FurnitureFan Rolls Out Internet Strategy Services

March 22, 2006  by in UnCategorized   

By Home Furnishings Business in on March 2006 In response to increased demand from its retail client base, FurnitureFan is introducing the Internet Strategy Services division.

FurnitureFan will work in tandem with Impact Retail Performance to provide a strategic approach for home furnishings retailers in attracting consumers that are searching online for furniture.

The program targets the specific trade area of the client store, and based on extensive research, targets consumers who are a demographic and psychographic match to the lineup of the client store. It offers a comprehensive approach, and makes use of keywords, search engine strategies, and online advertising tools.

"In our beta samplings throughout the country, we have seen results that come in far below the average cost of acquiring a consumer," said Sev Ritchie, president of FurnitureFan. "In most cases, stores participating appropriated existing advertising dollars away from lesser performing expenditures, like yellow pages, and applied the dollars to this program. They have been extremely pleased with their results."

Ritchie acknowledges that the number of search engine marketing firms, but the Internet Strategy Services division takes a different approach by using the needs of the furniture industry and its consumer.

"FurnitureFan has seven years of experience in this forum, and Impact brings more than 30 years of industry analysis to the table," Ritchie said. "We know the home furnishings consumer from all sides and have developed this to specifically address the aspirations of the consumer and match them to their local store."

FurnitureFan research shows that 46 percent of consumers use a search engine before going to a local furniture store, Ritchie said.

"Home furnishings retailers need to ensure they are in front of the consumer when the consumer is seeking them out," he said. "We have instituted this program in conjunction with the FurnitureFan directory listing for retailers and our existing service offerings."