Four things. One team. Built for how furniture actually sells.
A sofa, a play kitchen or a dog bed is a slow decision made by two people, often financed, usually delivered by a truck. Every playbook we run starts from that, not from an apparel template.
Your ROAS isn't broken. Your attribution window is.
You run ads, someone clicks, they order a sample or swatch, they talk to their partner, they measure the wall, and they buy 34 days later. Meta calls that a lost click. So you cut budget on the campaign that actually sold the sofa.
“Our 7-day ROAS looks terrible so we keep pausing the campaigns that drive sample requests.”
“Creative is the product on a white background. Nobody can tell how big it is or what it's made of.”
“Retargeting keeps hitting people who already bought. Costs money and annoys them.”
“Google Shopping shows the price and a thumbnail. Not the material, not the dimensions, not the lead time.”
“We spend the same in March as in October. Furniture doesn't sell that way.”
40-day measurement.
We set up first-party tracking and a 40-day view of cost per order, so you stop killing campaigns that are working slowly.
Creative built for scale and material.
In-room shots with a person in frame, close-ups of grain and weave, short video of the configurator, dimensions on the image. The buyer's question is “will it fit and what does it feel like”, not “is it on sale”.
Signal-based audiences.
Sample requests, configurator use, financing calculator clicks and PDP time become audiences. Purchasers and recent deliverers are excluded automatically.
Shopping feed rebuilt.
Titles carry material, size and lead time. Custom labels by margin and stock so bidding follows what you can actually deliver.
Seasonal budget curve.
Spend planned against your real demand calendar: tax refund season, Memorial Day, back to school, the holidays, January.
Weekly creative refresh.
Four to six new concepts a month, tested against each other, losers cut on day seven.
The product page has to answer three questions. Most answer one.
Will it fit. What does it feel like. When does it arrive. If any of those is missing, the buyer opens a new tab and orders a sample from someone else. Discount pop-ups don't fix that.
“People add to cart and never come back. We assumed it was price.”
“Our sample or swatch button is below the fold on mobile.”
“Financing is available but you only find out at checkout.”
“Delivery says 'ships in 6 to 10 weeks' and support gets twenty emails a day asking what that means.”
“Returns on a $2,400 sofa or a $900 play set scare people and our policy is buried in the footer.”
PDP rebuilt around the three questions.
Dimensions with a person for scale, room-fit visual, material close-ups, and a real delivery date range calculated from lead time plus zip code, above the fold.
Financing where the hesitation is.
“$89/mo with Affirm” next to the price on PDP, in the cart, and in the sticky add-to-cart bar on mobile. A monthly number beats a discount code on a big ticket.
Sample program as a conversion path.
Sample CTA visible on mobile, one-tap request, confirmation that explains what happens next, and tracking from sample to order.
Cart and checkout.
Delivery date, financing, and white-glove options shown in cart. Returns and damage policy stated plainly. Trust block for large items.
Testing program.
Two to four tests a month on PDP, cart and checkout. Every test tied to one metric: revenue per session.
Configurator fixes.
If you sell configurable pieces, we make the configurator work on a phone and save the configuration so the follow-up email can bring them back to it.
Your flows were built for a $40 t-shirt. Your customer is buying a $2,400 sofa or a $900 play kitchen.
A welcome email with 10% off. An abandoned cart email with 10% off. Then silence for eight weeks, then a sale announcement. That's the default Klaviyo setup and it trains furniture buyers to wait for discounts on products where margin is everything.
“We send a discount in every flow and it's eating our margin.”
“Sample or swatch requests go out and we never follow up.”
“Customers order a bed frame or a locker and hear nothing for six weeks. Then they cancel.”
“We ask for a review before the sofa has arrived.”
“Repeat rate is low so we gave up on email after purchase.”
“We have SMS but it just repeats the email.”
- 01
Sample to order.
Sample confirmed, what to look for when it arrives, room pairing ideas on day 5, financing reminder on day 9, “still deciding?” with a call link on day 14. Built to convert a sample into a sofa.
- 02
Configurator abandonment.
Brings them back to the exact configuration they built, with the monthly financing number and the delivery date for that build.
- 03
Financing-led cart recovery.
No discount. The first email shows the monthly payment, the second shows delivery date and returns policy, the third offers a call. Discount only as a last resort, and only where margin allows.
- 04
Browse abandonment by room.
Someone looks at three dining tables and gets a dining email, not a generic “still looking” send.
- 05
Delivery-window nurture.
From order to doorstep: what happens next, how to prepare the room, what the driver will do, how to report damage. Cuts cancellations and support tickets in the gap where most furniture brands go silent.
- 06
Post-delivery care.
How to clean the fabric, how to tighten the legs, when to expect the wood to settle. Builds the trust that turns into referrals.
- 07
Complete the room.
Bought a sofa, see the rug and the side table that go with it. Timed after delivery, not before.
- 08
Protection plan and accessories.
Fabric protection, extra cushion covers, felt pads. Small, high-margin, right after delivery.
- 09
Review and photo request.
Sent two weeks after delivery, not two days after order. Asks for a photo in the room, which becomes PDP content.
- 10
Referral.
“Your friends will ask where you got it.” Referral offer sent when the review comes back positive.
- 11
Trade re-order.
For designer and trade accounts: project-based follow-up and re-order sequences.
- 12
Win-back at 12 to 18 months.
The realistic window for a second room, not a 60-day win-back built for consumables.
SMS layer.
SMS carries the time-sensitive parts: delivery date confirmed, driver arriving, financing approved, sample shipped. It does not repeat the email.
Campaigns.
Eight to twelve sends a month on a calendar built around your inventory, lead times and seasonality. New arrivals, room stories, material education, financing promos. Discounts are a tool, not the calendar.
Black Friday is where furniture brands give away the year.
A blanket 20% off on a $2,400 sofa is $480 you didn't need to spend on a buyer who was already deciding. Then the order surge hits a 10-week lead time and half of January is refunds and angry emails. There is a better way to run it.
“We do the same sitewide discount every year because we don't know what else to do.”
“Our list waits for Black Friday now. October is dead.”
“We sold more than we could build and spent December apologising.”
“Cyber Monday emails go out and we've got nothing left to say.”
“January is refunds and chargebacks.”
Offer ladder by category, not sitewide.
Deep on clearance and overstock, shallow on hero pieces, financing (0% APR for 12 months) as the headline offer on big tickets instead of a percentage. Protects margin where it matters.
Early access for the list.
A week of early access for subscribers and sample or swatch requesters, so the list gets rewarded and October isn't dead.
Inventory and lead-time gating.
Offers built against what you can actually ship. “Order by Nov 30, in your home by Christmas” only on the SKUs where it's true. Everything else gets an honest date.
The full calendar, locked by Oct 15.
Every send from early access through Cyber Week to the December delivery push: subject lines, offers, segments, SMS timing. Delivered as a document you can hand to anyone.
Ads and site in sync.
Creative, landing pages, PDP badges and cart messaging all carry the same offer at the same time. No “the email said one thing and the site said another”.
Post-BFCM delivery comms.
The part everyone skips. Order confirmed, in production, shipped, driver scheduled, delivered, how to report damage. Cuts January refunds and turns a stressful wait into a reason to recommend you.
January plan.
Post-holiday room refresh and financing push, so the calendar doesn't fall off a cliff on Dec 1.
Start after Oct 15 and we run a compressed version. Book the audit and we'll tell you what's realistic.
Fifteen minutes on your account. Then you decide.
We'll look at your ads, PDPs and flows before the call and tell you the three things we'd change first.
Book a call