It’s hard to believe spring is right around the corner, but with the weather warming up and March upon us in just a couple of days, it’s time to get ready for the start of the outdoor season.
While the on-season ensures a certain level of traffic, retailers can’t sit back and wait for it to come. So here are a few ideas to get the juices flowing as you prepare for a successful 2025.
- Up your ambience. Your store doesn’t need to be flashy and busy like Apple, but it does need to feel welcoming. People are quick to judge books by their covers, so the first impression customers get from seeing the inside of your store could be the difference between a sale and a walkout.
Put up attractive decor that complements the furniture and has an outdoor theme to help get people in the mood. Make sure to comb the store with a fine-toothed brush to ensure there aren’t any water damage marks on the ceilings, scuffs on the walls or stains on the carpet. If you’re around these things every day they may be easy to ignore, but for someone coming in they will be the first thing they see. - Make your store Instagram-friendly. Word of mouth is still the best way to get new customers, but the way it happens has changed a bit. With social media networks like Instagram proving their power, one-on-one interaction has been blown up to include potentially thousands of people. That’s why your story needs to be Instagram-worthy.
Have at least one or two areas that are perfect for pictures, with a backdrop that reflects the style and mood of the furniture in front of it. Outdoor furniture isn’t sexy, but it doesn’t have to be if you set it up in an attractive way that helps people visualize how the furniture will look in its natural environment. So even if people aren’t in your store yet, if they see how it looks on Instagram, it could make them want to come in and see it themselves.
- Pop up your shop. Pop-up shops are all the rage these days, and who says furniture retailers can’t get in on the action? Think about this: a pop-up shop in a mall that has one outdoor furniture set and a fabric stand. Passersby can come over and see how performance fabric repels water and doesn’t stain, or how teak furniture feels, offering them a way to interact with the product in a hands-on way.
This wouldn’t necessarily get you any sales, but it’s all about the long-term investment. It’s never bad for consumers to have outdoor furniture on their minds, and a pop-up lets them see how it’s different from indoor furniture. Plus, there’s built-in traffic if you do it in a populated place like a shopping center.
- Reward your loyal customers. The start of the outdoor season is a great time to initiate a loyalty program. This doesn’t have to be complicated — it can be as easy as giving customers a 20% discount or free pillows with a purchase of a seating set. Get creative and think of ways that customers would be able to shop in your store several times throughout the season. Carrying outdoor decor like art, birdhouses or coolers could also help build tickets.
- Seasonal promotions and sales events: Offering spring sales, promotions or limited-time discounts can attract customers looking to refresh their outdoor spaces. Hosting special events like a “Spring Kickoff Sale” with deals on popular items will encourage shoppers to visit in person. Highlighting bundled offers (i.e., buy a patio set and get a free umbrella) can also entice buyers to make a trip.
- Collaborations and community involvement: Partnering with local events, farmers markets or spring festivals allows retailers to engage with the community while promoting their furniture and brand. Sponsorships or pop-up displays at these events, coupled with offers like a “free consultation” or a special event-only discount, can drive awareness and traffic to the store. Additionally, engaging in social media collaborations with local influencers or running a “spring refresh giveaway” can increase interest and foot traffic.
By combining these efforts with targeted advertising and customer outreach, outdoor furniture retailers can effectively attract shoppers to their physical locations.
