I often get asked if furniture retailers should show prices on their websites.  While most online consumers want and expect to see prices, showing them poses clear risks and challenges for retailers.  Ultimately, this is a strategic decision and it is important to understand the implications.

SHORT TERM VS. LONG TERM
Let me begin with the assertion that most brick and mortar furniture stores will be better off in the short term with websites that focus more on helping people conduct research than on making online purchases.  This may not be true for pure dot com retailers, for small ticket and easy to ship items, for mattresses and other item type purchases, or for exclusive items that a customer cannot find elsewhere.

Eventually, showing prices on furniture websites will become necessary.  Since so fe...Read More