There are a number of furniture store options: Raymor & Flanigan, Ethan Allen, Bob’s Discount Furniture, Pottery Barn, etc. The list goes on and on; however, Ashley HomeStore is beefing up their media spend to gain a leg up on their competitors. To “beef up” their spend, Ashley HomeStore enlisted the help of Empower, an independent Cincinnati, Ohio-based agency whose clients include Famous Footwear and Gorilla Glue. The agency will work with Ashley HomeStore on digital media strategy and planning across all 700 locations across 36 countries.
Ashley Furniture Industries spent $161.7 million in measured media in 2016 for its HomeStore furniture stores, so it will be interesting to see how this budget is optimized for digital use. With their being such hyper competition in the home furnishing market, consumers have an unlimited amount of options. As a result, digital advertising has the data-driven approach that Ashley HomeStore needs. With traditional media outlets their furniture giant was likely wasting money to achieve a high amount of impressions, but a low conversion rate.
Since 2017 will be the first year Ashley HomeStore embraces digital advertising, Empower Agency needs to create a series of customer prints and content for their stages throughout their purchasing hour: search, consideration, and fulfillment. With home improvement and DIY content on the rise Ashley HomeStore should consider reaching out to key social media influencers in their market. YouTube has a huge market for home furnishing. Lifestyle vloggers generate thousands of views showing their home-purcashing and decorating process.
For instance, MissyLynn a beauty vlogger recently purchased a home in Dallas, Texas. Her video about furniture installations and decorations received 267,000 views. To watch click here.
Another lifestyle blogger, Nitrabb has created an entire “From House to Home” series on her YouTube channel. The series has generated a total of 2,084,811 views. To view the playlist click here.
Also, looking at Ashley HomeStore’s social media channel their Twitter is mostly redundant content with asetheically-pleasing pictures of their furniture; however, this type of content would be more suited for Instagram. Twitter is where customers will come to express their opinions, complaints, or compliments about a particular company or brand. Ashley HomeStore needs to ensure they are using their social media platforms to interact and engage with clients going forward.
Can you think of any additional ideas for Ashley HomeStore to become more interactive and engaging with their target market as they move into the digital space? Perhaps Pop-Up shops or becoming sponsors of popular HGTV shows: Flop or Flop or Fixer Upper?
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Written by : Valentina Ballas (group 4)