The furniture industry is extremely unique as while its distribution processes might be similar to other distribution industries, each product is custom-made. And this makes implementing eCommerce for furniture manufacturers extremely challenging. The manufacturers also need to make sure that there is no channel conflict. And their retailers are comfortable with their intention of going DTC and eCommerce. If communicated properly, the eCommerce efforts not only help in getting more business, it might increase the loyalty of their channels as they will be getting more business through OEMs’ eCommerce efforts.
In today's episode, our guest, Robert Giovannini, shares his insights into the eCommerce nuances for furniture manufacturers. He also discusses the cyclical nature of eCommerce processes for furniture manufacturers where the OEMs might generate the lead for retailers, but once they book the order, the transaction might need to come back to the manufacturer for fulfillment. Finally, he discusses other issues with eCommerce such as ADA compliance and how eCommerce brands might get penalized if their website might not be compliant with ADA regulations.
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