Fresh Focus Inspires Buyers
SAUDER EVOLVES FOR SUSTAINABLE GROWTH
For more than 80 years, Sauder has led the ready-to-assemble furniture category it created, with innovative, well-priced products. However, in the last 20 years, the Sauder brand has become less familiar, with much its furniture private-labeled by big-box retailers.
Sauder needed to invigorate its brand to position itself for long-term growth.
BE THERE WHEN SHE’S READY TO BUY
After a hard look at the marketplace, Sauder realigned with a consumer segment with the most influence and growth potential – millennial women. A new brand identity and on-trend product designs became the fresh voice connecting with her and her lifestyle.
“Daniella” is online 30% of her day, so Sauder met her there and earned a click-through rate 3X more than category averages.
From PR and online ads, to search and social marketing, the Sauder brand is connecting with its new consumer in the place and moment when she’s considering a purchase – driving 40% more new visits to its website.
STYLISH INFLUENCERS CREATE SAUDER STIR
Aligning content-driven campaigns with seasonal sales periods, Sauder used real, in-home photography and advice from popular third-party influencers to inspire buyers who envision “living the brand” and want Sauder products in their own homes.
I was SUPER excited to use the mint chairs (mint New Grange Café Chairs) and matte finish. A lot of my décor was based around the design of these gorgeous chairs!
- Jenni, I Spy DIY
I was immediately drawn to the credenza because of the style of it and the lines on the front doors. But it’s also a functional piece with the shelving inside of it and the multiple cutouts in the back for entertainment purposes.
- Leigh Fager, Eclectic.Leigh
SAUDER CONTINUES TO LEAD EVOLVING MARKET
As the furniture market migrates from traditional bricks and mortar to online sales, Sauder is perfectly positioned for the emerging stylish, yet budget-conscious online consumer, so much so that it’s seen its own online sales distribution shift from 17% to 50% in just three years.
Bader Rutter helped us refocus our business on a market position that’s made us more relevant to a new generation of consumer, ensuring we’ll continue to lead the category we created.
- Mike Lambright, Sauder Furniture
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