Ad Performance of Home Furnishing Brands Amid the Changing Retail Market
March 18, 2022
The home furnishings retail category has seen significant changes over the last decade. With the dramatic rise in online shopping and eCommerce, consumers can now purchase just about anything and have it shipped to their door within days, including a couch or a decorative area rug. Home furnishings became the third-largest product category for retail eCommerce sales in 2021, with over $105 billion spent, as pandemic-weary shoppers were drawn to the convenience of online shopping, even for bigger ticket items. This increase in online shopping gave rise to online-only home furnishings brands such as Wayfair and Overstock.com and pushed brick & mortar retailers such as Ikea and Home Goods to optimize their eCommerce capabilities to keep up.
Using Phoenix Brand Effect, the gold standard for in-market advertising effectiveness measurement, we took a look at the recent advertising of some home furnishings brands to see which ads consumers are taking home and which are getting left on the curb.
Wayfair sits on top of this ranking with their ad “Make My Home Totally Me,” featuring singer/TV personality Kelly Clarkson. This relatable ad delivered a very high score for Brand Linkage, likely aided by their use of a popular and highly-recognizable celebrity and consistent brand cues throughout the spot.
Home Goods’ ad “Go Finding – Came a Long Way” also yielded good branding results with its bright, energetic setting and by ending with clear brand identification and a visual of a store.
Ashley Home Furniture’s “Warehouse Inventory Blowout” calls viewers back to the more traditional style of furniture advertising with a simple narrative and a clear sale message. Their decision to focus on a specific type of furniture in the visuals also may have helped viewers engage and understand the offer more easily.
Ikea’s ad, “Every Home Should Be a Haven,” featured a fantastical narrative about pumped-up stuffed animals. However, the animal story may not have been connected enough to the brand to draw viewers in. The ad also waited until late in the story to identify the brand or even the category, making viewers either disengage or have to guess what the ad was for, contributing to below-average Brand Linkage.
While Overstock’s ad presented a straightforward sale message that viewers engaged with, there were few brand cues in the ad specific to Overstock. Coupled with the fact that they don’t advertise as often as other retailers such as Wayfair, the ad may have been misattributed to other brands by viewers.
With growing competition, retailers need to ensure that their advertising breaks through to consumers and drives them to take action. Interested to see how these campaigns performed on a brand level or for insights into the “whys” behind the performance of these ads? Drop us a line!
Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).