While many businesses have been hit hard by Coronavirus-related economic impacts, some industries are outperforming their previous years. There has been an increase in spending on home goods and furniture as a result of shelter-in-place orders keeping people in their homes. Although many furniture retailers had to close their stores during the pandemic, some saw an increase in online orders. Some retailers began offering delivery or curbside pickup while stores remained closed to customers. Other retailers have responded to the closure of stores by introducing online showrooms.

Wayfair is one well-known retailer that saw record growth during COVID-19: “We experienced unprecedented demand,” CEO Niraj Shah said in a statement, “and saw record numbers of new and repeat customers choose Wayfair.” The number of active customers in the company’s direct retail business jumped 46% from last year to 26 million.

Read on to learn more about how your furniture brand can win in the age of COVID-19 with direct mail, and download our infographic to help inform your marketing strategy.

Frequency and Consistency: The Right Media Mix Drives Action with Furniture Shoppers

Whether they’re buying a piece of furniture or an entire room, furniture shopping is a slow cycle, and a research purchase often not made overnight. Looking at the trends, furniture store sales are fairly consistent with limited fluctuation in sales from month to month. The US Department of Commerce reports that in 2019, the percentage of furniture store sales per quarter were consistent:

  • Q1 2019: 22.87%
  • Q2 2019: 24.59%
  • Q3 2019: 25.57%
  • Q4 2019: 26.97%

Connecting with consumers intending to purchase throughout the year and making sure your brand is top of mind are key to a furniture retailers success, and print is proven to help do just that. In fact, while TV and Online advertising show limited returns after 4 exposures, print continues to improve across many segments including purchase intent.

In a multi-channel world, integrated approaches that include multiple media touchpoints to reach consumers drive response. Anchoring your media mix with print will provide the highest increase in purchase intent.

  • 91% say offers, deals, and promotions have importance in selecting a furniture retailer
  • 60% of consumers are more likely to make a purchase after seeing an ad in offline and online
  • 69% of purchase influence is driven by print and digital media
  • Print alone or combined with other vehicles drives the highest purchase intent.

Drive Traffic and Sales With Direct Mail

Shared direct mail is a cost-effective, strategic way to target your best customers and put your message in their hands, at home, in their mailbox. It provides your customers with a tangible reminder of the action you want them to take.

Adding direct mail to your media mix increases ad awareness and purchase intent. It allows you to stay top of mind with consumers while blunting competitors, reinforcing awareness developed online and driving the next action step of traffic to your website or store.

By partnering with Mspark, you leverage direct mail experts who are familiar with your unique business needs. We offer full service: data analytics, design, print, postage, delivery, and reporting, as well as a variety of products to fit your budget and goals. Download our infographic to inspire your planning and see a furniture retailer’s success story. Reach out to discuss your goals and strategy today!

Sources: Prosper Insights & Analytics, Media Influence On General Purchases, Ashley Shoppers, Jan 2020, Print Campaign Analysis (Kantar Millward Brown Digital), Valassis Purse String Survey, June 2018, Foxbusiness.com

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