Custom furniture for your home is more accessible than you might imagine thanks to Joybird.
The California-based brand is known for mid-century modern furniture that you can customize in a variety of colors and fabrics. A true DNVB success story, Joybird was acquired by La-Z-Boy in 2018 and remains incredibly popular with lovers of interior design.
But is Joybird’s marketing as trendy as their beloved sectionals? To get the full customer experience, we ordered a hexagonal floating shelf from Joybird and tracked every marketing touchpoint along the way.
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Part of the appeal of buying from Joybird is that you can customize every inch of the product. So where do you start? To help buyers envision the furniture in their space, Joybird offers an entire section of style inspiration from actual customers, as well as plenty of Instagram photos and in-depth customer reviews.
You can also get a box of fabric swatches sent to your house to help you pick out colors and finishes. And customer service is there every step of the way to help if you get stuck. And if you go through the whole process to customize a couch or chair, but hate it when it arrives, Joybird offers a 365 return policy — with pickup included.
💵 Monthly Payments
Like many ecommerce brands, Joybird offers a convenient buy now, pay later option for their customers. They’re specifically using Affirm, which gives buyers options to pay for their purchase over 6, 12, or 18 months with 0% APR.
It’s not the easiest process in the world, however — you do have to go through a credit check first to qualify, which may put off a few buyers. However, this payment plan option makes a ton of sense for Joybird’s products because of the high price point of many of their products.
📬 Direct Mail
The only real drawback to custom furniture is that it takes forever to arrive. When we placed our order, the estimated delivery was more than a month out. However, a few weeks before our custom-built shelf arrived, I was surprised to receive this hand-written card from the Joybird team.
This is an amazingly personalized touch from Joybird and seriously impressed us. We’ve seen a few brands use direct mail to advertise a sale or promote products, but this type of hands-on customer service seriously pays off when customers are waiting weeks for their furniture.
📦 Wrapping It Up
Joybird’s marketing does a great job of guiding buyers through the customization options and helps you envision the products in your space. And while the custom products do take forever to arrive, the phenomenal customer support and hand-written card more than make up for it.
Rating: 🙌🙌🙌🙌 1/2 out of 5
Want even more in-depth marketing reviews? Check out these recent episodes of Marketing Unboxed!