Abstract
The 'home sweet home' is back. From now on, the house will be perceived as a protective bubble which opens to the external world, and is also as a place where each one develops their personal activities.
The consumers have an increasingly large choice, in the extremely vast options of price, quality, styles and services. To furnish its interiors is an act of strong personalization. It's a field where "the emotional" bond is strong and where the rational mind doesn't have its place, except perhaps in the allocated budgets.
In a morose context, where the retreat of the market of the piece of furniture is combined with the deceleration of the purchasing power, the signs must play on the levers of the personalized communication and marketing. They are adapted to each type of consumer, by taking into account the evolution of their behaviors and their ways of life.
