Furniture Providers Online and Kiwi Shopping Behaviour
Furniture Providers Online and Kiwi Shopping Behaviour – NZ Industry Report and Survey
FIRST, a New Zealand based leading digital marketing agency has just released a new industry report showing how visible New Zealand’s furniture providers are within Google’s Search Engine. Additionally, a consumer survey was carried out, discovering that 23.17% of Kiwis surveyed have already purchased furniture online. And what do you think would encourage the other respondents to buy online?
By utilising their bespoke metric called RBR (Rankings Based Reach) FIRST revealed that Freedom Furniture leads the RBR for the analysed search terms – followed by Big Save Furniture and Target Furniture.
The furniture market is highly competitive and bigger players are capturing big proportion of the demand thanks to prominent organic and paid search presence. In contrast, smaller players will need sustained focus on different channels such as search, display, social and email campaigns and might think of refining their digital strategy also.
According to a report from retail.org.nz, sales for furniture have been increasing by 4% in the furniture retailing industry in the period from 2012/2013 (+$33.6m). As Google Trends show an increase in demand for furniture related search terms it is likely that sales will further increase. To combat being left behind, retail stores should improve their website rankings position to capture more of the growing online demand as companies can significantly increase their sales.
Moreover, FIRST discovered what respondents considered as the main reasons to buy furniture online. Mainly, they mentioned that this would save time and would be cheaper than in a retail store. Furthermore, the respondents perceived it as very important to buy furniture with a good product quality. Interestingly, this was even more important than the price of the product.