Nick Scali Furniture – A Case Study in Online Strategy Driving Offline Sales

by James Lawrence
in Lead Generation
James Lawrence

Nick Scali Furniture has established itself as one of Australia’s most recognisable brands through its extensive offline advertising campaigns and years of high quality retail service. The company invests heavily in TV advertising, as well as print media, and it has been this dedication to traditional marketing that has led them to being an ASX-listed leader in the retail space. After 50 years of operation, Nick Scali like a lot of other successful brick and mortar stores, are finding that online growth is now becoming an essential part of their overall business strategy. As such, these companies are looking to complement their traditional advertising methods with newer online mediums to help reach a new generation of consumers.

Nick Scali approached The Web Showroom in early 2012 with the aim of developing an online strategy to increase sales in their bricks and mortar retail stores. Nick Scali recognised that online drives offline purchasing habits and felt The Web Showroom could roll-out a strategy to strengthen this relationship in their case. They launched a new website through a custom web development company to better showcase product range, provide potential customer rich data on products and provide easy access to directions to physical store locations. To build trust, and credibility, a range of additional web properties were rolled out to better showcase the Nick Scali brand. This included a Nick Scali biography website to show the connection to the past. A Nick Scali stores website which gives mobile consumers access to retail locations. Finally a corporate website was built which brings to the fore the companies proud tradition and efforts in the community.

A great video produced by Google showing online driving offline sales can be found here:


The team at Nick Scali Furniture are working hard to ensure that the same amount of detail and effort that has been the foundation to their successful offline growth, now goes into their online strategies. Mainly, they have recognized that companies should never underestimate the value of an effective website and strong presence in Google, especially those who have not traditionally utilised this area to drive offline sales.

As seen above, the emphasise for companies like Nick Scali isn’t always to increase online sales. Indeed the Nick Scali website doesn’t facilitate online payments. In many instances consumers embrace the simplicity of buying online due to the fact that they can buy from the comfort of their homes, they can buy whilst at work or even from their phone on the train. But for verticals like furniture there will always be large percentages of sales which are made in conventional bricks & mortar environments, not online. This however does not mean that online won’t drive offline sales.

Undoubtedly the debate of online e-commerce vs. brick and mortar stores will continue to be a hot topic moving forward in 2013 as the online sector continues to grow. However, with a smart online strategy like Nick Scali’s, you might just be able to get away with making both choices viable and convenient for your customers.

24/04/2013 Update:

Delving a bit deeper into the ways online interactions can lead to in-store purchases, the company does also ensures there are multiple avenues for customers to leave feedback. Aside from the traditional in-person comments, testimonials, and phone calls. Consumers can interact directly with the Nick Scali team online via their twitter feed or their Facebook page. This further emphasise the positive impact that a well conceived online strategy can create for a store that only sells products offline.

Author: James Lawrence

James Lawrence is the Director (Sales & Marketing) of The Web Showroom, as well as one of company founders. James has worked in online marketing since 2000 and is passionate about businesses generating tangible results from their websites. His articles focus on web design, Search Engine Optimisation, PPC and website conversions.

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James Lawrence

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