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Which New Zealand furniture providers are maximising their market share online?
Find out which furniture providers are taking the lead in organic search and how they’re doing it.
FIRST has investigated the organic search engine rankings for NZ consumer searches focused on furniture, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover what is most important for Kiwis wishing to purchase furniture online.
Analysed websites include:
* bigsave.co.nz
* danskemobler.co.nz
* dawsonsfurniture.co.nz
* farmers.co.nz
* freedomfurniture.co.nz
* furniture.co.nz
* furniturecity.co.nz
* harveynorman.co.nz
* ifurniture.co.nz
* interiordesignonline.co.nz
* pkfurniture.co.nz
* targetfurniture.co.nz
In this Furniture Online Industry Report we discovered:
- In our consumer survey, it was revealed that price and offers are almost equally important to Kiwis as product quality. This points to the importance of displaying furniture prices, discounts and other product offers visibly and strategically on the websites of furniture providers.
- Currently, Target Furniture stands out in the search and ranking landscape followed by Harvey Norman, Freedom Furniture and Big Save capturing a big proportion of the voice thanks to prominent organic presence.
- Majority of the analysed furniture retailers have low RBR scores, below 10%. There is significant opportunity for these retailers to improve their RBR or search engine reach – for important and popular keywords in organic search.
- Popular search phrases are missing from most sites and in most cases very little is being done with organic search. By improving their RBR score, they will be able to seize opportunities to boost online sales revenues.
- A well-executed digital strategy that integrates both organic and paid search should be a key customer acquisition channel for furniture providers, driving revenue and growing the stores share of digital spend.
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FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.