How Mattress Mack Uses AI To Power His Furniture Empire

Share this content:
Implementing AI 

Gallery Furniture put Albert to the test for the first time ahead of their July 4th campaigns — one of the busiest times of the year for the bustling retail brand. 

“I think this was the moment for them to put our value proposition to the test and see if we could help them leverage this moment and take it to levels they haven't been able to do before,” Eric Berkowitz, VP of customer success at Albert, said. 

Gallery Furniture's focus was to drive more users to designated landing pages that corresponded with ongoing promotions. The company also wanted to create a more cohesive customer journey that better connected digital and in-store experiences. 

“Albert works across channels to drive customers either directly into stores or to one of six highly-optimized and incentivized landing pages, segmented by campaign or product category, on Gallery Furniture's website,” Mack said.

To do this effectively, the brand uses Albert to test creative campaigns at scale and pinpoint specific performance variables that were closely tied to their core KPIs. 

“What it [Albert] enables you to do is provide more input, “Berkowitz said. “Albert can create every possible combination to package the various materials you have, whether it's text, image, or video and deploy them, and see how they were resonating with different audiences” 

“Albert was able to drive users to fill out a form to get more information to to be contacted by the company,” Berkowitz added. “And ultimately when people would go into the store and purchase and put in additional information there, we were able to connect that data and cross-reference it.” 

The team then worked with Albert's learning to optimize and produce new creative material, building from what Mack described as “a more educated place.” 

“While Albert maintained the data management and analysis, enabling our marketing efforts scalability, our team of marketers were freed to focus on what they do best — creative, high level strategy and personalized, one-on-one interactions with each and every customer,” Mack said. 

The results

After only two months of working with Albert, Gallery Furniture began to see results from their AI-powered strategy. By adding Albert alongside their pre-existing lead generation tactics, the brand saw a 22 percent increase in revenue for July 2017. 

“Within two months Albert increased our leads by 6,879%; to accommodate for this increase we had to expand our on the floor team and we now have six full-time employees responding to leads, seven days/week,” Mack said. Albert efforts also resulted in a 4710% increase in conversions and 96% decrease in cost per lead.” 

On social media, the brand was earling $23.75 in revenue for every dollar spent on Facebook (up from only about $4.80 in revenue-per-dollar prior) and $11.36 per dollar spent through their Facebook and Google digital marketing campaigns overall. 

“One of the biggest limitations that digital marketers commonly face is not being able to tie digital achievement to your bottom line to the business,” Berkowitz said. “In this case, we were able to do that.” 

Continuing the AI-powered journey

After seeing initial success, Mack and the Gallery Furniture team have to plans of slowing down. The brand has since implemented similar strategies for their Black Friday and Cyber Monday sales -- all while sticking to the brand's holistic community mission. 

“At the end of the day we are human and that's what matters most. We can ensure that our core values are in place, because they are human values, but now we must adjust and optimize for this whole new ecosystem of data, Mack said. “So we push forward the Gallery Furniture way, with a slight addition to the family, whether that is in the form of building up our in house digital team, or partnering with other creative outlets or AI partners like Albert to enhance what we do in-house.”
Page 2 of 2

Welcome to Retail Week 2017, a week at DMN where we explore everything related to retail marketing

See all of the pieces here.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above