Use Compelling Product Descriptions & Professional Photography to Showcase Your Furniture

Start by gaining a deep understanding of your target audience

Gaining a comprehensive understanding of your target audience is a foundational element when it comes to marketing your furniture retail business. This will help you craft a story to successfully attract and connect with your desired customer base, whether through product descriptions or photographs.

Use your existing customer data

As a starting point, you can use existing customer data from your website and social media analytics, customer surveys, advertising campaigns, and CRM platform to research overall demographics and their buying behaviours.

If you don’t have an existing customer base to reference, begin segmenting your market with competitive research and market surveys. This data will assist with understanding key demographic factors like age, gender, income level, and occupation. 

Create your ideal customer avatars

The next step is to create ideal customer avatars to represent different segments of your target audience and bring them to life. Do a deep dive into their values, lifestyle preferences, aspirations, desires, and pain points.

This information will help you better understand their underlying motivations and emotional triggers for buying furniture, whether it’s to accommodate lifestyle changes or improve their home aesthetics.

With a clear understanding of your target audience, you can weave consistent themes and emotions into your brand and product storytelling.

Furniture Product Descriptions: Speak their language and tell a story

Spell out the benefits, not just the features

From describing the inspiration behind product design to how a certain piece can transform a space, benefit-driven product copy helps you to engage with your customers on a deeper, more meaningful level.  

While providing key furniture specifications such as dimensions and materials is important, spelling out the product benefits helps customers understand how the product addresses their desires while solving various pain points. 

Feature-focused copy: “This 5-seater sofa is made from genuine top-grain leather and comes with hidden storage.”

Benefit-driven copy: “Hate coming home to clutter and chaos? Where everyday living meets luxurious comfort, our 5-seater sofa comes with hidden storage, perfect for busy families. Crafted from genuine top-grain leather that ages beautifully, stash the mess in a flash, stick up your feet, and sink into the plush comfort.”

Whether it’s comfort, style, or durability, focus on emphasising how your furniture can benefit the customer rather than just addressing the product specifications and materials.

Highlight any unique selling points

Your business and product’s unique selling points are the qualities or features that will set your brand apart from competitors, making it more memorable and persuasive. 

Depending on your furniture business model, you’ll likely have a combination of unique brand and product selling points. 

For example, compared to other competitors, you might offer original furniture designs, limited-edition collections, flexible customisation options, or innovative features that are unique to your product range. These product features can help to empower your customer’s decision-making process, encouraging them to choose your furniture over similar options provided by other retailers. 

On the other hand, you might have brand or service-focused unique selling points such as transparent pricing, 24-hour customer service, satisfaction guarantees, or complimentary interior design consultations. These might be the unique factors that motivate your customers to choose your brand over others. 

Furniture Product Photography: Sell the vision and lifestyle

Invest in professional product and lifestyle photography

Whether it’s showcased on your website, social media, or product brochures, it’s essential to invest in professional photography for your furniture business. 

Heavily influencing first impressions, professional high-resolution product photography will showcase your furniture in the best light, highlighting its quality, aesthetics, and craftsmanship.

Professional product photos capture multiple angles to draw customers’ attention to unique details, textures, colours, and finishes. They help your customers visualise the product accurately and make informed purchasing decisions. This also reduces the likelihood of returns or negative feedback due to unclear expectations or misleading descriptions. 

Complementing your product photos, lifestyle photography is designed to help customers picture how your products will look and function in their own spaces.

Appealing to their design aspirations and lifestyle preferences, photographing your furniture in real-life settings is also great for sharing on your social media channels and supporting other marketing efforts. You’re not just selling the product itself but the desired lifestyle as well. 

At the very least, investing in professional product and lifestyle photography helps ensure consistent, high-quality imagery throughout your website, which can positively reinforce your brand reputation and build trust, which can improve conversion rates.

On the contrary, low-quality images may lead customers to perceive your brand and its products as of similar low quality and deter them from purchasing.

Create a more dynamic visual experience

If you have some leftover marketing budget, consider investing it in additional product videos and interactive features. If professional product photography is a must, consider this a “nice to have” item on your list. 

Complementing your product photos, additional dynamic, visual content like product demonstration videos are great for showcasing your furniture and its unique selling points in action. Similarly, interactive elements like 360-degree virtual product tours or augmented reality experiences can further engage customers and empower their decision-making. 

Lastly, don’t forget customer video testimonials!

Depending on your available budget, you can either have these professionally filmed or request a phone-recorded review video from your customers. These relatable, “real-life” customer videos will increase your brand’s social proof, boosting future customers’ trust in your brand to fulfill their furniture goals.

Need help with your marketing? Our team’s here to help!

We hope you find the guide for enhancing your product descriptions and photography helpful toward achieving your furniture business goals!

At Furnlink, we’re here to supply the latest in hospitality furniture and help you sell more. Whether you’re short on staff or time, our team can provide professional marketing support to boost your sales. This includes comprehensive product brochures you can brand yourself, helpful technical information, and weekly stock updates to keep you on track toward your goals.

Servicing retailers and distributors of all sizes Australia-wide, contact us today to learn more about becoming a Furnlink partner.