Outdoor Furniture

The outdoor furniture market has been booming in recent years, driven by homeowners' increasing desire to create beautiful and functional outdoor living spaces.

According to a 2022 study by the International Casual Furnishings Association, the outdoor furniture industry generated over $7.9 billion in sales, with patio sets being one of the top-selling categories.

On this page we will offer several strategies to help you grow your furniture business through e-commerce. We will cover:

1. Website Optimization Strategies
2. Content Marketing Approaches
3. Social Media Marketing Tactics
4. Search Marketing & SEO Practices
5. Marketing & Positioning Strategies

Outdoor furniture sets offer versatility, allowing homeowners to create seamless transitions between indoor and outdoor areas. From cozy patio conversations sets to elegant dining ensembles, these expertly crafted pieces elevate any backyard, deck, or poolside area.

The target audience includes homeowners looking to enhance their outdoor retreats, as well as businesses like hotels, resorts, and restaurants aiming to provide luxurious outdoor experiences for their guests.

Website Optimization Strategies

To effectively showcase and sell high-end outdoor furniture sets online, retailers must optimize their website for an exceptional user experience. This includes:

1. Detailed Product Descriptions: Go beyond basic specifications to paint a vivid picture of the set's materials, construction, and design inspiration. Highlight unique features that set it apart.
2. Stunning Visuals: Invest in professional product photography from multiple angles, as well as videos demonstrating different configurations/setups. Incorporate lifestyle images to help customers envision the set in their space.
3. Smart Filtering: Implement filters allowing customers to narrow options by material (wicker, aluminum, teak, etc.), style (modern, rustic, etc.), piece count, color, and more.
4. Customer Reviews: Prominently display authentic customer reviews and ratings. These build crucial trust and social proof for high-consideration purchases.
5. A/B Testing: Continuously test different page layouts, CTAs, and checkout flows to optimize for higher conversions.

Example: Outer, a popular outdoor furniture brand, features stunning imagery that makes you want to step right into the product shots. Their "View in My Space" augmented reality tool also helps customers visualize pieces in their outdoor areas.

Content Marketing Approaches

An engaging content strategy can nurture customers through the buying journey and position your brand as an authority in outdoor furniture. Some effective approaches include:

1. Buying Guides: Create detailed guides covering different furniture materials, styles, and how to select the ideal set for one's needs/space constraints.
2. Inspirational Posts: Share design inspiration and styling tips through blog posts and beautifully curated Instagram photos/reels.
3. Product Videos: In addition to demos, create "day in the life" style videos showcasing the outdoor furniture in real-world use cases and environments.
4. Influencer Collaborations: Partner with home décor and outdoor living influencers to showcase your products in their curated spaces.

Example: Design Within Reach frequently partners with celebrities and influencers to create shoppable outdoor "looks" using their high-end furniture sets.

Social Media Marketing Tactics

With a visual product like outdoor furniture, social media is a powerful channel to capture interest and drive sales:

1. Platform Strategy: Focus on visual discovery platforms like Instagram and Pinterest to showcase products and gather user-generated content (UGC).
2. Targeted Ads: Use demographic and interest-based targeting on Facebook/Instagram to reach homeowners undertaking outdoor renovations or moving into new homes.
3. Influencer Marketing: Identify influencers in the outdoor living/décor space and collaborate on sponsored posts featuring your product sets.
4. UGC Campaigns: Run contests and offer incentives for customers to share photos of your outdoor furniture in their spaces. This builds social proof.

Example: Outer runs frequent hashtag contests (#OuterEnvironments) and features UGC across their social channels, creating an aspirational yet accessible brand image.

Search Marketing & SEO Practices

With high-value purchases like luxury outdoor furniture sets, prospects often spend significant time researching online before buying. A strong search marketing strategy is crucial:

1. Keyword Research: Identify relevant keywords like "patio furniture sets", "outdoor sofas", "[material] outdoor furniture" to guide your content.
2. On-Page Optimization: Optimize product titles, descriptions, image alt-text and other metadata by incorporating these keywords naturally.
3. Content Creation: Develop long-form content like buying guides and material comparisons around your target keywords.
4. Link Building: Earn quality backlinks through guest posting, local citations, product reviews/features, and strategic partnerships.
5. Performance Tracking: Continually monitor search visibility, rankings, and traffic sources to refine your SEO strategy over time.

Example: Retailer Frontgate's guide on "How to Buy Outdoor Furniture Sets" ranks on page 1 for valuable keywords while providing customers with buying advice.

Additional Tips and Best Practices

To stand out in the luxury outdoor furniture niche, consider:

1. Visualisation Tools: Offer 3D product configuration tools or augmented reality apps so customers can visualize furniture sets in their spaces.
2. Email Marketing: In addition to abandoned cart sequences, send tailored emails with fresh outdoor décor inspiration, new product arrivals, and more.
3. Sustainability & Ethics: Highlight your brand's commitment to sustainable/ethical sourcing and manufacturing practices, a key priority for discerning buyers.

Marketing & Positioning Strategies

Differentiate:

• Highlight unique design elements, premium materials, and innovative features that set your outdoor furniture apart.
• Focus on storytelling and craftsmanship to create an emotional connection with your brand.

Offerings:

• In addition to standalone pieces, bundle complementary items like outdoor rugs, pillows, or accessories into curated "lifestyle" packages.
• Offer customization options (materials, finishes, etc.) for high-end customers seeking personalized pieces.

Pricing:

• Consider positioning part of your line at a true premium/luxury price point to elevate perceived value.
• Offer financing or "buy now, pay later" options to make bigger ticket purchases more accessible.

Guarantees:

• Provide robust product warranties and satisfaction guarantees to overcome buyers' hesitation.
• For an added premium, offer in-home design consultations and space planning services.

Lead Generation:

• Run geo-targeted ad campaigns focused on affluent neighborhoods/zip codes.
• Build an email list by offering high-value lead magnets like outdoor entertaining guides/checklists.

Increasing Transaction Sizes:

• Implement strategic upsell funnels by recommending complementary pieces or furniture cover/care packages.
• Offer limited product bundles or exclusive "backyard makeover" packages at a premium price.

Strategic Alliances:

• Partner with landscaping companies, home builders, interior designers to get your furniture specified.
• Co-market/cross-promote with complementary brands in outdoor living, like grills, hot tubs, etc.

Subscription Models:

• Explore rental/subscription options for businesses or those wanting seasonal furniture refreshes.
• Offer a "outdoor furniture concierge" subscription for annual cleaning/storage services.

What's next?

We hope these ideas and strategies will spark some inspiration that will help grow your business. 

If you'd like to brainstorm additional strategies and learn more how Shop Innovator can help you, please book a complementary strategy call.