A recent study, published in Furniture World Magazine, shows that retail marketers share similar goals for 2017, and they’re looking to meet these goals by stepping up marketing initiatives in a number of areas, especially when it comes to furniture direct mail.
Alison McCarthy, writing in eMarketer noted an October 2016 survey from Yes Lifecycle Marketing found that the top objectives for marketers worldwide this year are to increase sales, improve customer engagement and improve customer acquisition. In order to support these goals, respondents are most likely to prioritize channels such as email (68%) and social media (54%)…however 17% of retailers were planning to increase their spend for direct mail.
The study found that the majority of retail marketers are already using tactics such as social media share buttons and video to engage with customers. Other marketing tactics, such as dynamic oﬀers and user-generated content are less commonly used, though many retail marketers are interested in implementing these technologies.
Despite the hype around new technologies like virtual and augmented reality, only a small percentage of retail marketers expressed interest in using them. In fact, more than half of respondents said that these technologies do not apply to their brands at all.
About four in 10 marketers say they will implement cross-channel attribution initiatives and test tools for channels and content in 2017, while about a third say they’re looking to implement data-fed, consistent views of their customers and integrate automated oﬀer optimizations.
Sophisticated and personalized direct mail campaigns have been hitting big numbers in open and click-thru rates during the past 12 months. In a specific direct mail campaign the open rate equaled 48.94%.
Many furniture retailers use New Homeowner lists to generate new business, since 60% New Homeowners buy furniture in the first 3 months they are in their new homes – more than any other market segment does in a year’s time.
To read the entire study, click here.