BUILDING AWARENESS AMONG AN IMPORTANT TARGET

Whether it was the pandemic or demographics or a combination of both, there was a lot of movement in the housing market starting in 2020. This created a great opportunity for Lovesac and their unique line of modular Sactionals furniture and building awareness among a critical segment – young families.

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Increase in Conversion YoY
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Increase in Awareness Level

Approach

Highly relevant messaging in the right channels

Our research showed that young families had very specific needs when shopping for furniture. The good news was that Lovesac’s products delivered against every one of those needs. Yet those highly specific desires, from ease-of-cleaning to quick configuration, were not the most prominent points in the current crop of Lovesac advertising units. We knew that we not only had to target families more directly, but that we would have to develop new creative that spoke just as directly to the needs of those families. Research was key to both needs: data analytics to show us where to meet those consumers, and listening directly to those families to know what messages would resonate most rationally and emotionally.

Results

The numbers speak for themselves

Our willingness to shift KPIs on click-through-rates proved itself where it matters most: sales. Year-over-year conversion rates among the young family segment increased an astounding 100%. And it was all because our messaging educated young families to help them get to know how Lovesac Sactionals can create the perfect living space in their homes, as awareness levels among the target rose 78%. We also saw increased activity in both e-commerce and in Lovesac showroom locations.

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