Digital for furniture makers: the customer journey from the first measurement request to installation and a review.
A custom kitchen or walk-in closet is chosen over weeks: people browse work on Instagram, compare quotes from three or four workshops and decide after the measurement and a 3D design. We build a system for this long cycle: a website with a portfolio and calculator, ads with real projects, a CRM that tracks every measurement and every order in production, and SEO for queries like “custom kitchens Almaty”.
Six areas of work for a furniture business.
Portfolio by furniture type, calculator and quiz, measurement booking, Kaspi Red instalments, two languages.
from ₸300,000Mobile appFor measurers and installers: route, dimensions and photos, sign-off forms; order status for customers. iOS, Android or PWA.
from ₸2,500,000CRM & automationRequests from all channels, measurement schedule, production stages, prepayment and Kaspi Red, designer partners, reports.
from ₸350,000SEOPages for furniture types, districts and complexes, portfolio, 2GIS and Google maps, Kazakh version. Results in 4–6 months.
from ₸200,000/moTargeted adsInstagram and TikTok with real work and installations, quizzes, geo by new-builds, measurement requests in the CRM, cost per contract in reports.
from ₸150,000/moSearch adsGoogle Ads and Яндекс Директ for queries with price and city, quiz landing pages, negative keywords, call tracking.
from ₸150,000/moCustom furniture is an expensive purchase with a long decision. In our experience and based on market data, a kitchen in Almaty costs anywhere from a few hundred thousand to several million tenge, and the customer first collects options: browses portfolios, asks the price per running metre, compares materials — chipboard, foil-wrapped or painted MDF, Blum and Hettich hardware. Without a clear price guide and real photos of finished work, they will not even request a measurement.
Then comes a cycle that lasts from two weeks to two months: measurement, design project, quote, contract with prepayment, production, delivery and installation. At each step the customer can leave for a competitor, and the company can miss deadlines. That is why requests and production need to live in one system, not in a manager's chats.
Below is what we do for furniture makers and showrooms: a separate page for each area with features, integrations and prices.
What furniture companies come to us with.
- Requests pour into Instagram Direct and WhatsApp, the manager promises to call back after calculating — and half the customers never get to the measurement.
- Measurers drive around the city without a schedule or route, customers wait a week for a visit and order from whoever came first.
- The website and Instagram say “price on request”: the customer cannot tell whether you are in their range and messages five workshops at once, picking the lowest quote.
- Ads bring “how much is a kitchen” questions instead of measurement requests: no quiz, no price guide, no clear next step.
- Production deadlines slip, the customer finds out on their own and leaves a negative review on 2GIS — when a timely status update would have been enough.
- Interior designers bring orders but nobody tracks them: it is unclear which partners bring money and how much they are owed.
What matters specifically in Kazakhstan.
- Kaspi Red — instalments for kitchens and wardrobes are one of the main arguments when choosing a workshop; instalment terms and prepayment via Kaspi Pay should be visible on the website and in ads.
- 2GIS — customers check the showroom or workshop listing for the address, sample photos and reviews; replies to reviews and up-to-date photos of work influence the choice as much as the website.
- Instagram — the industry's main showcase: portfolio, Reels of installations, 3D renders next to photos of the finished kitchen. Most first enquiries start here.
- New-builds — handovers of residential complexes in Almaty, Astana and Shymkent create waves of demand by district; ads and landing pages are easy to tie to specific complexes and their move-in dates.
- Two languages — website, quizzes and ads in Russian and Kazakh: in Astana, Shymkent and the regions a noticeable share of searches is in Kazakh.
- Contract and warranty — production time, prepayment, warranty and the complaints procedure under consumer protection law should be set out in the contract and clearly explained on the website.
Count contracts, not requests.
Custom furniture has a long funnel: enquiry → measurement → design project → quote → contract. In our experience and based on market data, 30–60 % of enquiries reach the measurement, and 30–50 % of measurements turn into contracts. If you only look at cost per lead in the ad account, it is easy to switch off the campaign that brings the most expensive kitchens.
That is why we connect ads, website and CRM from the start: every deal has a source, a contract amount and a stage. After a month or two you can see what a measurement and a contract cost for each channel — Instagram, Google, 2GIS, designer partners — and where to move the budget. With an average kitchen ticket in the hundreds of thousands or millions of tenge, even one or two extra contracts a month pay for the CRM and analytics.
The order that pays back fastest.
- A CRM with stages from request to installation — first we stop losing existing requests and missing deadlines.
- A website or landing page with a portfolio and calculator — so ads lead to a page where people can estimate the price and book a measurement.
- Targeted ads on Instagram and TikTok with real work and a quiz — first measurement requests in 1–2 weeks.
- Search ads in Google Ads and Яндекс Директ for “custom kitchens”, “sliding wardrobe price” — hot demand.
- SEO — pages for furniture types, districts and residential complexes; slow but the cheapest flow, results in 4–6 months.
Questions from furniture makers.
How much does a website for a furniture maker cost?
A landing page for one furniture type (kitchens or sliding wardrobes) with a quiz is ₸250,000–400,000; a website with a portfolio, calculator and two languages is ₸600,000–1,200,000. Details on the website for furniture makers page.
What works better for furniture: social ads or search ads?
Instagram and TikTok ads sell visually — finished work, installations, 3D projects — and create demand among new homeowners. Search ads catch people already looking for “custom kitchens Almaty”. We usually start with social ads and a quiz, then add search for kitchens and closets; management from ₸150,000 per month per platform, budget separate.
Why a CRM if orders are kept in 1C or Базис-Мебельщик?
1C and design software handle quotes, cutting and materials, but not sales: who enquired, when the measurement is, who received a design and why they have not signed. A CRM covers that part and hands the signed order over to production.
Can we show prices if every kitchen is calculated individually?
You can and should — as a guide: a starting price per running metre by front type, or a calculator with a range. The customer understands their level and books a measurement, and you give the exact quote after the design.
Does a furniture maker need a mobile app?
A customer app is usually not needed. More useful is an app for measurers and installers: route, photos and dimensions on site, sign-off forms. More on the app for furniture makers page.
Other industries
Making custom furniture? Describe the task — we will tell you where to start and what it costs.
Tell us what you produce, how many measurers and managers you have, where orders come from now and what hurts most: requests, measurements or deadlines. We will reply with a plan and estimate within 1–2 business days.