Brand Growth Strategies For Challenging Times: Insights from CPG Marketing Expert Gareth Turner
Furinno: Winning Share of Voice in the Living Room Furniture Category
Please Note: All insights are extracted from publicly available data including search ranking, volumes, pricing, content and reviews.
Why is Furinno Winning on Share of Voice in the Living Room Furniture Category?
Furinno ranks #1 on Share of Voice in the Living Room Furniture category, beating out leading brands such as Pipishell, Walker Edison and Convenience Concepts.
HOW DID FURINNO WIN ON SHARE OF VOICE?
Improving your Share of Voice ranking is primarily driven by PDP optimization and your retail media strategy.
Optimizing product pages means providing detailed descriptions, including images, videos and other visuals, so that customers know exactly what they are buying before they make their purchase decision.
Furinno successfully dominated key search terms in their own branded search, a key competitors (i.e. Scope) branded terms, and a number of important keywords, specifically owning many variations of the sub-category.
ORGANIC SHARE OF VOICE RANKINGS IN AMAZON ON LIVING ROOM FURNITURE
Furinno further augmented this with a thoughtful retail media strategy, which is rooted in focusing on incrementality. Ideally, this should be done through software automatically, which adjusts bids in real time to allocate spend where you have highest incremental impact, while also taking into account stock levels to ensure you aren’t driving SKUs out of stock
They also ensure they appear above the fold, pushing their Best Seller status to the forefront on the same search term.
Furinno’s sponsored search investments align closely with their organic search performance, showing how these two sides are closely linked, and signaling investment into the Living Room Furniture category.
SPONSORED SHARE OF VOICE RANKINGS IN AMAZON ON LIVING ROOM FURNITURE
If you’re interested in seeing how your brand is performing relative to the competition, CommerceIQ’s Category Leaderboard will show you not only your scores across these 8 metrics, but also offer recommendations on areas for improvement.
Reach out to CommerceIQ to get a free Category Leaderboard produced for your brand.