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Raymour & Flanigan gets comfortable with Diffusion
Raymour & Flanigan (R&F), the largest furniture and mattress retailer in the Northeast and seventh largest nationwide, has selected Diffusion as its North American public relations agency of record. Diffusion will provide corporate and consumer media relations support for the company, tasked to elevate R&F’s brand awareness among its wide range of target audiences. The PR program is designed to further connect R&F with a growing base of millennials with increased purchasing power and a desire to make their house or apartment truly feel like a home.
Diffusion’s campaign for R&F will deploy an always-on media relations engine to position the retailer as a go-to resource to match any interior design need—whether it be new living room furniture, a classic 4-piece kids bedroom set or a modern patio table paired with the perfect outdoor umbrella. With incredible depth of product, Diffusion will seed R&F’s catalog to mainstream and consumer media, targeting key shopping dates throughout the year, ensuring R&F’s products and customer experience enhancements are front of mind for any consumer seeking out home design advice and inspiration.
As the home category thrives and consumers continue to prioritize home furnishings, Diffusion will also tell the story of how R&F has invested heavily in finding new ways to meet customers wherever they want to be met for all their furniture and home décor needs—focusing on R&F’s absolute commitment to first-class customer service from its in-house associates, all the way from an initial text message inquiry to safe, white-glove delivery seven days a week. R&F is committed to providing consumers with a your-choice, channel-agnostic, supportive experience—a critical part of the furniture consumers’ journey many in the industry do not offer. Furthermore, R&F is a category leader around sustainability and public engagement efforts, championing corporate social responsibility programs impacting the communities it operates in.
Headquartered in Syracuse, NY and founded in 1947, R&F has a footprint of more than 100 stores across the Northeast, an additional 30 outlet stores and a rapidly growing E-commerce business. R&F offers home furniture, mattresses and décor for all spaces across a broad range of price-points, including living room, dining room, bedroom, office and outdoor. R&F is also one of a few and the first top-tier retailers to provide consumers with the opportunity to test direct-to-consumer mattresses in-store from leading brands, including Casper and Purple.
Adam Goldberg, VP of Marketing at R&F, commented: “This year, we’ve seen increased demand from consumers looking to change or improve their living spaces, and we’re working harder and smarter than ever to make buying from Raymour and Flanigan a phenomenal experience. We knew we had an opportunity to tell our story of retail evolution and commitment to the customer, but we needed the right partner to help us do so. After issuing our RFP, Diffusion impressed us on every level—from creativity in the ideas they presented to the passion, excellence and leadership on their team.”
Kate Ryan, U.S. Managing Director at Diffusion, commented: “Constant reinvention and evolution is required to stay relevant with consumers, and R&F is a clear example of a brand who understands what modern retail success looks like. We are obsessed with telling brand stories that are changing, innovating and navigating sea change in their industry, and we knew from our first conversation that the Raymour & Flanigan team just ‘gets it.’ Our PR campaign is designed to make sure that if you’re looking for gorgeous furniture, an exceptional delivery experience, and you want it from a company committed to sustainability and the communities they serve, you’re going to want to buy from Raymour & Flanigan.”
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