Online browsing for home furnishings products jumps in March
Boston – Online browsing for home décor grew by 205% in March as the COVID-19 lockdowns began taking effect nationwide.
Also significantly up was online browsing for furniture, up more than 200%, including a 242% jump specifically for desks, which speaks to the work-from-home movement across industries.
The category with the highest spike in online browsing last month was outdoor furniture with a 260% climb in online browsing.
These findings are according to V12. The purchase intent insight and marketing services firm gauged recent shifts in consumers' shopping trends due to the coronavirus pandemic.
“Although most home furnishing retailers have closed their showrooms, consumers are continuing to actively shop online for furniture, especially at this time when they are confined to their homes,” explained V12 CEO Andy Frawley. “Many furniture brands are making the pivot to digital channels by implementing stronger e-commerce options and contactless home delivery services to capitalize on these opportunities and maintain their business momentum.”
Statistics were compiled during March using V12 Signals, the company's proprietary in-market shopping technology – which tracks online browsing activity by monitoring behavioral data and searches occurring on over 90% of internet-connected devices every month.
V12 Signals WebID also enables brands to track online behavior by identifying anonymous visitors on a brand's website for delivery of marketing programs across email, social and direct mail.
These trends follow recent statistics, V12 cited, reported by digital advertising firm Criteo – which found sales of outdoor furniture increased by over 428% in March versus February.
“The demand is clearly out there, but brands need to evolve with the times in order to put programs in place to identify and convert those consumers who are in-market now,” noted V12 president Anders Ekman. “Our V12 Signals Online solution allows brands to market wisely by prioritizing spend on the consumers who are actively shopping and most likely to convert.”
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