Shoppers seek fashionable fabrics and colors, survey shows
Appearance of furniture counts in contract uses
-- Casual Living, 9/18/2009 10:16:00 AM
Twenty-one percent of shoppers said the most important factor when choosing their furniture is that the colors and fabrics are fashionable, according to results of the Telescope Casual National Shopper Survey conducted by WSL Strategic Retail.
While it’s no surprise appearance counts most when shopping for furniture. More surprising results showed 15% of consumers reported the most important purchasing factor is that the furniture is made in the USA, despite the recession and the usually more expensive price tags. Another 15% said the most important factor is that the furniture is well rated in Web site reviews written by other customers.
“This is exciting for our retailers because they already have what these shoppers are saying they want,” said Kathy Juckett, CEO of Telescope. “We’ve given them 40 new fabric options for 2010, our products are made here in the U.S., and we have a great reputation for quality. It’s just a matter of being creative and putting a fresh, new spin on what they’ve got and not being afraid to take risks to get customers in the door.”
Low on the list of most important factors was “the salesperson tells me it is good quality,” with only 2% citing that as the top selling point.
Another finding in the Telescope Casual National Shopper Survey provided some insightful information for the contract/hospitality industry — specifically in the cruise, hotel and restaurant segments. Many guests decide to return based on the appearance and condition of the furniture, whether it is a cruise ship, hotel or restaurant.
More than half of hotel guests say the appearance and condition of the furniture influences their decision to return. Survey results found consumers ranked appearance as important in deciding to return to:
Hotel — 56%
Cruise — 49%
Restaurant — 37%
“In times when people are severely cutting back on vacations and nights out, it’s important to keep a competitive edge by providing not only good customer service and clean facilities, but comfortable and attractive seating and fashionable surroundings as well,” Juckett said. “Organizations, especially service-oriented ones, should not lose sight of their furniture, as clearly, guests admit that it matters.”
Telescope works with contract/hospitality clients to ensure their outdoor décor is affordable and looking its best, especially in this recession when every dollar counts. What follows are some tips, confirmed by recent surveys:
* Comfort is key. More than 2/3 of cruise travelers, hotel guests and restaurant diners notice whether the furniture is comfortable.
* Guests notice if furniture looks used or old – especially in hotels. If you can’t afford a whole redesign, add a few pieces to create a new, fresh look.
Guests noticed if furniture was old and used:
Hotel — 46%
Restaurant — 39%
Cruise — 29%
The Telescope National Shopper Survey is a national Internet survey of 1,500 adults, conducted July 10-22 by WSL Strategic Retail.
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