Selden’s Home Furnishing – Market Case Study
Like many home furnishings retailers, Selden’s Home Furnishings in the Pacific Northwest was facing challenges with declining retail showroom traffic and slowing sales. With the rise of younger, tech-savvy professionals moving to the area, Selden’s recognized the need to appeal to a new audience segment.
With a limited understanding of HOW and WHERE to best attract a millennial furniture buyer, Selden’s tapped Elevate for data insights and consulting to reposition the brand among a new and much younger furniture buyer.
A custom research exploration was developed to uncover the style preferences and sales tactics that would be enticing to the millennial furniture buyer in the Seattle market. Research showed that the styles and incentive being currently advertised were not what millennials were interested in or motivated by and ignited the launch of a new video creative campaign.
Targeted marketing channels are necessary to squeeze media dollars and realize improved ROI with leveled ad spend. This research exploration identified the media platforms millennial buyers spend the most time with and seek home furnishing inspiration and options to buy from.
Selden’s outpaces their competitors.
By understanding and adapting to the preferences of millennial buyers, Selden’s positioned themselves for sustained growth and improved retail showroom traffic, demonstrating the power of targeted, customized furniture retail insights in an evolving market.
Increased Market Share – The company’s market share grew, now outpacing the competition by 2%, showing the effectiveness of the brand repositioning efforts.
Higher Showroom Engagement – The new, targeted approach led to a marked increase in retail showroom traffic, with younger audiences visiting and engaging with the showroom displays. “The research helped us change our marketing strategy up for a more impactful presence with our clients – we’ve seen an increase in sales.”- Selden’s Marketing Manager.
Through a strategic brand repositioning grounded in data-driven insights, Selden’s Home Furnishings successfully captured a new, younger audience and leads the Seattle market in growth.
Contact us today to learn how Elevates market research expertise can drive your brand’s growth and market share.
