Home Goods Customer Journey

Part
01
of two
Part
01

Home Goods Competitive Landscape (1)

Blu Dot and Casper both use their social media accounts to market their products and reach their audiences. Below are details about these companies' target audiences, competitive advantages, and marketing strategies.

Blu Dot

Target Audience
  • Blu Dot provides items to customers who are looking for useful, affordable, and desirable products.
  • Its target audiences are those who are looking for home and office products such as sofas, benches, storage, rugs, lightings, beds, mattresses, bedding, chairs, dining tables, and accessories.
  • They also offer products for kids and items for outdoor use.
Competitive Advantage
  • The company stood out when they received the 2018 National Design Award for Product Design by Cooper Hewitt, Smithsonian Design Museum for its collection of modern pieces.
  • The award received by Blu Dot helped them reach bigger audiences.
  • Another advantage is that the company reached customers outside the US. While they have seven locations in the US, Blu Dot also has two locations in Mexico and one in Sydney, Australia.
  • The company provides furniture for Starbucks and WeWork co-working spaces. These may help to make more opportunities, take advantage of great deals, and make more business.
Marketing Strategies
  • One of the marketing strategies of the company is using social media. The company uses social networking platforms such as Facebook, Instagram, Twitter, and Pinterest. These platforms help them reach and connect to their customers or potential buyers.
  • In their social accounts, like Facebook, the company posts its events and updates such as annual sales and showcase their products and promotions.
  • They also have a LinkedIn account with 4,490 followers. It helps them reach a large audience and a great place to convey their entrepreneurial journey.
  • In 2019, one of their marketing efforts is giving away a 1972 El Camino loaded with their products. Anyone could participate in the contest which results in reaching more audiences. The winner got an unconventional classic car worth $13,000. This is to promote their products in a larger scope of audience since anyone can join the promo.

Casper

Target Audience
  • Casper's target audiences are the customers who are looking for sleep products such as mattresses, pillows, bed frames, and beddings.
  • Its products are not just intended for humans but also for animals as they also target customers with pets, specifically dogs.
  • The product named Glow Light also offers its customers selections for bedroom lighting.
Competitive Advantage
  • They have offers such as a 100-night trial, free shipping, free returns, and a 10-year limited warranty. These results in attracting more customers compared to their competitors.
  • Aside from their sleep shops, Casper has retail partners. They partner with Target, as well as Raymour and Flanigan which helps bring their products to more than 1,000 stores in the US.
  • Casper also stands out from different companies and networks. According to CNBC, Casper is one of the 2019 CNBC Disruptor 50. Bloomberg said that the company is "The world's first end-to-end sleep company." Casper is also named as one of the most innovative companies by Fast Company. This recognition and acknowledgments made an advantage to reach more audiences.
Marketing Strategies
  • One of the strategies used by the company is utilizing their social media accounts like Facebook, Twitter, Instagram, Pinterest, LinkedIn, and YouTube. Social media is a big help for Casper in reaching their audiences and build conversion and brand awareness.
  • With a tagline of "Earn money while changing the world of sleep", Casper provides its audience with an affiliate program. The earnings will depend on how much the customer sells. As a consequence, these affiliates will help the company assist in reaching more audience and growth.
  • Casper creates video tutorials about its products which are posted on their YouTube channel. Since many people head to YouTube for learnings, it makes a positive result for Casper's marketing effort in targeting their customers and potential buyers to have more knowledge about their product.
Part
02
of two
Part
02

Home Goods Competitive Landscape (2)

Joybird targets people who are after personalized and fairly priced furniture. The company differentiates itself by insisting on quality rather than quantity, and by using talented craftsmen to handcraft products using customer specifications. Joybird uses its website and social media profiles to market its brand. Article targets homes and businesses in North America with its products, and differentiates itself by working directly with manufacturers to make unique and high quality products. Schoolhouse differentiates itself by mixing eras and styles and by promoting individuality in people to design products that are unique to their own lives. Detailed information is in the next section.

Joybird

Target Audience

Competitive Advantage

  • Joybird differentiates itself by insisting on quality over quantity. The company ensures that this happens by using talented craftsmen to handcraft customized products from the finest material using customer specifications.
  • The company personalizes its handcrafted products, something that is impossible to find at big retailers.

Marketing Strategies

  • Joybird uses its website and social media such as Twitter, Instagram, and Facebook to market its brand.
  • In 2018, Joybird ran a TV marketing campaign for its Hughes Sofa furniture product. The campaign video featured a man and a woman relaxing on a sofa with their dog and doing various activities while sat on the sofa, such as taking a selfie together, drinking wine, watching and cheering something, and having a nap. This happens while music plays throughout the commercial.

Article

Target Audience

Competitive Advantage

Marketing Strategies

  • Article carried out a TV marketing campaign with two commercials. The first commercial was called “How to break up with your sofa,” and featured a woman parting with her sofa by saying “It’s not you; it’s me.” The woman then selects a new couch with various colors and fabrics using her mobile phone.
  • A man and his dog suddenly land on a brown leather sofa, and the woman declares that she found the perfect match by saying “When you know, you know.” The campaign appeared only on TV in the U.S. as it is the company’s largest market, and was also featured on its digital media in the U.S. and Canada. The campaign targeted consumers who owned older furniture.
  • The second commercial featured three women sharing how they used Article to help decorate their homes. The three talk about how the products were of high quality and aesthetic and how it was easy to purchase them.
  • The campaign appeared only on TV in the U.S. as it is the company’s largest market, and was also featured on its digital media in the U.S. and Canada. It targeted female consumers.

Schoolhouse Electric Supply

Target Audience

Competitive Advantage

  • The company's competitive advantage is to offer better and quality rather than more products.
  • It also differentiates itself by mixing eras and styles and promoting individuality by encouraging people to design products that are unique to their own lives, including their quirkiness.

Marketing Strategies

Sources
Sources

From Part 02
Quotes
  • "The ads began airing on Nov. 12 and will continue rolling out over the coming weeks. They are appearing only on TV in the U.S., the company’s largest market, and receiving digital support both in the U.S. and Canada."
Quotes
  • "Every piece starts as a raw material, and then transformed by our talented craftsmen to exactly the specifications you want."
Quotes
  • "When’s the last time you had something exactly the way you wanted it without paying an arm and a leg to get it? We believe furniture should be as personal and unique as you are. We don’t build furniture to please the masses; we only build furniture that pleases you."
Quotes
  • "This direct relationship means we can bring you beautiful modern furniture and decor at unrivaled value — up to 30% better than traditional retailers."
Quotes
  • "In mixing eras and styles, with an ever-present focus on quality, we encourage people to create collections that reflect their own unique lives while embracing quirks and individuality."