Yes! Home Furnishing Retailers Can Finally Link Digital Advertising to In-Store Revenue
For e-commerce companies, it’s much simpler to track and analyze consumer sales data and ROI on digital marketing because the entire transaction happens online.
Brick-and-mortar retailers in the home furnishings industry struggle to get the same level of visibility because they lack the capability to gather and accurately process consumer data across every online platform and unite it with sales data inside the store.
Store owners may know they spent X overall on digital advertising and made X amount at the store register last month, but they can’t break down exactly which digital ad campaigns inspired a customer’s purchase or what the shopper viewed online to prompt a visit to the furniture showroom. Linking digital advertising dollars to in-store transactions remains one of the biggest challenges for home furnishing retailers.
“That’s something that’s been very difficult to do in the furniture industry,” says Barb Davids, Digital Marketing Manager at Walker Furniture in Las Vegas and owner of a digital marketing agency.
Track Website Visitors Across Digital Advertising Channels
Many stores can’t capture lead information from anonymous website visitors who spend big chunks of time doing research online before visiting in person. Even if local furnishing websites do feature the necessary technology to collect leads, their data reporting fails to identify duplicate website leads that also show up in their Google Analytics reports (counting one lead multiple times) or track one consumer as they log in from different devices over the course of several web-browsing sessions.
Those stores end up with fragmented consumer profiles, with no way to tell if that person who used their smartphone and laptop to visit the website several times before clicking on a paid search ad is the same person who walked in the door the next week to buy a sofa. Every touchpoint is treated separately, which makes it impossible to calculate the true return on investment for each digital marketing traffic source and tie in-store revenue directly to an online lead source.
“PERQ overcomes that challenge with their customer shopping experience,” Davids says. “Collecting customer information and matching back to in-store sales helps get more visibility into the amount of traffic each of our online efforts are driving to the store.”
Centralize Online Data to Tie Revenue to Advertising
To track online leads, we assign a PERQ lead ID to each registered website visitor who interacts with a client’s website. That allows us to marry up and centralize all of that consumer data into an AI-powered marketing cloud, delivering detailed consumer journey profiles a retailer’s sales team can use to nurture leads as well as see which digital experiences drive the most sales.
Connected to a CRM database, the cloud also logs in-store transactions and all lead nurturing efforts across the company to give retailers a holistic view of how to successfully convert online leads to sales. Home furnishing stores learn just how much each advertising channel influenced showroom revenue, the cost to acquire leads for each traffic source, and return on investment per advertising spend.
“It enables you to prioritize your investments based on what’s most efficient,” says Russ Chandler, PERQ Marketing Product Manager. “Therefore, it allows you to make smart decisions based on market intelligence and actionable insights.”