Why Mobile is Critical to Furniture and Mattress Marketing Success


Mobile devices have become a basic and important part of our everyday lives. Research shows that the average American spends 500 hours annually using their mobile device. By 2019, it’s expected that 72% of all marketing dollars will be spent on mobile advertising. In addition, mobile-friendly websites rank higher in search results. Mobile search for furniture and mattresses is no different.

Did you know that mobile accounts for nearly 60% of searches for furniture? Across all demographics, shoppers are doing their research on the go, then buying at local stores.

In this post, we’ll explore why mobile is critical for furniture and mattress marketing and provide some tips on how to reach Chicago customers on their mobile devices.

Furniture and Mattress Search Happens on Mobile

For many shoppers, their smartphone is their go-to advisor. Consumers use their mobile device to get ideas, compare prices, and make decisions. It saves them time by not only allowing them to see what’s in stock but also find information about delivery options and read customer reviews. In addition to mobile search, consumers also turn to social media, particularly image-heavy platforms such as Pinterest and Instagram, for design inspiration, information on the latest trends, and referrals from friends.

While some shoppers make their furniture and mattress purchases online, many consumers use their online browsing to compare styles and prices before going to a local store to purchase the item. They narrow their options before deciding which stores to visit. For millennial shoppers, in particular, 47% shop online but buy at a brick-and-mortar store, and they expect a seamless online to in-store experience.

However, online sales of furniture and mattresses are significant. The online mattress business has topped $1.5 billion in sales, with consumers warming to the idea of “buying without trying” and taking delivery of a mattress packaged into a box.

4 Tips to Reach Chicago Furniture and Mattress Customers through Mobile Search

With this understanding of consumer shopping trends, here are four things Chicago furniture and mattress stores can do to improve their mobile marketing plan:

  1. Make sure you have a mobile-friendly website. Most websites will load on a smartphone, but that doesn’t mean they’re easy to navigate and all content appears as it should. Ensure that your website uses responsive design that offers a seamless experience across devices.

  2. Drive website traffic with PPC advertising. Consider using PPC (pay-per-click) ads to bring visitors to your website. Your ads will show up when people enter relevant queries—like Chicago sectional sofas—and you only pay when your ads are clicked.

  3. Get shoppers’ attention on social media. With Facebook, Twitter, Instagram, YouTube and other highly visual social platforms comes opportunities for furniture and mattress businesses to get creative, showcase products and promotions, host contests and giveaways, share tips and DIY how-tos, and much more.

  4. Monitor online reviews. Many shoppers regularly consult online reviews. It’s important to pay attention to reviews of your business to gain an understanding of what’s working well and what aspects of your online presence need improvement.

It’s a mobile world, and Chicago mattress and furniture stores can’t ignore the importance of mobile-friendliness. Consumers are using their phones to do their research, and if they’re not finding you, they’re finding your competitors. If they are finding you and your website isn’t easy to navigate from their smartphones, they probably won’t stick around very long.

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