New Movers Make the Most Receptive New Buyers
Furniture Mart USA, a prominent regional Mid-West furniture retailer with over 40 successful stores across 3 retail brands, was committed to helping their customers find the perfect piece or room of furniture. This retailer had an established and mature brand and needed a cost effective and successful source of new customer traffic to continue to grow their customer base.
This retailer approached their direct mail partner, LS Direct Marketing, in 2015 who introduced and launched their proprietary NewMovers direct marketing program which aligned with their needs.
NewMovers direct is a highly targeted direct marketing program with the ability to identify 200,000 – 400,000 new movers weekly nationally. The new mover data is then overlaid with additional third-party data such as:
LS Direct applies its proprietary algorithm, which is based on over 15-years of experience marketing to new movers, to this data. The higher the new movers score, the more likely the prospect is going to purchase with a higher average ticket thus making the mailing as efficient as possible. “When people move to a new home, and 26 million people do every year, they over-index on the purchase of all categories of home-related purchases,” says Jeff Horowitz, Founder and President of LS Direct Marketing. “We know that prospecting for new customers is challenging, and we only recommended NewMovers direct to Furniture Mart USA because it has a proven and consistent ROI.”
The postcards are personalized with the customer’s name on the front and back to draw attention, and, since the mover may be new to the area, a map showing the nearest store location and the distance from their new home to the store.
Since 2015, over 300,000 NewMover direct postcards have been mailed. These have achieved a remarkable 1.66% conversion rate of which 0.58% are incremental (above the holdout/control group which responded at 1.08%). The program generated over $2.5 million in incremental sales and a whopping 936% incremental ROI while introducing many new movers to the brand.
“We have been running NewMovers direct since 2015, and it consistently works.” says Kayla Sifferath, Senior Marketing Manager for Furniture Mart USA. “New movers are a steady source of new prospect floor traffic and it has lowered our new customer acquisition cost.”