In the DIY sector, as in retail in general, there are two types of customers: those who make rational spending and those who make impulse buying. The former do a lot of research, online and in physical shops, and before buying a product, such as a flat-packed furniture, they prefer to see it in person, to observe the real textures and dimensions. The latter, instead, are attracted by a piece of furniture when they are in the shop, perhaps imagining it in the context of their own home, and proceed with the immediate purchase.
The primary objective of DIY stores is to encourage customers who come to the shop to put the available products in their cart and make their way to the checkout counter and, consequently, to encourage an immediate purchase, whether it is the result of reasoning or impulse.
If the purchase in the shop is the result of a rational spending, the seller can only be satisfied because the customer, after reflection, has chosen to buy the desired product in his store. If the purchase, on the other hand, is the result of an impulse purchase, it is important for the retailer that the customer is satisfied with his purchase even afterwards, both from the point of view of the shopping experience and from the point of view of the quality of the product, so as to encourage customer loyalty.
So, what strategies should the Visual Merchandiser of a DIY shop selling flat-packed furniture adopt to facilitate in-store shopping? The key is to strategically present the best range of products for their target shop and offer the customer a range of benefits that increase the value of the shopping experience.
Terraneo's support for DIY shops
For over 70 years, we at Terraneo have specialized in the production of durable flat-packed furniture that fit in perfectly with the furnishings of any home: from shoe cabinets to bookcases, but also tables, wardrobe, drawers and furnishing accessories. For some years now, we have been offering Large-Scale Retailers a tailor-made service called Personalized Consultancy.
The aim of this service is precisely to help Visual Merchandisers sell flat-packed furniture, based on the space available in the store. How do we do this? By helping them to select the best range of Terraneo products for their target shop and to recreate small home settings in the aisles of the shop, such as the laundry room or the living room. These tricks are able to catch the customer's eye on the product, whether it has come into the shop as a result of reasoning, or whether it happens to be in that aisle by chance.
The Personalized Consultancy service also includes the sending to the shop of the display sample already assembled, and the storage of the sales furniture - in strong, easy-to-transport packaging - right next to the display. This facilitates the work of both the visual merchandisers and the sales staff.
Personalized Consultancy includes many other services, all designed to improve the shopping experience in-store and increase the level of customer satisfaction also post-sale. To find out all the details of the Personalized Consultancy service, please contact us to speak directly with our experts.