As the new year unfolds, Havertys, a prominent home furnishings retailer, is stepping into 2024 with a fresh initiative – the “Regret Free Guarantee” campaign. Developed in collaboration with the advertising agency EP+Co, this campaign signals a commitment to delivering an unparalleled customer experience while expanding Havertys’ reach to new core audiences.
Furniture shopping often carries the weight of anxiety, and Havertys is on a mission to redefine this narrative. The belief at the core of their campaign is simple yet profound: customers should expect more from their furniture shopping experience. This vision is encapsulated in their promise to “Furnish Happiness” through the introduction of the “Regret Free Guarantee.”
In an era where consumers are more discerning about their purchases, Havertys recognizes the shift towards cautious spending. When individuals make significant investments, they seek assurance that their purchases will not only be financially sound but also fulfill the time and emotional investment involved in the shopping process.
EP+Co, Havertys’ agency of record since 2020, has crafted a campaign that aims to build trust with high-value shoppers. This involves addressing key pain points identified through proprietary research conducted by EP+Co’s in-house research department, EPiQ. The research reveals that a staggering 84% of people harbor furniture regrets, and 72% express a greater inclination to purchase from a store offering a regret-free guarantee.
The “Regret Free Guarantee” campaign strategically targets a new core audience known as the “Next-Home Sage.” Primarily individuals aged 35-54, predominantly female, these customers embody self-assured wisdom. Having experienced regret over past furniture purchases, they deliberately seek products that meet their high standards. The campaign aligns seamlessly with the needs of this audience, emphasizing trust and customer-centric values.
In a departure from conventional furniture marketing, which often relies on sales-oriented promotions, Havertys continues its trend of delivering refreshing campaigns. The focus remains on the customer’s experience, highlighting the unique elements that set Havertys apart. By portraying authentic brand identity, the campaign seeks to forge a stronger connection between the brand and its customers.
The “Regret Free Guarantee” campaign, launched on January 2, 2024, unfolds through six 15-second spots across various channels, including Broadcast TV, OTT, OLV, Digital, Social, and Audio. This multi-channel approach aims to maximize visibility and engagement, reaching audiences through diverse platforms.
In summary, Havertys’ “Regret Free Guarantee” campaign signifies a commitment to transforming the furniture shopping experience. By addressing customer pain points and establishing a deeper connection with the “Next-Home Sage” audience, Havertys and EP+Co strive to redefine the landscape of furniture retail, one regret-free purchase at a time.
