Consumer behaviours have changed drastically over the last decade, writes journalist, Wesley Sand, with the rise of the internet, and the ability to use convenient handheld devices to order online, gradually beginning to get people to choose online shopping over venturing into stores …
However, the convenience came with a caveat. For the most part, you’d need to pay delivery fees and have to wait a few days or a week to receive your purchase.
Over time, particularly due to the influence of one particular massive American brand, that caveat has faded. Now, many UK consumers go out of their way to find buying options that have free delivery and fast delivery options. The two are becoming higher considerations when people are making purchases – especially when online – and while there are unavoidable issues with this for furniture businesses, some companies are adapting to the challenge.
The Amazon Effect
Amazon has changed the world of commerce. The one-stop shopping website has become a dominant force in many western markets predominantly because of its vast catalogue of items being combined with the option for “free” next-day delivery. The “free” delivery is paywall-locked behind a subscription, but many see the cost as being preferable to paying what’s usually more for two-day delivery options on purchases elsewhere.
The Amazon Effect is very real, helping to make online shopping a much more appealing option thanks to the option of ultra-fast shipping. With the subscription becoming an unseen expense, many see Prime subscriptions as giving very fast free deliveries. Now, in the UK, 51% of retailers have pivoted to offer free deliveries with a minimum spend, and 17% go all-in on free delivery options.
Getting this fast and free has bled out from the general ecommerce environment that Amazon looms over into other sectors, too. Selling a home is one of those processes that everyone has always accepted as being slow due to everything that’s involved. But online platforms have begun to develop ways in which you can sell your house fast with a free cash offer, appeasing modern online consumers. By cutting down the lengthy process and removing any hidden fees, the customer's desire for swift service is met.
Wrangling the fast and free cravings
The modern furniture industry isn’t well suited to delivering items fast and free. Due to the sheer sizes involved with products, making enough in all of the options needed to reach a broad audience would require an inordinate amount of storage space, as well as a logistics model beyond our current maximum speeds. Lead times are necessary for the creation, delivery, and even instalment of furniture.
For the most part, customers need to wait weeks for their orders to arrive. Where companies have been able to somewhat bridge the gap has been with specialised sections of their overall offerings. Former display pieces, items that were delivered but rejected or sent back, and items that have been made to meet the expected demand of very popular ranges can, and are, being listed for fast delivery.
At DFS, the Pristine Stock and Ready to Ship sections are there to facilitate the growing demand for fast deliveries. The sections are predominantly comprised of furniture built – but not kept – by customers, and items made with anticipation for high demand. It enables the company to tap into the fast delivery craving in what seems to be the most logical way for the furniture industry. Customers have the choice to get stuff quickly or wait for their perfect item.
In general, customers understand the reasons why most furniture companies can’t simply follow the Amazon model. But those that don't understand often pivot to offering something that is generally faster, and perhaps even with free delivery, to increase their appeal. It’s something businesses should consider more as the concept becomes more entrenched.
