Clint Engel, Furniture Today |
SearchWurx aims to build store traffic through targeted online marketing
TAMPA, Fla., Dec. 27, 2017 - Furniture industry veteran Joe Walter has formed SearchWurx to help furniture retailers increase in-store traffic by increasing website traffic.
SearchWurx promotes furniture store websites using strategies Walter developed over 13 years of advertising via Google AdWords.
“I’m a furniture retailer who advertised our stores by nearly every means you can imagine for my entire career,” Walter said. “I understand the struggles and frustration of not knowing if my advertising was working. Google AdWords changed all of that for our stores.
“With AdWords I could tell exactly what was working and what wasn’t, so I kept learning, investing years studying how to use AdWords to sell more furniture in our stores.”
From 1997 to 2007, Walter was the owner of two More Space Place franchises in the Tampa, Fla., markets, and during that time, he began working with Google AdWords to promote online sales of Murphy beds. He sold his stores in 2007 and went to work for the Macy’s Furniture & Mattress Clearance Center by licensee Highland Park Furniture in Tampa. There, he was director of marketing, building a website and managing all marketing, including print, billboards, direct mail, TV, signage and online, he said.
In late 2008, he added purchasing to his role, responsible for the merchandising of case goods, upholstery, occasional tables, accents and youth categories. Walter was later promoted to director of operations as he continued to direct the marketing and merchandising departments.
In addition to founding SearchWurx, Walter recently became a partner at Pottstown, Pa.-based marketing firm Tango Multimedia and will take on the role of director of business development.
Walter said the AdWords campaigns for his retail stores consistently generated revenue in excess of four times the cost of the campaigns. SearchWurx, he added, now has customers generating 10 times their spend in sales, noting that a retailer doesn’t’ have to sell online for the marketing strategy to work.
He pointed to a Google reports that says more than 74% of all furniture shoppers start their research online, contrasting this against a November U.S. Department of Commerce reported showing 90.9% of retail sales were still made in stores.
That’s good news for furniture store owners, he said.
“Today’s independent furniture retailers know they must have a presence on the Web because that’s where customers start their shopping journey despite making the final purchase in-store,” he said. “But just having a website isn’t enough. Your site needs to show up at the precise moment customers are looking for a place to buy.”
His new business, he said, aims to help retailers get their websites into those top Google search positions. Walter said he uses his retail experience “to apply a holistic, consultative approach to online marketing rather than a set-it-and-forget-it or strictly data based strategy.”
“Knowing retail and asking the right questions to ensure our clients aren’t just getting clicks, but getting store visits and sales, gives our clients a distinct advantage,” he said. The company uses both online and offline data from client’s point-of-sale system and their observations to guide the ad campaigns.
SearchWurx charges retailers a flat fee of $499 per city per month for the SearchWurx complete AdWords campaign design and management service in addition to the retailer’s Google AdWords budget. For retailers who prefer to manage their own AdWords account, the company offers consulting services billed by the day.
Source: Furniture Today