From Waterbeds to Lifestyle Designs, See How CITY Furniture Brings Custom Experiences Online

Before CITY Furniture was a whole home brand, it only served one product with one promise — provide quality waterbeds, created with the customer in mind every step of the way. 

50 years later, CITY Furniture is driven by authentic quality and built on the foundation of the customer. The CITY Furniture team has showrooms across Florida that merge regional identity with design, from Miami Modern, Traditional and Farmhouse. The stores provide each shopper a custom experience with service that matches each shopper with the products they’re looking for. 

Bringing custom experiences online during the pandemic

But when the pandemic closed stores across the country, the CITY Furniture team had to bring all of those personalized custom experiences online, from the product expertise and white glove service to the convenience of purchasing right where you are. 

One of their first forays into personalization was with personalized batch emails, including the ability to target intent-based audiences with dynamic blocks that would customize products for each individual shopper. The first email they sent had an open rate 70% higher,a 300% click rate higher and a conversion rate 500% higher than the average. AOV was also 40% higher with personalized batch than generic batch. This email send generated the same amount of revenue as a send 30 times its size with intent-based audiences versus one-size-fits-most sends. The team got to work stacking this effort and building personalization bridges across channels.

“It’s not just about data transfer. With Bluecore, we could take control of the data, put it all together and distribute it in a meaningful way. Being able to take it, use it and feed it into predictive models helps us understand what shoppers want and where they’re likely to convert.”
Justin Roisman, Managing Director of Digital Marketing | CITY Furniture

Connecting touchpoints to drive revenue

As quickly as shoppers stopped going into stores — they started back up. This accelerated the need to be truly customer-centric as shoppers could be URL or IRL at a moment’s notice. This meant creating a truly omnichannel experience that followed the shopper from site to store. By understanding attribution and connecting data with their store and digital experiences, the CITY Furniture team was able to attribute the efforts of their digital team on in-store experiences by understanding which emails influenced shoppers to come into the store.  

“What changed everything was when Bluecore brought our offline sales into our digital efforts. Around 18 months ago, looking at email metrics would have been a disaster. Since launching with Bluecore, we know that even though last click revenue has gone down there’s an upward trend in attributed revenue from emails because they’re going into stores. They see the email, then they head to the showroom.
Justin Roisman, Managing Director of Digital Marketing | CITY Furniture

Home is where the heart is

It’s easy to forget sometimes in the daily grind and all of the business performance we need to drive that shopping is personal — and shopping for your home is even more personal. Creating experiences that make the shopper feel like you respect their preferences and what they’ll need next changes the game for shoppers by bringing everything they need together. By personalizing experiences and connecting touchpoints for the customer, the CITY Furniture team saw a 118% increase in repeat buyer rate and brought their customers back into the fold, with 30% of their now active shoppers having been inactive. 

Home is the most important part of your life. It’s where we’re spending more and more of our time — now, it’s where you work, meet and live. It’s incredibly important that we respect our shopper’s trust with all of that data and signal to keep providing experiences that facilitate easy discovery to find the best for their homes.
Justin Roisman, Managing Director of Digital Marketing | CITY Furniture

See how the team at CITY Furniture brought it all together for their shoppers.