A store group had dropped its monthly mailed furniture marketing insert in favor of utilizing online and in-store ads and experienced a drop in store traffic. They wanted to test whether it would make sense to add inserts back to their marketing mix to attract new customers and increase sales.
“Because furniture is a considered purchase and is all based on properly timing a consumer’s needs, the client believed increasing frequency to 2x/month was critical to activate consumers and increase store traffic,” Mspark National Account Director Steve Franks said.
The client partnered with Mspark to conduct a test of 41 stores, adding the mid-month printed insert to its advertising mix. Throughout the campaign period in 2023, we measured response rate, total customers, and increase in sales compared to the previous year and to 2019 (pre-COVID).
The test group of 41 stores utilizing the monthly mailed furniture marketing insert out-performed the control group by 13% over 2022 and by 115% compared to 2019, generating $2.9 million in sales and adding 1,730 new customers. View the full case study below.
Key Takeaways From This Successful Furniture Marketing Test:
No. 1 – Accurate, efficient targeting increases results. By using the client’s customer list and data analysis, we were able to identify the most likely customers to target with mailings for the 41 stores in the test. Learn more about how targeting works.
No. 2 – Direct mail activates consumers.
- 64% of consumers surveyed said direct mail has inspired them to take-action, such as visiting a website or a physical store.1
- 27% of consumers visited a retail location to see a product in person after receiving direct mail. 1
No. 3 – Coordinated exposure influences purchases. Consumers are likely to make a purchase after receiving both print and digital advertising from a brand, with Gen Z being the most likely.2
No. 4 – Furniture stores historically have relied on newspapers for insert distribution within their target markets. As newspaper coverage continues to shrink across the country, Mspark’s mail solutions offer a more effective way for furniture marketing campaigns to reach consumers in these markets.
152 Newspapers have closed since start of 2023. Over 480 Newspapers have stopped circulation since 2019. Mspark can reach every one of these closed newspaper markets with solo mail and digital solutions.
Learn more about Mspark’s print and digital integrated advertising solutions. Click “get started” below to connect with an expert to plan your furniture marketing strategy.
Sources: Porch/LOB 20231; USPS Mail Moments 20232