BUILD IT AND THEY WILL COME: Retail Experiences, Connection, and Inspiration
Currently, 1 in 3 Americans is eyeing furniture or mattress purchases. In a digital age where convenience rules and shoppers can effortlessly buy furniture without leaving the comfort of their homes, the way to drive in-store traffic demands a unique approach.
Immersive experiences, personal connections, and instant inspiration are the keys to unlocking that strategy in 2024 as customers demand more memorable in-store experiences.
Here are five proven strategies to drive in-store traffic, as informed by thousands of nationwide conversations with furniture and mattress shoppers.
1. Lattes & Motion Furniture
In a recent study, 74% of Americans said a “friendly and welcoming atmosphere” significantly influences their shopping destination decision. What comes to mind when you think about IKEA (beyond furniture and décor)? Meatballs! Showrooms need to foster destination experiences to generate destination traffic. Picture your customers relaxing with a latte or savoring a beer, engaging in casual conversation with sales associates, with the backdrop of a game. Introducing a ball pit or children’s gym could revolutionize the shopping experience for families, keeping kids entertained and allowing parents to shop in peace. Creating an inviting atmosphere encourages shoppers to linger and explore and makes it easier for them to purchase motion furniture with a latte.
2. Micro-Influencer Campaigns
Collaborations with micro-influencers are creating new revenue streams and opportunities for brick-and-mortar retailers. With 45% of Americans prefer micro-influencer recommendations over celebrity endorsements and 27% looking to influencers more often, hosting unique social influencer events is a great way to entice showroom traffic. These gatherings not only deepen customer engagement with your brand but also tap into a growing trend for authenticity and connection with the communities you serve.
3. Immersive In-Store Displays
Showcasing furniture in aspirational settings helps customers visualize the transformation of their own spaces and inspires purchases. According to the latest national insights from Elevate Marketing, curated displays that showcase quality products significantly influence shopping decisions. This firm specializes in tracking furniture and mattress consumer sentiment and buying patterns in America.
4. Insider Loyalty Offerings
62% of Americans believe “companies rarely reward loyalty.” Consider exclusive invitation-only events for return customers. Offer special discounts and early access to new products or incentives to offset this sentiment and provide a tailored VIP experience. A routine commitment to loyalty engagements ensures a pipeline of repeat business but also helps foster a team of brand ambassadors to evangelize your company’s mission and sales.
5. Clearance & Outlet Events
While saving money is an increasingly pressing topic for consumers in 2024, the focus isn’t on cutting costs at the expense of quality. Shoppers are looking for opportunities to save on high-quality items, aligning with the priorities of 71% of Americans who prefer “savings” over “speed” and the 81% who won’t compromise on quality. Consider hosting clearance and special outlet events with limited-time-only discounts to tap into this rising trend. However, limit the frequency of these types of events to maintain your brand prestige while catering to the discerning shopper’s demand for true value on quality purchases.
Other things to consider
Don’t run away from the sale. 74% of Americans say they will spend “a bit more” on brands they trust. Consider assurance offerings, such as lifetime warranties or delivery guarantees, to begin that trust journey with customers. These point-of-sale services help increase trust, loyalty, advocacy, and repeat revenue.
Does social media matter? Yes, but nearly half of Americans in this national study said they felt “misled by social media ads,” so beware. Showrooms have a distinct advantage because customers can touch and feel your products before buying. Social media campaigns push customers to in-store experiences, not replace them.
Know your buying personas. Conducting market research can help you understand with whom you best resonate and any opportunities that may be available to capture the interest of emerging buyer personas in your area.
After examining the data from a comprehensive national study of 1,200 Americans conducted in March 2024, it’s clear that five strategies have proven effective to drive in-store traffic. Lattes & Motion Furniture, Micro-Influencer Campaigns, Immersive In-Store Displays, Insider Loyalty offerings, and Clearance & Outlet Events are all powerful tools for driving in-store traffic and retaining customers. But what makes these strategies even more valuable is their versatility – they can be customized to fit your brand’s and target audience’s unique needs and preferences. So why not take advantage of this insight and elevate your business to new heights? Whether you’re a small local retailer or a large national chain, incorporating these proven techniques into your marketing plan could make all the difference. If you want to dive deeper into the data or explore the potential impact on your specific market, don’t hesitate to reach out to Elevate for personalized research services. The possibilities for growth and success are endless when you have solid data-driven strategies at your disposal. www.growwithelevate.com