A Marketing Makeover
After years of helping consumers redecorate their homes, Raymour & Flanigan wanted to give its website and marketing efforts a serious makeover. So they turned to Curalate. Raymour & Flanigan was initially interested in tapping Curalate to power a shoppable Instagram experience and enhancing the brand’s social media scheduling capabilities. But they soon realized they could use Curalate in much more strategic ways — like driving revenue from a variety of social platforms and turning user-generated content (UGC) into compelling on-site shopping experiences.
Raymour & Flanigan had three main objectives for its marketing makeover:
- Celebrate its customers to help them imagine how Raymour furniture fits into their homes and lives
- Help consumers discover more Raymour & Flanigan products across all of the company’s digital touchpoints
- Drive more revenue from social media and email newsletters
Opening the Storefront, Online
Raymour & Flanigan’s brick-and-mortar stores offer a terrific customer experience that leads to natural product discovery. Each living room set, bedroom ensemble and dining area has been carefully curated by a talented designer — helping customers understand associations between specific products. For example, they might not have paired a wooden coffee table with a white rug, but seeing them in a store display helps people visualize how those products not only fit together, but fit into their own homes.
To replicate that in-store experience online, Raymour & Flanigan used Curalate Showroom — which transforms the images and videos the brand shares on social media into jumping off points to a whole world of products to explore. In the past, brands like Raymour & Flanigan would share a compelling image — say of a gorgeous dining room — then be forced to send people to just one specific product detail page. Why share a pic of a dining room table, chairs and place settings only to send consumers to a product detail page for the rug that sits underneath? What about the table? What about the chairs?
Using machine learning, Showroom automatically introduces relevant and diverse product recommendations to help consumers find more items they’ll love and easily see the associations between products. (Wow those chairs DO go well with this table!) The result is the closest thing that a consumer can get to walking the aisles of a Raymour & Flanigan store, online. Raymour & Flanigan has used Showroom in paid ads, email, Pinterest, Twitter and Facebook. With Showroom, Raymour & Flanigan consumers explored more products, bounced less, and engaged longer — without any help from the company’s IT department.
“When someone clicks from a photo on social media to a product detail page on our website, it’s not always a great experience. It feels very promotional. The second you direct someone to your website it becomes a hard sale,” said Bridget Saroff, Social Media Manager at Raymour & Flanigan. “With Showroom, we’re providing an experience for our consumers that’s much more organic and relevant to what they are looking for and exploring. Having Showroom as a middle ground allows people to explore our products in a more native, organic way.”
User Generated Commerce
Furniture is a big-ticket item. Buying a sofa or dining room table online takes far more consideration than, say, a $20 T-shirt. The Raymour & Flanigan team knows this well — so they wanted to use modern-day word-of-mouth to assist consumers in their buying journeys. It’s no secret that people use social media to get product reviews and recommendations. Raymour & Flanigan customers are regularly sharing pictures and videos of their products on Instagram, so the company displayed the best imagery in a shoppable gallery of user-generated content (UGC) housed on raymourflanigan.com. “We realized the UGC we’re generating on social media represented a golden opportunity to increase revenue on our website,” said Bridget. Going forward, Raymour & Flanigan plans to put shoppable UGC galleries on product detail pages.
Empowered by Curalate
With commerce experiences powered by Curalate, Raymour & Flanigan has dramatically increased revenue from e-commerce while making the experience much more delightful for consumers. “Bringing on Curalate as a partner has really helped our e commerce business grow,” said Bridget. “Now we plan to keep working together to raise the bar and up our game.”