Putting the spotlight on big ticket goods like sofas, rugs, and beds also reveals some chinks in the armor of Amazon. Again, these are deeply personal purchase decisions and hardly commodities. While size and fit can be more easily discerned than it can be in apparel, there are myriad factors in the buying process.
It’s the jumble of offerings that gives customers pause. And while much of Amazon’s personalization is brilliant — sheesh, I didn’t even know I wanted socks with my alma mater’s logo but it turns out I do — it can create some wildly random pages when it comes to home furnishings. And in a category that is fueled by desire, there is little romance in the photography of the products.
As with apparel, this offers an opportunity for sellers of home furnishings that create a more personal connection with shoppers. It’s not easy to compete with Amazon, but just as in the world of brick-and-mortar, enhancing the customer experience can give smaller sellers an edge.