The furniture retailer is in competition with large-scale furniture suppliers. While they focus on volume and quick business, the specialist furnishings trade focuses on individual advice and tailor-made solutions. But where do customers get information before making a purchase decision? A recent study by
SERVICE&MORE, Austria’s leading purchasing and service association in the furnishing sector, provides information about the information behavior of Austrians.
For the study, 500 Austrians between the ages of 25 and 60 were surveyed in November 2024. Christian Wimmer, Managing Director of SERVICE&MORE: “Our 293 member companies are currently operating in a highly challenging market. The general conditions such as the general economic situation, the ongoing decline in new residential construction and current bankruptcies once again require the highest level of flexibility from specialist retailers.”
Increasing interest in furnishings
All the more important: More people are interested in the topic of furnishing than six years ago. Over 50% of those surveyed have completely furnished their home in the last five years, and 90% bought at least one piece of furniture in the last three years. The willingness to invest remains high: around half are planning to make a purchase in 2025, and an average of 5,700 euros will be spent per household.
15% have a budget of over 10,000 euros.
Digital presence: a must
When looking for the right offer, a well-structured website is very important for potential customers. “It is more than a business card – it must bridge the gap between inspiration and concrete interest,” emphasizes Wimmer. 50% of respondents rate detailed product descriptions and a functional search function as crucial. Younger and more highly educated people in particular expect reference areas with professional photos and filter options. In this context, social media primarily serves for inspiration, not for direct price research. In addition, customers increasingly want interactive planning tools with price transparency and playful elements such as a “style check”. However, the willingness to create a customer account remains low – it is only accepted if direct added value can be seen.
Personal advice remains essential
Despite digital possibilities, the showroom remains important: more than half of the customers get information there. “The need for personal advice on site increases, especially from the age of 36,” says FH Prof. Dr. Astrid Oberzaucher, head of studies at OMK. Those under 35 also visit showrooms, but expect an uncomplicated online appointment booking. Contact forms are not very attractive for this target group.
Non-binding recommendations for action
The study provides clear tips: A professional website with a planning tool and reference area is mandatory. Social media is becoming increasingly important, but should only be used as a support. Online and offline channels need to be more closely linked to meet the expectations of young prospects. Wimmer sums up: “The future lies in a hybrid strategy. Retailers who intelligently combine digital and personal touchpoints will be successful in the long term.” With the findings of the study, the industry can actively shape this change.
About SERVICE&MORE, GARANT Austria and WOHNUNION
As a professional service provider in the furnishing sector, SERVICE&MORE offers medium-sized companies everything they need to survive successfully in the age of large-scale providers. The associations GARANT Austria and WOHNUNION, with 293 members, are the largest purchasing and service organizations for SMEs in the Austrian furnishings industry. The combined sales turnover amounts to 507 million euros net. This corresponds to around 12% of the total market. In total, the companies employ around 3,800 people, lay 744,000 m2 of parquet flooring and sell and assemble around 7,560 kitchens per year. www.serviceandmore.at