Roomes Furniture

A long-standing partnership built around growth

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With a heritage stretching back to 1888, Roomes Furniture & Interiors is one of Essex's most established independent furniture retailers. Based in Upminster, its impressive 42,000 sq ft showroom brings together an extensive collection of furniture, beds, flooring and home accessories, supported by generations of retail expertise and a commitment to exceptional customer service. For five years, SONDR has worked closely with Roomes, supporting its marketing across a range of digital disciplines. From paid advertising and customer communications to SEO, email automation and creative design, our relationship has evolved alongside the needs of the business.

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Today, our focus is on helping Roomes attract new customers, maintain meaningful relationships with existing ones and make the most of key retail opportunities.

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The challenge: Bridging traditional retail and digital marketing

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Furniture retail has changed considerably. Customers increasingly discover products online, compare options across multiple retailers and expect relevant communication throughout their buying journey. For an established destination retailer like Roomes, the opportunity is to combine the strengths of its physical showroom and trusted reputation with marketing that reaches customers wherever they are. That means being visible when people are actively shopping for furniture, maintaining relationships beyond the initial purchase and ensuring seasonal promotions reach the right audience at the right moment. SONDR's role has been to help Roomes navigate these changing expectations through a flexible, commercially focused approach to digital marketing.

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Our approach: Attraction & retention

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Influencer Marketing: Connecting with a Younger Audience

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To introduce Roomes to a new generation of furniture shoppers, SONDR partnered with Olivia Bowen, television personality, lifestyle influencer and runner-up on ITV's Love Island in 2016. Beyond her television career, Olivia has established herself as a recognised voice in home interiors, sharing her passion for interior design, property renovation and home styling with a substantial social media following. This made her a natural fit for Roomes. SONDR brought Olivia on board to create engaging, lifestyle-led content that showcased the retailer's furniture in a fresh, relatable way, helping a heritage brand appeal to a younger, style-conscious audience. The collaboration successfully generated engagement and introduced Roomes to new audiences, demonstrating how the right influencer partnership can bridge the gap between traditional furniture retail and modern social media marketing.

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PPC: Capturing demand and supporting key trading periods

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Paid search plays an important role in connecting Roomes with customers actively looking for furniture and home furnishings. SONDR manages Roomes' PPC activity with a focus on reaching relevant audiences, promoting key product categories and supporting important retail events. Our approach balances ongoing customer acquisition with the flexibility to respond to changing demand, seasonal promotions and commercial priorities. By keeping the strategy closely aligned with Roomes' retail calendar, paid advertising helps maintain visibility when customers are researching products and making purchasing decisions.

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SMS Marketing: Creating a more direct connection with customers

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In a competitive retail environment, maintaining relationships with existing customers is just as important as attracting new ones. SONDR supports Roomes with text message marketing, providing a direct channel for communicating relevant offers, promotions and retail events to customers who have opted to receive updates. Unlike channels that depend on customers actively searching or browsing, SMS provides an opportunity to reach an established audience with timely, concise messages. Our focus is on making these communications relevant and purposeful, helping Roomes remain connected with its customer base and encouraging engagement during key trading periods.

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SEO, Email Automation & Creative: Building the foundations for connected marketing

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Throughout our five-year partnership, SONDR has also supported Roomes through SEO, email automation setup and creative design. Our previous SEO work helped develop the retailer's organic search presence, while email automation provided the foundations for more structured and consistent customer communications. Alongside this, our design work has supported Roomes' wider marketing activity, helping communicate the brand and its retail propositions across different touchpoints. Together, these projects demonstrate the breadth of our relationship and our ability to provide specialist support as the business's priorities evolve.

The impact: Connecting brands and customers

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Our work with Roomes is about more than managing advertising campaigns. It's about supporting an established retail business with marketing that responds to its customers, its trading calendar and its long-term ambitions. Through PPC, we help Roomes maintain a presence in a competitive online marketplace, connecting with potential customers during important moments in their purchasing journey. SMS marketing adds another dimension, creating opportunities to reconnect with existing customers and communicate key promotions directly, while our previous work across SEO, email automation and design has supported the wider digital marketing foundations of the business. By bringing together customer acquisition, retention and creative expertise, SONDR provides Roomes with a flexible marketing partnership that can adapt to changing commercial priorities. Five years into our relationship, our continued focus is on helping Roomes strengthen customer connections, support its showroom and online business, and make every marketing opportunity count.

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A partnership built to last

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The most valuable agency relationships are built on trust, consistency and a genuine understanding of the client's business. Over four years, SONDR has developed a close working relationship with Roomes, providing support across multiple marketing disciplines as the retailer's needs have evolved. Our understanding of furniture retail, combined with the flexibility to support both ongoing campaigns and individual projects, allows us to contribute to the wider marketing objectives of the business. It's a partnership built around collaboration, practical advice and a shared commitment to helping Roomes continue to thrive.

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What Roomes says

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'SONDR have been a great fit for us as they understand what we are trying to do and are flexible enough to adapt to our ever-changing demands. We use them for SEO, Paid Search, Email, SMS and Design Work and would have no hesitation in recommending them in any of those areas.’ ★ ★ ★ ★ ★

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Michael Perrett
Head of Sales & Marketing, Roomes Furniture & Interiors

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Looking to grow your furniture retail business?

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From reaching new customers through paid search to building stronger relationships through SMS and email marketing, SONDR helps independent furniture retailers connect their marketing activity with real commercial opportunities.

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Let's talk furniture retail.