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Opening doors to a new audience

Havertys Furniture was in trouble, their sales were declining, competitors were outspending them 3 to 1, and their only point of difference was price. So we changed the story and found them a new customer target with a new point of difference: style and customization. We spoke to a new audience and the results speak for themselves.

 

Strategy

Our combination of Analytics and Connections Planning found a customer prospect who had a knack for style and design, was competitively shopping, and aligned perfectly with the products and services offered by Havertys.

By using both first party customer data and appending syndicated data, including attitudes, shopping traits and behaviors as well as media usage data we identified five customer segments, each with a focus on self-expression and style, but with differentiating approaches to accomplishing her goals.

With these segments now identified, BR developed a rigorous store-by-store optimization analysis—incorporating sales and category specific data points—identifying stores and markets with the strongest opportunity for customer acquisition—and stealing share.

Media Mix and Tactics

Paving the way to a hyperlocal approach, our media strategy specifically supported the needs of local stores and connected to each customer segment and her decision-making journey.

  • Local television was the mass channel that delivered high reach during each key promotional window.
  • Because large pieces of furniture are not likely to be purchased online, we determined that our primary digital actions needed to drive awareness and engagement—directing customers to on-site design tools as well as to Havertys web pages for design trends and advice.
  • Paid media placements incorporating behavioral and contextual targeting included display, native, SEM and paid social—all geotargeted to reach homes where we knew our prospects lived.
  • Beyond the paid environment, we directed social marketing engagement by building and nurturing relationships with our customer base

Results

  • Initially drove a 6.1% increase in total sales and a 5.7% increase on YOY comp store sales.

  • 46,000 new customers made a furniture purchase in the first 60 days.

  • To-date, with a consistently flat YOY media budget, we have driven 24 quarters of consecutive growth.

  • Our SEO efforts lead to increase of over 50% in Havertys.com referrals. We also increased page views by 35%, decreased the bounce rate by 43% and increased session time by 42%.