Homefurnishings.com is site owned by The National Home Furnishings Association. It’s loaded with helpful information for consumers in the market for home furnishings and links consumers to local dealer microsites in a rather interesting way.
Here’s how it works to protect the brand and the dealer.
The idea is to have lots of shopping information on Homefurnishings.com for consumers just starting the process.
If the consumer decides to look for a dealer, they have a microsite for each dealer that combines the relevant shopping information appropriate to what that dealer sells along with dealer information including contact, promotions, all brands carried and more.
If the consumer is interested in a specific brand they have a microsite for sponsoring brands that has a dealer locator that links to a dealer microsite with the apporpriate soft copy, contact and promotions but only for that brand. This site also works in the brand dealer locator for consumers who enter the system from brand.com
If the consumer starts at the dealer’s local site, the microsite adds all the soft copy to the dealer’s site.
It’s rather complicated at first but in this age of digital content it is a great way to help consumers find the right dealer and brand in a system that leverages soft sell information while protecting dealers and brands every step of the way.
You can’t do this with traditional marketing tools.