Introduction
Every household would love to be furnished with modern furniture for the home to look romantic and warm. The manufacture of furniture with unique design has been an industry that demands mass production, especially in the U.S. People get attracted to modern and new designs; thus, they always choose to go for the best in the market. The cases explore the social media channels that the company uses to reach the customers, identify the local competition, buyer persona, and research on the market e-commerce players.
Company Overview
The name of the company is Furnicom Furniture, and it deals with the design, manufacture, and distribution of home decors and equipment. It focuses mostly on modern furniture by incorporating a taste of culture to provide the clients with the comfort and beauty they require in their homes. Furnicom Furniture is located in Chicago, Illinois, and sells the products to local and international markets. The Slogan for the Company is Decorate your Life with Arts, and it operates under the logo in Figure 1. It uses the logo and the slogan to market its products to develop a strong brand amidst existing competition.
The Consumer
Every household requires furniture as an essential, thus making every person a customer provided they are willing and able to purchase. However, the prevalence of purchase demands depends on psychographic segmentation factors such as interests, priorities, attitudes, social status, personalities, lifestyles, and values (Nadanyiova et al., 2020). Mostly, the residents of the cities and urban centers demand quality and high comfort furniture that fits the standard of their lifestyle.
The most probable characteristics of the consumer will be disclosed in this section. Primarily, there products’ price and quality best suits for people dealing with arts – these can be artists, bloggers, musicians, and others. The prime demographic for furniture clients is mostly females aged between 32 to 45 years (Weinswig, 2017). In addition, individuals who value comfort and love decorating their lodgings are the potential buyers. They are easy-going, freedom-loving, creative, youthful, and fashionable people. The price of the products is suitable for the consumers of high and low social status, thus accommodating them all. Their main priorities are love for life, comfort, and self-expression. Medium and upper-class individuals are in the best position to purchase Furnicom Furniture products.
Hence, considering the abovementioned traits of a potential consumer, it is possible to create a buyer persona. This can be a female Rachel of approximately 35 years old married with one child living in Los Angeles. She used to be an architect prior to pregnancy, and now she has a blog about pregnancy and motherhood. Since her husband is a financial expert and has a high salary, Rachel can afford not to have a job. Decorating a house is her hobby since she likes to post pictures on her blog. Their mortgage is a number one challenge identified; however, it does not impede them from buying fancy furniture.
Competitive Analysis
Home furnishings in Chicago have much competition as big and small companies always avail of anything the customer needs. The history of the completion can be traced from the old day’s Sears Roebuck Co. Even today, the tradition still exists where many small furniture hubs are scattered in Ravenswood, River North, Andersonville, and others (Koziarz, 2020). This makes competition stiff as the sellers have devised mechanisms to attract new customers and retain their current buyers. Having learned about such stiff competition in Chicago’s furniture market, the company has to differentiate its products to stand a competitive edge in the market.
Most advanced companies have websites where they post their products, and the clients can buy directly from the website, and later the furniture gets delivered to their homes. One of the eye-catching marketing features that can be used in a website is an ad with offers. Upon seeing the ad, consumers would easily click on an ad to make purchases. Such large players in the market include Norcross and Scott Home, Nadeau, District, Writer wood furniture, and others (Koziarz, 2020). Although the population is large enough to provide the local market, every company has distinct designs for their products, thus contributing to stiff competition. However, Furnicom Furniture has remained fit in the market and sustainable due to the uniqueness of the products that it sells. It uses social media to reach customers and receive feedback on every detail. Customer care is also available at all times to assist. Moreover, the company can also use ads on its social media platforms to improve potential customers’ experiences.
Social Media Applications
The social media platforms that Furnicom Furniture would use to market the furnishing products would be Facebook and Twitter. Both channels have the potential of achieving a large following that would give room for a wider connection with the customers. The channels are reliable in marketing as the company can regularly display images of the company items in their daily posts with captions. The company would also become active a wide coverage and ease its interaction with the customers upon creating the website. A company website would display details of the company, the contacts details, and a category for the customers to purchase the products. The website would also be ideal for product description, and upon integration, with the social media channels, the posts can be easily shared.
Facebook Channel link: https://www.facebook.com/profile.php?id=100074386628222.
Twitter Channel Link: https://twitter.com/account/access?did_not_receive=true.
Conclusion
Furnicom Furniture has been on the bottom line to achieve sustainability in serving the customers in Illinois. It targets its clients depending on their psychographic segmentation such as lifestyle and value by producing quality furniture designs with distinct cultural aspects. The target customers are people of all ages but particularly aim for the millennials, especially females who are into fashion and trends and like fancy expensive items.
References
Koziarz, J. (2020). 27 Chicago furniture stores to visit right now.Curbed Chicago. Web.
Nadanyiova, M., Gajanova, L., & Majerova, J. (2020). The impact of psychographic segmentation on the perception of green marketing. Economic and Social Development: Book of Proceedings, 269-276. ISSN 1849-7535.
Weinswig, D. (2017). Seismic Shift to Millennials Driving Dramatic Changes in U.S. Furniture Market.Forbes. Web.