Analysis of the Eight Psychological Characteristics of Furniture Consumers
In 2011, the furniture industry dealers generally reflected that the market was sluggish compared to previous years. Especially after May 1st, most first-tier city dealers shouted: the low tide of the furniture industry is here! In the face of low temperature market dealers began to do the basic work of the store - clerk training, to improve the order rate to market breakout. After doing a few large-scale trainings, the author found that more and more terminal shopping guides began to pay attention to the psychological characteristics of consumers. Here, the author combined with years of experience in the furniture industry to share some insights about the psychological characteristics of furniture consumers.
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The furniture industry is different from the electrical industry, similar to the building materials industry, similar to the clothing industry. This is a sentence that the author has discovered and summarized over the years. Indeed, whether it is from the overall status of the industry or from marketing, skills, consumer psychology, the above sentence has a certain foundation.
First, the sensibility is the first
It is said that furniture is similar to the clothing industry. Dear friends, think about what you are paying attention to when you go to a mall or a store to buy clothes one day. Or what does the clothing store initially attract your attention? Obviously not the material of the clothing is not the price, but the color or style of the clothing. In the end, the premise of purchasing a certain clothes is based on the satisfaction of the color and style first, and the color and style are basically not carefully thought out and carefully scrutinized. Most of the decisions are first impressions. This is sensibility.
The same is true for furniture. Most consumers look at the furniture market in the east, like the temple fair. It is very likely that they will enter five or six stores in an hour or more. It is no wonder that many guides. All said: Customers come in and take a look, simply do not give us too much opportunity to introduce. Why are customers leaving the brand store so soon? As far as the subjective factor of the consumer is concerned, he did not find the product he liked at first sight, that is, the color and style of the brand product cannot attract consumers and cannot satisfy the consumer. Here, what consumers think is good is a good thing, not a good thing that guides and merchants think is good.
I remember in a training, the author asked the students why many customers would choose Milan home products? One of the shopping guides answered: Because customers look at our products pleasingly. Although the words are somewhat rough, they are very real. This is the emotional reason for the customers.
Second, Lenovo goes deep
There is a model in the consumer shopping decision process, namely attention, interest, association, desire, comparison, conviction, determination. This is the psychological process of most consumers when choosing large-size consumer goods. According to long-term market observation and understanding, the author finds that consumers will have more in-depth links when choosing furniture.
In the face of a furniture consumer, I can't help but imagine where the product should be placed at home, what it feels like when I put it in my home, what it feels when I use it, and what it feels when my family is using it. When a friend colleague comes to his or her home to see what the product will feel, what kind of problems will there be in use, what benefits will it bring in? In short, all this is what the customer imagined when facing the product. These imaginations are The intuitive basis for the customer to ultimately purchase the product.
Third, the overall layout
Whether in a specialty store or in a consumer's home, furniture does not exist as an independent individual, but rather depends on accessories, lighting, other furniture, household items, and home decoration styles. When customers come to the store to choose furniture, they will involuntarily carry out the whole layout from the matching of the overall furniture and the style of home decoration.
With the appearance of the whole home, the products of the living room, dining room, bedroom and study are almost completely consistent in terms of material selection, color matching and design style. In the face of the whole set of products consumers consider more of the overall style and the practicality, convenience, environmental protection and other aspects of the furniture. When faced with a single product, consumers will more consider how to match other furniture. At this time, the layout also belongs to the customer's imagination category, and more is that the customer's subjective consciousness is at work. It is no wonder that many brand guides take the opportunity to propose a door-to-door service when the customer is hesitant or will leave. The customer's home field measurement and careful communication to understand the actual thinking of consumers, to make targeted solutions to meet customer needs.
Fourth, the experience is supreme
Furniture is a practical and highly usable product. According to the current situation, it is changing from traditional durable consumer goods to household necessities. In life, people feel the convenience and comfort of furniture.
When consumers buy furniture, in addition to the perceptual cognition of the first impression, it is the experience experience. After satisfying the color and style, they almost always sit down, touch, push and pull, and judge the furniture through the body movement. How is it right for you? Experience is the most direct feeling and feeling to the customer, which is equivalent to seeing is believing. If the experience can get physical satisfaction, the consumer can basically judge that the product is suitable for oneself, and the satisfaction of the experience will greatly mobilize the customer's desire to purchase and push the customer to step by step. If the experience does not satisfy the customer's physical needs, the consumer will basically give up the product, and the customer's purchase process for the product will be basically terminated. Therefore, the smart shopping guide will not miss the opportunity to guide the customer to the multi-faceted stereoscopic experience of the intended product, and let the customer like the product through the experience.
Experiential sales is also a sales method that the author has been advocating for a long time. When I was training in the European kitchen cabinet two years ago, I once summarized the "24 experience styles" for the sales of kitchen cabinets and matched them with sales speech. The experience tool has also played a very positive role in the actual sales of the guide.
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