THE METHOD TO OUR MAGIC WAS NAILING HAVERTYS’ PERFECT AUDIENCE AND THEN UNEARTHING THEIR LUST TO STRUT THEIR CREATIVE STUFF THROUGH THEIR FURNITURE.
Havertys Furniture Case Study
Q: How do you give a 130-year-old furniture brand newfound swagger and relevance?
A: You pinpoint their perfect customers and discover the unique desire they all share.
CHALLENGE
Havertys needed to get back on people’s radar in a fragmented category that was saying all the same things and outspending them three-to-one.
INSIGHT
Transactional segmentation of their customer database revealed four unique audience segments, each wanting to impress visitors while showcasing their personal creative expression in their homes.
SOLUTION
1. Used predictive algorithms to identify prospects that mimicked Havertys’ Highest Value Customers and geo-tagged those households around trade areas for each of their 120 store locations.
2. Prioritized individual retail locations and markets and developed full-funnel, hyper-local media strategies, pinpointing our segments’ habits with geotargeting around each Havertys location.
3. Handpicked creative teams to craft a campaign that cut through the category’s noise and clutter and delivered a message we knew Havertys’ most valuable customer wanted to hear—all with a hip funny smile.
RESULTS
Generated first-year total written sales up +12%; YOY comp store sales +7%
Increased annual average ticket by 8.9% among Highest Value Customers
Drove 8 years of continuous sales growth
Dave Lubeck and his team have helped Havertys differentiate from the promotional furniture players with the message of customization and personalization of furniture. Since we began the marketing together, we have significantly increased our special-order business and average sale, which has been a major factor in our driving our overall sales. The Unbound team was instrumental in helping brand our design program and our high-quality delivery teams, which has further distinguished Havertys from our main competitors.
