Wayfair-From Ceiling to Carpets
They Concerned about the Shopping Experience
For most homeowners, shopping for furniture can be a pain in the neck. In each visit to a physical furniture store by homeowners, the process of shopping for furniture is like a road trip, which is tedious and exhausting. For traditional retailers, rental costs and traffic attraction, and consumer personalization are all contradictions that need to be balanced. In order to save costs, convenient transportation, most of the retailers will generally choose to open in the suburbs or near the highway. Therefore, the emergence of Wayfair has shown consumers that buying furniture can be a breeze.
Most of the furniture shoppers at Wayfair are millennials, who have adopted new perceptions and are more interested in furniture quality, so they are becoming the primary purchasers in the furniture industry. Wayfair is well aware of this, so they use an optimized design for their website and mobile app to improve the shopping experience for consumers. I’m also sure that most people who have shopped at Wayfair would agree that they have made an effort to design the site.
They Designed for a Better Shopping Experience
Wayfair is concerned about the customers feeling when browsing the site, which is also in line with their intention to give customers a better shopping experience. The homepage of Wayfair is very straightforward, and it’s easy to navigate or find a piece of specific furniture in various categories. The entire website was designed with a purple theme, and most of the sample furniture images use purple as the background. Purple is also one of the colors often used in aesthetics, and it represents elegance, nobility, and ambition. When consumers visit Wayfair’s website, they will understand that this elegance comes from the color purple and the quality of Wayfair’s furniture selection.
Wayfair has adopted a responsive web design to meet the needs of customers who want to browse furniture on different devices. On Wayfair’s website and mobile app, customers can find each furniture category in a “72-hour Clearance” section. Each piece of furniture on clearance will also indicate when the offer will end so that consumers have more time to “sleep on it.” Wayfair’s app has a simple user interface and a smooth navigation experience. When you go from one page to another, they are almost seamless, and the smooth operation also inspires consumers to browse for more items.
At the same time, Wayfair has also demonstrated innovation in its website content. There are two sections below each furniture or product description, one for “Compatible Products” and the other for “Frequently Bought Together.” For example, if you want to buy a sofa, you will purchase furniture movers in the compatible products section. Because the sofa is heavy furniture, this small prop can help consumers quickly decide the placement of the sofa. Wayfair will also use the data to provide consumers with information on what they may need for their homes. For example, pillows, throw blankets or coffee tables, and other related items can help consumers decorate their own space.
They Demonstrate the Sparks When Virtual Meets Reality
Wayfair has added a “View in Room 3D” feature to its mobile app that allows consumers to capture their room and superimpose products on top of the image to help them see what the item looks like in place. In addition, another feature called “room planner 3D” allows consumers to create an interactive 3D room. The 3D model also allows consumers to preview the layout of the room from any angle and observe the placement of items to meet their preferences.
For most consumers now, AI technology is not something new. People have become accustomed to using AI technology to meet various needs in their lives, especially when they can’t experience it themselves. This technology becomes more critical. But not all industries can turn AI into an advantage. For a firm like Wayfair, where most of the products are online, the biggest concern for consumers is not knowing if the furniture is the right one. But Wayfair’s new feature on the app allows consumers to see what furniture looks like in their homes and make purchases.
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Originally published at Medium@Aubrey Wang on October 10th, 2021.
