How a Marketing Cloud Benefits the Home Furnishings Industry3 min read
You save your photos and computer data to a cloud, but do you know how a marketing cloud works? More importantly, do you truly understand the value a marketing cloud can add to a local retail business? Most likely not. It’s technology not commonly utilized in the home furnishings industry for a variety of reasons.
A quality marketing cloud solution delivers actionable data, predictions and tracks ROI for every lead and marketing source, which is why most Fortune 500 companies rely on a cloud to build comprehensive, targeted digital advertising strategies.
Until recently, there’s never been a cloud solution built specifically for home furnishing retailers, and corporate cloud services remain prohibitive to local brick-and-mortar stores. Generalized marketing clouds require considerable technology resources and marketing staff to manage, and often cost too much to purchase and maintain for independent home furnishing stores.
Technologies like artificial intelligence and machine learning make an economical and more effective cloud solution possible for retail stores. While it may sound complicated, a marketing cloud can streamline your business processes and increase profits. Let us break it down.
What is a Marketing Cloud?
A marketing cloud connects various digital tools and resources as a way to centralize data storage and automatically process the information. When aligned with a retailer’s objectives, a marketing cloud stores and analyzes data points collected from various touch points throughout a shopper’s journey to purchase, from the store website and showroom to digital advertising and social media.
That consumer data, when processed through the power of the cloud’s integrated technologies, allows stores to track leads and conversions across channels, evaluate sales and advertising performance down to the dollar, as well as deliver a personalized, connected experience for customers. The cloud gives retailers the technological tools to automatically nurture digital leads, and gives a salesperson detailed information to better assist the customer using a personal touch.
“The amount of data we’re capturing, that’s the real strength of the PERQ technology,” says Ed Massood, owner of Home Inspirations Thomasville in New Jersey. “Then, we’re using that data to follow up and retarget leads through things like email nurturing.”
Tying research, data and lead nurture tools together allows retailers to leverage their store’s best assets, the physical showroom and their staff, to start building digital relationships before customers visit in person.
“The marketing cloud is designed to power the consumer experience from digital to in-person, which enables stores to bring their strongest fist into the fight against Amazon and Wayfair,” says PERQ co-founder Scott Hill. “It’s your salespeople, your stores, your physical inventory. By bridging this digital to in-person experience, you’ll make it a more convenient, easier shopping experience for customers.”