Survey: Ad inserts help boost furniture sales
By Thomas Russell -- Furniture Today, April 18, 2004
BALTIMORE — A new study by a marketing and advertising consultant shows that ad circulars and inserts are playing a key role in helping people buy bedroom and living room furniture.
In its 2004 survey of consumer behavior, Baltimore-based Vertis found that 29% of adult consumers said they turned to ad inserts and circulars first in helping to choose bedroom products and 32% used those ads first for living room products.
That compares with 19% who used newspaper ads for both categories and 18% and 19% respectively who relied on the Internet. Only 12% relied on TV advertising for bedroom and 10% for living room furniture.
Overall, 35% of the consumers surveyed said they used ad inserts or circulars to decide where to shop for furniture. That compares with 56% for clothing, 50% for home electronics and 31% for toys.
Ad inserts and circulars are typically distributed in newspapers and via direct mail. They also are available in many stores.
Vertis has done the survey since 1998. The most recent took place in September and was based on telephone interviews with 3,000 consumers, said Lorie Garber, a company senior marketing coordinator.
Therese Mulvey, vice president of marketing research at Vertis, said the survey shows consumers are taking a more focused approach to shopping, partly because they're watching how much they spend and partly because of busy work and family schedules.
"With less time on their hands and less money in their wallets, a growing number of furniture shoppers are seeking out the best deals before they leave the house," Mulvey said.
She said the survey indicates that retailers and marketers should include ad inserts as part of their advertising strategy.
"If you want people to consider you when they're ready to make a purchase, that's when inserts are beneficial to helping the consumer and moving the product," she said.
For a complete copy of the survey results, contact Garber at (410) 361-8395.
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