* The Avoidable Blind Spot: Tracking Online Traffic to In-Store Furniture Sales

By: Kristy Esch

Known for her many years of writing long and short form articles for the multifamily industry. Her amazing writing continues to shine in other industries.

Blind spots when driving are hazardous and they’re just as dangerous (and costly) for a business that has an obstructed view of what’s driving in-store purchases. To better understand your customer and potentially increase revenue, it’s crucial to get rid of those blind spots by tracking online traffic to in-store furniture sales.


Retailers understand shoppers conveniently use the internet to save time, compare prices, assess variety, read reviews and avoid crowds. Notably, 88 percent of consumers research products online before buying in-store, according to the Ecommerce Foundation. Plus, consumers spend more inside stores than they do online. It pays off for home furnishing retailers who track online traffic as it relates to in-store sales.


Steinhafels, a fourth-generation home furnishings business with 18 locations in Wisconsin and Illinois, leverages their online traffic through PERQ’s interactive website conversion software. In addition to knowing how far along a customer is on their buying journey, the furniture retailer gains insights into the consumer’s personal preferences, such as the type of sofa they’re shopping for and their design style.


“Our beautiful showrooms and expert sales staff set us apart from other retailers” says Dani Dagenhardt, Marketing Coordinator at Steinhafels. “Getting online shoppers into our brick-and-mortar stores is our main goal and that is exactly what PERQ does.”


Get Qualified Website Customers Through the Door


Even as more people shop via the internet, 51 percent of consumers find not being able to touch, feel or try a product the biggest drawback of online shopping. Additionally, 61 percent of consumers prefer to shop with brands with a physical location than with online-only e-commerce companies, according to Google.


Steinhafels wanted a program that utilized their existing website to get qualified customers into stores. With PERQ’s AI-powered software, Steinhafels averages over 2,000 unique leads a month with a 14% lead-to-sale conversion. They were able to attribute $1.9 million in sales to PERQ online leads in the first 90 days. “We started with PERQ in December and after some finessing, we saw immediate change,” says Dagenhardt. “Our managers are happy with the leads we are getting.”

Using Lead Data to Your Advantage


Capitalizing on your home furnishing’s website data helps your salespeople better meet a lead’s needs, enhances engagement, and gives insight into what your potential customers search for on the store website.


By offering interactive shopping experiences, Steinhafels builds relationships with customers before they visit the store. The software allows customers to pick up where they left off online and remembers what they looked at to make suggestions based on past behavior.


“When people come in for their in-store meeting, our sales team already knows significant information about the customer’s furniture interests and needs, making it easier for the sales associate to find the customer their perfect product,” Dagenhardt says.


Measure ROI of Marketing Spends


Edward Massood, Owner of Home Inspirations of Thomasville in New Jersey, uses the analytics PERQ’s software delivers to tie in-store sales to specific online leads. “We can backtrack to see who started on the website and then came into buy,” Massood says. “It’s a good way of tracking the dollars these leads are generating and understand how they convert in the store.”


While once elusive to retailers, advanced tracking software means stores can now turn anonymous online leads in Google Analytics into identifiable leads and see details from every platform they engaged with online. That data shows retailers which marketing spends contributed to a converted lead and see exact ROI for each online channel.


“Tracking is critical. If you’re not tracking, you don’t know what to change or do better,” says Justin Bowen, Web Content Manager with The Great American Homestore.


Understanding the data helps increase functionality, engagement and the perceived value of your site.


Steinhafels witnessed a 71x return on their investment in PERQ’s web conversion software. “Digital is where people are now,” Dagenhardt says. “That’s where their eyes are, and we use the information we are getting to merge that digital arena with our brick-and-mortar locations.”

Additional Home Furnishings Resources