Analysis of Digital Marketing Strategies in the Premium Furniture Market during the COVID-19 Era

This thesis explores the adaptation of companies in the premium furniture market to the changes brought about by the COVID-19 pandemic. The furniture market has become one of the few to show positive growth in this difficult period of time due to the increased demand of people constrained to spend much of their working and free time at home. In many ways it became possible thanks to e-commerce which turned out to be the best solutions for furniture manufacturers and retailers. Nevertheless, the luxury segment of the market couldn’t go easily online due to the characteristics and prices of their goods, as well as complex customers’ decision-making process. This contrast between increasing demand and decreasing channels of sales and interaction with customers, whose journey has drastically changed, arouses research interest. The study investigates the correlation between the pandemic and the digital transformation of the industry, aiming to understand how companies navigated the challenges and capitalized on the opportunities presented by the shifting landscape. A comparative analysis of digital marketing strategies in the premium furniture market between 2020 and 2022 is conducted through a case study method. Three companies, Natuzzi, Roche Bobois, and Molteni & C, are examined to understand their approaches, outcomes, and limitations. Despite using some common tools the brands within the industry have opted for different approaches, obtaining different results. While strategic and coherent adaptation of digital tools of communication with the audiences brings numerous advantages and positively influences overall performance, the commitment to more traditional strategies with limited digitalization also gives stable positive outcomes. The study reveals that implementation of innovative approaches in response to emergencies might be less efficient than optimizing existing business processes. Moreover, the analysis demonstrates that restrictions imposed due to the COVID-19 did not have dramatic impact on industry’s digitalization evidencing its gradual evolution in the post pandemic period.