Brand KPIs for furniture online shops：Build with Ferguson in the United States-英文培训课件2025

CONSUMER&

BRANDBrandKPIs

for

furniture

online

shops:Build

with

Ferguson

in

the

UnitedStatesConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Buildwith

Ferguson’sperformance

inthe

furnitureonlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202467%

of

Build

with

Ferguson

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Buildwith

Ferguson’s

branding

resonates

more

with•Buildwith

Ferguson

ranksoutside

the

Top

10

inGen

Zawareness

withinthefurnitureonlineshop

market•Buildwith

Ferguson

generally

appealstomen

morethan

women•Thepopularity

ratingof

Buildwith

Ferguson

is25%•Buildwith

Ferguson

ranksfifthinusage•Among

Buildwith

Ferguson

enthusiasts,52%

fallunderthe

high-income

category•Interms

of

loyalty,Buildwith

Ferguson

is

outsidetheTop

10

intheUnitedStates•Consumers

want

theirfurnitureonlineshop

brandstohavehighvalue,honesty

/trustworthiness,

andauthenticity•Buildwith

Ferguson

hasascore

of18%

formediabuzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Build

with

Ferguson

at

67%Brand

profile:

snapshotBrand

performance

of

Build

with

FergusonintheUnited

States67%25%21%18%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Furniture

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=204,

respondents

who

know

the

individual

brand

(popularity),

n=204,respondents

who

know

the

individual

brand

(usage),

n=43,

respondents

who

have

used

the

individual

brand

(loyalty),

n=204,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Build

with

Ferguson’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBuildwith

Ferguson

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatBuild

withFerguson

islikedby2%

ofBabyboomers

and

16%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

7%

and

27%,

respectively.39%36%27%27%ForMillennials

andGen

Z,

46%

and

36%

feel

positivelytowards

Build

withFerguson,

versus

39%

and27%.

Socurrently,

forBuildwith

Ferguson,

Gen

Zconnectsmost

with

theirbrandcompared

tothe

overall

industryuser.16%7%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=50,

Build

with

Fergusonenthusiast,

n=969,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Build

with

Ferguson

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Buildwith

Fergusonshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Buildwith

Ferguson

hasalower

proportion

of

LGBTQIA+34%66%49%51%66%

ofmen

likeBuildwith

Fergusoncompared

to

34%

of

women,

whereasfortheoverall

industry,51%

of

men

usefurnitureonlineshopscompared

to

49%of

women.92%consumers

when

compared

totheindustryusers

ingeneral.8%

of

Buildwith

Ferguson

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=50,

Buildwith

Fergusonenthusiast,

n=969,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Build

with

Ferguson

enthusiasts,

52%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.26%25%Single34%2%CoupleSingleparentNuclear52%

ofBuild

with

Ferguson

enthusiastsarefrom

high-income

households.Buildwith

Ferguson’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

asingleparenthousehold,

22%of

Buildwith

Ferguson

enthusiastshavethiscurrent

living

situation.52%18%22%11%24%20%36%29%Multi-generational6%3%31%16%15%ExtendedOther17%4%7%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=50,

Build

with

Fergusonenthusiast,

n=969,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

furniture

online

shop

brands

to

have

high

value,

honesty/

trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

furniture

online

shopbrandsForfurnitureonline

shops,the

topthreequalitiesusers

want

from

abrand

arehighvalue,honesty

/trustworthiness,andauthenticity.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Buildwith

Ferguson

users

alsoappreciate

these

key

attributes,indicating

Build

with

Ferguson

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatBuildwith

Fergusonenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessBuildwith

Ferguson

should

work

onpromoting

social

responsibility

toconvert

enthusiastsinto

owners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

furniture

online

shops,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comes

tofurniture

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestofurniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=43,

Build

with

Fergusonusers’,n=50,

Build

with

Fergusonenthusiast,

n=969,

furniture

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Build

with

Ferguson

fans,

50%

state

that

they

get

excited

about

furnitureonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

offurnitureonlineshopsingeneral?52%50%46%44%40%38%32%25%24%24%22%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutfurniture

topicsrelating

toIget

excitedIliketotalkaboutonlineshopsfurnitureonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

furniture

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=50,

Build

with

Fergusonenthusiast,

n=969,

furniture

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1167%

of

Build

with

Ferguson

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

furnitureonline

shops,the

averageawareness

ofabrandinthe

United

Statesis67%.Awareness

ofBuildwith

Ferguson,

however,

isat16%.Awareness25%

ofU.S.

furnitureonlineshop

userssay

theylikeBuildwith

Ferguson,

compared

to

anindustryaveragebrandpopularityof

28%.21%

ofindustryusers

intheUnitedStatessaythey

useBuildwith

Ferguson,

with

theaverage

usageof

abrandat17%.BuzzPopularity67%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.Buildwith

Ferguson

hasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

18%

compared

to23%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Furniture

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=204,

respondents

who

know

the

individual

brand

(popularity),

n=204,respondents

who

know

the

individual

brand

(usage),

n=43,

respondents

who

have

used

the

individual

brand

(loyalty),

n=204,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Build

with

Ferguson

ranks

outside

the

Top

10

in

awareness

within

the

furnitureonline

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBuildwith

FergusonRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1WalmartAmazon94%93%92%91%90%87%85%85%81%76%16%23Target4TheHomeDepotLowe's5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Kohl's7BedBath&BeyondIKEA8Outofallrespondents,

16%

were

aware

of

BuildwithFerguson.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.84%9sam's

clubAshleyAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Build

with

Ferguson

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBuildwith

FergusonRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Amazon59%50%42%36%34%32%32%31%29%28%2WalmartIKEA25%34TargetOutofconsumers

who

knew

thebrand,

25%

saidtheyliked

Buildwith

Ferguson.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.5Ashley6BedBath&Beyondwayfair775%8TheHomeDepotLa-Z-BoyLowe's9PopularityN/A1014

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=204,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Build

with

Ferguson

ranksfifth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBuildwith

FergusonRank#

BrandUsage

%50%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Amazon21%2Walmart36%3Target23%Outofconsumers

who

knew

thebrand,

21%

saidtheyused

Buildwith

Ferguson.

Thisranksthemfifthcompared

to

other

brandssurveyed

inthismarket.4IKEA22%5BuildwithFergusonTheHomeDepotAshley21%618%716%8Lowe's16%79%9wayfair16%UsageN/A10BedBath&Beyond16%15

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=204,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Build

with

Ferguson

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBuildwithFerguson’sconsumersRank#

BrandLoyalty

%87%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Amazon2Walmart82%33%3wayfair81%4Pottery

BarnTarget79%578%6IKEA77%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

furnitureonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.67%7TheHomeDepotBedBath&BeyondLowe's76%875%975%Outofrespondents

whohaveused

BuildwithFerguson,

67%

saidthey

would

usethebrandagain.10WorldMarket75%LoyaltyN/A16

Notes:“When

it

comesto

furniture

online

shops,

which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=43,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Build

with

Ferguson

has

a

score

of

18%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBuildwithFergusonRank#

BrandBuzz%50%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Amazon18%2WalmartTarget39%333%Outofconsumers

who

knew

thebrand,

18%

saidtheyhadheardaboutBuild

with

Ferguson

inthe

media.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Ashley32%5wayfair30%6IKEA30%7TheHomeDepotLowe's27%825%82%9BedBath&BeyondKohl's24%BuzzN/A1022%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=204,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-driv