Tag Archives: Forbes

Pinterest, Instagram And The Future Of Furniture Retail

POST WRITTEN BY

Beck Besecker

Co-founder and CEO of Marxent, the leader in Virtual Reality and Augmented Reality for homes, furniture and spaces.

uncaptioned
GETTY

Pinterest, Instagram, Houzz and Google Image Search hold massive power when it comes to brand discovery and the formation of product preferences. Just ask direct-to-consumer furniture companies like Article, Maiden Home and Interior Define.The influence of lifestyle imagery on purchase behavior is stunning. According to Pinterest (via SocialMediaToday), 83% of all women in the United States ages 25-54 visit Pinterest. Of that total, 43% of those visits are related to purchases for the home within the next five years.

This endless stream of inspirational photos is easily curated by consumers into boards or lists that illustrate the idea of a perfect kitchen, a perfect living room, a perfect lifestyle, a perfect future.

The new ‘location, location, location’ is personalization

It’s true that physical location still matters. Retailers have to be where the eyeballs are, but those eyeballs are increasingly on Instagram and Pinterest searching photos that illustrate the possibilities, seed ideas and help refine their tastes. How do these images translate into sales? Good question.

Photos provide inspiration, but what shoppers really want is to explore how the products featured in photos fit into their lives. In most cases, that means advanced personalization — the tailoring of the experience to the individual customer. It’s one reason my company created Photo to Floorplan, a design method which allows shoppers to look at an inspirational photo, tap on the items they like and have them instantly populate the floor plan of their real-world space.

The use of high-quality visual content translates into sales. For example, Pinterest reports (via AdWeek) that people who engage with Promoted Pins spend seven times more than people who don’t. But what comes after inspiration? Instagram recently introduced a feature that lets users buy the items seen in photos, and Pinterest Pins and Instagram posts can now be curated and made shoppable with platforms like Curalate. That’s a good start but it’s only the beginning.

The answer is clear: Let shoppers design from photos and give them the power to control the journey.

Inspiration is where purchases start, not where they end

We all know that vertical visual search engines like Zillow, Houzz and Pinterest are helping shoppers to envision their perfect future before they ever enter a store. I’ve used this technology myself, and I’m assuming most of you have as well. In a recent study conducted by MFour Mobile Research (via AP News), “Two-thirds of millennials prefer to research significant purchases online.”

The natural next step for complex kitchen and home projects is to translate inspirational photos into relevant, personalized designs. This can be as easy as selecting a style profile, finding a photo or collection of photos that resonate and adding the items from the photos directly into a custom floor plan.

Traditional visual merchandising and photos both leave users with questions like “will it fit?” or “will it work?” Inspirational photos on their own do the same. That’s why owning the design phase has long been the holy grail for furniture and kitchen retailers — it is essential to clinching the sale and reducing returns.

Examples of companies already using high-quality visual content and translating it into sales include Ikea, whose Ikea Place app allows shoppers to place 3D products in their homes via augmented reality, and Macy’s (a Marxent partner), which is using an in-store 3D room planner and virtual reality showroom installation to sell furniture.

What comes next?

Inspirational shopping trends extend far outside the world of furniture, with 3D visualization tech now in use in fashion, beauty, apparel and more. Zara, Nordstrom, Gap, Sephora and others are experimenting with visual virtual try-on and shopping services. Ben and Jerry’s is deconstructing their flavor profiles with gorgeous Instagram posts. Nike is taking a more wide-ranging approach, using augmented reality to not only offer virtual try-on services but to create exclusive, geo-targeted shopping experiences. And across the pond, French fashion house Balmain is using CGI models — in this case, computer-generated people depicted wearing the brand’s fashions — to market clothing.

With shopping journeys now more likely to start and end on mobile devices instead of in stores, designing directly from photos is a great way to give the customer control of the process. Augmented and virtual reality are taking these shoppers from inspiration to action.

Allowing customers to unleash their creativity and ensure that they love their purchases through design by photo provides a new level of personalization through inspiration. Major retailers that want to preserve their edge both online and in stores are using it to deliver the combination of inspiration and personalization that consumers crave.

Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?
For More Information About This Blog Post, Click Here! 
Advertisements

Vote For The 2020 ASID National Board Of Directors

Vote Now!

Kerrie Kelly, FASID, NKBA, CAPS
Chair-Elect

Kerrie Kelly founded Kerrie Kelly Design Lab, a Northern California residential interior design firm focusing on new construction and working with home builders, in 1995. Kerrie is an award-winning interior designer, author, contributor, product designer, and multi-media consultant, helping national brands reach the interior design market.

Kerrie is a fellow, board member, and foundation trustee of the American Society of Interior Designers (ASID); a Houzz Pro Advisory board member; and a member of the National Kitchen & Bath Association (NKBA). She is also an avid representative, speaker, and on-air talent for Outdoor Living and Livable Design initiatives, and a Certified Aging in Place specialist (CAPS). Kerrie has authored two books and is the interior design national spokesperson for Zillow Inc., writing monthly articles for their website and speaking to media outlets about interior design, including The New York Times, Forbes, Globe and Mail, and The Wall Street Journal. She also writes a monthly design column for Style Media Group and is on the editorial board of Furniture, Lighting & Décor magazine.
Kelly’s ASID involvement includes serving as past president of the California Central/Nevada Chapter, as an ASID speaker at High Point Market and Dwell on the topic of thriving in place, as chair of the ASID Aging in Place Council, and as recipient of the Nancy Vincent McClelland Merit Award.

1. Do you approve Kerrie Kelly, FASID, NKBA, CAPS for the 2020 ASID Board of Directors? *

John Cialone, ASID
Director at-Large

John Cialone, a nationally recognized interior designer, leads a team of more than twenty professionals while managing operations at Chicago-based Tom Stringer Design Partners. As a partner and vice president of his firm, John’s enthusiasm for promoting the interior design industry is contagious. With over twenty-five years of experience, his work has been recognized with many awards and has been widely published. John credits his business sense and success to the training he received as a young professional through leadership roles in ASID, particularly in strategic planning, public speaking, and business development.

John is a member of the Guild Board for the Boys and Girls Clubs of Chicago and is a member of the Leaders of Design Council. He has served as a public speaker to many organizations and has mentored students across the country. John has participated in the 1+ Program, donating his firm’s services and aligning his belief that Design Impacts Life with the firm’s work.

John’s ASID involvement started as a student with positions on the ASID National Student Council. He was a member of the ASID Board of Directors concurrently with his position as National Student Council president. He has held committee and board positions in both the ASID Florida South and ASID Illinois Chapters, and has been active in government affairs starting in Florida as a design student and continuing today as a Registered Interior Designer in Illinois. John was recognized as an ASID Medalist in 2017 and is currently the 2018-2019 ASID Illinois Chapter president. John is the chairperson of the ASID Foundation Fundraising Committee overseeing the Society’s efforts to grow the Foundation’s endowment through individual and corporate gifts and legacy planning.

2. Do you approve John Cialone, ASID for the 2020 ASID Board of Directors? *

Ellen Fisher, Ph.D., FASID
Director at-Large

Ellen Fisher is vice president of Academic Affairs and Dean at the New York School of Interior Design.  She is a Certified Interior Designer in New York, and earned a Ph. D. in Architectural Studies/Human Environmental Sciences from the University of Missouri, where her line of inquiry addressed how teachers use the physical classroom as a tool for teaching literacy.  She was inducted as a Fellow of the American Society of Interior Designers in July 2018.

Ellen is the author of the recent book, “HOME: Foundations of Enduring Spaces,” published in 2018 by Clarkson Potter/Random House.  New York School of Interior Design is ranked as one of the top interior design programs in the U.S. by DesignIntelligence, which also named Ellen Fisher as one of 2018 and 2019’s Most Admired Design Educators. A member of the Interior Design Educators Council since 1985, and recently named President-Elect, she has presented numerous times at conference and has served IDEC in many volunteer roles.

3. Do you approve Ellen Fisher, Ph.D., FASID for the 2020 ASID Board of Directors? *

Ken Wilson, ASID, FAIA, LEED Fellow
Director at-Large

Ken Wilson is a design principal and the design director for Interiors in the Washington, D.C. office of Perkins+Will. He is also one of two co-global design directors for interiors and serves on Perkins+Will’s Design Board and Sustainability Council.

Ken has been practicing for over 35 years and his portfolio includes architecture, interiors, graphics, and product design. He is the only architect in the world to hold fellowships in the AIA, IIDA, and the Green Building Certification Institute (LEED Fellow). His projects have been published in seven different countries and have received over 120 national and local design awards.

In 2005 Ken was named “Designer of the Year” by Contract magazine, and in 2018 he received the ASID Designer of Distinction Award which annually honors one professional who has established a body of superior work demonstrating creativity, excellence, and innovation. He serves on the Environmental Task Force for the city of Park City, Utah and is a member of the ASID Design Impacts Lives Steering Committee.

4. Do you approve Ken Wilson, ASID, FAIA, LEED Fellow for the 2020 ASID Board of Directors? *

Elizabeth Von Lehe, Allied ASID
Director at-Large, Allied

Elizabeth Von Lehe is the design & brand strategy principal at HDR. A seasoned design leader with professional experience across multiple industries, she leads the architecture firm’s efforts to advance a holistic approach to design, embracing not only the built form, but branding, curation, and the development of user experience from every angle.

Von Lehe previously worked at ICRAVE Design, where she served as director of strategy, brand, and architectural design for more than seven years. Before that, she worked for both Target and Lands’ End. Her experience includes developing product collections for both fashion and furniture industries as well as guiding master plans and interior design concepts.

Based in New York, Von Lehe is well known throughout the design professions as a leader in the field of experience design. She is a regular keynote and workshop speaker at the national and chapter levels for the American Society of Interior Designers (ASID) and the International Interior Design Association (IIDA), advocating for experience design to encourage cross-disciplinary collaboration and integration beyond what most designers usually practice.

Von Lehe is chair of the Executive Advisory Committee for ASID and is a regular graduate mentor and panelist for her alma mater, Columbia University. Her work has been featured in several industry publications and she has been interviewed by national outlets such as Bloomberg and NPR.

5. Do you approve Elizabeth Von Lehe, Allied ASID for the 2020 ASID Board of Directors? *

Patty Dominguez
Industry Partner Representative

Patricia (Patty) Dominguez, vice president of Architect and Design Sales for Cosentino North America, oversees commercial business development and the kitchen and bath studios business for the global surfacing leader. In her 12 years with Cosentino, the relationships she has cultivated with the country’s leading architects, designers, and kitchen and bath dealers have played an integral part in its exponential growth in the United States, which makes up more than 60 percent of its global sales.

In every role throughout her tenure with Cosentino – Kitchen & Bath sales manager, director of Public Relations, marketing manager, and director of Field Marketing – Dominguez has spearheaded the development and strategy of its invaluable relationships with leading industry organizations, including the American Society of Interior Designers, the National Kitchen & Bath Association, and the American Institute of Architects, among others.

Dominguez’s leadership at Cosentino and commitment to the industry have earned her numerous accolades, including the 2015 ASID Industry Partner Merit Award and the 2010 ASID Presidential Award. Her passion for people and relationships is reflected in her commitment to service and philanthropy. She previously sat on the Board of Trustees for the ASID Foundation, and has given her time to many Houston nonprofits, serving as the president of the Latin Women’s Initiative for three years, and working with Prepared 4 Life, Lemonade Day, the Junior League of Houston, and the Neighborhood Centers.

6. Do you approve Patty Domiguez for the 2020 ASID Board of Directors? *
*Only interior designer and educator members in good standing are eligible to cast a vote for approval of the candidates; member verification will occur upon receipt of ballot from asid@asid.org. 

Continue reading Vote For The 2020 ASID National Board Of Directors