Case Study

Cutting Through a Sea of Sameness

Despite their 130 years of furniture expertise, Havertys found itself adrift without a paddle. Bernstein-Rein showed them the path to differentiation while rerouting their road to success.

At Bernstein-Rein, we believe retail intelligence comes from consumer insights, a true brand purpose, and half a century of unrivaled experience. We put these beliefs together to accelerate growth. This approach is called Retailigent™ – it's what drives our work every day.

Here’s How We Made them Retailigent

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Opportunity

Struggling in a fragmented category, Havertys was being outspent three to one. Desperate to differentiate themselves, Havertys needed to curb their negative sales trend and get back onto customers’ radars — fast.

Our approach made it clear continuing to compete on the same old price-and-item turf was a losing proposition. We determined they needed to build brand loyalty among a new customer base — and that meant moving beyond just selling furniture.

Insight

Customers wanted self expression and the ability to bring their personal style to life (and they were already in-market and ready to buy).

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Idea

In order to steal market share, we used Mindset Modeling™ and analyzed Havertys’ customer database — creating data overlays and characterizing their highest value customer — the OnTrend Shopper. She was in-market, competitively shopping — and ready to buy. She was style-conscious and always looking for ways to transform her living spaces. And, always mindful of creating a reflection of her own unique style and vision.

Our “Discover Something You” brand platform brought to life the ability to help the OnTrend Shopper transform her living space with exactly what she wanted. Coupled with an omnichannel communications strategy, we were able to pinpoint media usage habits and use geotargeting to reach prospects at the household level around each individual store.

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Results

These days, Havertys has more than just a seat at the table…They got a place to hang their hat

In the first year, we generated a 12% increase in overall sales from the prior year, and drove a YOY sales increase of 7%. Additionally, our strategic approach drove an average ticket increase of 9% among the newly targeted OnTrend Shoppers.

Most importantly, our eight-year relationship produced 32 consecutive quarters of positive comp store sales growth.