In order to grow its retail footprint and strengthen channel alliances, a well-known furniture company collaborated with MarketGenics.co on a complete Dealer Assessment Study. The goal was to locate and evaluate top-performing retail furniture stores in eight key Indian cities, with the strategic goal of bringing them on board as distribution partners. This analysis provided significant insights into the retail ecosystem and influenced the brand’s expansion strategy. The study provides a complete understanding of how retailers operate and the dynamics of the furniture retail business.

Research & Business Objectives

Key Research objective: To assess top retailers of certain areas of eight cities.

Business objective: To aid the brand, with cues to sell their products in the retailer shops

Scope of the Study

The study aimed to assess retail furniture stores based on a number of critical factors that determine their potential for collaboration and product placement. It required significant primary research, which included in-person interviews and structured questionnaires with business owners, store managers, and key decision-makers.

Aspects Covered in the Study

1. Business Overview

The study looked at the organizational structure, business legacy, number of stores, and supply chain model used by retailers.

2. Product Portfolio and Category Focus

The research looked into the breadth of furniture categories sold by the stores, determining their best-selling categories and key product strengths.

3. Sales Volume and Pricing

To better understand business scalability and pricing strategy, monthly units sold, average price points, and revenue mix were all studied.

4. Material and Finish Preferences

The materials utilized in the furniture (solid wood, mixed materials, upholstery) and preferred finish tones (e.g., gloss level, colour tones) were investigated.

5. Sales segmentation and turnover

The study examined annual turnover patterns in three market segments: inexpensive, mid-range, and premium.

6. Top-selling products

Dealers were asked to name their top three performing furniture categories or SKUs, providing information about customer preferences.

Concept Evaluation of the Client’s Brand

As part of the study, the client’s brand was shown to retailers for feedback. The client’s brand was introduced to the dealers to assess initial impressions, emotional reactions, perceived credibility, originality, and buy intent.

Methodology

The study blended quantitative data collecting with qualitative insights obtained through semi-structured interviews. A uniform research framework guaranteed consistency across all eight cities (Bangalore, Hyderabad, Bhopal, Bhubaneswar, Raipur, Indore, Mangalore, Vishakhapatnam), while local subtleties were acquired through tailored probes during talks with shops.

Conclusion

This detailed analysis provided the client with a solid grasp of retail preparedness, which helped to shape their future distribution and partnering strategy. By partnering with successful retailers, focusing on best-selling categories, and tackling key market constraints, the brand is well-positioned to expand its presence in the Indian urban furniture market.

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