How Ashley Homestore Used Digital Marketing Through The Pandemic?

While browsing the official advertising data shared on Facebook, I noticed Ashley Homestore. The sales of Ashley Homestore among potential customers increased by 35%. And got 8 times the return of investment. This means that for every dollar spent on advertising, there is a return of $8. What an impressive income it is! During the pandemic, Ashley also actively used digital marketing to adapt that.

Ashley’s Strategy

Today, Ashley Homestore is not only a brand in a large offline market covering nearly 45 countries and 900 locations, but also a brand with greater online influence. According to the official report provided by Facebook, we can see that Ashley has adopted a strategy for two different groups in digital marketing activities. The first is to get new customers and improve their brand awareness. The second is to retarget their customers.

Retargeting customers are those who have visited retail stores or online stores. Because they have contacted and understood the brand before, it is easy to regard it as a repeat customer. Therefore, Ashley Homestore began to carry out digital marketing activities from them.

Ashley’s Digital Marketing

During the COVID-19, Ashley used real-time digital marketing. Considering the special circumstances faced by customers at the moment, such as working from home. Then they carry out marketing according to this special situation. This makes good use of the situation against them.

Ashely has a good grasp of digital marketing. Through the content they posted online, they not only publicize the company and products but also bring customers into the scene in the form of storytelling. For example, let customers imagine their dream home. I think this will make customers increase the sense of the picture. Also, they provided huge discounts. I think this is successful digital marketing. Ashley can conduct appropriate publicity in combination with the current situation and has a good insight into the hearts of customers.

Communicate With Customer After Pandemic

The pandemic prompted people to get used to buying everything online. I think network channels make the communication between brands and customers more direct and effective. The brand can directly interact with customers in real-time. In addition, brands need to build communities for customers. Give consumers a sense of belonging, even if they may be forced to separate from their loved ones for a period of time, which will enable people to seek comfort in new ways.