Beautiful Furniture GTM Strategy
Key Objective: Beautiful by Drew launched in 2021 with kitchenware. The go-to-market launch strategy for the expansion into furniture required:
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Close collaboration with the product development team. To understand the market and create a strong messaging framework, a thorough understand of the product and its features was required.
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Customer research and audience segmentation. How did the furniture customer differ from kitchenware shoppers? What was their shopping journey like? What were the key factors that ultimately convert customers on furniture vs kitchenware?
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SWOT analysis of the brand vs furniture brands - What were the strengths, weaknesses, opportunities and threats that the Beautiful Brand faced in the Home market as well as the furniture market.
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Media channel planning - where were the customers in this new segment? How were we going to reach them most effectively?
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Post-launch observation and optimization - careful attention paid to what channels were working well for the brand, collecting customer insights, measuring site metrics and revenue metrics, expanding into other items and continuing to monitor where her customer gravitated within this new category.
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Results
We successfully launched furniture for the Beautiful by Drew brand, selling out of "The Drew Chair" days after its launch. Combining inbound, outbound, and post-launch tactics, we continued to drive sales of this chair. This chair became the number one item within our e-commerce category for the year.
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We used key learnings from customer reviews to develop new products, including the matching storage coffee table, which also sold out in days.