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Transforming the furniture retailing experience

Hunter Furniture is the go-to store for many Kiwis looking to revamp their households. Providing some of New Zealand’s trendiest furnishings the retailer has recently transformed to ‘Hunter Home’, after examining old business models and reimagining customer experinces.

According to the latest card data from StatsNZ, retail spending on furniture is booming, especially after Covid-19 has had more of us spending time at home and left us with canceled holiday money. With this knowledge, Hunter Furniture decided it was the right time to evolve their brand and customer experience to meet the needs of customers now.

Working with krunch.co for the redesign of the brand’s identity, and Adrian Nancekivell Design for the design of a world-class furniture showroom, Hunter Home’s new instore experience differentiates itself from other brands in the market, providing a seamless transition between the digital and physical world.

“We worked closely with the Hunter Home team to make sure the new aesthetic reflects the warmth and modernity of the brand as a whole. We established a fresh, modern colour palette and friendly, accessible typography for the brand.” says Robert Moritz, krunch.co’s executive creative director.

Krunch.co’s fresh creative and digital strategy aimed to engage Hunter Home’s key audiences. To do this, the brand started by defining the different furniture shopping persona groups and then mapped that experience across various tech touchpoints like email, social channels, SMS, online visits, potential apps, and digital experiences in-store. They then recorded the data points they could use to personalise the customer experience throughout their digital journey.

“On a digital experience level, this map allowed us to then create a digital media plan that met the audiences at the right place, at the right time, with the right message. It has also guided us in creating automated email journeys to welcome and nurture new leads we’re generating for the database, and support them with educational content such as style guides and quizzes,” says head of digital experience at Krunch.co, Amanda Moyle.

“The new Hunter Home stores offer in-store interior design services, an item that was flagged as useful to support the customer during the journey mapping phase. There are more opportunities planned to enhance the pre-purchase, in-store and post-purchase experience for the customer.”

Head of marketing at Hunter Home and La-Z-Boy, Amy Rataul, says the brand’s new identity will help towards a more intimate customer experience both in-store and online.

“We’ve been able to lay the groundwork for a customer-led, digital-first furniture retailing experience.”

 The full experience is planned to roll out over the next 6 -12 months, as the remaining Hunter Furniture stores up and down New Zealand become Hunter Home. The new branding and in-store experience all starts at the new flagship store in Wairau Park.

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