How to Help Your Furniture Sales Team Convert Online Customers

How to Help Your Furniture Sales Team Convert Online Customers

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]The amount of coupons and sales mail that people receive is enormous! But for those people that are in the market for a new car, grabbing their attention with a fun and engaging automotive mailer can mean the difference between a sale and a lost opportunity.

 

Equip your furniture sales team with detailed data from your website to boost showroom sales and help customers achieve a streamlined and satisfactory shopping experience that starts online.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531343940560{padding-bottom: 25px !important;}”]

Offer an Engaging Website to Increase Furniture Sales Team Leads

[/vc_column_text][vc_column_text]People typically visit only two stores before making a furniture purchase. That means they’re using the online shopping experience to decide where to go. Online furniture customers can find a lot of stores that sell (and have pictures of) brown leather sofas, so they’re searching for the store that offers the best value and experience for them.

 

“There’s really a lack of research tools and accessibility on furniture retail websites,” says Doug Stump, PERQ furniture sales manager. “The ability to keep people on your web property and let them do the research on your site, before they get distracted by Google and other sites, is something that’s really important.”

 

“Turn your website into a pipeline of potential sales by facilitating consumer engagement. Don’t just host an online inventory.”

 

Use technology solutions like the ones we offer to give online visitors design assistance, customized promos and planning tools that gently guide them down the sales funnel and inspire an in-store visit.

 

“Sales teams need to treat every form of action as a lead, whether it’s a website visit, Facebook comment, email click,” Vandagriff says. “The consumer made those actions because they are hungry for more knowledge of your product or brand.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531344019024{padding-bottom: 25px !important;}”]

Furniture Sales Team Track and Convert Website Traffic with Quality Leads

[/vc_column_text][vc_column_text]Furniture companies that rely on static forms to gather website visitor information only get a name, email address or phone number. Sometimes there’s an area for comments, but unless the consumer provides specific information, it isn’t typically a lot to work with during follow-up. Implement interactive and engaging website software that encourages online furniture customers to give your company more detailed data, such as their preferred mattress firmness or style of dining room table.

 

“We want to give salespeople a much more comprehensive sales profile, which gives the staff and store a better opportunity to convert that lead in real time,” Stump says. “That first touch is much better than a generic outreach or cold call.”

 

Establish some website metrics, evaluate your current numbers and set goals for lead conversion. For smaller furniture stores or those with limited resources, that can be tricky without the help of a furniture marketing company or the right software.

 

“If a store is seeing an increase in website traffic, but not seeing as many people in the showroom, those are the exact retailers that need to examine what exactly that correlation should be, and ask how they can better measure that and convert those sales,” Stump says.

 

At PERQ, we break it all down for our clients, from the number of unique visitors to which features each visitor clicked on and engaged with. We can actually tie website leads to in-store purchases by pulling the store sales report and matching visitors to an in-store point of sale.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531344090969{padding-bottom: 25px !important;}”]

Build Long-Term, Targeted Ad Campaigns for Your Furniture Sales Team

[/vc_column_text][vc_column_text]For furniture sales managers who are in charge of making the most of the store website and collected data, you can use that data in a more long-tail marketing strategy that’s sure to boost the success of your furniture sales team.

 

“Furniture stores can also slice and dice that information to build micro-campaigns.”

 

Break out the data for each unique visitor and send them a relevant experience or promotion based on what they previously engaged with on your website.

 

“Stores need to understand that to do better on your website, you have to make it a true sales and marketing tool,” Stump says. “What does the website offer in terms of sales conversions and leads? If we don’t understand that, we’re missing out on a golden opportunity.”[/vc_column_text][/vc_column][/vc_row]

Why Consumers Want the Best User Experience on Your Car Dealer Website

Why Consumers Want the Best User Experience on Your Car Dealer Website

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]In this day and age, it’s relatively safe to assume that most consumers are impatient. If they request something at that moment, they want it instantaneously. A lot of this stems from the fact that everything nowadays is so instantaneous: purchases, food orders, and heck, even visits to a health practitioner.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]You’ve probably heard the phrase “every second counts” before. But did you know the same applies to visitors of your car dealer website? According to an infographic by Kissmetrics, “40% of people abandon a website that takes more than 3 seconds to load.” That is just three seconds, folks!

 

As the data suggests attention spans are short, which means if you do not get the information you are seeking in a timely fashion (three seconds or less) then you will go elsewhere. Furthermore, according to the same Kissmetrics infographic, “47% of consumers expect a web page to load in 2 seconds or less.” Therefore, people are going to leave a page that takes more than three seconds to load and expect it to load in two seconds or less.

 

Beyond the data, consumers want the best possible user experience when visiting your car dealer website and the same applies to those looking to purchase a car online. Here are a few reasons why:[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531282619030{padding-bottom: 25px !important;}”]

Car Buyers = Digital Customers

[/vc_column_text][vc_column_text]Accenture, a global management consulting company that specializes in technology services, performed a survey of 10,000 consumers in eight major countries and found that “75 percent of drivers polled would consider conducting the entire car-buying process online.”

 

As you can see, the traditional way of researching and buying a car by visiting the dealership is no longer the preferred method. Rather, the new trend is towards online car purchases.

 

“The impact of the digital customer is becoming pervasive, disrupting the traditional car-buying experience and the competitive landscape,” said Christina Raab, global managing director for Digital Consumer Services in Accenture’s Automotive practice. “In order to grow business in this environment, OEMs and dealers will need to pursue an aggressive digital strategy online…”

 

Taking all of this into consideration a marketer or manager in the automotive industry needs to make sure that his or her company is investing in the best possible digital marketing strategy. Look closely at previous marketing data (Number of visits, time on page, bounce rate, etc.) and create tentative goals based on your findings.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531282638478{padding-bottom: 25px !important;}”]

Online Tools Enhance the Digital Experience

[/vc_column_text][vc_column_text]Providing tools to enhance the car buying process online has proven to be extremely advantageous. Being able to tailor the user experience to specific likes and dislikes through online visitor software is something that consumers sincerely appreciate as they peruse your website.

 

It’s important that you know your customer and cater to them online just like you would if you were dealing with them face-to-face.

 

Through automotive website software, you are able to satisfy the wants and needs of the consumer based on their past interactions with your car dealer website. For example, if a customer has come to your site previously looking for SUVs, then the next time he visits he should be greeted with financing information on select SUVs.

 

In a nutshell, dealerships need to treat website visitors the same way they treat consumers who are visiting their showroom. Even though they aren’t physically in your showroom, your consumers have the same wants and needs as they did before.

 

The only real difference is that they’re more inclined to lean towards self-service instead of being “held by the hand.” Your dealership’s website can and should do everything it can to answer as many questions as possible in order to push them further down the purchasing funnel.

 

Your website should react to consumers and offer suggestions like a salesperson would in a physical showroom. That’s what enables consumers to have a positive experience, not only with your website, but with your dealership as a whole.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]

Additional Auto Resources

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Effective Strategies to Win Over Online Furniture Customers

Effective Strategies to Win Over Online Furniture Customers

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Attract online furniture customers with an engaging website full of keywords and interactive content. The more you assist virtual customers through the buying process, the more likely they are to visit your showroom when ready to purchase.

 

Many online furniture customers will sift through pictures on Google and Pinterest for design inspiration. Once they pick a style, they’ll eventually want to know what furniture fits in their space, if they’re getting the best value, and where they can go to buy the furniture when they’re finally ready to purchase.

 

Given all the steps consumers take prior to making a purchase, it’s in the furniture store’s best interest to capitalize on these four shopping micro-moments, detailed in Google’s recent study How Home Furnishing Brands Can Turn Browsers Into Buyers.

 

For your furniture store, try one or all of these marketing strategies to capitalize on these moments and help guide your online furniture customers down the sales funnel and convert those leads into more showroom sales.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531447274040{padding-bottom: 25px !important;}”]

Engaging Website To Welcome Online Furniture Customers

[/vc_column_text][vc_column_text]To stand out among the big e-commerce retailers and local competition, furniture retailers first need a website that reflects the showroom experience. The furniture store marketing companies we talked to all say a well-done website is just as important as your physical showroom.

 

“Brick-and-mortar retailers have to try and represent what their showroom experience is like through the website, and vice versa,” Furniture Branding CEO Jason Pires says.

 

Pires suggests furniture stores integrate interactive technology on their website by adding tools that help consumers decide to spend in a showroom, such as financing calculators, virtual tours, planning software and quizzes that assist online furniture customers in their research.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]furniture_pricing_graphic[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531447285160{padding-bottom: 25px !important;}”]

Online Furniture Customers Search On Mobile Devices

[/vc_column_text][vc_column_text]When consumers shop in a furniture store, it’s often mobile that gets them there. Google data shows smartphone searches related to furniture “near me” have grown 85 percent year over year.

 

It’s imperative a furniture retailer not only support a functional and helpful website, but also one with a responsive web design that works well on any size tablet or smartphone. That means the content and data on your mobile site should be the same as it is on your full website.

 

No design features are lost when people view it on a smaller screen. A responsive website improves SEO efforts and gives retailers a greater likelihood of ranking high in the search engine results. Your website content should also contain the best keywords to attract web visitors, along with helpful content like detailed furniture descriptions and blogs.

 

“It’s imperative a furniture retailer not only support a functional and helpful website, but also one with a responsive web design that works well on any size tablet or smartphone.”

 

Keywords help you gain search engine rankings and boost organic website traffic, as well as assist online furniture shoppers in their quest to find the right furniture.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531447302882{padding-bottom: 25px !important;}”]

Interactive Websites To Convert Online Furniture Customers

[/vc_column_text][vc_column_text]By educating and engaging with online furniture customers as they conduct research online, you’re bringing them one step closer to buying in your store. Our research shows increased engagement and time on a website correlates with an increase in website inquiries and overall sales.

 

Smart Calls to Action (CTAs) that include purchase incentives and personalized design assessments allow online visitors to tell a furniture retailer more about themselves and what kind of furniture they’re seeking. It’s about building rapport between you and the consumer.

 

“Having an engaged website experience is like walking into a showroom and having that one salesperson who you have a personal relationship with,” says Justin Vandagriff, Vice President of Client Services at R&A Marketing. “The stronger relationship you have with that salesperson, the more comfortable you are during your buying experience.

 

“The stronger relationship you have with that salesperson, the more comfortable you are during your buying experience.”

 

Justin Vandagriff, Vice President of Client Services at R&A Marketing.

 

“On the flip side, by having that engagement on their website, the retailer is growing a more qualified lead that now has a purpose — converting their online engagement to an in-store visit.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531447311188{padding-bottom: 25px !important;}”]

Entice Online Furniture Customers With Promos

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Online consumers do an enormous amount of internet research to make sure they get the best deal on whatever piece of furniture they’re interested in. According to the Google study, half of home furnishing mobile researchers say retail promotions and discounts had an impact on their purchase decision.

 

In fact, 57 percent of smartphone shoppers buying items for their home or garden like it when retailers recognize they’re near a store and send them in-store deals, coupons or other incentives. Want your website visitors to act on their research? Offer personalized promotions.

 

By utilizing the customer information gathered during interactive experiences and tracking visitor IP addresses and cookies, your furniture company can personalize the offer to make the customer feel special and motivate them to take action.

 

The better the deal and the more time-sensitive it is, the more likely an online furniture customer is to pay your showroom a visit. “We strongly believe that people still want to purchase furniture in the showroom,” Vandagriff says.

 

“The furniture industry is a lot like the automotive and home industry — both products have a longer buying cycle and are bigger ticket items.”   Just like people prefer to test drive and see a vehicle in person, online furniture shoppers still want to see and touch the furniture before they buy. You just have to give them a good reason to shop in your store.

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How Dealership BDC Managers Can Increase Leads

How Dealership BDC Managers Can Increase Leads

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text]BDC managers have a goal to capture as many qualified leads as possible for their sales team. What tactics and tools can BDC managers use to learn more about their online visitors and move them further along toward a sale?

 

The marketplace of the Internet has grown exponentially more sophisticated in recent years. 96% of Americans now regularly shop online, and customers have come to expect everything that digital experience can offer, like transparent and low prices, easy interfaces and personalized experiences. Any business looking to sell online — including auto dealerships — must learn how to give those online visitors the personalized experience they demand in order to stand out from the competition.

As a BDC manager, if you’ve been struggling to generate more leads (or more qualified leads), here are a few tactics to give online car buyers a more personal connection to your dealership.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531452745876{padding-bottom: 25px !important;}”]

1. Embrace Third-Party Websites

[/vc_column_text][vc_column_text css=”.vc_custom_1531453141111{padding-top: 25px !important;}”]According to a study recently published by Google, there’s evidence to suggest that most people conducting Internet research leading to a car purchase take a long and winding approach.

 

Their research example, Stacy, conducted 139 Google searches, watched 14 YouTube videos, and had dozens of interactions with dealership sites, manufacturer sites and review sites. That means that BDC managers have to extend their online presence past their own website, actively promoting inventory on third-party review and shopping platforms.

 

“BDC managers have to extend their online presence past their own website, actively promoting inventory on third-party review and shopping platforms.”

 

Another key element of a multi-channel digital approach to lead generation is social media marketing. Alexander Davis, BDC Manager at Hudson Honda, says that Facebook plays a big role in his efforts, adding that “Facebook retargeting ads are an effective way of keeping our brand in front of shoppers once they leave our site to continue their research.”

 

This becomes even more important in the light of Google’s research, which says that 71% of their test case’s research was conducted on a mobile device.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531452754133{padding-bottom: 25px !important;}”]

2. Implement Smart Software To Personalize Web Experiences

[/vc_column_text][vc_column_text css=”.vc_custom_1531452966942{padding-top: 25px !important;}”]Today’s online shopper expects a website that is transparent, easy to use and personalized to their needs to capture their attention. In fact, according to the Harvard Business Review, “nearly 40% will not patronize a dealer whose website doesn’t list vehicle prices.”

 

Today’s BDC managers use smart software to help them capture information about their leads slowly by giving visitors a customized experience depending on how they interact with their websites.

 

For example, if a visitor clicks on a call-to-action for an interactive questionnaire designed to help them figure out what kind of car is right for them, the information captured can help inform offers that are emailed to that visitor, or future calls-to-action designed to move them closer to scheduling a test drive.

 

Website visitors who prefer to do their own research will also appreciate dealership websites that do not require them to submit the same information more than once. Intelligent database management, or smart pathing, can help BDC managers focus on what is known about online visitors by learning more about a potential customer’s budget, whether he plans to lease or buy, if he has a trade-in vehicle, model preferences, how soon he plans to buy, along with regular contact information.

 

According to Davis, this kind of information can make all the difference in closing a deal. “55% of the leads coming to us from our site come from trade-in value. We’re willing to give top dollar and tax credits for trades, so when we can share that information, it really helps get their attention.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237431822{padding-top: 15px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531452843848{padding-bottom: 25px !important;}”]

3. Let Your Leads Determine Your Approach To Conversation

[/vc_column_text][vc_column_text css=”.vc_custom_1531453289606{padding-top: 25px !important;}”]Website visitors become leads once they provide their contact information and other details online. The next step is for a BDC manager to contact them. By asking the visitor upfront how they prefer to be contacted, dealerships are one step ahead of the game. Knowing how soon a shopper is ready to buy, will also inform your team who they should reach out to first.

 

Traditional sales tactics can be off-putting to many shoppers, so this is a critical step in the lead-generation process. That said, many successful BDCs see direct contact with leads as just one moreopportunity to personalize their experience. Listen to how the visitor prefers to be contacted. If they prefer email, don’t send them a text. If they prefer calls, don’t start off by sending them emails. And if they do text, pay attention to how they do it and capitalize on that information.

 

We use iPhones to contact customers,” says Davis. “When we enter a number and see that it’s a blue bubble, we know they’re using iMessage on an iPhone. In our experience, iMessage users really prefer texting, so we know that if we message them directly there, they will tend to answer.”

 

If your online visitors tell you they prefer to be contacted by email, make sure those emails are relevant based on their online activity. Offering financing applications via email or links to special offers likely to be of interest is one way to get a response.

 

Because interactive smart software captures a lot of lead data about your visitor in your CRM, you can use those details to customize emails specifically for buyers depending on where they are in the buying process.

 

A smart approach to continued attempts to reach unresponsive leads could also result in a visit to the showroom. Third-party websites and vendors, like TrueCar and Edmunds, have made it easier than ever before for shoppers to compare prices online and search for their own best deal, so many website visitors may fill out a form to get an asking price and then avoid speaking to anyone in the BDC. Try capturing their attention by sending an email with the lowest price you can give on a few of the vehicles they viewed online.

 

“If your online visitors tell you they prefer to be contacted by email, make sure those emails are relevant based on their online activity.”

 

Visitors who’ve mentioned they’re interested in a test drive, should be able to schedule the day and time on your website. With that information, your dealership can send them an email to confirm the appointment time. BDC managers report that this can be an effective tactic to get an Internet lead to show up in person without ever picking up the phone.

 

All of these tactics come back to one key concept: personalization. Today’s web is a social place, and modern technology can afford BDC managers plenty of opportunities to learn about their online visitors and cut through the noise by offering them a customized and engaging experience.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]

Additional Auto Resources

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