Pivony customer’s voice analytics platform has carried out an important study on the furniture industry, which has grown significantly in sales volume and order numbers after the pandemic.
The pandemic process we have experienced in the past years, especially health; It caused significant changes in the shopping, education and banking sectors and accelerated the transformation of trade. E-commerce food shopping, which people first needed to meet their basic needs, later turned into a habit. Today, e-commerce shopping has gained weight in many different categories, from clothing to electronic devices, from baby care products to furniture.
Pivony customer’s voice analytics platform has carried out an important study on the furniture industry, which has grown significantly in sales volume and order numbers after the pandemic. Analyzing more than 9,000 social media and e-commerce comments of Turkey’s leading furniture brands, Pivony shared important insights with business professionals.
Consumers Complain about Difficulty in Installation
Demounted Furniture is a type of furniture that is not assembled, requires installation, can be disassembled and reassembled afterwards, and is designed and produced accordingly. In online furniture shopping, disassembled products are more preferred because they are more affordable and provide ease of shipping. Even though furniture brands include an instruction manual with their products so that consumers can easily complete the installation, one in ten people talk about the difficulty of installation when shopping for furniture. The study shows that complaints such as “consumers in screw products that the screws do not fit in the right place, the gaps are not opened large enough” come to the fore. Pivony Co-Founder Emre Çalışır shared an important consumer insight for the furniture industry by saying, “Consumers say that they need additional information on the products they buy online, especially on the joining parts, and they think that marking these sections in addition to the user manual will facilitate installation.” (PICTURE 1)
Sending with Missing Parts Damages Brand Reputation
This study also highlights that consumers’ comments on “missing parts” come to the fore. Especially in the analysis of consumer comments made on e-commerce pages; “Consumers do not only share their evaluations when the missing part comes out, they also share their positive evaluation with other consumers for advice when the complete part arrives. In addition to consumers who try to find creative solutions when missing parts are found, there are also criticisms of consumers such as “don’t buy, consider when buying, do not choose this brand again”. He says, “It takes years to build brand reputation, but the impact of a product review is huge as it is accessible to many consumers. The customer experience and marketing departments of brands that pay attention to brand reputation should constantly listen to the voice of the customer and take immediate action.” he added. (PICTURE 2 and 3)
They Are Seen As A Price Performance Product And They Are Admired For Their Quality
On the other hand, one out of every four people state that the variety of products they can access in online shopping, the quality of the products and the price performance are satisfactory.
Çalışır said, “We estimate that there has been a 34-fold growth in online shopping in the furniture industry in 3 years after the pandemic. Considering this competition, brands should not forget that they can grow much faster through word of mouth advice, as they can reach more consumers in online channels by analyzing rival brands more deeply, without reducing their quality.”
Source: (BYZHA) – Beyaz News Agency
