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How can furniture stores adapt as foot traffic declines? Donble Mattress is doing it this way.

Release date:

2025-09-30 15:44

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In recent years, the home furnishings market has shifted from the "incremental growth era" of real estate to the "stock-era," making the longstanding challenge for traditional furniture malls—where sales staff outnumber customers—increasingly pronounced. Amid this industry transformation, Donble Mattress, a 32-year-old local brand from Dongguan, has forged a path to breakthrough by revitalizing its stores, upgrading its services, and embracing digital operations to drive customer traffic and sustain growth.

Most furniture stores still adhere to traditional display strategies, and in this kind of retail environment, customers often find it hard to feel motivated to browse. Donble Mattress, however, has moved away from the conventional "shelf-based" display model by completely renovating and upgrading its stores into immersive lifestyle experience spaces. The new stores feature a soothing palette of milky coffee and natural wood tones, complemented by matching home furnishings and decor—creating a warm, home-like ambiance that allows customers to fully appreciate how products look and work together in real-life settings.

Donble Mattress has even added beverage bars and leisure areas to select stores, offering free freshly made handcrafted lemon tea, freshly ground coffee, and homemade pastries. They’ve also equipped these spaces with dedicated kids’ leisure zones and childcare services. This "tour-like" shopping experience effectively softens the commercial vibe, encouraging customers to stay an average of over an hour—up from the previous 30 minutes—and, as a result, significantly boosting conversion rates.

Digital transformation is another powerful tool for Donble Mattress to boost its online traffic. By leveraging a mini-program membership system, customers can instantly access event updates, engage in community interactions, and enjoy exclusive services. During the May Day holiday, Donble Mattress launched the "Zhuanzhuanle" mini-program campaign, using free giveaways to attract targeted traffic—and as a result, offline store orders surged by 30% to 50%.

Additionally, Donble Mattress is leveraging short-video platforms to vividly showcase its premium products and services to online audiences, significantly boosting brand visibility while also driving meaningful conversions of in-store foot traffic. This integrated online-and-offline approach has successfully broken through the traditional limitations on customer flow faced by conventional furniture stores and shopping malls.

From store renovations to service upgrades, Donble Mattress places user needs at the core of its strategy, deeply cultivating the local Dongguan market and focusing on delivering exceptional value right in customers' neighborhoods. This customer-centric transformation journey is precisely the key to breaking through the challenges of declining traffic and demand.

How can home furnishing malls attract foot traffic in 2025? Focus on these three key strategies.

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