Survey conducted as part of Marketing Management degree program showing the high level trends and attitudes towards the use of digital tools as part of sales and marketing within the furniture industry in Denmark

1. In the Danish Furniture Industry

2. This survey was conducted by Lisbet Hansen as part of her thesis
written for the Marketing Management degree at Copenhagen
Business Academy.
The purpose of the survey was to establish the attitude towards
digital tools as part of sales and marketing within the furniture
industry in Denmark.
The survey was designed in cooperation with LoveMyHome, a
specialist in online 3D product visualization.

3. o 156 companies were contacted
o 71 responses were received
o Not enough to determine anything with
statistical certainty
o But enough to give a good indication
of certain trends

4. Websites are a staple and
catalogues, both in physical and
digital form, are common, but
the use of more modern digital
mediums have not caught on
56%
15%
26%
1% 2% Website
Digital catalogues
Print catalogues
Smart phone app
Ipad/Android tablet app

5. yes
51%
no
13%
don't know
36%
51% declared they already
have plans to implement new
marketing channels.
Clearly furniture retailers are
ready to explore
new terrain.
83%
want to use
Smartphone
apps

6. 43%
15%
4%
4%2%
2%
1%
1%
28%
Facebook
LinkedIn
Twitter
Pinterest
Youtube
Instagram
Own Community
Blog
None
More untraditional
channels are
hard to find
28% is having none of it
Facebook is King
LinkedIn

7. Clever people say
customer reviews are
very powerful website
marketing tools
Why are only 7%
using them?
Don’t believe me? See for yourself:
http://www.internetretailer.com/2008/01/31/the-power-of-customer-reviews

8. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Product images
Only product images
Zoom function
Click for larger image
360 degree rotation
36% seem to feel static images are sufficient
Only 6% have 360 degree rotation
Jeez hun, let’s
buy that sofa we
have only seen
from the front

9. On a scale from 1 to 5 how important is a visit to a physical store for a sale?
Retailers feel strongly
about their shops.
44% found a physical
store visit to be absolutely
important
11% found it not to be
necessary
0,00
0,05
0,10
0,15
0,20
0,25
0,30
0,35
0,40
0,45
1 =
Absolutely
important
2 3 4 5 = Not
necessary

10. No, that's
not for us
31%
Yes within
a year
38%
Yes but
not in near
future
31%
80% are
businesses
20+ years old
All that modern
stuff. It will NEVER
work!
69% plan to get a
webshop at some
point

11. Admittedly most
wouldn’t dish out
on financial info,
the ones that did
are obviously
enjoying
ecommerce
32%
22%
28%
18%
More than 10%
Less than 1%
Between1-5%
Between 6-10%
Ka-Ching!!!

12. Sites with interactive tools had on average
twice the amount of online revenue
Can
change
colour on
furniture
Can build
modular
furniture
Can
design
spaces
online

13. 78%
21%
1%
Yes, definitly
Maybe a bit
No only a bit
Pretty much everyone
agrees that online sale
will increase over the
next 5 years

14. 35%
22%
20%
23%
Is e-commerce important to you?
72%Have experienced
online growth over
the past two years
Yes, it is very
important
No, actually not
Yes, it is among
top 5 priorities
Yes, but not a
top priority
Maybe you
should
reconsider
that…
Just saying…

15. 61%35%
4%
How would you describe selling furniture online?
It’s difficult to
sell online
It’s easy to
sell online
It’s virtually
impossible to
sell online
Nobody said it
would be easy.
Just be smart and
do it right
That’s the spirit

16. For more information on how you can make
your webshop an online success with
interactive 3D Product Visualization, please
visit www.lovemyhome/business