A recent article from RetailDive reinforces something furniture retailers have known for years but often struggle to execute consistently.
Customers want human follow-up. And it drives revenue.
According to the study, 63% of consumers are more likely to return to a store if an associate follows up personally. 60% say personalized communication influences their buying decisions. More than half, 55%, have made a purchase because of follow up communication, and over a third have done so more than once.
None of this is surprising in big ticket retail.
Furniture is not a one click purchase.
It is considered.
It is discussed.
It is revisited.
And in many cases, it is not closed in the store on the first visit.
The in-store experience is often strong. An associate works with the customer. They walk the floor. They build a room. They create a quote. Then the customer leaves. This is the moment that matters most. What happens next often determines whether the sale is won or lost. Too often, the follow up is inconsistent.
It might be a manual email. It might be a delayed call. Or it does not happen at all. Meanwhile, the customer goes back online. They continue researching. They look at competitors. And the connection to the original associate starts to fade.
This is where the disconnect shows up. Retailers invest in their showrooms. They invest in their people. But the digital experience is often disconnected from that interaction. The quote lives in one place. The website lives somewhere else. The associate has no clean way to continue the conversation once the customer leaves.
So, the customer is left to start over online. And when that happens, the advantage shifts.
This is where true omnichannel comes into play. The goal is simple. The conversation that starts in the store should continue seamlessly outside of it. The associate should not disappear once the customer walks out the door. They should stay connected. They should guide the process. They should help close the sale.
This is exactly where platforms like Blueport come into focus. With OneView, the work done in-store does not get lost. Quotes, carts, and product selections can be carried forward and shared with the customer. The associate can follow up with a direct path back to the exact items discussed, not a generic link, not a restart.
Now layer in communication. Associate driven email. Integrated chat. Ongoing touch points that feel personal and relevant. Not automated noise. Actual engagement tied to the customer’s intent.
The data from RetailDive makes it clear. Follow up is not a nice to have. It is a revenue driver.
In big ticket retail, the sale is often won after the customer leaves the store. Retailers who connect the in-store experience with a strong digital follow up process create a clear advantage.
They stay top of mind.
They reduce friction.
They make it easy for the customer to move forward.
Instead of asking how to get more traffic, a better question might be this. What happens after a customer leaves your store today. Is there a clear, consistent follow up process. Does it connect directly to what they experienced in-store. Can the associate stay engaged all the way through the purchase. If not, that is where the opportunity sits.
Because in furniture retail, the follow-up is often where the sale is actually made.
Retail on,
Jesse
Here is the full article: https://www.retaildive.com/news/consumers-associates-not-automation-follow-up-communication/816309/