(c.a. hoitt furniture) profile

Location:
Corner of Valley and Wilson Streets, Manchester, NH

Industry:
High-end furniture retailer

Number of Employees:
16

Client since:
2004

case study (c.a. hoitt furniture)

GOAL
The main goal was to drive traffic to the redesigned C.A. Hoitt Furniture website www.cahoittfurniture.com where visitors could receive special web-only discounts and coupons.

BACKGROUND
Established in 1880, C.A. Hoitt Furniture is one of America’s oldest furniture stores, featuring high-end collections from Thomasville, Lexington, Wesley Hall, Howard Miller and others. The store’s vast display of fine furnishings, mattresses, draperies and accessories occupies three floors in a former mill building in Manchester, NH.

CHALLENGE
The website redesign was launched early in 2010. The challenge was to engage the current demographic, affluent women 55+, as well as a new demographic, affluent women 35+, all within a specific geo target area. The client also requested that bGG reach these goals in the most cost-effective manner possible. The campaign needed to be consistent, visually appealing to both demographics, and encourage new site visits.

SOLUTION
bGG proposed a campaign consisting of traditional newspaper print ads and less traditional online ads. A print ad campaign featuring incentives to be among the first web visitors ran in the state’s largest daily paper to help secure the 55+ demographic. Online Facebook ads linked directly to the “Specials” page on the website ran to target the 35+ demo. Ads in both mediums featured a striking silhouetted image and an incentive to visit the website.

RESULTS
This campaign was successful because of measured increases in website traffic for C.A. Hoitt during the four-week campaign. Specifically, 993 Facebook users clicked through to C.A. Hoitt’s website; and the newspaper ad led to email address captures and online coupon downloads. Page views for the website increased dramatically during the same four-week period compared with both the previous month and the same month in the previous year. The “Specials” page was the second highest visited page that month. Facebook was the second highest referral source for the site. The amount in sales generated by the online coupons paid for this campaign more than three times over, indicating definitive ROI.