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Steve Jobs once boiled branding down to one word: Trust.
It might sound like a simple concept, but in the furniture industry, it can mean the difference between a “maybe someday” and an immediate “add to cart”. The big question is: how do you build that kind of trust, especially when you’re a smaller furniture brand competing with massive furniture retailers? Keep reading to find out.6 Trust-building Tactics for Better Furniture Store Marketing
Let’s walk through 6 strategies that’ll help you build the credibility you need to get customers on your side, and fast—with tips taken from the nation’s largest furniture retailers.
1
Make Your Brand Instantly Recognizable Everywhere
When every customer interaction—from your website layout to your social media captions—feels like a cohesive conversation, trust blossoms naturally.
Crate & Barrel are a prime example. They’ve got a distinctive, modern look and feel that show up in every part of their business: sleek fonts, clean white backgrounds, and well-lit product images. Whether you’re browsing their catalog, Instagram feed, or walking through a store, you know exactly who you’re dealing with.Pick a Core Theme
What’s your identity—sustainability, artisan craftsmanship, or innovative design? Choose one or two attributes that define who you are, and make them the star of the show in your marketing efforts.Unify Your Visuals
Stick to the same color palette, font style, and images across social posts, packaging, email campaigns, or online marketing banners. Consistency reassures customers that you’re a stable, trustworthy operation.Tone of Voice
There’s a lot of AI generated content out there these days, and using this kind of generic content can make you come across as inauthentic. Let your brand personality shine in your product descriptions, email marketing messages, and customer support replies.2
Banish Buyer Doubt with a Memorable Shopping Experience
When your online shopping experience or showroom flow is so smooth that people almost forget they’re shopping, you’re well on your way to building the trust they need to click “buy now”.
Take Wayfair as an example. This furniture brand is known for making online shopping simple and immersive. They’ve rolled out augmented reality (AR) tools that let you see exactly how a sofa or coffee table might look in your space. They also run scroll-stopping furniture marketing campaigns featuring curated style guides, making it effortless for shoppers to piece together an entire room. On the in-person side, IKEA’s showrooms paint a complete picture of how items fit together.Online Shopping Experiences
Start with a user-friendly and accessible website that showcases beautiful, crystal-clear product images, including different angles or short video marketing clips. If you make rustic wood furniture, emphasize the beauty of its natural grain or craftsmanship with close-up shots. Even basic AR or “see it in your room” features can help you capture customers early, especially if they’re easy to use and don’t slow the shopping process.Offline Shopping Experiences
If you run or partner with a furniture store, style mini “rooms” that help people envision how everything looks together. These staged vignettes don’t need to be huge—just enough to spark a customer’s imagination.3
Prove You Know Your Stuff (and Earn Their Loyalty)
When you’re known as the furniture expert who answers questions openly and honestly, you eliminate doubts and make it easier for people to do business with you.
West Elm is a fantastic role model for this one. They often write about helpful topics like design trends, eco-friendly materials, and fresh ways to style a room. By offering free guidance, they position themselves as a reliable authority, not just another furniture seller. Whether you’re browsing their catalog, Instagram feed, or walking through a store, you know exactly who you’re dealing with.Create Useful Content
Blog posts on caring for wood finishes, quick video marketing clips on assembling tricky items, or social media stories featuring styling hacks all give potential buyers something they can use—before they even buy.Highlight Your Expertise
If your furniture business uses a special joinery technique or is deeply committed to sustainable lumber sourcing, talk about it. Show potential customers (and furniture retailers who might carry your line) that you’re passionate about quality.Send Email “Deep Dives”
Short on time? Consider sending monthly email campaigns packed with tips or behind-the-scenes glimpses of your workshop. People who open them learn something new and grow more attached to your furniture brand.4
Get Social: Let Influencers Tell Your Story
When your followers see real people—whether they’re influencers or other customers—loving your pieces, they start to believe they could love them too.
Look at Ashley Furniture. This brand uses platforms like Instagram and Pinterest to spark design inspiration. Sometimes they team up with influencers who show off Ashley products in real homes, tapping into their own fan bases. This approach not only increases online sales but also makes viewers feel like they’re hearing from a friend rather than a company.Partner Up
Seek out influencers or micro-influencers who align with your brand. If you specialize in modern minimalism, find creators who already love that look. If your niche advertisements cater to a farmhouse aesthetic, connect with people who adore rustic wood furniture.Use Customer Images
Encourage customers to tag you in their décor photos. This kind of organic content is proof positive that real people enjoy your products.Try Short-Form Videos
Hop on Instagram Reels or TikTok to share assembly tips, product demos, or behind-the-scenes footage. It’s a lighthearted way to humanize your furniture brand while sneaking in valuable insights about your pieces.5
Keep the Conversation Going (Even After Checkout)
When your customers feel valued after they leave the checkout page, they’re far more likely to become repeat buyers—and to tell their circle about you.
Crate & Barrel know how to keep their name on customers’ minds with thoughtful follow-up emails and store event invitations. They also offer exclusive discounts, early sale notifications, and personalized product suggestions based on past purchases.Offer Small Rewards
A “thanks for your purchase” discount code or a heads-up about an upcoming collection launch can encourage customers to return.Personalize Communication
If someone bought a large dining table, consider sending them tips for table care or décor ideas for family gatherings. Gestures like these show that you’re not just trying to sell furniture—you genuinely care about their overall experience.Collect Feedback
Ask for reviews or images of your furniture in customers’ homes. These can become powerful social proof in future furniture marketing campaigns.6
Encourage Repeat Shopping with a Loyalty Program
A well-structured loyalty program is like a friendly nudge, reminding people they have good reasons to come back.
West Elm’s rewards program delivers perks like sale previews and store credit opportunities. They also show love to interior designers with special discounts, creating a clear path for profitable furniture sales.Give Referral Benefits
Reward both existing customers and new customers alike when someone refers a friend. Even a small discount or free shipping can mean a lot.Offer Tiered Programs
If you notice certain furniture sellers or individual buyers who shop often, consider adding layers of rewards—like a bump in discount or early access to new furniture you’re testing.Automate with Digital Marketing Tools
Use platforms that send automated reminders of how close a shopper is to their next reward. This can keep them engaged with your furniture store—instead of wandering off to the competition.Your next step…
Need Marketing That Makes You a Trusted Furniture Brand? Talk to Perk Brands
You can have all the furniture marketing ideas in the world, but if potential buyers don’t see you as a brand they can trust, you’ve already lost them.
Trust holds everything together—from your social posts and video marketing to those in-person store visits. When furniture brands earn that trust, it shortens the sales cycle, lowers marketing costs, and leads to more consistent revenue.
Need expert help earning customer buy-in? We specialize in digital marketing for furniture and home product manufacturing brands. Book a no-cost, no-obligation call with our team to talk about your goals, challenges, and where we can support you.