With a loyal customer base, fourth-generation business Steinhafels works to stay current with how customers are shopping for furniture. “Our beautiful showrooms and expert sales staff set us apart from other retailers, so getting online shoppers into our brick-and-mortar stores is a main goal for us,” says Dani Dagenhardt, Digital Marketing Coordinator at Steinhafels.
Founded in 1934, the retailer continues to find new ways to bring consumers to any one of their 18 locations in Wisconsin and Illinois. “This year, we have a lot of digital initiatives. We are getting out of paper – that’s where the majority of our budget has been,” Dagenhardt says. “Digital is where people are now. That’s where their eyes are, and we use the information we are getting to merge that digital arena with our brick and mortar.”
In the first 90 days of utilizing web conversion software and AI-driven Email Nurture Program that re-targets website visitors, Steinhafels averaged over 2,000 website leads per month, with an online lead-to-sale conversion rate of over 13%. “Our managers are happy with the leads we are getting” says Dagenhardt. Ultimately, her investment paid off, bringing in more than $1.9 million in showroom sales attributed to their website.
Now, drawing customers into an expansive 100,000-square-foot retail space often begins with a phone, computer or tablet. With this digital approach, Steinhafels stores gain important insights, such as the customer’s preferred sofa and design style, and learn exactly where a customer is in their buying journey before the customer ever steps foot into the store.
The data Steinhafels collected on their website revealed 74% of shoppers said they were researching or narrowing their options and 20% were ready to buy right away.
This data shows that Steinhafel’s is successful with digital engagement for shoppers at all stages of the buying process. Steinhafels was able to use this insight into their website traffic to prioritize their sales team’s time personalizing follow up communication for “ready to buy” leads and applying personalized marketing nurturing to others.
For leads that have gone quiet, Steinhafel’s investment in digital has enabled them to re-engage. “Being able to contact the people who visit our website has been incredible,” says Dagenhardt. “Reminder emails keep Steinhafels top of mind and are a great way to get a prospective customer back into the buying funnel.”
“During slower times, it is really helpful for our salespeople to reach customers pre-shopping online. Any chance to get a potential customer in the store to talk to our sales team is a greater chance for a sale.”
Focusing efforts around the website has enabled Steinhafels stores to streamline their lead management processes. “Using our website as a selling tool makes our sales teams’ lives easier,”
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.
Dani Dagenhardt, Digital Marketing Coordinator
Dagenhardt says. In-store sales associates now know exactly what type of home furnishings the customer searched for online and personal information extracted during the interactive assessments on the store’s website, like their preferred design style or ideal type of recliner.
“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.
By combining PERQ into their digital initiatives, Steinhafels has been able to see actionable sales opportunities coming from the website, proving that the transition to digital is both better for the sales team, and profitable.