Product Spotlight for Furniture Business
How To Use It Successfully
A product spotlight is a great way to direct customers’ attention to new products, sales, and seasonal must-haves. That’s why featuring selected items in headers on the front pages of ecommerce websites is such a common practice for many brands, including furniture businesses. But how does one compose a spotlight to really drive sales?
To answer this question, the marketing specialists at our 3D rendering company prepared a 6-step guide that covers every aspect of highlighting a product the right way. Following these steps, furniture manufacturers will be able to get the most out of this kind of promotion campaign and increase the conversion rates of their online stores. Enjoy the read!
#1. Choose an Optimal Spotlight Time Limit
One of the things that make items featured in a product spotlight attractive is the time limit. It appeals to the buyers’ fear of missing out, fueling their determination to make a purchase. The ideal timeframe for this type of promo is between 1 week and 1 month, depending on what the brand is selling. For instance, large pieces of furniture might need more time to market since it takes people longer to decide on a big purchase. And smaller items, such as decor pieces, can sell just fine within a week or two.
#2. Make an Attractive Discount or Special Offer
Another thing that makes a spotlight efficient is the price cut. That’s why online stores often use such highlights to display products during limited-time sales. In this case, the discount should be clear from a glance, so the shoppers can immediately see that they’re being offered a great deal.
But, surely, it’s not always possible to cut the price on items featured in a product spotlight. As an alternative, a brand can offer free shipping for orders exceeding a certain amount, a cashback/bonus option, or a “buy one, get one free” deal.
#3. Write an Attention-Grabbing Text
A spotlight may not contain a lot of text, but it’s definitely one of its most powerful elements. To drive sales successfully, the headline must be concise, informative, and catchy. For instance, if we’re talking about a back-to-school campaign featuring desks and chairs, the text must instantly appeal to parents who are preparing their kids for a new school year.
Then, the brand can mention a specific benefit of the product in question. Following our example, one could say that the chairs being promoted have excellent orthopedic qualities that help kids maintain a healthy posture. The only requirement here is that the benefit has to be real.
#4. Use Eye-Catching Product Images
The imagery in a product spotlight is just as important as the text. Only high-quality, aesthetic visuals can ensure that the shoppers will actually click to see the offer in full. In many cases, the images are photorealistic product 3D renders.
Getting CGI instead of regular product photos allows furniture brands to have a great variety of visuals for different purposes without spending a small fortune. For instance, a stylish desk can be shown in an office environment or in a gamer’s room — just like in the render above. This way, manufacturers can always present their products in settings that appeal to particular target audiences. And that’s crucial considering that a spotlight only has a moment to capture the customers’ attention.
#5. Add a Captivating Product Video
To make a product spotlight even more engaging, one can add a video to it. Now, regular product videos are good, but also quite limited in what they can show. A 3D animation, on the other hand, offers a lot of room for imagination. For instance, a brand can demonstrate how a piece of furniture is assembled and used, how different settings of light fixtures change the lighting in a room, and so on. As a result, customers can learn more about a product from a 10-second video than from a lengthy text description. And that, in turn, makes them confident about making a purchase much quicker.
#6. Top the Spotlight Off with Great Reviews
If a store is promoting furniture that has already been in stock for a while, it can be a good idea to include reviews from customers who have already bought the items. A selection of honest positive reviews can be placed below or on the side of product listings. This way, new visitors to the website will be a lot less hesitant to buy those items for themselves.
Those were the 6 steps to creating an effective product spotlight. Using the tips provided in this article, any furniture business will be able to get the most out of this ecommerce practice and increase sales as a result.
Looking for professional product rendering services to sell furniture more effectively? Contact us at CGIFurniture and get photorealistic renders and animations to up your marketing game!