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In the era of market stockpiles, how furniture retailers are breaking through the "traffic dilemma"

Release date:

2025-07-28 16:40

Source:

https://www.donbao.com.cn/

After the furniture market entered the "stock era," competition among businesses has intensified dramatically. How to break through the "traffic dilemma" and boost "traffic conversion" has become a critical challenge for numerous furniture retailers, mattress distributors, and agents. Donble Mattress, a 32-year-old local brand from Dongguan, has not only succeeded in converting online traffic into offline sales through store renovations and a series of innovative initiatives—but has also provided valuable, replicable insights for the broader mattress industry.

Donble Mattress's flagship store has moved away from the traditional big-box retail model, adopting a design philosophy centered on "boutique-style sophistication" and "scene-based experiences," leading to a complete overhaul of its store layout. Stepping into the Dongbao branch, customers are immediately captivated by the store's "cream-inspired" decor—featuring a harmonious blend of milky white and natural wood tones. Inside, glass partitions subtly divide the space into intimate, standalone areas, complemented by plush mattresses, sleek leather beds, and exquisite bedding sets, all coming together to create a warm and inviting bedroom atmosphere. This "scene-based" spatial design virtually transports shoppers into the comfort of their own personal retreats.

More importantly, Donble Mattress has introduced beverage bars and casual lounges in select stores, allowing customers who’ve been out shopping to step in and enjoy free samples of lemon tea, coffee, and freshly prepared snacks. Kids accompanying their parents can even play freely inside the store. This "shop-and-savor" environment helps customers make purchasing decisions with ease and comfort. Data shows that after the renovations, Donble’s Dongbao store has seen a significant increase in customer foot traffic, with average visit durations extending from 30 minutes to over an hour—and conversion rates have also improved markedly.

Digital transformation is another key strategy for Donble Mattress to drive online traffic. Through its mini-program membership system, customers can instantly access event updates, engage in community interactions, and enjoy exclusive services. During the May Day holiday, the company launched the "Zhuanshuangle" mini-program campaign, which attracted highly targeted customers by offering free prize draws—resulting in a stunning 30% surge in orders during the promotion period.

Additionally, Donble Mattress is leveraging short-video platforms to showcase its premium products and services to online audiences, not only boosting brand visibility but also driving offline store traffic by converting online engagement into in-store visits. This integrated online-and-offline approach ensures that customer flow isn’t confined to traditional furniture showrooms or shopping mall footfall anymore.

Mattresses are inherently products that rely heavily on the customer experience—especially in today’s stock-based market, where mattress companies need to accelerate their pace of transformation and innovation even more. Donble Mattress has carved out its own new blue ocean in the market by redefining product scenarios, pioneering service innovations, and driving digital transformation. At the same time, it has provided valuable insights and lessons for numerous mattress distributors and home furnishing retailers alike.

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