How Home and Furniture Brands Can Build Customer Trust Today

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This post is sponsored by Amazon Ads

Demand for home goods and furnishings continued to grow in the United States, with Statistic study on furniture showing a 31% increase since 2019 and an annual growth rate of 4.5% through 2026. Remote working has become more common and people have made their home living and office spaces more comfortable. But current economic indicators could dampen those forecasts. A survey of Ipsos found that 81% of consumers surveyed are trying to watch prices and 77% are cutting back on non-essential products. Despite these uncertain times, brands have the opportunity to continue to build consumer trust and loyalty.

“Brands need to be empathetic to the needs of shoppers right now. Marketing strategies focused on customer consideration and retention stand out in today’s environment,” said Jay Symonds, senior director of home industry at Amazon Ads. .

Here are three ways brands can build long-term relationships with new and existing customers.

1. Attract buyers with brand storytelling

Any great TV show, movie, or book has to start with a good story. The same could be said for a brand. As people, we can better connect with the world around us through the power of storytelling. That’s why, when it comes to interacting with customers, brand awareness is just one of many things that matter – it’s also about weaving a thoughtful thread around a story. captivating. Customers are engaging with brands in new ways, but they’re also developing an affinity based on a brand’s story, what it stands for, and how they relate to it. According to a 2022 Ipsos survey, nearly three-quarters of customers understand that a favorite brand may need to raise prices in the event of a shortage or inflation, but there is always room to win them over with relevant storytelling.

Amazon Ads offers a number of solutions to help brands showcase their brand story. Stores, for example, give advertisers the ability to showcase their brand and products in an immersive, multi-page shopping experience. Brands can help shoppers discover their brand story by using drag-and-drop thumbnails or pre-designed templates to create a personalized multi-page store with dynamic and rich media, like images and videos.

In addition to Stores, brands can use Sponsored brands to tell their unique story. Sponsored Brands can help brands increase their visibility and decide how they want to present their brand to customers. From creating custom headlines to share brand messaging to optimizing their bid strategy for placements that best meet your performance goals, brands have many ways to create relevant experiences. with relevant audiences.

According to Amazon Internal Insights 2022, home and furniture brands that include branding solutions such as stores, sponsored brands, and Amazon Live in their strategy observed, on average, 14.1x higher brand awareness ( brand searches) and 1.1x higher sales growth on Amazon.

2. Reach your audiences throughout their day

It is now possible to browse, compare and buy furniture between meetings, classes, appointments or just watching TV at home. Streaming TV Ads Amazon ads help brands reach these consumers at scale throughout their day, while they do what they normally would. A third of buyers no longer pay for traditional cable TV, and of those who still pay for cable TV, half spend their time watching TV on streaming services. (Amazon Connected Consumers Study, US, July 2021) Streaming TV ads perform well for home and furniture brands, which saw 179% growth in average number of repeat customers over the period former. (Amazon internal analytics 2022)

Storytelling through audio can be just as powerful, as the audience listens at their convenience or while they do activities like commuting, exercising, or cooking. Audio announcements on the ad-supported level of Amazon Music are another way for brands to reach home and furniture audiences. Customers interact with Alexa every week on hundreds of millions of Alexa-enabled devices. Adding home items to their shopping list with the Alexa app provides a seamless shopping experience.

3. Provide a seamless online and in-store shopping experience

Home and furniture shopping is no longer a single trip, or even a single shopping experience. Shoppers can browse on their phone while in physical stores. According to a joint study conducted by Amazon Ads and Kantar in 2021, 74% of mattress shoppers research online before buying. Shoppers can order online and return to a store. As such, brands are finding ways to improve the omnichannel experience, including ads on streaming services. Amazon is often part of the customer’s offline shopping journey.

By connecting the shopping experience between delivery stores and physical stores, brands can meet shoppers wherever they choose to purchase products through in-store and online advertising. Home and furniture brands that successfully combined three or more Amazon Ads solutions, such as Sponsored Products, Display, and Amazon Streaming TV ads, achieved 2.7 times the average repeat customer growth results compared to brands who have only opted for one or two Amazon Ads solutions during the period. period.

Take-out? Consumers buy at their own pace, all day long, all year round. Brands can stay present during these everyday moments through immersive ad experiences to deliver relevant information before, during and after purchases to help inform buying decisions. Despite uncertain economic times, brands can still find thoughtful and relevant ways to connect with shoppers, build trust and help them feel valued.

“A full funnel strategy can help you reach more shoppers through more touchpoints. At Amazon Ads, we’re committed to continuing to connect the omnichannel shopping experience to help brands engage shoppers. across a wide range of experiences, whether they buy in-store, online or both,” Symonds said.

To find how Amazon Ads can help you build trust with your customers throughout their buying journeys.


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