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Omnichannel Promotions Pilot Proves another Digital Tool in the Arsenal for Independent Furniture Retailers

2017 tips and trends for living room furniture encourage consumers down the purchasing path

Published by On Furniture Today | May 31, 2017

SCOTTSDALE, Ariz., May 30, 2017—The early success of a Retailer Web Services’ (RWS) pilot program that automates omnichannel promotions is proving another digital tool in the arsenal for independent furniture retailers. The automated omnichannel promotions by RWS partners Coaster and Broyhill Furniture launched across nearly 100 independent furniture retailer websites in March and April, respectively. To date, they have generated over 1,600 calls and nearly 400 GPS navigations to stores from mobile sites.

The pilot promotions are rooted in RWS research that when shopping for furniture, 90 percent of consumers begin with a local online search. The Coaster "2017 living room furniture tips and trends" promotions run across retailers’ multiple digital mediums that include website homepage, Facebook and robust, customized landing pages, resulting in more than 140,000 participating Coaster products’ page views thus far. All mediums work together to "deanonymize" or convert anonymous visitors into real prospects.

What’s more, promotions tie together to align with users’ purchase intent, sending remarketing emails to the right person at the right time with relevant promotional content.

“Independent furniture retailers are likely to have local people on their sites, so the omnichannel promotions reinforce in a cohesive way they'’'re not just a place to buy furniture, but can help you create a stylish and cozy living room," said RWS Chief Operations Officer Jennie Gilbert. "Smart automation features make it easy for retailers to follow up with prospects who are scouring a lot of websites, staying top of mind with them, bringing them back to the website and encouraging them further down the purchasing path."

So far, the promotions have generated 1,554 remarketing emails with a higher-than-average open rate that exceeds 50 percent and close to 20 percent click thru rate. Industry standard open rates range from 12.78 to 20.96, according to leading email marketing providers Constant Contact and MailChimp, respectively. According to these sources, industry standard click thru rates range from 7.93 to 2.50 percent.

While RWS does not release sales numbers for its retailer customers, to date the omnichannel pilot program has generated over 1,000 participating Broyhill and Coaster furniture items added to the cart or quote request systems after consumers interacted with these promotions. The promotions are scheduled to run on retailers’ Level 4 WebFronts through the end of the year.

About Retailer Web Services Founded in 2006, Retailer Web Services (RWS) is a Scottsdale, Ariz.-based provider of digital marketing automation, e-commerce, web design and intelligent software solutions built exclusively for independent retailers of durable home goods. Named twice to CIO Review’s 20 Most Promising E-Commerce Solution Providers in 2017 and 2016, RWS is an authoritative source on how consumers shop for new furniture, appliances and mattresses. RWS serves more than 2,000 independent durable goods retailers across North America, championing their success and helping them to realize their dreams through the promise of technology. For more information, visit www.retailerwebservices.com.

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