Most retailers seek the support of a professional marketing firm to help them create and maintain a seamless client experience across their digital footprint. “New clients usually contact us because they want a new website,” said Kayla Wallace, Vice President of Client Relationships at FurnitureDealer.net, a marketing firm specializing in home furnishings retail. “That’s our starting point. Our goal is to positively impact every step in our client’s customer contact.”
“Kayla and her team help us provide our customers a consistent relationship with our brand, whether shopping online, from a desktop, mobile device, telephone, or during a visit to our store,” said Kabei. “This journey continues through any post-purchase interactions including delivery, pick-up and customer service. The website is our starting point because it is a virtual extension of our showrooms. Each year our web traffic and web lead opportunities increase, along with our sales.”
“It may be difficult to immediately quantify the ROI needed to enhance your store’s digital footprint,” said Kidder, “but it makes more sense than investing in print ads, television or radio. My advice is to hire a young, energetic, social media savvy person who loves home furnishings, and have them generate digital content on a regular basis.”
The task of developing timely online content to create a consistent experience across channels is easier when manufacturers provide retailers with quality images and other marketing tools to effectively showcase their products. “Ashley Furniture stands out in our industry for the power of their digital marketing program. As a retailer, they push their brand directly to the consumer. As a manufacturer, they host several educational events and programs throughout the year to help their retailers become more effective digital marketers. There is a great opportunity for other manufacturers to help us sell their products across our online channels,” said Kidder.
As the number and type of digital devices and channels continues to expand, and the lines between the digital and physical worlds becomes blurrier, creating online to in-store connections is going to become increasingly important. In High Point, the HFA’s Retailer Resource Center and Design Viewpoints Series sessions presented by ASID will continue to present the latest ideas on how to make technology work for you. Visit our Find Events section to find out what’s on tap for next Market.