Bassett Furniture case study: Boosting in-store sales with new campaign strategy

Bassett Furniture, facing a challenging market, looked to increase in-store sales and improve their search strategy. By partnering with Tinuiti and leveraging Adthena’s market share insights, they successfully tested a product-themed campaign. The test not only boosted in-store sales by 3.9% YoY but also paved the way for a more revenue-driven PPC strategy.

• Struggling overall market: With declining traffic and a challenging retail environment, Bassett Furniture needed to identify new ways to grow in-store sales.
• Uncertain campaign effectiveness: The brand was unsure of the impact of product-themed search terms compared to their traditional location-based campaigns.
• Limited insights on market share: Tinuiti required reliable data to measure the effectiveness of test campaigns and guide future strategy.

In order to understand the impact of increasing non-brand click share, Tinuiti’s Paid Search team created a test campaign targeting the same demographics as their normal campaigns. DMAs were split between product and store campaigns with 80% of the budget going to product terms.
 The Tinuiti team used Adthena data to measure market share increase.

For the test campaign, click share was increased so it would rank in the top 7. Store sales were measured against the rest of the overall market on a Year-over-Year (YoY) basis for the categories mentioned. The test campaign budget was 5% of the total monthly budget during the four-month test. The control campaign received a large majority of its traffic from location and “furniture store” queries.

The four month campaign measured in-store sales for each DMA comparing it to the overall market during the same period. The DMAs 
 in the test had a 3.9% in-store sales increase YoY for the categories compared to the overall market. During the test period, direct traffic to the website decreased by only 22.5% YoY in test markets compared to the overall market.

The test proved value in product-themed search terms, which didn’t show nearly the return that location-themed terms showed. This took Tinuiti a step closer to building out a more revenue-driving search strategy.