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Retail

Godby Home Furnishings

OVERVIEW:

How best to let customers buying new bedroom furniture know that they didn’t need to go to another store to purchase a mattress? That was the challenge facing Godby Home Furnishings of Carmel, IN, a three-store chain in the Indianapolis area. Working with Comcast Spotlight, the retailer set out to ensure customers were aware of Godby’s mattress selection and pricing, and to boost year-to-year sales 10% during a three-month period.

STRATEGY:

With a target audience of adults 35-64 in the market for a new mattress, a mix of broad-reach TV networks – including Bravo, Discovery, ESPN, ESPN2, Food Network, FOX News and HGTV – got the store’s message in front of local shoppers. Keeping pace with consumers’ use of multiple screens, Godby’s media strategy included a strong digital component, with in-banner video advertising on Xfinity.com and FOXNews.com. Godby’s also took advantage of Comcast Spotlight’s geographic segmentation capabilities, focusing its advertising in the neighborhoods surrounding its stores.

SUCCESS:

Multi-screen advertising helped Godby Home Furnishings exceed its original goal of 10% sales growth in the mattress category for the year-over-year period. For the three-month campaign, the chain’s three stores had a combined increase in mattress sales of 18%, with the top-performing store recording a stellar 27% increase.