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The average furniture sale involves seven separate interactions with the consumer, according to department store retailer John Lewis.


Among the findings from its third annual Retail Report, John Lewis discovered that—apart from computers—furniture goods required more points of contact with customers than any other product group.


Examining the average number of interactions per journey by merchandise category, resulted in an average of seven to sell and deliver a piece of furniture.


This comprised store visits, pre-purchase research at both its own website and those of other retailers, as well delivery and post sale.

Though seven was the average number of interactions, 19 per cent of furniture purchases involved over ten points of contact with the consumer, John Lewis found.


Men’s clothing resulted in the fewest average interactions per sale, followed by beauty, women’s clothes and women’s shoes.