Furniture Direct Mail Success Story

Furniture Direct Mail Success Story

Customer Objective

After a recent relocation, this furniture retailer needed to increase awareness of the new location while also promoting their annual Customer Appreciation Event to new and existing customers.

Campaign Strategy

  • Perform lifestyle analysis utilizing client provided customer data

  • Identify key geography around the new location based on lookalike customers and propensity to purchase furniture

  • Segment customers by geography to receive varied, targeted offers

Campaign Results

0%
increase in sales YOY
$0
in sales directly attributed to mail campaign
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Furniture Industry Trends

As competition heats up in the furniture industry, store and online retailers are fighting to maintain and grow their share in a mature industry. Now more than ever, it is important to elevate your brand to consumers who are weighing their spending options carefully.

Here are some more stats around furniture industry trends to inform your marketing strategy.

  • Furniture shopping is a research purchase, so staying top of mind is important. The US Department of Commerce reports that the percentage of furniture store sales per quarter were consistent in 2019: 22.27% Q1 2019; 24.59% Q2 2019; 25.57% Q3 2019, 26.97% Q4 2019.

  • During the COVID-19 pandemic, many retailers were forced to close their brick-and-mortar stores. After a steep drop in sales during April 2020, sales have continued to trend upward in the ensuing months, once again reaching their historically consistent levels.

  • In fact, 29.4% of US adults plan to purchase bedroom, dining room and/or living room furniture within the next year.

Sources: Prosper Insights & Analytics Monthly Consumer Survey December 2020, AdMall AudienceSCAN 2020

Furniture Industry Trends

As competition heats up in the furniture industry, store and online retailers are fighting to maintain and grow their share in a mature industry. Now more than ever, it is important to elevate your brand to consumers who are weighing their spending options carefully.

Here are some more stats around furniture industry trends to inform your marketing strategy.

  • Furniture shopping is a research purchase, so staying top of mind is important.

  • The US Department of Commerce reports that the percentage of furniture store sales per quarter were consistent in 2019: 22.27% Q1 2019; 24.59% Q2 2019; 25.57% Q3 2019, 26.97% Q4 2019.

  • During the covid-19 pandemic, many retailers were forced to close their brick-and-mortar stores. After a steep drop in sales during April 2020, sales have continued to trend upward in the ensuing months, once again reaching their historically consistent levels.

  • Furthermore, stabilizing homeownership rates will encourage consumers to purchase more furniture to outfit homes initially.

Source: Prosper Insights & Analytics Monthly Consumer Survey December 2020

Furniture Advertising Opportunities with Direct Mail

Ads in the mailbox offer a great way to promote awareness of your business and highlight your services and products while targeting your best potential customers.

  • 73% of furniture shoppers redeem coupons from advertising inserts, that’s 20% more than the average shopper and higher than any other coupon source (newspaper, email, company website, mobile).

  • 62% of living room future shoppers responded to an ad/coupon in the mailbox in the past 12 months. 64% usually read the ads they get in the mailbox. 31% say it’s the best for finding coupons.

  • 73% of Ashley Furniture shoppers responded to an ad or coupon in the mailbox in the past 12 months.72% usually read the ads they get in the mailbox, and 26% say it is the best source for finding coupons.

  • 69% of La-Z-Boy Furniture Galleries Customers responded to an ad/coupon in the mailbox in the past 12 months. 74% usually read the ads they get in the mailbox, and 24% usually make buying decisions based on coupons they have.

Sources: Prosper Insights & Analytics Monthly Consumer Survey January 2020. AdMall AudienceSCAN 2020

Direct Mail’s Influence on Furniture Customers

  • According to the 2018 DMA Response Rate Report, direct mail response rates come in at 9% to a house like and 5% to a prospect list. This is nearly double the response rates from 2017 and the highest response rates have been over 15 years.
  • Frequency of print drives results. While TV and Online advertising show limited returns after 4 exposures, print continues to improve across many segments including purchase intent.
  • Reinforce awareness developed online and drive the next action step of traffic to your website or store locations. 60% of consumers are more likely to make a purchase after seeing an ad offline and online.

How Do I Find My Best Furniture Customers?

Our Consumer Analytics team are highly skilled in the science of micromarketing. What does that mean? Micromarketing is another way of saying that we develop a marketing strategy in which your direct mail advertising efforts are focused on a small group of highly targeted customers. This gives your message the best chance possible to be seen by the right customers at the right time.

Sources: Print Campaign Analysis Millward Brown Digital, IPC Cross-Border E-Commerce Shopper Survey 2017

Do You Have Any Questions About How Direct Mail Can Grow Your Business?

If you have any questions about how direct mail can grow your business, we would be happy to answer them. You can call us at 877-620-6283 or select GET STARTED TODAY to fill out our form.

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