At the High Point Furniture Market, I had the opportunity to discuss web marketing challenges with several furniture manufacturers. One issue that came up with nearly every conversation was how to keep consumers focused on their brand when their retailers display so many competing brands on their sites.
If a consumer started their online window shopping at the brand’s website, that consumer already has a brand preference. How can the brand move the consumer down the purchase funnel to a retailer, while protecting that preference and help ensure when that consumer walks into the retailer’s showroom, they ask for the brand by name?
The good news is that we’re helping to solve that problem with HomeFurnishings.com single branded retailer microsite program. The brand’s message, products and promotions are featured on the retailer’s microsite, along with the retailer’s local contact info and messaging. And, the brand can link to these single branded retailer microsites from their own Brand.com site. The longer a manufacturer is able to keep consumers engaged with their brand online, the more likely those consumers will be to purchase their brand at retail.
HomeFurnishings.com is helping manufacturers avoid being just one of many logos on furniture retailers’ websites.