Banner Brief: Deliver the Service, Not Just the Furniture
Furniture is a big-ticket item, and when customers make a purchase, they want to feel good about what they bought and where they bought it. Nothing is worse than walking into a store to buy a long-anticipated item only to leave empty-handed after being underwhelmed by the service. Instead of viewing retail as selling products, consider serving as a consultant to your customers. Oftentimes, shoppers may want to make a purchase but are held back. Engage your customers to learn which obstacles they may face and work to find a solution. For instance, creative financing can stretch a budget, bundling products can offer greater value and arranging same-day delivery can accommodate an urgent need.
Also, as a shopper’s living space reflects their personality, there’s an emotional aspect of furniture buying that retailers shouldn’t ignore. Typically, women hold sway in decorating decisions. Help the female buyer visualize how a piece would look in her home, evaluate color options that complement her interiors or envision how family or friends will enjoy an item. Anticipate other issues that may arise, such as removing old furnishings, and offer advice and options. Taking time to know what your customers want and need can secure a sale today and keep your store top-of-mind for future purchases.
However American furniture, the element is basically American, made in the USA, primarily American made, and of course American wood-
Shirley Griffiths, vice president of sales, is one of Banner Marketing’s longest-tenured employees with 12 years of experience with the company. Griffith oversees Banner Marketing’s sales, creative and operations departments. She can be reached at or 800-843-9271. Banner Marketing helps businesses grow through integrated marketing: a combination of digital and traditional marketing strategies that reach a company’s key consumers and inspire them to buy. In business since 1983 and based in Spokane, Wash., Banner develops creative content to support its clients’ brands (from traditional circulars to cutting-edge websites), keeps that content up-to-date, tracks program results, and provides reporting to refine and adjust strategies for even greater success.