When shopping for a big-ticket item such as furniture or a mattress, most consumers take their time. They conduct research, compare prices, and read reviews. They may put off making a decision on where to shop or which product to buy.
For products with longer sales cycles, such as furniture and mattresses, these types of search habits among shoppers make retargeting a good choice. It’s a great way to remind consumers about a furniture piece they looked at or a great price on a mattress in which they were interested. In this post, we’ll take a look at what retargeting is and how it can benefit Chicagoland furniture and mattress retailers.
What is Retargeting?
If you’ve ever conducted a search for a product and visited a company’s website, chances are you’ve been retargeted. Say you’re in the market for a new piece of luggage and you do some research on styles and pricing but you’re not ready to make a purchase. Later you click on Facebook and see a luggage ad pop up or notice a page for a luggage company you visited online in your newsfeed. That’s retargeting.
The fact is 96% of website visitors are not ready to buy. Retargeting is a way to reach out to consumers who have visited your website but left without making a purchase. It’s a marketing strategy that enables you to maintain brand awareness among these consumers and provides opportunities for you to persuade them to return to your website or come to your store. Platforms such as Facebook and Google allow you to target consumers who have visited your website over, say, the previous 90 days.
Does Retargeting Work for Furniture and Mattress Retailers?
Retargeting can be particularly helpful for furniture and mattress businesses. Most consumers will take their time in making a decision about buying furniture or a new mattress. They may put off making a decision or even forget about it altogether for a while.
By retargeting these consumers, you can remind them of the particular product or group of products they looked at on your website. Retargeting is most effective when used to serve ads based on the actual products a consumer clicked on. For example, if someone has looked at bedroom furniture on your website, it probably doesn’t make sense to show them ads for sectionals.
So, does retargeting work? The short answer is yes! Research shows that retargeting can increase ad response by 400%. In addition, website visitors who are retargeted are 70% more likely to convert. For furniture and mattress retailers, retargeting is both an effective and affordable way to keep your brand top of mind with shoppers.
3 Benefits of Retargeting
- More control. Retargeting allows you to select which consumers will see your ad. Unlike ordinary display advertising, your ads will only be served to people who have visited a particular page on your website. The audience for your ads will be more qualified and further along in the purchase funnel, closer to the point of purchase.
- Enhanced brand recall. With retargeting, you can build brand awareness among prospective customers after they’ve left your website. It helps keep your brand top of mind and provides another touchpoint in your marketing strategy to increase brand recognition and message recall.
- Cross-selling opportunities. Whether or not a consumer has made a purchase, retargeting enables you to promote related or complementary products and services.
Retargeting is a great way for Chicagoland furniture and mattress retailers to build brand awareness and increase recognition. Because retargeting ads are served only to people who have expressed an interest in your brand already, they’re more effective, and conversion rates are high because they’re further along in the purchase funnel.
The bottom line is retargeting can boost in-store sales and marketing ROI, and it’s a natural fit for furniture and mattress brands.