2023-11-06 15:49:40
The furniture market plays a crucial role in the Brazilian economy, generating jobs and contributing to exports, which reached the mark of R$764.3 million at the beginning of 2022, according to SEBRAE data. Furthermore, the sector recorded a 2.3% increase in retail sales in the first ten months of 2022, indicating a continued growth trend.
According to data from IEMI – Market Intelligencea company specializing in market research, the furniture and mattress retail segment has seen a period of expansion in recent years, reaching peak sales during the pandemic, in 2021. With the transition of professional and study activities to the remote environment , there were changes in consumer behavior, who began to look for furniture that met the demands of professional life at home.
The evolution of the furniture market in Brazil is evidenced by the significant increase of 80.8% in online sales in 2021 compared to 2019. Although online sales represent around 36% of total sales, the high level of customer satisfaction is notable. consumer, which reached 97%, reflecting the growing acceptance of e-commerce in the sector.
To explain more regarding the subject and clarify doubts, Bruna Dias, founder of Elementsa company specializing in ergonomic chairs and office furniture, answers some questions.
What were the main drivers behind the growth of the furniture market in recent years in Brazil?
BD: Over the last 3 (three) years, the furniture market has taken us on an exciting rollercoaster. After a scare due to the pandemic, the sector recovered impressively in 2021. During this period, demand grew substantially and consumers began to pay more attention to working from home, reflecting a greater focus on their own well-being. The reality is that the furniture industry has faced a storm. However, in 2023, we are seeing strong signs of recovery, although it is important to highlight that this growth is becoming increasingly selective, as the market is more informed, more technological and has more competition.
How do you see the sector growing in the country?
BD: Without a doubt, the current scenario is incredibly promising, directly speaking of corporate furniture. There are a series of factors that contribute to this optimism, such as the proximity of Black Friday and Christmas, as well as more controlled inflation. What I have observed is that the furniture sector is not only staying relevant, but is actively embracing technological transformation. This approach is resulting in an exceptional experience throughout the entire customer journey, with an increasing focus on agility and consumer satisfaction, which generates significant impacts.
An interesting trend is the growing consumer receptivity to innovations, sustainability, exclusivity and the feeling of belonging. Companies in the sector that are directing their efforts to meet these specific needs are standing out and experiencing constant growth. Therefore, the future of the furniture market in Brazil looks bright, driven by a combination of economic and technological factors and an increasing attention to consumer demands and desires.
Considering the ongoing transition to remote work, what are the main factors influencing the design and ergonomics of office furniture to meet growing consumer demands?
BD: I see that many brands/industries only care regarding sales or sales volume, they treat people like numbers, as they are focused on that.
When you have an objective such as promoting satisfaction through high performance, delivering new technologies and promoting a sense of the future in the now through futuristic designs, we end up generating value in people’s lives, delivering productivity and consequently the product ends up being a natural extension of our entire delivery.
The consumer realizes that we create products thinking regarding their evolution, satisfaction, and directly for their personal performance. People want the new, the different, the performance, the satisfaction, the future, now.
In light of the growing appeal of e-commerce in the furniture sector, how are companies using online platforms to expand the reach of their products and ensure a satisfying shopping experience for consumers looking for home office-specific solutions?
BD: Companies are investing more and more in an online presence. Well-designed and optimized websites. Strongly expanding the variety of products is a big differentiator. Imagine finding not only what you need, but also what perfectly matches your space. The importance in this sector of augmented reality cannot be ignored as it allows customers to visualize how the furniture will look before purchasing. But, in addition, investment in branding and brand strengthening strategies influence, create movements and generate trust. It’s like building a direct bridge to the consumer’s heart and mind, making the brand a natural choice. And to further promote the brand, making marketing materials available to partners facilitates market reach and raises opportunities for everyone.
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