The furniture industry: adapting to marketing trends and declining sales.
Industria mobilei: adaptarea la tendințele de
marketing și la declinul vânzărilor
Contextul actual
al industriei mobilei
în România
Industria mobilei din România a fost, tradițional, un sector cu performanțe notabile, contribuind semnificativ la exporturi și la economia României. Cu toate acestea, începând cu 2016, sectorul a înregistrat o scădere continuă , pierzându-și treptat competitivitatea pe piața internațională. Factorii principali ai acestei tendințe includ creșterea costurilor de producție și concurența acerbă din partea țărilor precum China și Ucraina, care oferă produse similare la prețuri mai competitive.
În ciuda acestor provocări, industria mobilei rămâne unul dintre puținele sectoare cu un excedent comercial în România, exporturile depășind . importurile. Totuși, scăderea producției și a exporturilor în ultimii ani subliniază necesitatea unor strategii de adaptare la noile realități economice și de consum.
The current context of the furniture industry in Romania.
The furniture industry in Romania has traditionally been a sector with notable performance, significantly contributing to exports and the country's economy. However, since 2016, the sector has experienced a continuous decline, gradually losing its competitiveness in the international market. The main factors behind this trend include rising production costs and fierce competition from countries such as China and Ukraine, which offer similar products at more competitive prices.
Despite these challenges, the furniture industry remains one of the few sectors with a trade surplus in Romania, with exports exceeding imports. However, the decline in production and exports in recent years highlights the need for strategies to adapt to new economic and consumer realities.
Emerging trends in furniture industry marketing for 2025.
Pentru a rămâne competitive
,companiile internaționale din industria mobilei se adaptează rapid la o serie de tendințe. Pentru industria locală, a ține pasul este metoda prin care pot vinde mai mult și mai scump, compensând creșterea costurilor de producție.
Emerging trends in furniture industry marketing for 2025.
To remain competitive, international companies in the furniture industry are rapidly adapting to a series of trends. For the local industry, keeping up is the way to sell more and at higher prices, offsetting the rising production costs.
1.Minimalist design and premium aesthetics
Majoritatea site-urilor de mobilă adoptă un design minimalist, caracterizat prin spații albe generoase, tipografie curată și imagini de înaltă calitate. Această abordare nu doar că oferă o estetică premium, dar și facilitează navigarea utilizatorilor , permițându-le să se concentreze pe produsele prezentate.
2. Optimizarea pentru
dispozitive mobile
Cu o creștere continuă a utilizării smartphone-urilor,optimizarea conținutului pentru dispozitive mobile devine crucială. Statisticile arată că 97,6% dintre utilizatori dețin un smartphone, ceea ce subliniază importanța strategiilor de marketing mobil eficiente.
3. Integrarea
showroom-urilor virtuale și
augmented reality (AR)
To provide customers with an innovative shopping experience, furniture companies can invest in virtual showrooms and AR technology. These allow customers to visualize products in their own space before purchase, enhancing the shopping experience and reducing return rates.
4. Storytelling autentic și
branding emoțional
Consumers seek brands they can resonate with on an emotional level. Authentic storytelling and branding that reflects the company’s values and mission can create a strong connection with the target audience.
5. Automatizarea marketingului
și utilizarea chatbot-urilor
Implementing marketing automation solutions and chatbots can improve operational efficiency and provide customers with real-time assistance.
1.Minimalist design and premium aesthetics
Most furniture websites adopt a minimalist design, characterized by generous white spaces, clean typography, and high-quality images. This approach not only provides a premium aesthetic but also facilitates user navigation, allowing them to focus on the
showcased products.
2.Optimization for mobile devices
With the continuous rise in smartphone usage, optimizing content for mobile devices becomes crucial. Statistics show that 97.6% of users own a smartphone, highlighting the importance of effective mobile marketing strategies.
3.Integration of virtual showrooms and
augmented reality (AR)
To provide customers with an innovative shopping experience, furniture companies can invest in virtual showrooms and AR technology. These allow customers to visualize products in their own space before purchase, enhancing the shopping experience
and reducing return rates.
4.Authentic storytelling and emotional branding
Consumers seek brands they can resonate with on an emotional level. Authentic storytelling and branding that reflects the company’s values and mission can create a strong connection with the target audience.
5.Marketing automation and the
use of chatbots
Implementing marketing automation solutions and chatbots can improve operational efficiency and provide customers with real-time assistance.
Studiu de caz:
Euromobila: Reîmprospătarea imaginii prin strategie de marketing
A striking example of adapting to new marketing trends is Euromobila, a local sofa manufacturer with over 20 years of presence in the market. In 2024, the company partnered with the BlackSquare agency to refresh its image and connect more effectively with its target audience.
The challenge
Anterior colaborării,
comunicarea Euromobila se axa exclusiv pe prezentarea individuală a produselor, fără o identitate vizuală distinctă sau o conexiune emoțională cu publicul. Deși produsele erau apreciate pentru calitate, lipsa unei strategii de branding eficiente limita expansiunea pe piață.
The solution
BlackSquare implemented a comprehensive strategy to transform the public's perception of Euromobila:
Case study: Euromobila: Refreshing the image through
a marketing strategy.
A striking example of adapting to new marketing trends is Euromobila, a local sofa manufacturer with over 20 years of presence in the market. In 2024, the company partnered with the BlackSquare agency to refresh its image and connect more effectively with its target audience.
The challenge
Prior to the collaboration, Euromobila's communication focused exclusively on showcasing individual products, without a distinct visual identity or an emotional connection with the audience. Although the products were appreciated for their quality, the lack of an effective branding strategy limited market expansion.
The solution
BlackSquare implemented a comprehensive strategy to transform the public's perception of Euromobila:
- Redefining the visual identity: We created a friendlier and more authentic brand image, inspired by the atmosphere of Romanian families and traditional motifs.
- The use of doodle and visual storytelling: . :The introduction of creative illustrations . imaginile statice ale produselor în cadre interactive și memorabile, facilitând o conexiune emoțională cu publicul.
- Emphasizing local production : The communication emphasized that the . products are made in Romania, promoting local quality and craftsmanship.
- Engaging video content: Creating videos showcased the quality and durability of the products . in a modern way. We also took the first steps in bringing the family behind the brand into the public's view.
- Campaigns on Facebook and Google AdsThe marketing campaigns were optimized . optimizate pentru a atrage clienți în magazine, bazându-se pe noua identitate vizuală și pe mesaje
mai calde.
- Development of a modern website: Am lucrat la o platformă digitală nouă care să asigure mai multă coerență, dar și să reflecte mai bine valorile brandului și calitatea produselor. Ușor, ușor, Euromobila se prezintă ca un brand premium, capabil să țină pasul cu
vremurile actuale.
- Redefining the visual identity: We created a friendlier and more authentic brand image, inspired by the atmosphere of Romanian families and traditional motifs.
- The use of doodle and visual storytelling: . :: The introduction of creative illustrations transformed static product images into interactive and memorable frames, facilitating an emotional connection with the audience.
- Emphasizing local production : The communication emphasized that the products are made in Romania, promoting local quality and craftsmanship.
- Engaging video content: Creating videos showcased the quality and durability of the products in a modern way. We also took the first steps in bringing the family behind the brand into the public's view.
- Campaigns on Facebook and Google Ads: The marketing campaigns were optimized to attract customers to the stores, based on the new visual identity and warmer messages.
- Development of a modern website: Am lucrat la o platformă digitală nouă care să asigure mai multă coerență, dar și să reflecte mai bine valorile brandului și calitatea produselor. Ușor, ușor, Euromobila se prezintă ca un brand premium, capabil să țină pasul cu
- vremurile actuale.
The results
The implementation of this strategy led to a significant increase in interactions and conversions, strengthening Euromobila's market position. For example, the Black Friday campaign saw a 10% increase in sales,with a budget reduced by 30%.
buget redus cu 30%.
The implementation of this strategy led to a significant increase in interactions and conversions, strengthening Euromobila's market position. For example, the Black Friday campaign saw a 10% increase in sales,with a budget reduced by 30%.
buget redus cu 30%.