Revolutionizing Wood Finishes: Innovative Marketing Strategies in Architecture and Interior Design

Rising global population and income levels necessitate ever more affordable and quality housing facilities. A significant portion of the population is also moving to new places as the service sector develops, fueling the expansion of hostels, co-living spaces, guest houses, and government buildings. This trend translates into higher demand for suitable furniture options and wider range of furniture products. The objective of this paper is to firstly explore artificial intelligence (AI) for identifying innovative marketing strategies in the premium wood finish industry. Secondly, this paper presents a brief literature review on classifying influencers in marketing of excellent wood finishes. The paper follows a case study based approach to explore how an organization identifies, analyzes, and utilizes its capabilities to attract influencers and, ultimately, the end consumers. To support this research, interviews were taken with 54 architects, interior designers, contractors and color experts based in Mumbai, Pune, Delhi and Canada. Finally, this study proposes a five-step approach that any organization can follow to adopt design-first approach in the wood finish industry.