Case Study: Home Interior Warehouse
The Challenge
Covid-19 shut everything down, including the High Point Furniture Market. The Home Interior Warehouse typically reports new home furnishing trends directly from the market. Now? All that visibility and excitement for new products is gone.
The Insight
Home Interior Enthusiasts love the inside scoop. They want to see the newest trends before they hit showroom floors. If they could, they would go on a buying trip to select the newest in home furnishings themselves.
The Solution
The Virtual Buying Trip. Since all the manufacturers were forced to introduce their new product to home furnishing retailers virtually, let the customer come along for the ride! With help from The Marketing Democracy, the Home Interior Warehouse developed an Instagram video series where followers could join store owner Jackie Schwartz on a virtual buying trip to select new products for the Home Interior Warehouse showrooms in Walled Lake and Plymouth Michigan.
The Result
Instagram engagement during the Virtual Buying Trip nearly doubled! Website traffic increased by 30%. While the Home Interior Warehouse was shut down during this time, customers reached out sharing their appreciation for the Buying Trip and when the store reopened, many customers referenced the video series. Hear directly from store owner, Jackie Schwartz