54% LEAD NURTURE EMAIL OPEN RATE
3.77% CLICK RATE
1:1 DESIGN HELP – MOST POPULAR EMAIL
La-Z-Boy Furniture Galleries of Ottawa & Kingston, Canada, wanted a way to draw more showroom traffic on weekdays and encourage potential customers to utilize its free design services. Since launching a PERQ email nurture campaign less than a year ago, the stores have achieved both goals.
“The showrooms are so busy on weekends. Booking design appointments during the week levels the load and allows us to give clients more dedicated help and attention,” says David Maxwell, President of La-Z-Boy Furniture Galleries of Ottawa & Kingston. “The emails definitely increased our bookings. Design services were 20% to 25% of our business, and now it makes up 30% to 35%.”
In the first nine months, the PERQ Email Nurture Program accounted for 69% of design consultation appointments scheduled with La-Z-Boy designers. “Overall, I’m very happy with the program,” Maxwell says. “It helps create and advance our relationship with clients, better than anything else we’ve tried.”
The La-Z-Boy Furniture Galleries of Ottawa & Kingston website features PERQ’s interactive AI-driven software that tracks and gathers detailed lead information on website visitors through dynamic content, such as a chair assessment to help customers decide which type of recliner best fits their needs and a design quiz to narrow down a preferred style.
Using the consumer data collected on the store website, PERQ’s Email Nurture Program sends personalized, auto-generated emails to online shoppers. Messaging and timing workflows are based on when the shopper plans to purchase furniture and which sections of the website they interacted with, sending up to five emails spread out over a 90-day period, or less time if the shopper is ready to buy right away. A link or call-to-action button embedded in each email sends consumers back to the website to conveniently schedule a complimentary design consultation or re-engage with other PERQ experiences on the La-Z-Boy website.
“The emails have a great open rate, and I attribute that to the personalization aspect of it,” Maxwell says. La-Z-Boy’s nurture emails generate a 54% open rate — far above the retail industry average of 20%. “I think a lot of those clients come into the store without ever making a booking, after interacting with our website and getting the emails.”
By nurturing the lead with useful, targeted content related to the shopper’s interests and driving them back to the website to book an appointment, the drip emails increase consumer engagement with the brand and give retailers a channel to communicate with potential clients on a personal level despite being automated.
“I do feel the nurturing creates a relationship between the designer and client,” Maxwell says. “People feel responsible to interact with the designer who sends the emails, telling her if they’re going to miss an appointment or follow up when they say they will.”
While lead-to-sale conversions are the fundamental goal and each campaign must include an incentive, like a restaurant gift card in exchange for attending the design consultation, PERQ nurture emails never directly promote or sell products in the store. Instead, the emails offer insightful and engaging content to assist the shopper in the quest to find the perfect furniture for their home, such as expert design tips and advice. “It’s the non-product stuff that gets engagement,” Maxwell says.
Once a consumer signs up for a design consultation, they receive two final emails: one with tips on how to get the most out of their upcoming meeting with a La-Z-Boy interior designer, and another sent on the day of the appointment as a reminder.
Phrases like “integrated software” and “artificial intelligence” can seem scary and expensive to store owners who aren’t tech savvy, but PERQ simplifies the process to make it both manageable and affordable for home furnishing stores.
“Implementation was easy and pretty straightforward,” Maxwell says. “The people at PERQ have been excellent to work with, no complaints, but that’s how I expect things to go with a supplier. It doesn’t always go like that, especially in technology.”
After seeing how well personalized lead nurturing works, Maxwell and his team have adjusted how they approach marketing. “It’s helped us progress our thinking around the consumer engagement model,” Maxwell says. “Now we think about opportunities and ways we can help customers — before they ever enter the store.”
“Overall, I’m very happy with the PERQ lead nurture program. It helps create and advance our relationship with clients, better than anything else we’ve tried.”
David Maxwell, President of La-Z-Boy Furniture Galleries of Ottawa & Kingston