How to Nurture Online Furniture Shoppers Using Digital Data


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Whether you work with an external marketing team or plan to do it yourself, you can use the data you’ve captured about online furniture visitors through interactive experiences to your advantage.


It’s simple to create email nurturing plans for the different customers, whether they’re just starting their research on what sofa to buy or whether they’re interested in buying a mattress in the next week.


Interactive experiences not only help your potential customers narrow their choices, but furniture retailers receive A LOT of good information that can help them turn online furniture shoppers into a showroom visitor, and ultimately a sale.


With an interactive experience, you not only have captured an online visitor’s name and contact information but additional details such as:


  • The visitor’s design style
  • The specific type of sofa, mattress or dining room table they’re interested in buying
  • When they’re planning to make that purchase
  • Whether they plan to finance or pay in full
  • How they prefer to be contacted
  • Whether they want to set up a design consultation
  • If they’re interested in an offer or already have received a special offer
  • And more

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Email Nurturing Plans to Engage Online Furniture Shoppers



Email nurturing plans are a great way to continue to stay on top of mind. Furniture retailers spend a lot of money to advertise their business, but email marketing can be an inexpensive way to keep those online furniture shoppers engaged with you, especially because you know they are in the market to buy.


Once you’ve captured the data, you can determine what email nurturing cadence that potential buyer should receive.


Take a look at the type of data that can be captured from an online furniture assessment interactive experience, along with an example email that can be sent to the online furniture shopper using that data:



CRM Lead Date Captured from a Mattress Assessment with PERQ’s software:
First Name: Jenn
Last Name: Smith
Phone: 555-555-5555
What mattress firmness do you prefer? Soft
Why are you shopping for a new mattress? Mattress is old
Do you get hot while sleeping? Yes
How deep do you sleep? Light
What position do you sleep in? Varies
When it comes to price, what do you prefer? Cheapest
How soon do you want to purchase? Next 2 weeks
Mattress Result: Innerspring



Now here’s an example email sales script based off that data:


Hi Jenn,

This is _________ with ABC Furniture. I saw that you had an opportunity to visit our website and take our mattress assessment.

Are there any questions I can answer about your innerspring result or your interaction with our company so far?

You mentioned you were wanting to purchase a mattress in the next 2 weeks.

We work with other consumers like you who are in the need of a mattress rather quickly and for a reasonable price. They’re often researching online, just like you were, and trying to figure out where and what to purchase.

Most of our online shoppers that have an interest in purchasing a mattress soon are also interested in an in-store appointment with one of our mattress experts to have an easy, quick in-store experience. It’s a great time to use your special offer from the quiz as well.

Do you have time toward the end of next week? You can schedule an appointment with us by clicking here.

Thanks and we look forward to meeting you to find you the perfect mattress.

Your contact info



Email once the online furniture shopper schedules an appointment:


Hi Jessica,

You’ll be meeting with [Sales Consultant Name] for your in-store appointment to help you find the best mattress.

I will send you a follow-up calendar invite confirming the date and time for your mattress consultation. I’ll look for the acceptance of the invite, to make sure that time still works for you.


We look forward to helping you!

Your contact info