Furniture and home furnishings store sales make up a $111.47 billion industry in the U.S. (source: Statista). Peaks for furniture store marketing usually happen around President’s Day (after many new collections launch in February), during home buying season and right before the holidays. While there is growing competition from online companies and warehouse clubs, the furniture store market is still strong. Stores differentiate themselves with wide product offerings and customer service.
To boost foot traffic to a Rana Furniture store in Sunrise, Florida, a mobile billboard ran for four consecutive weeks. Its strategic and customized route including driving near the Rana Furniture store at Sawgrass Mills Mall to encourage nearby shoppers to enter the store. It also drove near competitor furniture and mattress stores. The mobile billboard increased awareness and familiarity with the Rana Furniture brand.
This campaign took place from November 9 – December 4, motivating Black Friday and holiday sales for the store.
To further drive sales action, Rana Furniture also served mobile display ads within the same geofences. The mobile ad was served to people within close proximity to the store and competitor locations. Once an impression was served, we could track whether or not someone who saw Rana Furniture’s ad would later walk into the store.
We call this a verified walk-in.
Of the total verified walk-ins, 30% of them had been served an ad in the geofence closest to the store’s location. This proximity marketing tactic pulls in those in the shopper mindset who are already close to the store location.
What’s interesting is that the campaign’s highest click-throughs came from competitor locations, some seeing CTR as high as 0.75%. This shows that geoconquesting was a successful tactic in this furniture store marketing plan.
To view the entire case study, please download it here.
In addition to Rana Furniture, we’ve recently driven mobile billboards for Ikea and CB2. If you are charged with furniture store marketing and want to drive door turns, we’re ready to go!