The furniture vertical as a whole.
Selling shirts, watches or shoes is a lot easier than selling furniture.
Think shipping.
There is much investment in this market to the last mile fulfillment. Industry West’s primary distribution center is in Florida. How do they balance additional costs with getting product to their customers faster?
Think customer research.
People research products they buy online—especially big-ticket items like… furniture! The idea of buying a piece of furniture online, sight-unseen, is still pretty new.
Think old school.
In the furniture arena, there are still procurement teams who will go to the website, and all but place the order—then emailing a screenshot to one of Industry West’s sales reps. The reason, here, is that these home and commercial designers are sitting down with their clients and want to show them the pictures.
But what about the latest + greatest: augmented reality?
Ian says that few people are using it (I, Joseph, certainly don’t). It’s still too much of an abstraction from the real world as we try to visualize this beautiful piece of furniture in our living room—but on our iPhone screen.
Instead, Industry West photographs all of their products on white backgrounds and this allows for their customers to visualize what this will look like. They strive to photograph products authentically instead of dropping them into varying scenes where they “cut and paste” in the piece of furniture. For some reason, our minds quickly spot things that are not genuine.