BOSTON – According to the 2020 Top 100 U.S. Retailers report from Cylindo, a 3D furniture visualization platform, retailers that pay attention to their e-commerce merchandising are the ones that witness bottom-line growth.
“High-quality visuals are no longer just nice to have; they are a must. Our research shows that 60% of these U.S. furniture retailers have high-quality visuals on their product pages,” said Janus Jagd, Cylindo CEO. “Furniture is an incredibly visual industry, so having top-notch product images is a prerequisite for more online sales.”
Jagd said lifestyle imagery, recommendations and mobile optimization are the three most widely adopted features among the top retailers in the U.S. When it comes to product customization, even though customers expect this feature to be able to make a purchasing decision, only a third of retailers have product configurators on their websites.
“An engaging product page experience is the backbone of every successful furniture business,” Jagd added. “The dramatic shift towards e-commerce we’ve witnessed over the past couple of months is a wake-up call for all the furniture retailers that have been delaying digital transformation.”
Cylindo’s report showed that Crate & Barrel, Ikea and Interior Define are three companies that have the highest ranking based on the number of adopted features and quality of product visuals. Unlike other product categories where extreme zooming can sometimes put the product out of perspective, Jagd said that in the furniture industry, zooming in closely should help show the texture and materials.
Google’s metrics have also shown that consumers interact with 360-degree spin four times longer than with conventional product photos alone. Using 360-degree visuals on product pages can imitate the touch-and-feel experience of shopping in-store.
There is a significant correlation between its index ranking and Furniture Today’s Top 100 Stores Report, according to Cylindo. Retailers such as Bob’s Discount Furniture, City Furniture, La-Z-Boy, Living Spaces, Lovesac and RH, which had a significant revenue growth according to Furniture Today’s report, are among the Top 20 retailers on Cylindo’s ranking.
Cylindo created its own index for e-commerce merchandising, and it provided its rankings based on the analysis of 17 key e-commerce merchandising drivers and product visual quality.