How to Advertise Your Furniture Store In The Modern Age
The furniture industry is shifting. Like many other businesses, they need to pivot their marketing approach to engage new audiences and embrace new ways to shop. Many consumers love looking at furniture, whether in stores or online, even when they aren’t ready to make a purchase. Furniture marketing depends on making a lasting impression so that your brand is top of mind when it’s time to buy.
The key is creating brand awareness and access. Adopting a multi-channel approach allows you to reach your target customer where they live, work, and play. It gives businesses the flexibility and creativity to attract and engage their target customers. By observing some best practices for furniture store advertising using various channels, you can reach new levels of marketing effectiveness.
Advertise To Who Your Customers Are
To effectively reach your target customer, you first have to learn who they are. If you are advertising budget furniture, you’ll want to appeal to a different consumer group than you would for high-end furniture. For instance, Rooms To Go has been very successful by targeting those who don’t have the budget to hire a design consultant but want a coordinated look at a more accessible price point. On the other end of the spectrum, Arhaus focuses on a high net worth market willing to pay for artisan-made, one-of-a-kind pieces.
An important factor in designing an effective market strategy is identifying your target customer. You can accomplish this through target persona development that represents a profile of your ideal consumer. As your target personas emerge, you can map the customer journey to craft your marketing message more effectively for the most impact at every touchpoint with your brand. By understanding how your target persona becomes aware of your brand, such as through social media, a radio spot, or a website, and how they interact with it through all the steps to make their decision, you can fine-tune your advertising to each channel.
Use a Combined Approach
Most consumers research a product before making a purchase. That means making your store digitally accessible. A strong online presence is imperative for attracting your potential customer. A strong online presence starts with having a visually pleasing, responsive website to give shoppers a sense of who you are as a brand and what you offer. By providing the opportunity to browse online, you can create interest and encourage them to visit your brick-and-mortar store.
While a strong online presence is critical, you can’t forget about traditional advertising. Remember, increasing your brand awareness keeps your brand top of mind, so your potential customers will come to you first when deciding to shop for furniture. A radio jingle is a great way to make your brand memorable, such as the iconic “Nationwide is on your side.” It has the highest recall numbers in one survey, a critical component for driving traffic to the company’s website.
Focus On Increasing Customer Loyalty
Another vital component for driving growth and ensuring repeat sales is customer loyalty. Customer service is particularly crucial for creating loyalty with furniture shopping because it is typically a large investment, and customers will have their furniture for a long time. Repeat customers not only spend more on average than a new customer but have a much higher conversion rate. There are several ways that you can inspire customer loyalty, including customer loyalty programs, encouraging customer feedback, providing an excellent customer experience, and allowing customers to set up accounts where they can save favorites, refer to past purchases, or save payment options to expedite future purchases.
Referral programs are also an excellent way to create customer loyalty. Like a loyalty program, setting up a referral program with customers, property managers, or real estate agents benefits the referral partner when referring friends or clients to your store. A referral program not only keeps your existing customers coming back but also attracts new customers. People feel more confident about a brand when a trusted source recommends it.
Surpass Your Sales Goals by Shifting Your Furniture Marketing Approach
If we learned anything in the past couple of years, it’s that businesses need a multi-channel approach to sales and marketing. It allows you more creative freedom to reach your target audience where they spend their time and gives you more opportunities to create a lasting impression. Since furniture purchases require a more significant investment, many customers want to research their options and consider them before purchasing. Keeping your brand top of mind for the customers ensures they come back when they are ready to buy furniture.
Utilizing best practices for furniture store advertising means understanding who you are trying to reach and finding the best ways to give them the information that will influence their decisions. Once you have a customer, maintain a focus on customer loyalty to retain and expand your customer base. Keeping a highly visible online presence makes your brand accessible to a larger audience. That includes interacting with your customers on social media, encouraging customer reviews, and making a responsive, engaging website that allows them to get more information about your brand and products.
It is important to remember that furniture sales still rely on traditional advertising. Used along with a digital presence, traditional advertising like radio jingles or advertising can go a long way to increasing brand recognition and recall. Finally, it can also direct traffic to your website to help customers research you in advance to increase sales.