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

Consumers are opting for less expensive, ready to assemble furniture pieces. Also, independent bedding retailers are facing competition from mass merchants and department stores as well as on-line retailers. There is, however, opportunity to boost revenue by offering accessories such as mattress toppers and pillowcases.

Here are some more stats around furniture industry trends for the past year.

  • The industry is highly fragmented, with no one company controlling a commanding market share.

  • Most operators are either small, privately run businesses with fewer than four employees or nonemployers.

  • Higher disposable income will help drive some furniture purchases over the five years to 2023.

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

Source: 2019 IBISWorld, 2019 Furniture Today Study

Furniture Industry Trends

Consumers are opting for less expensive, ready to assemble furniture pieces. Also, independent bedding retailers are facing competition from mass merchants and department stores as well as on-line retailers. There is, however, opportunity to boost revenue by offering accessories such as mattress toppers and pillowcases.

  • The industry is highly fragmented, with no one company controlling a commanding market share.

  • Most operators are either small, privately run businesses with fewer than four employees or nonemployers.

  • Higher disposable income will help drive some furniture purchases over the five years to 2023.

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

Source: 2019 IBISWorld, 2019 Furniture Today Study

Furniture Advertising Opportunities in Rural America

The US furniture industry has been on a steady growth curve driven by a strong economy, with consumer spending on furniture reaching $114.2 billion in 2018, up 6.7%, according to the US Bureau of Economic Analysis (BEA). Here a few opportunities for furniture retailers to continue the upward momentum.

  • Millennials and the younger half of Generation X have emerged as the largest segment of the furniture-buying population at 22.4%

  • Millennials in the Mspark geography are 252% more likely to purchase furniture most often from a home specialty store than online

  • Consumers in the Mspark geography are 18% more likely to purchase children’s furniture

  • Consumers in our geography are also 25% more likely to purchase a recliner

Source: 2019 IBISWorld, NHCS Adult Study 2019

How Do I Find My Best Rural 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.

Direct Mail’s Influence on Furniture Customers

  • 464% of living room furniture shoppers said an ad/coupon in their mailbox led them to take action
  • 56% of survey respondents in the Mspark geography reported redeeming coupons by cutting them out of advertising inserts – this is 30% HIGHER than those who clip coupons from the newspaper
  • 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 year

Sources: DMA Response Rate Report 2018, Prosper Insights & Analytics 2019, Admall 2019

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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