How John Lewis Can Boost its Furniture ROI

Lorna Gill Posted by Lorna Gill

John Lewis is shelling out for its search traffic, so how it can push its ROI beyond the competition’s?

The department store and online retailer John Lewis has caught up with changes to the online industry in recent years, shedding an image that some felt was getting old-fashioned.

Retailers launch new furniture collections in February and August, as Go Simple Finance explains, with seasonal sales directly preceding the new furniture hitting stores. Using Adthena’s market insights, we’re going to investigate furniture powerhouse John Lewis’ performance in the PPC market for this sector.

Adthena’s competitive intelligence indicates that, with respect to furniture-related keywords like bookcases and sofa bed, John Lewis could earn a far better ROI while spending a lot less on PPC.

New Month New Collection

[lightbox rel=”group1″ width=”860″ href=”https://www.adthena.com/wp-content/uploads/2015/03/FurnitureSOVPaid.png” title=”Top furniture brands share of voice, Adthena data” src=”https://www.adthena.com/wp-content/uploads/2015/03/FurnitureSOVPaid.png”][/lightbox]
Top furniture brands share of voice, Adthena data

As you can see from the share of voice (SOV) graph above, John Lewis managed to nurture its traffic in the early months of 2014. As I mentioned earlier, February is the start of the new furniture release season, and so John Lewis’ SOV climbed all the way from February through to May.

As Acorn reports, John Lewis is still favoured by ‘affluent professional families’, who would be keen to buy a brand new set of furniture.

With general economic conditions improving in the UK, customers on the market to buy furniture may have headed towards a longer-term investment, thereby choosing a company with a favourable reputation in the furniture market such as John Lewis as their target rather than a cheaper supermarket brand.

As such, fewer customers would’ve opted for the cheaper options from competitors Tesco and Argos.

Deluxe Ad Copy

[lightbox rel=”group1″ width=”860″ href=”https://www.adthena.com/wp-content/uploads/2015/03/AdCopy1.png” title=”Furniture ad copy, Adthena” src=”https://www.adthena.com/wp-content/uploads/2015/03/AdCopy1.png”][/lightbox]
Furniture ad copy, Adthena

Take a look at the ad breakdown above, showing the top ads by keyword. John Lewis had two very successful ads for the very top keyword, both of which focussed on ‘quality’ rather than discount – John Lewis carefully crafted its copy to the time of year and customer sentiment.

Some searchers are still out for a discount, though, as you can see with Argos’ discount-filled ad that came second place, and others by John Lewis.

John Lewis’ second place ad for ‘wardrobe’ used dynamic keyword insertion, meaning that its ad automatically inserts the user’s search terms.

This could be better, though: the phrasing of the ad meant that if the customer used a certain form of the keyword, it wouldn’t make sense: ‘Buy wardrobe at John Lewis’, for instance.

The retailer has done well to pull itself into the digital age by its bootstraps, as CIO explains, heading from a high-street only brand to having an online business too. With just a few savvy PPC and digital initiatives, John Lewis could easily move above and beyond the competition.

Do you think your firm could benefit from this kind of analysis? Adthena’s market insights provide the intelligence necessary to dynamically monitor and report on the search landscape that’s most relevant to your brand.

(Main image credit: Andy K/flickr)

About the author

Lorna Gill
Lorna Gill
Lorna is responsible for acquisition marketing at Adthena, communicating their award-winning product and generating demand. She has developed her career in fast-paced, start-up environments, including two tech track 100 companies and is passionate about translating technical information into stories that excite and delight.