More shoppers have no preferred furniture store than those who expressed a preference1, a furniture marketing opportunity for retailers to create preference and acquire new customers!
Engage furniture shoppers who do not have a preferred furniture store and create preference with relevant messaging and personalized offers. Learn how integrated furniture marketing campaigns can increase engagement and response to help you acquire new customers with these 6 tips.
No. 1: Know Your Audience
Understanding who today’s furniture shopper is and identifying your target audience is the cornerstone of a successful marketing campaign.
- 51% are women
- 52% own their own home
- 66% ages 25-54
- 40% are married
- 38% have a bachelor’s degree
- $66,609 is the average household income1
No. 2: Leverage the Most Effective Media
Engage your target audience through the most responsive media channels. Furniture shoppers respond to advertising across print and digital channels.2
No. 3: Activate Consumers with Relevant Offers
Did you know?
Price is the most important factor for shoppers choosing a furniture store, followed by selection and quality.1
Engage these shoppers with attractive offers and competitive pricing to earn their business.
- 65% of consumers surveyed said an offer or promotion caught their attention and led them to open and read marketing mail.3
- 68% are more likely to engage with a message/communication from brands personalized to them. 3
- 78% of consumers are more likely to read marketing mail from a brand if it includes an offer or promotion. 3
About Gen Z… the notoriously online generation is NOT shopping furniture ONLINE.
61% of Gen Z adults are more likely to shop in-store than online.4
Gen Z Furniture Shoppers in this Economy:
- 90% Have changed the way they shop4
- 56% Are seeking deals and discounts and checking prices more than before4
- 50% Are following a stricter budget4
- 40% Are more confident in purchases made in-store4
Engage furniture shoppers wherever they are in the purchase process to acquire new customers.
No. 4: Build Awareness with OTT/CTV Broad and Digital Pre-roll.
OTT/CTV
- Broad Targeting (Age, Gender, Income)
- Granular Targeting (based on Behavioral, Demographic, & Geographic data)
- Device Neutral, can be viewed on a variety of devices including SmartTVs, mobile apps & desktop/laptops
- Measurement & Attribution: 98% Video Completion Rate; Online & Offline Conversion Tracking
Pre-roll video
- 91% of consumers want to see more online video content from brands.5
- Increases brand awareness, ad recall & purchase consideration
- Highly targeted at the household level
- Average of 65%-75% video completion rate
Learn more about OTT/CTV and pre-roll video.
No. 5: Increase Acquisition with Email
- Individual targeting options at the household level
- 80% household penetration
- Adding email to direct mail creates a 30% lift over single channel campaigns6
No. 6: Activate with Postcards and Quick Connect Trigger-based Postcards
Mspark’s First-of-Month shared mail offerings combine several advertisements into one mail package with each advertiser sharing the postage cost to lower the overall investment.
- By consolidating your circular marketing efforts into a single First-of-Month campaign, you can optimize your budget and maximize your impact.
- Our packets arrive just in time to impact the first of each month strong sales opportunities. Learn more about our mailbox solutions.
Print Empowers Digital
Expand reach and frequency by adding Boost digital display ads to your targeted mail campaign.
Did you know?
Digital advertising + mail can increase response rates up to 450% and increase conversion rates up to 28%.7
- 64% of consumers say direct mail has inspired them to take action such as visiting a website or physical location to making a purchase.
- Across all age groups, Gen Z is the most likely to go online for more information after receiving mail advertising.
See how other furniture marketers have increased sales and acquired new customers in our case studies. Click “get started” below to connect with an expert to discuss your marketing goals.
Sources: Prosper 20241; AdMall 20242; LOB State of Direct Mail Consumer Insights 20233; Furniture Today / Wakefield Research, Oct. 20234; kantar.com, January 20245; IWCO6; US Modern Postcard, Direct Mail Statistics 20237