Retail Web Services (RWS) recently announced early success of a pilot program that automates omnichannel promotions. The automated omnichannel promotions by Coaster and Broyhill Furniture launched across nearly 100 independent furniture retailer websites in March and April, respectively. To date, they have generated over 1,600 calls and nearly 400 GPS navigations to stores from mobile sites.
The pilot promotions are rooted in RWS research that when shopping for furniture, 90 percent of consumers begin with a local online search. The Coaster “2017 living room furniture tips and trends” promotions ran across retailers’ multiple digital mediums, resulting in more than 140,000 participating Coaster products’ page views.
What’s more, promotions tie together to align with users’ purchase intent, sending remarketing emails to the right person at the right time with relevant promotional content.
“Independent furniture retailers are likely to have local people on their sites, so the omnichannel promotions reinforce in a cohesive way they’re not just a place to buy furniture, but can help you create a stylish and cozy living room,” said RWS Chief Operations Officer Jennie Gilbert. “Smart automation features make it easy for retailers to follow up with prospects who are scouring a lot of websites, staying top of mind with them, bringing them back to the website and encouraging them further down the purchasing path.”
So far, the promotions have generated 1,554 remarketing emails with a higher-than-average open rate that exceeds 50 percent and close to 20 percent click thru rate. Industry standard open rates range from 12.78 to 20.96, according to leading email marketing providers Constant Contact and MailChimp, respectively. According to these sources, industry standard click thru rates range from 7.93 to 2.50 percent.
While RWS does not release sales numbers for its retailer customers, to date the omnichannel pilot program has generated over 1,000 participating Broyhill and Coaster furniture items added to the cart or quote request systems after consumers interacted with these promotions. The promotions are scheduled to run on retailers’ Level 4 WebFronts through the end of the year.