What is Sales and Marketing Strategy of Haverty Furniture Company?

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What is the Sales and Marketing Strategy of Haverty Furniture Company?

Haverty Furniture Company, established in 1885, has evolved from a single store to a significant furniture retailer operating 129 locations across 17 states as of July 2, 2025. The company's strategy blends traditional retail with digital innovation to reach today's consumers.

Haverty's marketing focuses on a curated product selection and exceptional customer service, appealing to well-educated women in middle to upper-middle-income households. Recent campaigns, like 'The One' in February 2025, aim to enhance brand favorability and drive traffic.

The company's sales and marketing strategy centers on its omnichannel approach, leveraging both physical stores and digital platforms. This includes targeted marketing campaigns and a focus on customer experience to drive sales, even amidst economic headwinds. For instance, in 2024, despite a decrease in net sales to $722.9 million, the company maintained a strong gross profit of $439.1 million, or 60.7% of net sales. This resilience highlights the effectiveness of their strategic positioning and customer engagement efforts, including initiatives like the Haverty Furniture PESTEL Analysis, which informs their market approach.

Haverty Furniture Company employs a multi-faceted sales channel approach to connect with its target demographic. The company's primary sales strategy revolves around its extensive physical showroom network and a developing e-commerce platform.

Physical Showrooms: The Core of Sales

As of July 2, 2025, Haverty operates 129 stores across 17 states, primarily in the Southern and Midwestern US. These large showrooms, averaging 35,000 square feet, are designed to offer an immersive customer experience with attractive displays and dedicated sales assistance.

E-commerce Expansion

The company is enhancing its online presence to complement its physical stores, aiming for an omnichannel experience. Havertys.com generated $178.3 million in digital sales in 2022, showing the growing importance of online channels.

Omnichannel Integration and In-Home Services

Haverty's strategy emphasizes omnichannel integration, allowing customers to interact across both digital and physical touchpoints. A key component of their sales tactics is the free in-home design service, which significantly boosts sales volume.

Strategic Partnerships and Financing

The company collaborates with around 50-60 furniture manufacturers and suppliers, including prominent brands. Haverty also partners with financial institutions, with a significant portion of sales, around 40-45% in 2023, facilitated by credit financing.

Haverty's retail approach is built on a foundation of physical presence, with a strategic expansion plan that includes opening approximately five new stores annually, often repurposing existing retail spaces. This physical footprint is increasingly integrated with digital capabilities, reflecting a commitment to meeting customer needs across various platforms. The company's focus on customer engagement is further exemplified by its in-home design consultants, who play a crucial role in driving sales and increasing average transaction values. Understanding Growth Strategy of Haverty Furniture provides insight into how these sales channels are managed and developed to achieve the company's overall business objectives.

Key Sales Channel Elements

Haverty's sales strategy is characterized by its robust physical retail network, growing e-commerce capabilities, and value-added services. These elements work in concert to enhance customer acquisition and retention.

• 129 physical showrooms across 17 states as of July 2, 2025.
• Average showroom size of 35,000 square feet.
• Projected capital expenditures of approximately $24.0 million in 2025 for store expansion.
• Online sales accounted for approximately 3.0% of total sales in 2024.
• In-home design consultants contributed to 33.2% of written business in Q1 2025.
• Credit financing penetration rate of 40-45% of total sales in 2023.

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Haverty's marketing strategy is a blend of digital and traditional approaches, aiming to connect with homeowners who value quality and style. The company focuses on building brand awareness and driving sales by appealing to customers seeking a personalized home furnishing experience.

Digital Presence Enhancement

Haverty's is actively improving its online presence with an upgraded e-commerce platform. Targeted digital advertising campaigns are a key component of this strategy.

Traditional Media Outreach

The company utilizes TV, radio, and print advertising to reach a broad customer base across its operating states. This traditional media approach complements its digital efforts.

Data-Driven Personalization

A significant aspect of Haverty's marketing involves using data for customer segmentation and personalization. This allows for tailored messaging that resonates with individual customer preferences.

Omnichannel Integration

Haverty's employs an omnichannel approach, ensuring a consistent and cohesive brand experience across all customer touchpoints, both online and in-store.

Leveraging Technology

Technology platforms such as Salesforce Commerce Cloud and Adobe Experience Manager are integral to supporting Haverty's e-commerce and digital marketing infrastructure.

Focus on Key Advantages

The company actively markets its custom order capabilities and in-home design services as key competitive advantages, offering a more personalized customer journey.

Haverty's marketing strategy is underpinned by a commitment to understanding and engaging its target audience, which consists of middle to upper-middle-income homeowners who prioritize quality, style, and service. In 2022, the company's total marketing expenditure was approximately $119.3 million, with digital advertising accounting for $22.3 million and traditional media advertising for $18.9 million. This investment reflects a strategic allocation to reach consumers through various channels. The company's approach to customer acquisition and retention is heavily influenced by its ability to personalize the shopping experience. This is achieved through data-driven insights, including the use of predictive algorithms to identify high-value customer households and develop hyper-local media strategies around its 129 store locations. This granular approach allows for marketing messages that are highly relevant to customer needs and desires for creative expression in their homes. The company's ongoing investment in marketing, with advertising expenses increasing in 2024, indicates a proactive stance in reaching and engaging consumers. Understanding Mission, Vision & Core Values of Haverty Furniture provides further context for their customer-centric marketing efforts.

Key Marketing Tactics

Haverty's employs a multi-faceted marketing approach to connect with its target demographic.

• Enhanced e-commerce platform for improved online shopping.
• Targeted digital advertising campaigns to reach specific customer segments.
• Traditional media advertising (TV, radio, print) for broad market penetration.
• Data-driven customer segmentation and personalization for tailored messaging.
• Highlighting custom order capabilities and in-home design services.
• Leveraging technology platforms for robust digital marketing infrastructure.

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Haverty Furniture Company positions itself as a provider of high-quality, stylish, and functional home furnishings, targeting well-educated homeowners with middle to upper-middle incomes. The brand emphasizes enduring quality, fashion, value, and exceptional customer service, distinguishing itself from competitors focused on price promotions. This approach has fostered strong brand loyalty, with a brand recognition of 62.3% in the southeastern U.S. and a customer loyalty index of 7.4 out of 10 as of Q4 2023.

Core Brand Message

Haverty's core message centers on delivering enduring quality, fashion, value, and superior customer service. This strategy differentiates them from competitors who often rely on promotional pricing.

Target Audience Focus

The company targets well-educated homeowners in the middle to upper-middle-income brackets. Understanding Target Market of Haverty Furniture is key to their marketing success.

Visual Merchandising and Tone

Haverty's maintains a consistent visual presentation across all channels, from in-store displays to online and advertising. Their marketing tone often evokes emotional connections to home and the joy of finding the perfect furniture.

Customer Experience Differentiator

A significant competitive advantage is their offer of free in-home design services, providing personalized attention and enhancing the customer experience.

Product Assortment Strategy

The company offers a diverse range of furniture styles, with approximately 65% of its product line focusing on traditional designs and 35% on contemporary styles as of 2023.

Adaptation to Consumer Trends

Haverty's responds to evolving consumer preferences by offering eco-friendly furniture options and implementing sustainable sourcing practices, aligning with growing demand for sustainable products.

Brand Recognition and Loyalty

As of Q4 2023, Haverty's boasts a brand recognition of 62.3% in the southeastern United States and a customer loyalty index of 7.4 out of 10, reflecting successful brand positioning.

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Haverty's marketing strategy has consistently focused on creating emotional connections with consumers, aiming to differentiate itself in a competitive market. Recent campaigns highlight a blend of digital and traditional media to enhance brand favorability and drive traffic.

'The One' Campaign (February 2025)

Launched in February 2025, 'The One' campaign aimed to reframe the furniture-buying experience as an emotional journey, akin to a love story. Featuring the voice of Bryan Adams, it tapped into nostalgic '80s power ballad themes to evoke feelings of discovery and joy.

Campaign Impact and Reach

This initiative utilized digital platforms and potentially traditional media to achieve broad reach. Post-launch, 'The One' campaign has demonstrably increased brand favorability and ad recall, while also boosting both store and site traffic year-over-year.

Focus on Customization and Self-Expression

Historical campaigns, including those from 2020, emphasized customization and personalization to resonate with customers' desire for creative self-expression in their homes.

Historical Sales Growth Drivers

These past efforts led to a 12% increase in first-year total written sales and a 7% comparable store sales increase. They also boosted the annual average ticket by 8.9% for high-value customers, contributing to eight consecutive years of sales growth as of 2020.

Haverty's enduring sales strategy centers on its high-touch service and product customization, supported by its design program and delivery teams, which serve as key differentiators in the market. This approach to Haverty Furniture business strategy has been a constant, even as the broader Competitors Landscape of Haverty Furniture evolves.

Brand Positioning

Haverty Furniture brand positioning is reinforced through campaigns that highlight emotional resonance and personal expression, setting it apart from competitors.

Customer Acquisition

The company's marketing efforts, like 'The One' campaign, are designed to attract new customers by making the furniture-buying process more engaging and less stressful, thus improving Haverty's customer acquisition.

Retail Approach

Haverty's retail approach integrates online and in-store experiences, with campaigns designed to drive traffic to both channels, reflecting a strong omnichannel strategy.

Sales Tactics

Key sales tactics involve emphasizing product customization and high-quality service, which contribute to increased average ticket prices and customer loyalty.

Advertising Campaigns

Analyzing Haverty's advertising campaigns reveals a consistent theme of emotional connection and lifestyle enhancement, driving measurable results in brand perception and sales.

Customer Engagement

Haverty Furniture's customer engagement strategies focus on creating relatable narratives and personalized experiences to foster deeper connections with their audience.

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