availability of Buy Online, Pickup In Store (BOPIS) and same- or next-day delivery. To meet their expectations, ensure that products can have a quick operational turnaround time to get out of your warehouse and to the customer’s door.
Even if this isn’t possible with the entire catalog, manufacturers should aim to have at least a subset of products that have a quick turn time.
7. Evaluate packaging. There’s a domino effect here. Being mindful of shipping efficiency will keep retailer shipping costs down, and, in turn, their margin high. Higher retailer margins mean better placement on the site—and more opportunity for your products to be found and purchased.
Not to mention, a well-packaged product that properly protects your products and minimizes waste is essential for maintaining customer satisfaction. Investing in packaging so that your customer receives a flawless item will not only ensure a quality reflection of your brand, but it will also cut down on customer service complaints, return requests and many other headaches.
8. Stay on top of what’s next. Leverage your major retail partners who can provide data on successful trends, categories, products and price points they want to see more of. Then use this information to your advantage when planning your next product release.
Staying in sync with your biggest partners like this can help build buzz and anticipation among buyers every time you introduce new SKUs. It certainly doesn’t hurt to have your retailers be as excited about a new product release as you are.
While you can sell just about anything online these days, it’s worth it to take a more ecommerce-focused approach to product design and development. Thinking about online channels at a higher level will give you a competitive edge, increase opportunities and clear the path for more sales to the end customer.
