BASSETT FURNITURE
AMERICAN CRAFTSMANSHIP SINCE 1902
Bassett Furniture Industries, Inc., founded in 1902 in Virginia, is a leading furniture manufacturer and retailer. With approximately 60 retail locations and 40 licensed stores across the U.S. and Puerto Rico, Bassett offers stylish furniture, home accessories, and personalized design services. Combining a century-old tradition of quality with modern trends, Bassett continues to be a respected name in American furniture craftsmanship.
Project note –– This digital strategy initiative was developed for Bassett while I was a part of the DuMont Project marketing consultancy team.
Bassett Furniture – digital strategy
Media growth strategy
Challenges
Declining store traffic in many markets despite increased web traffic
Inconsistent performance across markets and stores within the same DMAs
Limited offline conversion tracking, hindering optimization for in-store visits and sales
Objectives
Increase store traffic while improving conversion rates
Optimize media allocation based on market-specific performance
Enhance tracking and attribution for offline conversions
Refine messaging strategy to balance promotional and non-promotional content
Scale successful digital strategies across all markets
Explore and test new media opportunities to reach and engage target audiences
Bassett Furniture – digital strategy
Month timeline
Program assets
Bassett Furniture – digital strategy
Bassett Furniture – digital strategy
Results
Mixed overall performance with store traffic down 1%, but web traffic increased by 30%
Direct mail showed the highest efficiency, contributing to 17.6% of sales
Top markets included Houston, Charlotte, and Atlanta; Philadelphia underperformed
Cart abandoners audience was the best performing for retargeting, and carousel ads received the highest engagement
New stores contributed to 8.2% of total traffic; Winter Home Sale saw an 18% increase in written sales
Non-promotional ad copy outperformed promotional ads in search, full room lifestyle shots increased customer engagement