January 2015 — The Mattress Issue by RetailerNOW

JANUARY 2015

 website

An online marketing solution that uniﬁes retailers, brands, and consumers to redeﬁne the furniture buying and selling process.

The Mattress Issue JANUARY Issue

For more than 20 years, MicroD has shared our knowledge and expertise with manufacturer and retailer clients by provding them with cutting-edge online and in-store solutions. Our legacy and leadership has continually helped the home furnishings industry adapt and evolve to the everchanging technology landscape.

Vol. 4 Issue 1

Learn how our solutions can help your business.

MORE CHOICES, MORE OPTIONS Select one pillow or a hundred pillows from our quality selection of 1,000+ —a choice (poly or down-filled) to suit EVERY TASTE AND BUDGET—for delivery within 48 hours.

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eCommerce helps businesses embrace the omnichannel trend and gives retailers of any size web empowerment.

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50 Shades of Green

Online success begins with one thing: TRAFFIC. Getting people to your site is done by implementing effective SEO, Social Marketing, and Paid Advertising initiatives.

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 digital catalogs

LAS VEGAS MARKET! Check out our RRC Guide inside!

COMFORT HAS COLOR Our throws come in a RANGE OF SOFT FABRICS AND TEXTURES, solids and patterns, ALL DESIGNED TO HARMONIZE with other Surya accessories, plus popular upholstery and paint colors.

Over 400 drapable and statics catalogs offered by MicroD encourages consumer interaction by allowing them to browse your selections and create custom furniture combinations on your website.

Enables home furnishings retailers and manufacturers the ability to streamline their workflow, enhance communication, and reduce errors, by processing orders, invoices, ship notices, and more.

PILLOWS & THROWS MADE EASY

JANUARY 2015

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RUGS

PILLOWS

THROWS

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For more information: Solutions@MicroDinc.com | www.MicroDinc.com

RUG: CBY-7001 // PILLOWS (top to bottom, left to right): SKD-003, LY-004, LD-050, KLD-007, AR-005 // THROWS: THL-4000, TMT-8301

LIGHTING

BEDDING

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MORE CHOICES, MORE OPTIONS Select one pillow or a hundred pillows from our quality selection of 1,000+ —a choice (poly or down-filled) to suit EVERY TASTE AND BUDGET—for delivery within 48 hours.

COMFORT HAS COLOR Our throws come in a RANGE OF SOFT FABRICS AND TEXTURES, solids and patterns, ALL DESIGNED TO HARMONIZE with other Surya accessories, plus popular upholstery and paint colors.

PILLOWS & THROWS MADE EASY RUGS

PILLOWS

THROWS

WALL DECOR

ACCENT FURNITURE

SHOWROOMS: ATLANTA DALLAS HIGH POINT LAS VEGAS NEW DELHI TORONTO | INFO@SURYA.COM 877.275.7847 RUG: CBY-7001 // PILLOWS (top to bottom, left to right): SKD-003, LY-004, LD-050, KLD-007, AR-005 // THROWS: THL-4000, TMT-8301

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BEDDING

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ALL THE ACCESSORIES YOU WANT, ALL IN ONE PLACE The BEST SELECTION of home accessories, creative merchandising solutions and unsurpassed sales support—TOGETHER IN ONE SHOWROOM —to give you more ways to profit and inspire your success.

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PILLOWS

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WALL DECOR

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SHOWROOMS: ATLANTA DALLAS HIGH POINT LAS VEGAS NEW DELHI TORONTO | INFO@SURYA.COM 877.275.7847

LIGHTING

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RUGS: ATE-8000, ATE-8001, BJR-1011, CPP-5001, CPP, 5012, JS-2 // PILLOWS: GN-003, WO-006 // THROW: TMT-8300 // ACCENT FURNITURE: POUF-25 // WALL DECOR: LJ-4072, LJ-4176, LJ-4178 // LIGHTING: LMP-1025

RUGS

PILLOWS TO-014, TO-015, TO-016, TO-017

CAN-2046

WALL DECOR

SEE US AT THE WINTER MARKETS

ATLANTA

MRR-1009

THROWS TID-010, TST-2006, TOR-007, TOR-006, TOB-1002, THA-8002, THA-8001

ACCENT FURNITURE OBPF-001, OBPF-002, OBPF-003, OBPF-004, OBPF-005, OBPF-006

JANUARY 6-13

AMERICASMART 11-A-1

DALLAS

JANUARY 14-20 WORLD TRADE CENTER 560

LAS VEGAS JANUARY 18-22

LAS VEGAS MARKET C400

DECORATIVE ACCENTS

LMP-1011

DRV602-T, DRV602-S, SLU971-MNCV-851-S

OUTDOOR RAI-1155, RG-070, RG-089

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BEDDING GRF-1002

KID’S YGL-7006, LP-001, LP-005, POUF-212, POUF-213

14.

INSIDE JANUARY 2015

in each issue 04. NAHFA President’s Message 06. Editor's Message 10. Retailer2Retailer/Inspired Reading 12. Connections 2015 Board of Directors’ Officers 30. Product Focus Organic Mattresses 74. The Scoop

20.

77. Government Relations NAHFA in Action 78. Industry Calendar 80. The NOW List

features

14. Reclaiming the Mattress Market 20. 15 Minutes with Mattress Mack 26. NGN Spotlight: Nick Daniels 42. Market Preview 55. RRC Guide for Las Vegas Market

departments Sales & Marketing

24. Retailer Voice Clearing the Air 36. What’s Your Zero Moment of Truth? 47. The Selling Equation Technology

08. TechNOW 50. The Internet of Things Membership

54. Don’t Ignore the Signs 73. Networking News Operations

28. The Right Public Relations Program Matters 52. Answering the Call

30. 30. Home furnishings stores used to dominate the bedding industry before yielding to specialty stores. Starting on page 14, we tell you how to win back your share. Two things Jim McIngvale knows for sure are mattresses and how to sell them. He shares his secrets on page 20. Looking for a niche in bedding? There’s green in green mattresses. Check out our story on page 30. www.retailerNOWmag.com

JANUARY | 2015

thePlayers What we are so passionate about. . .

To have the courage to pursue purposeful dialogues that challenge conventional thinking, to engage and entertain our readers by delivering content that creates a fervent following ready to change the landscape of our industry.

Published by the North American Home Furnishings Association 500 Giuseppe Court, Suite Six, Roseville, CA 95678 800.422.3778 • retailernowmag.com

RetailerNOW is the magazine for today’s home furnishings professional. Developed for a specialized community, RetailerNOW brings a unique editorial focus on progressive and relevant issues concerning the home furnishings industry in the retailer’s voice, with a focus on issues impacting retailers NOW. Contact Information:

Mailing – Editorial and Advertising 500 Giuseppe Ct., Suite 6

RetailerNOW Staff

Executive Staff

Lisa Casinger Editorial Director lisac@retailerNOWmag.com

Sharron Bradley CEO NAHFA sbradley@NAHFA.org

Robert Bell Editor robert@retailerNOWmag.com

Mary Frye EVP NAHFA mfrye@NAHFA.org

Lisa Tilley Creative Director lisa@retailerNOWmag.com

Membership Staff

Michelle Nygaard Sales Executive michelle@retailerNOWmag.com

Roseville CA 95678 Online: retailerNOWmag.com Phone: Editorial: (800) 422-3778 Advertising: (800) 422-3778 Social: Facebook.com/retailerNOW

Sydnee Seites Webmaster sseites@retailerNOWmag.com

Twitter.com/retailerNOW Pinterest.com/retailerNOW

Retail Advisory Team Carol Bell Contents Interiors Tucson, AZ Travis Garrish Forma Furniture Fort Collins, CO

Kaprice Crawford Membership Team Leader kcrawford@NAHFA.org Jordan Boyst jboyst@NAHFA.org Michael Hill mhill@NAHFA.org

POINT MARKET 45 HIGH Jana Sutherland , 2014 OCTOBER18-22

jsutherland@NAHFA.org

Dianne Therry dtherry@NAHFA.org Please call (800) 422-3778 for all membership inquires.

Rick Howard Sklar Furnishings Boca Raton, FL

Subscription: $70/year RetailerNOW, ISSN# 2166-5249, is published monthly (except March and December) by the North American Home Furnishings Association, 500 Giuseppe Court, Ste 6, Roseville, CA 95678. Application to Mail at the Periodicals Postage Prices is Pending at Roseville, CA and additional mailing offices. POSTMASTER: Please address changes to: RetailerNOW, The North American Home Furnishings Association, 500 Giuseppe Court, Ste 6, Roseville CA 95678.

Mike Luna Pedigo’s Furniture Livingston, TX Andrew Tepperman Tepperman's Windsor, ON

If you would like to stop receiving RetailerNOW, please send an email to unsubscribe@retailerNOWmag.com. If you would like to only receive an electronic version of RetailerNOW, please send an email to gogreen@retailerNOWmag.com. © 2015 North American Home Furnishings Association. Published by the North American Home Furnishings Association. Material herein may not be reproduced, copied or reprinted without prior written consent of the publisher. Acceptance of advertising or indication of sponsorship does not imply endorsement of publisher or the North American Home Furnishings Association. The views expressed in this publication may not reflect those of the publisher, editor or the North American Home Furnishings Association, and North American Retail Services Corp. Content herein is for general information only; readers are encouraged to consult their own attorney, accountant, tax expert and other professionals for specific advice before taking any action.

JANUARY | 2015

Contributors Kaprice Crawford, Jeff Giagnocavo, Marty Grosse, David McMahon, Bill Napier, Sydnee Seites, Kathy Wall

www.retailerNOWmag.com

Grant Laidlaw VP of Sales Eric Clarke President

Locations: Puyallup, WA Mira Loma, CA • Morganton, NC Fax: 828-764-4461 • Phone: 855-208-6377 Email: sales@NWFXpress.com Please contact Grant Laidlaw VP Sales at 778-549-3188 or glaidlaw@nwfxpress.com to review your transportation needs.

The Northwest Furniture Transportation Leader

www.NWFXpress.com

President's Message President’s

If your actions inspire others to dream more, learn more, do more and become more, you are a leader.”– John Quincy Adams

Let’s get to work

The merger of three furniture associations into the North American Home Furnishings Association is coming up on its second anniversary. As NAHFA’s new president, it is my hope that we can be the leader that inspires people to dream and learn and inspires the industry as a whole to do more. I want NAHFA to be the gathering place for all facets of our business, a place where we can change the big picture for all of us. There are so many things we hope to accomplish. We want to create ways to talk to the end user so that buying new furniture becomes “cool” like buying a new car. Survey after survey tells us that furniture buyers have a fear of being disappointed or ripped off. We need to find a way to remove those fears. If we are going to have a voice in Washington to help pass the Marketplace Fairness Act, if we are going to dream big and affect change, we need to come together as one voice.

When I think of the influence we have on the consumers individually, I can’t help but wonder what would happen if we came together as an industry, and put just a fraction of that influence into causes that would affect change. NAHFA has more than 1,700 retail members. Thankfully many of our industry’s leading manufactures and service providers have also come on board to help us move forward. And yet with all that we are, we still need more. If you are part of a marketing or buying group we need you. If you are a manufacturer’s rep or are into publishing or providing services within the business of furniture, we need you. And not just you, but your ideas and influence. Together we can do great things. I hope you will consider joining our growing association. This is not about money or dues. This is about bringing your ideas, influence and knowledge to the table. More than anything else we want you to know that you are welcome. I hope you will join us at Disney World in May for our annual networking conference. Come get to know your fellow members, and I am sure you will find that we are a dedicated group of furniture professionals whose goal is to strengthen our industry. If that’s your goal, too, we want to hear from you.

Marty Cramer

JANUARY | 2015

www.retailerNOWmag.com

Editor’s Message

Here’s to your store Maybe you missed it during the hustle and bustle of the holidays. If so, let me start your new year off with some good news: Amazon opened stores in California. Not virtutal stores, but old-fashioned, brick-and-mortar stores just like yours. I’ll pause here while you absorb the delicious irony of the world’s largest e-tailer acknowledging what you and I knew long ago: That the vast majority of purchases are still made in stores, a habit that’s not going away anytime soon. Sure, I’ve sat at my kitchen table and, with a few clicks, bought my share of books, cell phones and pirate costumes (don’t ask), but I still want to try on those pants or collapse into that sofa before I buy them. I still want to rub my hand across that fabric. I still want that in-person assistance from the sales person. I suspect you’re the same. There’s a certain demographic that prefers that way of business and they’re not called Baby Boomers or Millennials. They’re called people. Pete Coleman isn’t surprised by Amazon’s move. Coleman is executive vice president of Point Inside, a company that helps bridge digital and physical retail through mobile devices. Given that 90 percent of all retail happens in physical stores, Coleman isn’t buying the notion that Amazon’s store is more for marketing than selling. “The real reason,” he says, “is that, strategically, Amazon will have to get into physical retailing in order to keep growing once they exhaust the .com channel, which may be closer than we think.” Please don’t think this is a call to abandon your web presence. Omnichannel retailing is still the way to go. You need to connect with your consumers on multiple channels and touch points. You need to make your store more interactive and engaging. Tablets and smart phones can accept payments, show off fabrics, offer more product information and encourage sharing. Just remember that, whatever you do, it all comes back to your store, your beautiful, brick-andmortar store. “The future comes in bridging the online and physical worlds of retail, which we have seen yield tremendous results when doing it right,” says Coleman. Here’s to doing it right this year.

Robert Bell robert@retailerNOWmag.com | (916) 757-1169

JANUARY | 2015

www.retailerNOWmag.com

TUPELO We’re All Business You Can’t Afford to Miss the

Tupelo Furniture Market!

ping for p o h s y of m do 75% lo, MS. I love y l b a b o upe “ I pr ear in T Market. It’s so y e r i t n et re the e Furnitu never have to g o l e p u T the you op and h s o t y s ea er.” e weath dent h t n i t u o k, Presi i re c j o W Furnitu & - Bob g n i d Bed Angelic

“It’s the b est in 5 year market we’ve had s!” - Jimmy T aylo Symbol M r, Sales Manager attress

“With th ev business ast amount of su p in Missis sippi and pliers doing they give th to the sh ow I thin e great support only con k the sho tinue to w will thrive.” ~ Paul M ann, Vic e Pr Mega Fu rniture I esident mports L td.

e turnh t h t i er yw y happ rket we’ve ev r e v e r a e “We w s the best m a g w arketin out. It upelo.” M & s le T had in ray, VP of Sa B . - Chris urniture Mfg F Delta

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February 5-8, 2015

Tech

What technology are you using in your store? Let us know at Robert@retailerNOWmag.com!

facebook.com/RetailerNOW

@RetailerNOW

pinterest.com/RetailerNOW

Cool Apps Kingsoft WPS Office

(http://www.wps.com/) Still the best option for a mobile productivity suite, even with Microsoft Office now on the scene for free.

At the end of 2014, Microsoft made its Office suite free for consumers on all mobile devices, but with two drawbacks: • Enterprise users still require a subscription • Combined, the iOS versions of Word, Excel and PowerPoint occupy roughly 750MB of storage

Good to Know

Net Neutrality

The established tenet of the open Internet is a topic no longer relegated to geeky discussion & protest. The term “net neutrality” is the principle that all data on the Internet should be treated equally. Meaning, every piece of information available on the public Internet should be as accessible as any other. In practice, this means that your Internet access should not be in any way stifled by Internet Service Providers (ISPs) and/or governments. The Federal Communications Commission has grappled with net neutrality since at least the 1990s and has, under President Barack Obama, tried to define the rules that would guarantee net neutrality. At the FCC’s Open Meeting last May, the Commission introduced its new proposal for net neutrality rules. But the proposal allowed ISPs to charge extra for faster service, which would create Internet “fast lanes” and “slow lanes,” and potentially lead to inequalities in accessibility to information on the public Internet. Why should retailers care? As the net neutrality debate rages on, people are increasingly alarmed at the thought that Internet speeds and performance could be greatly altered— especially for smaller businesses, households, or anyone not able to keep up with rising fees. Retailers have a stake in the net neutrality debate: customer satisfaction. For most retailers, even those that don’t sell online (yet), there are major benefits of net neutrality: It leaves ecommerce and content mostly unencumbered, and ensures retailers of every size can deliver on the promise of customer satisfaction online.

JANUARY | 2015

www.retailerNOWmag.com

Enter WPS Office, the long-dominant free mobile productivity software alternative. Unlike the newly-released “free” Microsoft Office suite for mobile devices, WPS Office is free on phones and tables for both consumers and enterprise users, saving you some money on licensing fees. Also, the entire WPS Office suite for iOS is only 119 MB, saving you precious storage space on your phone or tablet. Free; iOS, Android, Windows, Linux

10 Minute Mail (http://10minutemail.com)

Beat spam with the best disposable email service.

We’ve all been there on the Internet. You want to redeem a “free” offer or “complimentary” white paper from a website but there’s a hitch—they want your email address. 10 Minute Mail is the no-hassle tool that provides you with a temporary email address for such annoying occasions. 10minutemail.com will assign a disposable email address, valid for 10 minutes, which can actually receive mail (and support replies, if necessary), so you can get business done without ending up on yet another marketing list. Go ahead. Cheat the system. Your inbox will thank you. Free; web app.

EXPERIENCE IT ALL Las Vegas Market Furniture | Home Décor | Gift

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Inspired Reading:

Call of the Couch—by Larry Schneiderman

n the introduction to Call of the Couch, Larry Schneiderman writes, “Ask any attorney and they’ll tell you that business people in general and entrepreneurs in particular make poor trial witnesses. Why? We come to believe our experiences represent widespread, even universal, truths.” Fortunately for his business—and anyone who picks up this charming memoir hoping to gain insight into running a successful business— Schneiderman does not possess such hubris. “My business truths aren’t fixed rules,” he writes. “They are also not presented as a manual for how to run your company. The discoveries I’ve made emerged anecdotally—in unexpected moments and often from unanticipated sources.” A n d w i t h t h a t d i s c l a i m e r, Schneiderman takes readers on a wonderful, informative ride through 60 years of selling furniture along with all the heartache and hilarity you’d expect from such a journey. Schneiderman runs Schneiderman’s Furniture, a chain of home furnishings stores in northeastern Minnesota. His is not one of those pompous reads designed to further inflate the author’s ego. Just the opposite. In his memoir’s 15 chapters, Schneiderman warmly and wryly offers up anecdotes and insights. He fondly explores childhood memories of working in his father’s store, recalls the characters and friends the

JANUARY | 2015

furniture industry introduced him to and pokes fun at himself and his family in the process. Take the time his father Russ, who started the company in Elmer, was upset with a line of Drexel furniture. In particular, Russ was not happy with a round cocktail table called the Lily, which had a round glass top that sat on a gold base resembling a lily. “Well my dad pointed out that (Drexel) must not have been thinking when it was designed because the coarse finish looked terrible as you looked down through the glass top.” Hoping it was a one-time defect, Max Schneiderman ordered a new base and got the same rough finish staring at him through the glass. A third base came exactly as the other two so Max complained to Dick O’Connor, his Drexel rep, who was equally miffed and promised to make things right. “On his next visit,” Schneiderman writes, “Dick tells us he made a strong statement at the sales meeting in North Carolina in front of all the management and other reps about quality issues. He cited the Lily table as evidence of the “don’t give a (expletive)” attitude he’d been seeing. At this point he was informed that he and his customer (my dad) were showing the base upside down. Whoops!” Call of the Couch is filled with those vignettes as well as tender moments like when the author learns he has Parkinson’s disease. In between he shares a few insights on what makes a business not only survive, but thrive in northeastern Minnesota. Chances are many of those insights will ring true in your community, too.

www.retailerNOWmag.com

Retailer2Retailer After market, what do you do in Las Vegas? “I’m one of those people who really loves Vegas, but I don’t get into the nightlife. I’ll spend a day at market then go to a really good restaurant before heading back to my room. I might go to a show, but as far as staying out late? That’s not me. I’ve got to get up the next day.” David Gunn Knight Furniture Sherman, Texas

“When I go to Vegas it’s not so much fun for me. In High Point there’s always plans for after the day is over. You know about a certain party or some friends are getting together for dinner, but in Vegas everyone seems to just disappear until the next day. You never see anyone at night. Maybe it’s because there’s so much to do and it’s such a bigger city. I just head back to the hotel.” Peggy Burns Circle Furniture Boston, Mass.

“I’m very boring. I go back to my hotel and check over my notes from the day, solidify what I’m going to purchase and make plans for the next day. No nightlife or anything wild for me except dinner—and I usually eat somewhere in my hotel.” Charmaine Wynter Wynter Interiors North York, Ontario

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JANUARY | 2015

Connections

MEET YOUR 2015 BOARD OF DIRECTORS’ OFFICERS

President Marty Cramer Cramer’s Home Furnishings Ellensburg, WA

Secretary/Treasurer Jim Fee Stoney Creek Furniture Stoney Creek, ON Canada

President-Elect Jeff Child RC Willey Salt Lake City, UT

JANUARY | 2015

Vice President Steve Kidder Vermont Furniture Galleries Williston, VT

Chairman Rick Howard Sklar Furnishings Boca Raton, FL

www.retailerNOWmag.com

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Cover Story

BY ROBERT BELL

Home Furnishings Retailers Used to Dominate the Bedding Industry. Hereâ&#x20AC;&#x2122;s How You Can Win it Back.

JANUARY | 2015

www.retailerNOWmag.com

Cover Story

THESE DAYS IN THE HOME FURNISHINGS INDUSTRY, SEEMINGLY every retailer has a mattress story to tell, a get-rich-quick tale that needs no embellishing and the retailer can’t wait to share at the next market or convention with their friends. Here’s Eric Sinclair’s story: A few days before the 4,000-square-foot bedding department to Montgomery’s Furniture was scheduled to open, a customer made his way through the maze of empty boxes, plastic wrap and workers scrambling to get things ready and informed Sinclair that he was in the market for a mattress today. An hour later Sinclair’s Mattress First store had its first sale: a $17,500 Airloome Mattress. “A nice way to start the business,” Sinclair says. “Really nice, actually.” As bedding sales go, Sinclair’s story is extraordinary, but not unheard of. To hear retailers, manufacturers and consultants tell it, the 21st-century gold rush for home furnishings retailers is taking place right now. Tiny flecks of gold? Try large rectangles of white. Not even a jittery economy and sluggish home sales are slowing the nation’s pursuit of better sleep. Global mattress sales are expected to reach nearly $12 billion by 2017, rising three percent annually, according to market research firm IBISWorld. And like most gold rushes, everyone wants to stake their claim. Specialty stores are sprouting up overnight. In Greensboro, N.C., mattress superstore Sleepy’s recently opened a store on Battleground Avenue—right next to Mattress Warehouse, which is just down the street from a Mattress Firm, a neighbor of The Bed Loft. On a one-mile stretch of West Sand Lake Road in Orlando, drivers have their choice of 10 specialty stores (take a deep breath): Regal Mattress, Mattress World, Orlando Mattress, Name Brand Mattress Outlet, Sleep Number, Mattress Firm, Original Mattress Factory, The Futon Place, U.S. Mattress Depot and Mattress One. Since opening a 4,000-square-foot addition dedicated to bedding last year, Montgomery’s Furniture in Sioux Falls, S.D., has seen its mattress sales jump from 1 percent to 15 percent of total sales. (Photo: Cory Ann Ellis)

All those specialty stores have hammered bedding sales for home furnishings stores. In 1970, more than 85 percent of mattress sales came from home furnishings stores, according to Gordon Hecht, a growth and development manager for America’s Mattress, a 400-store national bedding chain that sells Serta-branded mattresses. Last year home furnishing stores accounted for just 30 percent of sales. Specialty stores accounted for half of the nation’s bedding sales while the remaining 20 percent went to Sam’s Club, Costco and other big box stores. There’s a reason everyone seems to be focusing on mattresses. “It’s the most profitable product in your store and the largest unit of sale,” says Martin Roberts, a consultant and architect for home furnishings stores hoping to increase mattress sales. “Bedding requires less effort. You don’t have to go to market, you need fewer than 30 SKUs, the manufacturer usually provides you with free samples, ad slicks (point of purchase) signage, there’s not a lot of complicated displays or accessorizing. The manufacturers provide the necessary training, and there’s always new technology so there’s always a lot of interest from consumers.”

www.retailerNOWmag.com

JANUARY | 2015

Cover Story

“(Bedding) is the most profitable product in your store and the largest unit of sale. You don’t have to go to market, you need fewer than 30 SKUs, the manufacturer usually provides you with free samples, ad slicks (point of purchase) there’s not a lot of complicated displays or accessorizing.”

“Today’s consumers, especially younger consumers, don’t think of traditional furniture stores as often when shopping for mattresses. They want to shop at specialty stores where they can get in and out faster, plus feel like they are talking to a specialist like at an Apple Store.”

—Martin Roberts Architect, bedding consultant

And yet, despite the growing interest (and money) in mattresses, Hecht said most home furnishings stores are hesitant to provide the showroom space the product so desperately needs. “Retailers are into style,” says Hecht. “They know all about a red sofa and what other colors and fabrics that sofa comes in and whether it can fit into a specific room. They’re comfortable with that. They’re not so comfortable with bedding. It’s more of a commodity to them.” With that attitude, most home furnishings retailers cram their bedding into the back corner of the store and make it an afterthought in their advertising, Hecht says. “Well, back of store, back of ad means back of mind with shoppers,” says Hecht. “It doesn’t have to be that way. “ Sinclair’s store is proof of that. Before Montgomery’s Furniture expanded its store and created a separate entrance along with exterior signage—Mattress First—for its mattress department, bedding sales made up one percent of the store’s overall performance. Today mattress sales are 15 percent and climbing. Like Sinclair, Randy Coconis, president of Coconis Furniture, a three-chain store in central Ohio, created a separate entrance to his bedding department at his flagship store in South Zanesville. He followed that up with similar signage outside a second store in Zanesville last summer. When store officials were looking to open a new furniture store in nearby Heath, Ohio, late last year, they wanted to recreate the same concept of a separate entrance. Before the emphasis on mattresses, Coconis says bedding sales made up approximately 15 percent of his company’s overall business. Since the changes in his first two stores, overall sales in mattresses increased to 24 percent, a number that climbed to 30 percent after the Heath store opened in October. 16

JANUARY | 2015

—Randy Coconis Coconis Furniture

Coconis says it’s all about changing how your customers perceive you. “Today’s consumers, especially younger consumers, don’t think of traditional furniture stores as often when shopping for mattresses,” he says. “They want to shop at specialty stores where they can get in and out faster, plus feel like they are talking to a specialist like at an Apple Store.” Both Sinclair and Coconis are members of the Furniture First buying group, which devised the Mattress First store concept of creating a separate entrance when possible or moving the bedding department to the front of the store. Furniture First requires specific display features in stores, most notably the logo signage complete with “ Americas Sleep Specialist “ and a Mattress First Halo hanging in the middle of the department. But Roberts, who helped design Coconis and Sinclair’s stores, says home furnishings retailers can implement many changes on their own. More home furnishings stores should be expanding their bedding departments, he says, or cutting back furniture displays and giving mattresses more attention. But even space isn’t enough. With so much competition from specialty and big box stores—even people selling queen box sets advertised on telephone poles—how does a home furnishings retailer stand out? Start with your sign, Robert says. “You’re no longer John’s Furniture, you’re John’s Furniture and Mattresses,” he says. Just don’t stop there. Create a separate entrance to your store that opens right into your mattress department. “And make sure the bedding department is immediately next to the mattress department so they maximize each other.” Once you have them in the store you need to make the sale. Mattresses aren’t like furniture, Hecht says. The “be backs” for

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Cover Story

that sofa might come back to you after they’ve shopped online and other stores, but mattresses are something consumers want today. Roberts says 90 percent of mattress shoppers visit 1.2 stores, “So basically they’re buying from the first store they shop in,” Roberts says. “If they leave your store, there’s an overwhelming possibility that they won’t be coming back.” And since consumers typically replace their mattresses every decade or two, the stakes are raised for every possible sale. That means your sales staff needs to be armed and trained. Even the most mattress-savvy shoppers still rely on a sales associate’s advice during a visit, argues Hecht.

week, working two evenings and weekends. “He provides ongoing staff training, manages displays, buys and tracks mattress accessories and also assists staff on the sales floor during busy times,” Coconis says. “Basically (he’s) answering questions and shadowing staff to make sure the presentations are being done right.” Don’t forget to use your inventory to your advantage. A specialty store might have a wider selection of mattresses for customers to choose from, but home furnishings retailers can counter with an entire bedroom department for one-stop shopping. “Don’t just sell them the mattress, sell them the big picture of a new bedroom suite,” Roberts says.

Finally, says Hecht, if home furnishings retailers want to reclaim “Retail furniture stores need to have the fortitude to hire a their share of the bedding business they need to invest as much bedding specialist staff,” Hecht says. “So many studies show in their advertising as they do in improving their display and that shoppers will lay down on a mattress and do their research staff. That’s not necessarily what retailers want to hear when before coming into a store. They’ll know before hand whether they’re trying to justify every dime that goes out the door, but they’re interested in spring coil, memory foam, gel, adjust- Hecht says the return will be worth it. able or some combination, but ultimately many shoppers are “When you hear from other retailers that they’re getting 20 or guided by the sales associate standing in front of them.” 25 percent in bedding sales volume,” says Hecht, “I can assure Coconis created a new position in his company with two you they are putting 20 or 25 percent into their advertising titles—Mattress Specialist and Corporate Mattress Manager. budget for bedding—and I’m talking stand-alone bedding The new manager rotates between Coconis’s three stores each advertising.”

Check out our bedding sales tips on the next page

Montgomery’s Furniture in Sioux Falls, S.D., follows bedding consultant Martin Roberts suggestion of having at least 30 SKUs on display for larger retailers.

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Cover Story

Making the Most of Mattresses

Are you getting the most out of your bedding sales? A few tips:  Offer at least 30 SKUs.  Dedicate at least 25 percent of your show room floor to your bedding department.

 Place your bedroom furniture next to your bedding and remind consumers you have the full pack age—mattresses, bedding, casegoods— to create the dream bedroom they desire.

 If possible, create a separate entrance for your bedding department.

 Dedicate a healthy percentage of your advertising budget to selling mattresses.

 Make sure your signage outside reflects your commitment to mattresses inside.

 Invest in product knowledge whether that’s hiring a mattress specialist or providing additional product training to your current staff.

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Profile

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Profile

(and not a second more)

“Let’s get this done,” says Jim McIngvale. And away we go! For a man who peddles relaxation, McIngvale—“Mattress Mack” to his customers and fellow retailers—is always on the go. He can’t help it. He’s been that way ever since 1981 when, with just a pickup truck and $5,000, he opened a furniture store in Houston. McIngvale knew that folks moving to Texas to cash in on the oil boom would need furniture. Maybe some mattresses, too. Boy, was he right. Today Gallery Furniture sells more than $100 million annually and turns its inventory nearly 30 times a year (most stores average three or four). You can’t do that by resting. So when RetailerNOW asked McIngvale if he’d mind sitting down and sharing some insight on how home furnishings stores could improve their bedding sales, McIngvale was more than willing—provided it didn’t take too long. Just because he sells a lot of mattresses doesn’t mean he actually uses them.

RN: How’s your health these days? Mack: Fine. I felt some tingling in my arms and face a while back, but nothing to keep me from working. I’ll be working until they dig a six-foot hole and put me in it, but let’s not talk about me, let’s talk mattresses.

RN: OK, you started out with a furniture store. When was your epiphany that the future was mattresses? Mack: When I realized that everyone from my 2-year-old son to a 99 year-old

grandfather needed to sleep on something. I kind of like that market. You don’t have to be a man or a woman, rich or poor, you just have to want to go to sleep every night.

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Profile

RN: You don’t use professional buyers for your furniture, right? Mack: We’ll our salespeople are professionals and they’re who

we use. They know what’s selling and what’s not—is that what a buyer does?

RN: And the same for mattresses? Mack: Same for mattresses. My (salespeople) are out there on the floor every day. We trust them to know what’s a value and what sells.

RN: How does a home furnishings store compete with a specialty store that likely beats them on price and selection? Mack: You beat the specialty stores in other areas. First you

Mattress manufacturers are the only people out there left advertising. When is the last time you saw a national furniture manufacturer advertising? They’ve all gone broke or have been bought up by conglomerates who are in the plumbing business. Mattress manufacturers are out there promoting their business, which is your business all the time.

can offer a more knowledgeable staff. Demand that training from (your vendor) and then really hammer it home with your employees. Second, you can use the rest of your store to help with your mattress department. So a specialty store can only sell someone a mattress and some pillows, but you can sell them a mattress, some pillows and a bedroom to put them in—or a living room. We’ve been running a special here for the past couple of months. Buy one of our in-house mattresses for $1,799 or up and get a $600 credit you can use anywhere else in the store. That’s been pretty successful for us. Specialty stores can’t offer that.

in the plumbing business. Mattress manufacturers are out there promoting their business, which is your business all the time. Now I realize they’re two different products. Furniture comes in all sizes, shapes and colors for people’s tastes. Mattresses, you’re selling white rectangles. It’s football to baseball. But look, if you establish a good product and advertise it to everyone it will sell whether it’s a piece of furniture or a mattress. The question is whether that’s being done enough with furniture.

RN: How many SKUs should a small store consider?

Mack: As long as the population continues to age and they

Mack: I don’t think you can get by with anything less than 30.

I’d say 30 to 40 sounds right. You need to have choice available to the customer.

RN: And display? How do you guys handle display? Mack: I don’t like putting your mattresses in the bed-

room section of your store. Your mattress is your star. Why would I hide it between a headboard and a footboard? You really need a separate mattress department. Your customers need to walk into your (mattress) department and know that you’re serious about mattresses.

RN: For a guy who made his name selling mattresses, how much sleep do you get a night? Mack: Not a lot, but enough to keep me going.

Mack: Relaxation? Never thought of it as relaxation. I’m in the

Mack: I’m not going to get into other people’s business, but let’s face it: Mattress manufacturers are the only people out there left advertising. When is the last time you saw a national furniture manufacturer advertising? They’ve all gone broke or have been bought up by conglomerates who are JANUARY | 2015

have a problem getting a good night’s sleep and they have the disposable income to tackle that problem business is going to be good. People aren’t price sensitive when it comes to good sleep—at least not the people who are 60, 65 or 70 years old. I really think if they could make a $100,000 mattress that people could count on for a good night’s sleep, they’d buy it. You spend 3,000 hours every year in your bed. You’re not going to invest a few every night to guarantee you sleep well?

RN: For someone who works so hard, has it ever struck you as odd that you’re peddling relaxation?

RN: A lot of retailers complain that furniture manufacturers aren’t doing enough for them. What can furniture manufacturers learn from the mattress industry?

RN: Where do you see the bedding market five or 10 years from now?

business of helping the nation become more productive. You look at all the studies about American workers being more productive when they get a good night’s sleep compared to when they don’t. And how students perform better in school when they’ve been given the chance to sleep the night before. They’re more productive, too. And it all starts with the mattress.

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JANUARY | 2015

Retail Voice

It’s time for transparency in mattress pricing and merchandising

BY JEFF GIAGNOCAVO

Jeff Giagnocavo is co-owner of Gardner’s Mattress & More in Lancaster, Pa. He is also co-owner of Mega Mattress Margins and regularly speaks at industry events on successful retail strategies.

Have you heard of Saatva Mattress? What about Casper Mattress? Tuft & Needle? Here’s all you need to know about each: In August, barely four months after it started producing product, Casper Mattress acquired $13 million in funding for growth. Four years into the mattress making business, Saatva has revenues in excess of $45 million and is growing at a pace of 300 percent year over year. Tuft & Needle is a fast-growing start up with sales totaling $5 million last year. Oh, you may want to know this about them, too: Besides being successful startup mattress companies, Saatva, Casper, and Tuft & Needle have taken the mystery and (some might say) deception out of the mattress business by being fully transparent with the products they sell. This transparency is achieved with narrower product offerings, a clear feature and benefit presentation, and a promise that the consumer will love the mattress guaranteed, without any microscopic print that tries to hide fees for exchanges and transportation. I’m not missing the fact that these companies need to profit, and will need to create more and more profits. And that some have so rallied against the “evil profiteers” in the

JANUARY | 2015

mattress industry that they may have painted themselves into a corner, but that is for another column. At the end of the day, Tuft & Needle, Casper, and Saatva are creating products people can respond to with stories they can believe in. They are creating products people want, not need. That is a big shift in how our industry needs to sell consumers. Consumers don’t want a different coil system to compare store to store. They don’t want to compare different foam formulations. And they don’t want to sort through all of the nonsense we have put in front of them just to buy. Our industry has created this. We have sown the seeds, and now transparent companies like Tuft & Needle, Casper, and Saatva are taking advantage. Retailers and manufacturers need to embrace transparent pricing and merchandising. It wasn’t that long ago that Main Street had many furniture store options. Consumers chose one store over the other because of the store—not because of blind specifications they could never see, feel or know the differences between. Understand that on my retail floors 85 percent of merchandise is transparent. We tell our customers, “likely what you are buying is the same exact mattress on the inside and outside whether you purchase it here in Lancaster, Pennsylvania, or in Lancaster, California or anywhere in between. Our service and process to best assess your sleep needs should be what allows us to earn your business.”

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Retail Voice

We have fully embraced the Manufacturer Suggested Retail Price (MSRP) and Minimum Advertised Price (MAP)programs offered by our vendors. In fact, we seek out vendors who have these programs established and are willing to enforce them with their retailer base. We never feel this is handcuffing us because often the vendor is providing a generous margin to begin with, and I’d be hard pressed to present, create and merchandise a transparent product that maintains and sells through at a margin equal to what is out there already. Also, when done right MSRP/MAP programs such as those offered by Tempur-Pedic, Savvy Rest, Pure and Latex Bliss create customers who are in the market, highly interested, fully researched, and ready to buy. We simply need to provide a pressure-free retail environment (especially when compared to the Internet). Both parties mutually benefit when the customer is engaged in the buying process on all fronts rather than trying to get them to march to your drum beat.

found out through their own research, which they are always doing anyway. I say why not be “in the conversation” with the customer when it comes to their own researching and fact-finding. It certainly beats the alternative of creating our own one-way, mysterious conversation where it’s just us speaking at them. A sale needs to be a win-win. If the customer feels as though she’s not getting the best value both in product and price then it’s a lost sale. We literally see and hear a physical reaction of relief, to the point of an outloud sigh, once the customer understands our position and that it is congruent with their goals of wanting and apples-to-apples comparison of price and product. If you consider that most consumers worry about product and price comparisons store to store, an issue we created ourselves, then doesn’t transparent product and pricing immediately answer these concerns and put the consumer at ease? This has been our exact experience. We get the consumers focus shifted from the pressure cooker of price/product comparison to sleep issue needs and sleep want resolution.

Please don’t misunderstand me. We are not mere clerks in the process—just the A continued embrace of what we have opposite. When a customer has more than done as an industry will be our undoing. 60 transparently priced options to choose A sea of rectangles offered from one store from, we still need to assess their need. to the next with no discernable difference We simply work to focus their purchasing will be what allows the next round of venenergy and momentum into the best fit ture capital funding to be infused into the online mattress sales world. An attitude for their sleep needs. of “this is they way we have always done Customers respond to this because we it” will usher in yet another round of new are validating what they have already and evolved competition.

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As an industry we offer immense benefit to our customers in what we sell. I personally attribute my health and well being, and possibly being alive today, to having a quality sleep system. We can do great things, but the fractured way we merchandise our stores is not at all congruent to how customers are buying. Simply look at the company that changed everything, Apple. They are the epitome of a transparent retailer. And because of this success from transparency they got the low price, competition crusher be all end all of retail, Wal-Mart, to embrace their policy of transparency. Tesla Motor Cars is so transparent they have states creating new laws to keep them out. Elon Musk, founder of Tesla, gave away his electric car patents because he so believes in the electric car that we wants as many people to benefit from it as possible. When was the last time in our industry that manufacturers worked together to raise the bar for our customers? To make the latest innovations available for all? I suppose the only time anything close to this has happened was when Tempur-Pedic bought Sealy and Serta bought Simmons, not quite the same thing now is it? What better time than the new year to assess your mattress business. Look around. Transparency is everywhere. Embrace it in your merchandising and pricing strategies and I promise you will sleep better. JANUARY | 2015

Next Gen NOW Spotlight

GETTING TO KNOW NICK DANIELS Retail Manager Furniture Fair Cincinnati, Ohio

Nick Daniels, top, walked away from a career in wildlife management and never looked back. These days he works for his father’s furniture store in Ohio. Daniels doesn’t believe he’s superstitious -- unless wearing matching socks and ties count as a superstition. Above left, Nick and his wife Britney spent 10 days honeymooning in Africa. Right, part of Nick’s sock and tie collection. 26

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Next Gen NOW Spotlight

The secret of Nick Daniels’ success? It’s all in the socks (and tie) : You graduated from Ohio State with a fisheries science degree and now you’re in the furniture business. What changed? Nick: I grew up in the furniture business

and that made me reluctant to do it the rest of my life. So I had my degree, worked for the Ohio Environmental Protection Agency and the state’s wildlife department and had grad school all paid for. But then I started wondering if I wanted to spend the rest of my life working for the government, where I’d make even less money than selling furniture. That’s when I told my dad that this is what I want to commit to and he was thrilled.

RN: With so many family members around you at work, is it hard to separate business and personal life? Nick: It’s really difficult. I’ve got so much

family spread out across locations and the warehouse that when I finally see them all I want to do is talk business. My dad kind of brings me in a little. He’s been doing this a long time. When I’m at his house for dinner he has a way of changing the subject so we talk about something else.

RN: What was it like joining the family business? Did you feel like you had to prove yourself to the folks who were not family? Nick: In the beginning I was really paranoid about that. I had the double whammy of being much younger than everyone else and a family member. I had to prove myself. I think people respect me now because of my body of work rather than just being part of the family. I started out in the warehouse carrying furniture and I’ll still do that today if needed. I don’t care if I’m

in a shirt and tie I’ll pick up that nightstand or chair and carry it over my head if I need to. I want people to know I’m here to grow Furniture Fair—not just sit at a desk and pick up a paycheck.

a specific time. You get off when the last customer goes home. I’ve been trying to do a better job of communicating to her when I’ll be home.

RN: Talk about your ties and socks.

RN: You chose South Africa for a honeymoon? Not exactly the Caribbean.

Nick: They’re my secret weapons. When

Nick Which is one reason we went there.

my ties match my socks, we’re going to have a good day at work.

RN: I missed that lesson in business school. Explain, please. Nick: It’s all riding on the socks. When I

wear a purple polka-dot tie and my socks are purple polka-dots, we have a good day. When I wear a blue-and-orange tie, I’ve got to wear blue-and-orange socks.

RN: Do your dad and other longtime employees value your opinion—or do they still think of you as learning the ropes? Nick: Sometimes I think my opinion is

overvalued. I remember going to (High Point) market a year ago and everyone was asking my opinion on furniture to buy and I was thinking, ‘Look, guys, I’ve only been doing this a few years.’ But I like that they want to hear from younger people.

RN: You’ve been married a few months now. Got any tips? Nick: Yeah, find the time to be with each

other. The hardest part of marriage so far is just getting to see my wife (Britney). We got married Aug. 16. She started grad school two days later while still working full time. She’s an accountant and the corporate world is a completely different life than retail where you don’t get off at

My sister spent a year in Uganda and that year really changed her. My parents went over to visit her while she was there and they came back and said that everyone needs to go to Africa at some point in their lives. We did and we loved every minute, from the cultural experience to all the wild animals.

RN: Was it hard jumping back into work when you got back? Nick: Yes and no. It was such a great trip we

didn’t want it to end, but I knew I needed to get back to work. In fact, our plane landed in Dayton at 2:30 and I was wearing a tie and back at work by 4:40 after 41 hours of traveling and no bed.

RN: What does Next Gen mean to you? Nick: (Laughs) It kind of makes me nervous. RN: How so? Nick: There are a lot of hypotheticals up

in the air about this business and it’s up to people my age to decide what we’re going to accomplish and how we’re going to make those changes. There are a lot of people at Furniture Fair counting on us to make the right decisions. But that’s what’s great about Next Gen. We’re in this together. Nobody has to feel alone and we all have each other we can turn to.

Next Gen NOW (NGN) is a community of young, passionate, engaged industry professionals whose mission is to give a voice to the needs and goals of the up-and-coming future generations. NGN strives to educate the industry on how and why it should attract and keep young talent. The NAHFA supports NGN by facilitating meetings and educational opportunities and introducing the industry to its members through RetailerNow. Connect with NGN members at NextGenerationNow.net or on Twitter @ngnow.

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JANUARY | 2015

Operations

The Right Public Relations Program Matters BY KATHY WALL

ublic relations is an often misunderstood and underused tool in the home furnishings industr y. Through a thirdperson observation, public relations carries a message of implied endorsement and believability by the media that runs the story. It’s a critical component of your overall marketing program. It lets thousands (potentially millions) of readers know who you are, what you do and why you are important to them. Positive public relations can position your home furnishings store as a leader and boost your business’ visibility and credibility. That generates awareness, and awareness generates traffic, and traffic creates opportunities for increased sales.

Advertising, or paid media, is the act or practice of calling attention to your product in order to induce people to buy it. You create the ad, choose the advertising vehicle, and you pay for the placement of the ad through media sales representatives. You determine the final outcome of what the public sees. It builds your brand and, if done correctly, sells a few sofas.

It’s important to know that with public relations you have little or no control over how your message is eventually conveyed to the audience. It’s rare to be given an opportunity to proofread what the media will print. Build strong relationships with local editors and journalists; you’ll create a partnership in which you help them do their job more effectively by providing them with news they can use. Trust us, in these times of newspapers and television station staffs stretched thin, they will appreciate it and it will be a win-win for all.

Have a list of SEO keywords to use as you are writing media announcements and press releases. Keep in mind that the topic must be newsworthy, not a sales pitch. The writing style should be consistent with your brand. Do you know the difference Adjectives matter. Are you a trabetween public relations and ditional home furnishings store advertising? To those not in Build strong relationships with your local or do you cater to a younger the agency business, it can be newspaper, radio and television stations generation? The content should confusing. by providing them with news— be non-commercial and folreal news— they can use. low the spelling, language, Public relations, or earned punctuation and journalistic media, are actions you and style guidelines set by the AP your company take to promote goodwill between yourself and the public, Where to start with your public relations Stylebook. Proofread to ensure your outthe community, employees or customers. program? For starters you need to know reach is professional. This is not the time It’s a method of promoting your store’s your target audience. What do your cus- to embellish. Just the facts, please. And, messages in a factual style that creates tomers watch, read and respect? Ask them be prepared to back them up. awareness and educates. If we, public through in-store surveys and social media. relations professionals, are doing our Search the web for area blogs, newspapers, Track your press coverage with free jobs right, it results in editorial coverage. business publications, television shows, Google Alerts that you set up prior to Editorial is stories or articles that journal- consumer magazines, social media sites, distribution of launching your public reists write because they believe the topic and organizations whose members align lations program. When editors choose to or product will appeal to their readers. with those you want to visit your store. include your company or product in their The topic must be timely, unique and Research their publication’s mission publication or website be sure to share the not a commercial for a product or service. statement and editorial calendar. You’ll honor through your website, blog, and Consumer editors want to show their find the link under advertising on their social media outlets. readers trends in the marketplace and website. From the site’s Contact Us, build inspire them with fresh ideas. Business a comprehensive list of media contacts In a local marketplace, the media is your editors want to showcase how your store with the ability to segment them by the friend. Offer them content they can use, is growing or changing. You can’t buy categories noted above to ensure you share nurture the relationships and reap the only news appropriate for each. benefits. editorial; you earn it. Founding The Media Matters in 2000, Kathy Hunt Wall has lent her award-winning talents in marketing, brand strategy, and advertising services to the home furnishings industry for three decades. She can be reached at kwall@themediamatters.com.

JANUARY | 2015

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JANUARY | 2015

Product Focus

BY LISA CASINGER

JANUARY | 2015

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Product Focus

I BELIEVE THERE ARE THREE MAIN REASONS PEOPLE make or sell organic mattresses: They believe in following a certain lifestyle, they see an opportunity to make money —or both. The Organic Trade Association’s (OTA) annual industry survey shows that organic sales in the U.S. jumped to $35.1 billion in 2013 (the fastest growth in the last five years); it estimates that could increase by 12 percent or more this year. The OTA is a membership-based business association (more than 60 percent are small businesses) that promotes organic trade and represents business across the supply chain addressing food, fiber/ textiles, personal care products, etc. That said, fiber products like clothing, linens and mattresses represent the largest share of the $2.5 billion organic non-food market. There’s money to be made. Consumers are buying more organic products. Just ask mattress manufacturers. “Demand for organic mattresses and bedding is following the rise in demand for organic food,” said John Howard-Smith, director of marketing and business development for Savvy Rest. “People, rightfully I think, were initially most concerned about whether the products they ingest contain toxic chemicals. As research mounted about the harmful effects of these chemicals, more and more people began searching for organic and natural food. Similarly, over the last several years there has been a growing awareness of the toxic chemicals used in the production of mattress and bedding components. As the research mounted (and continues to mount) about how these chemicals affect the endocrine system, childhood brain development, obesity, etc. people in increasing numbers have begun to look for mattresses that won’t be leaking toxic chemicals into the air while they sleep.”

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Product Focus

Angela Owen, founder and Sleep Diva at Suite Sleep adds that while organic has become more popular over the last decade and the interest was originally driven by consumers, now manufacturers (and bigger brands) are jumping in and their product marketing is driving even more interest in the category.

Suite Sleep is a Colorado manufacturer that uses 100 percent organic cotton and wool fibers, natural rubber and untreated woods in its products.

Kurt Ling, CEO for Organic Mattress, Inc. (OMI) says consumers have more organic options now. “Two things have changed in the last few years. First, the consumer has seen so many more organic and natural offerings in terms of products and specialty retailers carrying them. The growth of Whole Foods or Sprouts grocery stores are great examples. Additionally, significant brands have paved the way for consumers to buy more organic and natural products; Aveda cosmetics and Cisco Brothers furniture for example. Second, the consumer has been able to buy more organic and natural products in mainstream retail rather than just specialty retailers. Organics and more natural products are literally everywhere.” The organic market has changed a great deal as it has grown, not only in product options and number of suppliers but even in the standards and certifications. “A decade ago the organic standard was based on what could be certified as grown or raised organically,” Owen said. “Now the certifiers are jumping on the bandwagon and are certifying more of the raw materials. Today if you say organic the wool has to be organic and the cotton and the latex can be organic, but the Global Organic Textile Standard (GOTS) doesn’t require it to be.”

OTCO ®

And with all of the different types of certification you’d think, ok, it’s certified so it’s organic. Not necessarily. For example, “A textile product carrying the GOTS label grade ‘organic’ must contain a minimum of 95-percent certified organic fibres whereas a product with the label grade ‘made with organic’ must contain a minimum of 70-percent certified organic fibres” according to the GOTS website. All along the way, with every test and every certification, money changes hands. Manufacturers can spend hundreds of thousands of dollars a year chasing after certifications. Needless to say, organic mattresses are not inexpensive.

Owen says that for her company, it doesn’t make sense to chase the Delving into the world of certification can be certifications any more. While certifications and standards have their a overwhelming for manufacturers, let alone benefits, Owen would rather buy her wool from a shepherd in the retailers and consumers. Aside from the GOTS U.S., one she knows is natural and truly organic and that is mindful there is GOLS, the Global Organic Latex of its carbon footprint (but not a certified supplier) versus importing Standard, which was developed by Peterson wool from New Zealand (certified) which she says is “poor quality, Control Union, a recognized organic certifier. factory farmed, and has a bad carbon footprint.” There’s Oregon Tilth (OTCO), which certifies the fabric and wool and GREENGUARD “We still think the U.S. has a viable wool business that we can supCertification, which is the certification for low port,” Owen said. “As soon as we made that decision we couldn’t call volatile organic compounds (VOCs) emissions. our product organic; the certifiers have become very aggressive and

JANUARY | 2015

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very expensive. Every single person (and) company that touches the raw material has to be certified and has to pay to play. All of us who are the grassroots of the business got kicked out of the club. The masses jumped on the bandwagon and then it got co-opted by the certifiers and the corporations. GOTS 4.0 is the latest standard. If we’re talking purity—carbon footprint, sustainable practices—the GOTS standard isn’t delivering. And maybe it shouldn’t, but consumers should know that.” In moving away from categorizing her company as organic, Owen again takes cues from the food industry and consumers. The farm-to-table movement is growing and she’s looking to create the ‘barn to boudoir’ movement in mattresses. “Some consumers are getting green fatigue,” she said. “People are guilted into organic. But, they’re excited about buying from the farmers and talking to the people who actually make the products. That trumps organic all day long if you can get the story to the consumer and build the trust.” There are lots of questions when it comes to organic products but retailers shouldn’t feel overwhelmed because there are plenty of resources. Many organic manufacturers strive to educate their retail customers and consumers on what it means to be organic.

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Suite Sleep’s Little Lamb line of organic bedding and mattresses fills a need for parents. Owens, in fact, got into the industry because she struggled to find organic mattresses for her own children.

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Their websites are filled with explanations of certifications and blogs that talk about the difference between organic, green or eco-friendly. OMI’s site offers caveats on greenwashing and what questions retailers and consumers can ask about the products they’re buying. Savvy Rest’s site has posts that run the gamut from the health benefits of a good night’s sleep to ways to live naturally. Suite Sleep’s Owen is on the board of directors for the Specialty Sleep Association, which has put together a website—bedfax.org—designed to “provide consumers with transparent information and education on what is inside their mattresses and allows manufacturers to demonstrate their commitment to transparency.” “The single most important thing most retailers don’t know about our category is how big it already is and how much it is growing,” Ling said. “Research says eight out of 10 consumers buy organics every month. They see it everywhere and not only want it but are willing to pay for it.” Howard-Smith says the organic sector is no longer just for the stereotypical ‘green’ customer. “Almost 90 percent of households last year purchased organic food at some point and these same people are becoming aware of chemicals in household furnishings and bedding. The organic customer isn’t just the ‘tree hugger’ anymore, it’s usually just the individual who has learned that there are lots of chemicals in their mattresses and they’d rather not deal with that. I also think that most retailers are surprised to find out you don’t need to spend a fortune to get an organic mattress and that an organic mattress can be extremely comfortable. Our products retail in the same level as most leading traditional brands and feel great too.” Owen’s advice to retailers is to “find the stories you like from the manufacturers you like and tell them; that’s what consumers are looking for and they will become your biggest fan and share your story and your information everywhere.” Top: Organic Mattress, Inc. (OMI) is a large-scale 100 percent organic factory; its handmade mattresses are manufactured in Northern California. Middle & Bottom: Savvy Rest’s organic mattresses are made in Virginia from natural latex rubber, certified organic wool and certified organic cotton.

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Product Focus

Thinking About Going Organic? Here’s what you need to know Product knowledge is key in the home furnishings industry, perhaps even more so when it comes to mattresses and especially organic mattresses. Suite Sleep’s Angela Owen has compiled this list of questions retailers should ask their suppliers when considering different lines. `` What components are organic? Are they certified? What percentage is organic? `` Has the finished product been certified or tested for the claims being made? If not, have the components been certified or tested? `` Are the components “bio-based” like cotton, wool, latex, Tencel®, rayon from bamboo? `` Is the mattress biodegradable or does it have biodegradable components? `` Is the foam component a natural material like latex? What percent of the latex is natural? Is it a blend? ``

If the foam isn’t latex, is it CertiPur Certified foams, which have lower VOCs and do not contain PBDEs or Phthalates?

`` What is the flame retardant (FR) barrier? Is it wool? An FR sock? Does it contain Antimony? Boric acid? `` Many FR barriers and materials are safer than in the past, containing PLA (polylactic acid, derived from renewable resources like cornstarch) or PET (polyethylene teraphthalate, a resin used in soda bottles) or a silica fiber (a type of fiberglass derived from sand). These are usually offered by the fiber companies as a more eco-friendly option. `` What are the relevant certifications for a mattress? `` If you don’t think you are getting the right answer, go further up the ladder.

Want more information? The Specialty Sleep Association is hosting a GREENGUARD seminar at the Las Vegas Market, Jan. 19 from 4-5:30 p.m. at the World Market Center, C-174. The seminar, “GREENGUARD: Clearing the Air on Chemical Emissions Claims,” is designed for suppliers, manufacturers and retailers who want to understand the GREENGUARD Certification program and how it works.

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What’s Your Store’s

ZERO MOMENT OF TRUTH? B

BY BILL NAPIER

ack in 2002, PriceWaterhouseCoopers warned about changes coming to our industry. “If retailers do not recognize and embrace the changing nature of the consumer, they will not just be punished, they will be punished with impunity.” Even now, 13 years later, this remains true. It astounds me that many home furnishings retailers are still reluctant to embrace the dynamics as to how consumers shop today. Take one example I hear all the time from my colleagues who build and maintain websites for retailers: It’s too expensive! Retailers still think the investment in designing and maintaining a great website is too expensive, so either they forgo having one or they build a cheap website, with a few pictures that no one ever finds while searching. With that said, let’s take a look at some statistics from Google THINK and Google COMPETE.

JANUARY | 2015

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Sales & Marketing

In 2012 Google examined consumers’ shopping habits in a study called “The Zero Moment of Truth.” Essentially, Google found that the old model retailers used to engage consumers—advertise a product to get consumers into the store, buy the product and then share their experience with friends—was lacking a key element. That element was search the web, read reviews, watch videos and more, before visiting the retailer. The Zero Moment of Truth!

And guess what? Everything above involves the World Wide Web. But the most stunning element about Google’s Zero Moment of Truth with the home furnishing category relates to the following:

stu dy’s ide o of the Watch a v OTo r it.ly /TZM at http://b R co de . sca n this Q

But that’s only the beginning of the story. Take a look at these statistics that offer insight into a shopper’s mind.

Consumer wasn’t sure what retailer to purchase from, and wasn't sure what brand they would purchase.

of all furniture shoppers rely on your website

Consumer knew what retailer to purchase from, but wasn’t sure what brand to purchase. Consumer wasn’t sure of what retailer to purchase from, but was sure of what brand.

of them expect to see your inventory and pricing online

Consumer was sure of both what retailer and brand to purchase from.

percent of your potential customers will abandon you if you do not have inventory and pricing information online

Source: Google

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JANUARY | 2015

Sales & Marketing

With that said, anyone in our business should stop complaining about the costs associated with getting online and start figuring out how to capture these consumers NOW. Don’t tell me you are reluctant to show your prices online and you fear the showrooming effect. Get over it. Consumers want to know pricing on what they intend to buy and they have a multitude of online tools and websites to find the information they want. Consumers want knowledge and power. Throw up a roadblock and they’ll easily find a way to buy it—just not from you.

If you’re still hooked on traditional media to drive traffic to your retail store, let’s look at how consumers react to the various types of traditional media. We’ll call it Traditional Marketing’s ZERO MOMENT OF TRUTH.

Speaking of online pricing, you need an online purchase option. I’m not talking about being a national shipper; I’m all about keeping it local. Many consumers may not purchase right away, but may decide to purchase later on. Let them buy online and give them the option to have it delivered, or picked up at the store. Remember, if there’s one thing in this industry that hasn’t changed it’s that the experience is all about them, not you. Eighty-three percent of consumers prefer to buy local, according to Google. Here’s another number that’s hard to ignore.

44%

of online consumers want to . chat with a live person while shopping

percent of your potential customers will abandon you if you do not have inventory and pricing information online

will check out your store on the Internet after a traditional outbound marketing campaign. That’s right: three of every four of your customers exposed to adyour Nearly 3 in 4 consumers exposed to traditional traditional advertisements laterup look youadvertiser up online. online vertisements later look the

HELLO, my name is Lucy. How can I help you? I’m Von, checking out the new Hampton leather sectional, can you tell me what grade of leather it comes in? And the colors?

I would be happy to provide you with all the information you need. Just a moment...

Newspaper Magazine Direct Mail

Types of ads and actions taken following exposure

Add online chat to your website. A recent study conducted by Forrester Research stated 44 percent of online consumers say that having questions answered by a live person while in the middle of an online search or purchase is one of the most important features a website can offer. You’re there for the customer in the store— why wouldn’t you be there for them on your website?

“62 percent

Forrester Research goes on to state reported being more likely to purchase from the site again.

38 percent

A further of respondents said they had made their purchase due to the chat session itself.”

JANUARY | 2015

Looked up advertiser on computer

49% 41% 48% 53%

Prompted me to search

18% 23% 30% 24%

Prompted me to visit advertiser’s website

26% 15% 21% 21%

But it’s not enough to have a great website, your website must be optimized for mobile and tablets. Why? Because that’s where your customers are trying to find you, and your new consumer is Gen X and Gen Y...all 126 million of them. That’s almost twice as many consumers than the Baby Boomer generation you’ve been so reliant on over the years, and they are all wired and expect you to be too.

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Sales & Marketing

Now take a look at how mobile is driving the way we shop today: So what is the take-away to enhance your store’s Zero Moment of Truth? 1. Ask yourself how much money you are losing by not recognizing and investing in digital technology so consumers can find you and engage with you.

of U.S. consumers use the Internet daily. That will grow to in two years

93%

Americans own smartphones, a number that is growing

people own tablets and that’s growing

2. Have a robust website that is mobile and tablet optimized, loaded with products, product information, videos and reviews or you will not be engaged by more than 75% of consumers today.

24% annually

57% annually

Still not convinced that you must be mobile optimized for your store’s Zero Moment of Truth? Well, maybe these statistics will drive the point home:

76%

of in-store buyers rely heavily on your retail website while shopping in your store

3. Embrace technology as another way to educate and engage with your consumers by providing free Wi-Fi in your store. This creates the additional opportunity to offer specials, price matching, expand product offerings and so much more. Remember, consumers who shopped you online and then buy in your store, spend on average 3.5 times more than typical shoppers. 4. Leverage the Internet and how wired consumers shop to your advantage. Enhance your content on your best sellers via informational videos, showing features and benefits a picture can’t explain. With today’s smartphones and tablets, you can take excellent videos showing all sorts of product elements in 30- to 60-second videos. Create a YouTube channel and fill it with with this type of content. After all, YouTube is the second largest search engine behind Google....and guess what, it’s owned by Google! So the last question I have to ask: What is your ROI for NOT creating your store’s ZERO MOMENT OF TRUTH?

Customers who shop online and in your store spend three to four times more than customers who shop only in your store. So, you better have a robust Wi-Fi in your store to accommodate them, or again you may find yourself irrelevant to the way consumers want to shop today.

Customers who shop online and in-store spend 3 to 4 times more than customers who shop only in your store.

Bill Napier is managing partner of Napier Marketing Group. He has been the chief marketing officer of several small, medium and large companies throughout his career. He can be reached at billnapier@napiermkt. com or 612-217-1297.

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Market Preview

Vendors and manufacturers across the country are primed and ready to go in 2015 with new styles and designs to tempt your customers. Check out these debuts from exhibitors at the Atlanta International Gift & Home Furnishings Market, Jan. 6-13; Dallas Total Home and Gift Market, Jan. 14-20; Winter Las Vegas Market, Jan. 18-22 and the Tupelo Spring Furniture Market, Feb. 5-8. Caged charm The Large Renaissance Invention Wood and Wire Chandelier ($1,497) by Lazy Susan is a perfect example of classically styled rustic elegance. The wood and wire ball chandelier features crystal drops and the shape, finish and details allow the piece to work in traditional, transitional, or contemporary spaces. Markets: Atlanta, Dallas, Las Vegas LazySusanusa.com Storage galore The Reveal Door Chest ($1,095), part of Somerton Dwelling’s Sophisticate collection, opens to reveal great storage options. It has an adjustable shelf and pullout storage bins, jewelry hangers on the doors, three felt-lined jewelry drawers and a pull-out shelf for accessories or a quick check on the laptop. The bottom two drawers are cedar lined. Reveal is crafted of Mindi veneers with a signature brown finish. Market: Las Vegas Somertondwelling.com

Earthy elegance Featuring rich colors, ethnic patterns, and an earthy 100% jute fiber, Loloi’s Nomad collection ($1,309 for a 5x7 shown) from India pays homage to tribal design while updating the look for today’s interiors. The thick, hand-knotted pile and bold design make for an eye-catching centerpiece in any room. Markets: Las Vegas, Atlanta Loloirugs.com

Shades of grey Sterling’s iconic cities triptych is a metal and canvas creation ($387) that features silhouettes of landmarks from three style capitals. Each measures 12”w x 1”d x 32”. Markets: Atlanta, Dallas, Las Vegas Mysterlinghome.com

Westward ho! The Conrad leather sofa ($2,299) from Flexsteel has a moderately scaled, casual western traditional aesthetic. It features nail head trim, semi-attached boxed pillow back and tapered block legs. Market: Las Vegas Flexsteel.com 42

JANUARY | 2015

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Winter Market Preview

Southern sophistication The Southern Pines collection from Klaussner includes this unassuming sleigh bed with Pine Ridge finish (an antiqued umber finish with a glazing technique), moderate distressing including worm holes, rasped edges and randomly chiseled planks. The collection is crafted from hand-selected pine veneers in a dark umber and light sienna along with rubber wood solids and the hardware has decorative pine cone designed keepers in a burnished metal finish. The suggested retail for the queen bed, dresser, mirror and nightstand is $2,099. Market: Las Vegas Klaussner.com

Urban viewing The 60” Urban Blend TV Stand is constructed of high-grade wood and Walker Edison’s exclusive Ash Grey distressed paper laminate with rich, wood grain feel and textured, powder coated steel leg accents. It has an adjustable TV mount that fits flat-screen TVs from 42” to 60”. Dimensions are 60” W x 16” D x 22” H. The stand comes ready-to-assemble and drop-ship ready by FedEx or UPS. Retail $399. Market: Las Vegas Walkeredison.com

Happy hues Surprise is a 20” x 20” abstract, sold in a set of two from Propac. The prints feature polar white top and black bottom mat and a specialty open mat cut to give dimension; it’s under glass and finished with a thin black frame. The prints are $58-78 each. Markets: Atlanta, Dallas, Las Vegas Propacimages.com

Geo caché Surya’s Lagoon is crafted from recycled materials; it is hand woven in India of 100% PET yarn in a flatweave. The symmetric maze-like pattern will add a striking graphic element to any décor. Suggested retail price for 5’ x 8’ is $239. Markets: Atlanta, Dallas, Las Vegas Surya.com

Bronze beauty This high-style table lamp from Jenkins Lamp is 37” tall and constructed of wrought iron and polyresin. It features an antiqued bronze finish and a honey-wheat hued shade ($159). Markets: Tupelo Jenkinslamp.com

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JANUARY | 2015

Winter Market Preview

Rolling refresher The Nicholas Bar Cart ($1,650) from Arteriors is finished in antique brass and has two clear glass shelves, chocolate leather-wrapped handles and casters for mobility. The bold modern geometric laser-cut pattern on the end panels creates a bit of drama that blends with any interior. Market: Las Vegas Arteriorshome.com

Rustic allure Million Dollar Rustic offers Mansion, a solid pine bedroom group featuring a natural wax finish that allows the beauty of the wood to take center stage. The five piece group includes a queen bed, dresser, mirror, night stand and chest for $2,800. Markets: Las Vegas, Tupelo Milliondollarrustic.com

Best of both worlds The St. James by American Elegance, a division of Omnia Leather, showcases a combination of fabric and leather for a gracious transitional look ($4,500). Numerous fabric and leather choices offer unlimited style options. Down and feather are standard in all American Elegance products and all are handcrafted in the U.S. Market: Las Vegas Omnialeather.com

JANUARY | 2015

Minimalistic The Wilshire 24-watt LED table lamp from Adesso ($199) features an open grid patterned 4â&#x20AC;? tall drum shade with diffuser. The metal shade is lined with frosted styrene and there is a touch disc at the top of the pole to adjust the light as follows: highest, high, medium, low, off. Markets: Dallas, Las Vegas Adessohome.com

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Sitting pretty American made from the solid birch frame down to the hand-applied nail heads, Alder and Tweed Furniture’s Nantucket dining room chair ($299) can pull of both casual and formal with the greatest of ease. Market: Las Vegas alderandtweedfurniture.com

Simply sublime Jaipur’s hand-knotted rug from the award-winning designer Jenny Jones is the epitome of perfection. It’s deconstructed latticework is a color story of frozen ocean against a backdrop of creamy sand to an otherwise subdued pallet in 705 hard-carded wool and 30% art silk. Markets: Atlanta, Las Vegas, Tupelo Jaipurrugs.com

Clean and simple This queen bed ($299.99) from South Shore Furniture’s Vito collection has a sleek, crisp look that provides an open slate for design. Combined with other white pieces it can be contemporary or for a more eclectic look pair it with bold nightstands. It’s crafted in Canada from a non-toxic laminated particleboard. Market: Las Vegas Southshore.ca/en/company

Sales & Marketing

This simple formula will help boost your revenue in any selling environment. BY DAVID MCMAHON

Sales & Marketing

Generally speaking there are three types of home goods retail selling environments: A) The “Live on the Traffic” Operation B) The “Room Design” Operation C) The “Hybrid” Operation The “Live on the Traffic” operations typically are highly promotional and focused on closing the deal when the customer comes in the door the first time. Salespeople perform little prospecting on their own. They tend to sell from stock types of operators and offer various financing programs. The “Room Design” operations are much less promotional. They build a following through spending a greater amount of time with each client. They don’t need the traffic counts that promotional retailers need because they generally produce a larger ticket size per customer. They tend to be special order, room planning and customer in-home focused operators. The “Hybrid” operation, as the name implies, is a mix of these two. They have a blend of promotions to drive traffic and also offer some special order, but usually are limited on the actual in-home design services. I have seen great successes, dismal failures and everything in between in all of these environments. So there is no right or wrong type of operation. The main thing is that you know who you are and how to improve. That’s what the sales equation will help you do. It sets the stage for improvement in your top line revenue in any selling environment. Here’s the equation:

Whether you are a “Live on the Traffic” or a “Room Design” type of operation, determining the elements that make up your sales equation are a critical and a necessary part of improving it. If a promotional type operation has interactions with 2,000 customers in one month and closed 35 percent at $1,000 each on average that equals monthly sales volume of $700,000. At the other end of the spectrum, a home design operation might get the same sale results with a different mix. If they have 700 customer interactions with a 25 percent close rate and a $4,000 average ticket, they would also produce $700,000 in monthly sales volume.

The Value of Improving the Elements I will use the first example to illustrate the impact of what a 10 percent increase in each of the elements in the equation would have on overall sales. So, customer interactions become 2,200, close rate becomes 38.5%, and average sale becomes $1,100. The result is sales of $931,700. That is a 33% increase in sales based on just a 10 percent increase in the elements. The reason I am showing you this is to encourage you to take the first step, which is to become familiar with your sales equation. You should know these performance indicators for any given date range and definitely track it on a weekly, monthly, quarterly and annual basis for all stores, salespeople and categories. To get the data, you will either need a software system or go through the tabulation manually in Excel. As long as your information is accurate, the resulting information will help you set a strategy to improve your top line.

Customer Opportunities (Traffic) This can be the most challenging part. If you just ask your salespeople to report their selling opportunities to you, you will likely get mixed results. The best way that I have seen businesses get accurate traffic counts is through using a Customer Relationship Management (CRM) software system where salespeople record their customer counts. This data is compared to a visual proof traffic counting system. These two systems ensure a level of accuracy. In fact, several stores I have worked with are reporting 95 percent CRM opportunities recorded vs. traffic counts. Traffic is one of the most important Key Performance Indicators (KPIs) in retail. I often say, “Knowing Traffic is Retail 101.” Along with being a vital part of the sales equation, it helps you judge the effectiveness of your

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JANUARY | 2015

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Sales & Marketing

One of the top reasons a sales floor underperforms is not having the appropriate number of properly trained sales associates. Without traffic numbers, you’ll just be guessing at your correct staffing level. advertising. If you executed a certain promotion, a measure of its Average Sale results in bringing people to your store is seen in your selling op- Finally, average sale is the total of all tickets per portunities during the promo period. Or, if you are an operation customer per day divided by the total volume. that is less promotional, the number of selling opportunities is an Whatever type of operation you run, highequally important indicator of how well the salespeople are doing end, low-end, special-order or stocking focus, average sale is a critical performance measure. in engaging their customer base. Traffic is also an important factor in determining correct staffing levels. One of the top reasons a sales floor underperforms is not having the appropriate number of properly trained sales associates. Without traffic numbers, you may be guessing at your correct staffing level. With this, a store that lives on the traffic will need a much higher number of sales people per customer ratio than a highly design-oriented store. For example, I have seen high-traffic stores operate with 180 to 200 customers per salesperson per month and design operations operate successfully with 80 to 100. You’ll have to find the right ratio for your store.

Know where you are overall in your business on a monthly and quarterly basis. Set minimum performance standards for your sales teams to achieve overall and individually.

Constantly Implement Strategies to Improve

Whether you are a high-turn operation with an average sale of $1,000 or a room-planning operation with an average sale of $2,500, a Close Rate $100 dollar improvement means exactly the Once you know your traffic, this part is fairly easy. Just take your same thing for each sale completed. When number of sales and divide that by your selling opportunities. This a business is above its break-even sales level, will vary by the type of operation and category of merchandise, too. that extra $100 equates to typically 30 to 40 Categories such as mattresses or appliances, for example, should percent in extra profit. So it really matters get a high close rate. Often, these are necessity purchases so clos- and adds up. In the home furnishings indusing on the first visit is important to success. I have seen verified try, I have seen average sales range from as annual close rates over 60 percent and as high as 80 percent in low as $500 to as high as $5,000. these categories. Whatever type of operation you run, start Also, for operations that do not follow up with customers who by implementing processes to collect data are “just looking,” it is very important to focus on tracking and so you know why your sales volume is what David McMahon is a improving close rates as they are relying on making the sale on the it is. From there you can set clear expecta- management consultant first visit. Because once they’re gone, you won’t have any way to tions for each metric to achieve your desired and certified management accountant. He is volume. Then you can develop a strategy for contact them. director of consulting improvement. Continually tracking the sales and performance groups Other operations that do more follow-up, design work and in- equation will act as your report card. Keep for PROFITsystems, home visits, may have several face-to-face meetings with a customer improving your selling, marketing and cus- a HighJump product. until a sale is finally made. They may have a lower close rate overall tomer follow-up processes. You will likely see You can reach him to discuss improving your because they are good with follow-up and actually engage their improvements in traffic, close rate, average situation at david. customers more often. Close rates in full-line furniture tend to be sale size and, of course, your overall volume mcmahon@accellso.com. of business. between 15 and 30 percent.

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JANUARY | 2015

Technology

BEHOLD, THE INTERNET OF THINGS Brick-and-mortar stores—maybe yours—are facing huge technology changes W

e heard all throughout 2014 about the Internet of Things (IoT)—how it’s the hottest new thing in tech, the next major disruptor in retail. A “’brave new world’…poised to turn retail on its head,” according to the National Retail Federation.

Why? “Because we realize we can add value by bringing [these] devices together,” says Kevin Meagher, vice president and general manager for Smart Home at Lowe’s. This is in essence the permanent shift in commerce that the IoT has come to represent.

While furniture as a consumer product may remain largely unaffected by the IoT trend over the next few years, there are important concepts that will fuel its growth. These concepts will significantly influence, or disrupt other areas of brickand-mortar retail operations:

As far as connected or “smart” furniture goes, though, any sort of product category shift in the near future seems unlikely. Development of such products Since Google’s $3.2 billion acquisition is still relegated to places like labs at MIT of smart thermostat and smoke alarm and highly-specialized Asian or European company Nest early last year, the IoT has tech companies. In other words, places captured the imagination of the technology that are largely inaccessible, and concepts world and the attention of much of the re- that are intangible or impracticable, to tail sector. Its foray into consumers’ homes mainstream consumers. with products such as fitness “wearables” and home automation systems is causing So this means we as home furnishings many companies to prepare for profound retailers can afford to ignore the Internet shifts in competitive strategies. of Things trend for now, right? Wrong.

RFID (radio frequency identification): For physical objects to connect with each other, they need to be tagged with an auto-ID technology, typically an RFID tag, so that the object is uniquely identifiable. RFID is a great brick-and-mortar weapon for tracking product in real time, increasing inventory accuracy up to 99 percent, and identifying employees to improve the precision of in-store analytics.

The Internet of Things—where devices ranging from cars and thermostats to toasters and fitness bands are linked to the Internet—is real, imminent and big.

In-Store Sensors: With the use of instore sensors (i.e., Bluetooth low-energy

PL E

A G

Open-To-Buy’s multi-lender system is working great. We have seen a substantial increase in secondary applications. It has simplified the finance process and increased our approvals.

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Technology

beacons, which we covered last spring), clock that can automate the brewing of retailers can now track consumersâ&#x20AC;&#x2122; be- your morning coffee. Of course, those havior in-store and begin leveraging same possibilities at home can take place proximity-based marketing and real-time in your store. promotion tactics. With beacons helping guide shoppers to products throughout Maintenance and Warranty: Items that their storeâ&#x20AC;&#x201D;products they might other- require post-sale service or are covered wise have not seenâ&#x20AC;&#x201D;a retailer will have by a warranty can be tracked using IoT. a huge opportunity to create a smarter Real-time data can be transmitted from store, help enhance the shopping experi- sensors on the products back to the ence for their consumers, and thus make retailer, which may help in identifythemselves an integral element of the ing malfunctions or warranty issues. Internet of Things. Additionally, this data can be used to improve the products, as retailers learn Home Automation: Home automation more about how customers use them. is technology that makes household appliances and operations smart, con- So, how should retailers think about the necting them to the web so they can IoT? How should we get in on the act? be programmed to function remotely. David Dorf, senior director of technolImagine an air conditioning system, ogy strategy for Oracle Retail, cited the vacuum or refrigerator with a sensor that following questions every retailer should automates filter replacement, or an alarm be asking when it comes to the IoT: RetailerNOW_Ad_Half_Page_8.375x4.75_PRINT.pdf

12/2/14

`` How can IoT help with operations? `` How can IoT help consumers shop? `` What new IoT products will catch on? How do you feel about the IoT? Is it a fad? Will it last long term? Is it on your radar? Let us know by sending your thoughts to Robert@retailernowmag.com.

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Operations

In the home furnishings business, poor phone manners can disconnect a deal BY MARTY GROSSE

Reach out and touch someone? This 1980s advertising slogan by AT&T focused on the power of phone calls and their impact on relationships. Is the telephone in your store being used in the same way—as a powerful business tool? Is your staff effectively handling incoming calls and maximizing outgoing calls?

Apologizing, he asked me to hold while he gathered the information. He quickly returned saying he was sure there was a memo on the promotion, but he could not find it. He could check with his manager but the manager was busy helping another customer. Perhaps I could call back later? I never called.

Furniture stores spend time, energy and money developing a marketing message designed to create a relationship or image with the consumer long before entering the store. A poorly handled phone call may dilute, muddle or even destroy that message.

I called another store about an advertised mattress. The salesman was polite and knowledgeable. He encouraged me to come in and check the mattress out. Be sure to ask for me were his parting words although we never knew each other’s name. He never introduced himself and never asked for my name. I never went to the store.

For years I have been calling furniture stores. Sometimes these were stores

Finally there is the retailer who must feel he has addressed any possible phone issues in ways that would surely please his customers. Yes, the automated answering machine informs you that everyone is taking care of other guests and then the endless loop of options begins. Press 1 for this, 2 for that and so on up to 6 options. Of course your message is very important, the recorded voice assures you, please leave your message after the beep. I never left a message. Often stores go to great lengths to train their staff on the features and benefits of the merchandise. They take pride in their staff’s ability to present all of the positive aspects of the furniture. They practice and train them on the selling process, from greeting to closing the sale often placing emphasis on the importance of building a relationship with the customer when they enter the store. Shouldn’t you place the same level of emphasis on training to take or make phone calls?

under my supervision and others were competitors. I still call furniture stores today. Three recent phone conversations illustrate the potential to ruin a carefully crafted marketing message. A major national furniture retailer was advertising via email a “First Time Ever Finance Offer.” Having a background in consumer financing, I was curious and picked up the phone to call the local branch. The person answering the phone identified himself as a salesperson and asked how he might be of assistance. After explaining I wanted information on this first-time offer, he informed me he had been off for a few days and not aware of the promotion.

JANUARY | 2015

The telephone is a powerful extension of advertising and marketing when used correctly. Improper or untrained telephone usage may be threatening your business one call and one customer at a time. Surely there are many calls that go smoothly but what is acceptable? Are seven out of 10 well-handled phone calls an acceptable rate? Isn’t every phone call important? Countless courses and training tools are available for the proper use of the telephone. One that I reviewed covered more than 50 unique phone scenarios and how to handle them, but I’m not sure the person who developed this particular training ever managed or worked in a busy furniture store.

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Operations

Instead, here are practical solutions for training and using the phone in your store. Answer phone calls promptly and preferably by a human not a recorded message. An unanswered phone sends the message to the caller that you may be short staffed or not interested in new business. Customers in the store hearing the incessant ringing phone must be thinking, why don’t they answer the phone? Establish a maximum number of allowable rings by which a call is to be answered. I suggest no more than four rings. If you must use an automated system keep it short, simple and promptly return calls to any messages. Standardize the greeting used to answer the phone but steer away from long mandatory scripts. In today’s technology-driven world, customer patience levels are shortening. Have you ever experienced the drone of a long-winded and uninspired script that employees have been asked to use? Before beginning a shift, bring employees up to speed on the store promotion, terms, event or products being advertised. Cheat sheets with event details close to the phone are great reference tools and reminders for your staff. Use thank you early and often. Thanking a customer for calling, thanking them for their business or thanking them for the opportunity to solve a problem goes a long way in a customer’s experience. Don’t makes excuses to customers why someone is not available. A simple “He’s not available right now” is more professional than “He had to run home to let his dog out”.

An unanswered phone sends the message to the caller that you may be short staffed or not interested in new business. Customers in the store hearing the incessant ringing phone must be thinking, why don’t they answer the phone?

powerful. Many stores focus on the power of thank-you cards, but a thank-you call is just as powerful. Remember to use and share names in the conversation. A call to make sure everything went smoothly with the purchasing process may be viewed by some employees as opening a can of worms for problems. Seriously, don’t you want to know if there are problems that need to be addressed? Whether the process went smoothly or there is an issue, your customers will appreciate the effort.

Train your staff to pave the way with customers for future calls by asking permission to reach out in the future with special offers or events. Salespeople rarely enjoy cold calling and many customers do not appreciate being Create processes for getting messages to cold called. Think of this as permission-based their intended recipients on a timely basis. marketing similar to having someone opt in A broken promise to receive a call back to an email process. offsets any goodwill or positive marketing efforts. A multi-part phone log allowing Call customers with information before they notes to be handed out while maintaining call you. If their merchandise has arrived early a permanent record is one option. or arriving later than expected, a phone call will be appreciated by your customers. Be mindful of keeping or forgetting calls on hold. Need I say more? As a store owner or manager, open your ears to listen and really hear what is going on Teach your staff to introduce themselves, with phone calls. Coaching or praising an get the caller’s name and use it appropri- employee immediately after a phone call is ately. Take a call back number just in case powerful and lets them know you are listenyou are disconnected. ing. You may even consider a secret phone shopping service to measure how the store Of course the phone works both ways. is doing with telephone calls. Call your store Outgoing calls are powerful tools to help from time to time; you may be surprised by you maintain your customer base, grow your what you hear. business and cement the customer’s relationship with your store. Consider the following Furniche.com founder Marty for making outbound calls. Be sure to say you are sorry if the customer is having a problem, apologize and commit to finding a solution to the problem.

A personal call to thank customers for purchasing or simply visiting the store is

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Grosse has 35 years of experience including senior positions across six top-tier retailers. Furniche provides visitors real, relevant and timely shopping advice with access to research, local furniture stores and manufacturer information.Contact him at martygrosse@furniche.com

JANUARY | 2015

Membership

DON’T IGNORE THE SIGNS

NAHFA’s labor law poster keeps your store compliant and buys you peace of mind

BY KAPRICE CRAWFORD

here have been significant changes in every state’s labor laws in recent years, which begs the question: is your labor law poster compliant?

State and federal employment laws require all employers with at least one employee to post updated federal and state employment law notices at each store and warehouse location in an area frequented daily by employees. Failure to keep these notices current can result in substantial fines or frivolous employee lawsuits.

Keeping up with these frequent law changes can be costly and time consuming. Buying NAHFA’s All-in-One poster will keep you and your employees updated on state and federal employee labor laws. You’ll also be enrolled in a 12-month subscription service that will notify you and send you a new poster update whenever mandatory changes occur at the federal or state level. These poster updates will be sent within 30 days of the government finalizing content to ensure you always stay in compliance. For $39.95 a year you’ll get the state and federal laminated labor law poster and the automatic updates that keep you in compliance. It’s hassle-free.

Frequently asked questions:

Why is NAHFA’s All-In-One Poster Laminated? We laminate our employment law poster to ensure that it is not altered or defaced, a requirement for many state and federal notices. For example, the federal Occupational Safety and Health Association requires employers to “take steps to ensure that such notices are not altered, defaced, or covered by other material.” The laminate also keeps the poster presentable for much longer, especially in high traffic areas, than plain paper versions. Why should I purchase the NAHFA All-in-One Labor Law Poster instead of ordering them from the government for free? Employers need to stay on top of new laws and order updated posters with every state or federal labor law change to stay in compliance. While you can download or order the posters free from the federal and state governments, without the subscription service you have to make sure you stay current on any and all federal and state labor laws and changes. With NAHFA’s program, for less than $40 you get the full, laminated poster and the subscription. You don’t have to keep track of anything or remember to order/ download or laminate an update—it’s done for you. Kaprice Crawford is NAHFA’s membership team leader. For more information about NAHFA’s labor law poster program call Kaprice at 800-422-3778 or visit www.nahfa.org.

Is there a specific place where I must display posters for employees? Your posters should be displayed in a common area such as a lunchroom, break room, conference room, employee lounge, kitchen or near a time clock—any location employees frequent. Do we have to have any of our posters in Spanish? The federal FMLA regulations indicate that “[w]here an employer’s workforce is comprised of a significant portion of workers who are not literate in English, the employer shall provide the general notice in a language in which the employees are literate.” NAHFA’s All-in-One poster is available in Spanish in select states.

NAHFA’s labor law posters come laminated and ready to display. Best of all, with the subscription you automatically receive updates.

JANUARY | 2015

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Las Vegas Market RRC

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The Social Spot

Entrance Hallway

18 22

23 38

Internet

Retailer Resource Center Floor Plan

ADVERTISING/MARKETING/ WEBSITES ACA/ Advertising Concepts of America .11 Furniche.com...........................Furniche Knorr Marketing........................................5 Mail America.............................................3 Moso Graphics........................................38 Truckskin, LLC.................................... 37

BUSINESS CONSULTING FurnitureCore/Impact Consulting............20 The Furniture Training Company.............19 JRM Sales & Management........................ 7 Profitability Consulting Group.................30

FINANCIAL SERVICES Bristlecone Financing..............................23 Credit Source Finance...............................8 CrossCheck........................................28 EasyPay Finance.....................................25 Genesis Financial Solutions....................35 LendPro, LLC........................................ 1 Synchrony Financial...........................14 Tidewater Finance Company.....................4 Trekstone Financial............................26

PRODUCTS Guardian Protection Products...................2 NAHFA.................................................... .31 Quarz.........................................................6 Service Lamp Corporation...................... 27

7 Buyers’ Club

19 20

Reception

Las Vegas Market RRC

JANUARY | 2015

8 30

31 NAHFA

Seminar Room

Restrooms

SOFTWARE Custom Design Software........................12 Furniture Wizard......................................15 Genesis Software Systems.....................29 FurnServe................................................10 MicroD, Inc..............................................16 Myriad Software...................................... 17 PROFITSystems, Inc...............................13 STORIS...................................................18

WAREHOUSE & DELIVERY Clear Destination.......................................9 Diakon Logistics......................................33 DispatchTrack.........................................34 DSI Delivery.............................................24 Speedy Delivery, LLC..............................36 United Steel Storage (USSI).................... 21

INSURANCE & WARRENTIES Association Insurance Services........32 Risk Assurance Partners, LLC................22

OPERATIONS Best Buy for Business…... .Social Spot Along with the many business service providers showing in the Retailer Resource Center, NAHFA is proud to feature Endorsed Program Partners. When researching your next partner, look for the Endorsed Program icon for exclusive NAHFA member discounts and/or services.

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Las Vegas Membership Market RRC

SUNDAY, JANUARY 18

TUESDAY, JANUARY 20

9:00 - 10:00 a.m.

Passing the Torch: 5 Keys for Successful Transitions

Mark T. Green Ph.D.,Family Business Consulting NGN endorsed seminar

10:30 - 11:30 a.m. Thinking with a Pencil

Social 2.0—Wait, What Happened to Social 1.0? Kevin Doran, R&A Marketing

10:30 - 11:30 a.m. Successful Direct Marketing Strategies

Leo Bartsch, Mail America

Jody Seivert, One by One Companies

12:30 - 1:30 p.m.

The Be-Back Bus Isn’t Coming Back

12:30 - 1:30 p.m.

How to Get Your Entire Team on the Profit Bandwagon!

2:00 - 3:00 p.m.

Styles Evolve . . . So Should Your Lighting

John Egger, Profitability Consulting Group

2:00 - 3:00 p.m.

Crush Your Big-Chain Competition

3:30 - 4:30 p.m.

Top 10 Mistakes in Email Marketing and How to Avoid Them

3:30 - 5:00 p.m.

Selling to the Modern Man & Woman

Jeff Giagnocavo, Automated Mattress Profits

Brad Huisken, IAS Training

Jan Jucho, Service Lamp Corp

Ken Mahar, Email Broadcast

Joe Milevsky & Lorna Hunter, JRM Sales & Management

WEDNESDAY, JANUARY 21 MONDAY, JANUARY 19

9:00 - 10:00 a.m. The Social Shopper: How Retailers Can Connect with Shoppers Online

9:00 - 10:00 a.m.

Make the Most of Your Online Presence!

Doug Knorr, Knorr Marketing

12:30 - 1:30 p.m.

3 Ways to Boost Your Facebook Marketing Crystal Vilkaitis, Crystal Media 2:00 - 3:00 p.m.

Ron Gordon, MicroD, Inc.

10:30 - 11:30 a.m. 10:30 - 11:30 a.m. Four Digital and Direct Mail Power Plays that Drive Traffic!

2:00 - 3:00 p.m.

Retail Performance Metrics - Your Key to Sustained Success

Get a Grip on Your Marketing: Mobile Marketing for Today’s Businesses Pete Di Stefano, ReachLocal

Inspired Selling—Simple Yet Powerful Techniques Marty Grosse, Furniche, LLC

Is Your Store Ready for the Modern Consumer? Evan Faller, Furniture Wizard Software

David McMahon, PROFITsystems Performance Groups

3:30 - 4:30 p.m.

12:30 - 1:30 p.m.

Marisa Peacock, The Strategic Peacock

The Rise of E-Commerce

Noah Brown & Reed Cullum, American West World Wide Express

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JANUARY | 2015

Las Vegas Market RRC

2:00 - 3:00 p.m.

SUNDAY, JANUARY 18

9:00 - 10:00 a.m. Passing the Torch: Top 5 Keys to Family Business Success Mark T. Green Ph.D., Family Business Consulting NGN endorsed seminar

Working with family and multiple generations is hard. Industry veterans and young leaders have to learn how to find a successful balance between the needs of the business and the people in it. Juggling the business and the relationship aspect often creates a lot of stress. For the business to thrive, we have to learn how to take care of each other’s needs and expectations. The challenge is we employ people with different goals, work ethics, expectations, and communication styles. Dr. Mark Green is an expert in helping people overcome these challenges. He speaks as a researcher, a professor, a consultant, and from his personal experience. During this powerful session, Mark will provide clear tactical keys to finding success. He will cover succession planning for both the successor and the generation taking the lead. This session will also share best practices, research based insights, and tips for clear communication between generations.

10:30 - 11:30 a.m. Thinking with a Pencil One by One Companies, Jody Seivert

Consumers need knowledge, salespeople need information. Here’s how to teach your staff to create a visually interactive conversation with a customer that will include qualifying questions, standard sizes of furniture and simple room layouts. You’ll also learn how to easily execute this process with every customer, every time.

12:30 - 1:30 p.m.

Automated Mattress Profits, Jeff Giagnocavo

No amount of sales, special buys or discounts will ever be enough to match the advertising power of those “other guys” across town. Today you must have the tools, systems, and automation in place to succeed in areas those “big guys” simply ignore or miss out on. Jeff will cover unique business tools, discover new sales and marketing systems and discuss how to automate your systems to allow you to crush your local competition. If you operate a furniture or mattress store that competes with a large chain store or department store, this is a must attend session. By the time you leave you will see how following our simple Automated Mattress Profits Blue Print will make running your business profitable and fun again.

3:30 - 5:00 p.m. Selling to the Modern Man & Woman JRM Sales & Management, Joe Milevsky & Lorna Hunter

Words can mean different things to men and women; so can body language. Sometimes what you think you sense or see is not really what’s being conveyed. Lorna Hunter and Joe Milevsky of JRM Sales & Management will present this clever, informative and entertaining seminar. Get ready for them to act out their roles as they demonstrate man versus woman, woman versus man, how they read each other, and make the emotional connections needed to succeed in a sales interaction.

MONDAY, JANUARY 19

9:00 - 10:00 a.m. Make the Most of Your Online Presence!

How to Get Your Entire Team on the Profit Bandwagon!

MicroD Inc., Ron Gordon

Profitability Consulting Group, John Egger

Current surveys show that 89% of consumers begin their shopping online, even when they anticipate buying from a local brick-and-mortar retailer. As a result, your website has never been more important! Using technology properly will enable you to stand out against the competition, succeed in bringing customers into your store, and close sales. In this informative seminar they will present several practical ideas that you can use to market your products and services more effectively, more attractively, and in a way that will better engage your customers, making better use of your web presence to create greater opportunities on an affordable budget.

The most profitable stores in our industry develop systems and processes that hold everybody on their team accountable to profit and they share that profit with all their employees. John Egger has helped many hundreds of stores of all sizes increase their profits. This seminar is good for anybody in the industry and will be your most profitable hour at market!

Discover How Tools, Systems, & Automation Will Help You Crush Your Big-Chain and Department Store Competition.

JANUARY | 2015

www.retailerNOWmag.com

Las Vegas Membership Market RRC

10:30 - 11:30 a.m.

TUESDAY, JANUARY 20

Four Digital and Direct Mail Power Plays that Drive Traffic! Knorr Marketing, Doug Knorr

Learn how to get a bigger return on your advertising by combining the latest digital strategies with direct mail, “Fusion Marketing”! During this power packed 60 minutes Doug and Dan will present four advertising power plays that combine digital and direct mail strategies to increase store traffic and frequency shopping while reducing incremental advertising costs. This seminar includes case studies and handouts to empower you to start getting a greater return on your advertising and marketing budget immediately!

12:30 - 1:30 p.m.

9:00 - 10:00 a.m. Social 2.0—Wait, What Happened to Social 1.0?

R&A Marketing, Kevin Doran

It’s not just about being social anymore…it’s about your brand being in front of the consumer in a manner that tells a story that helps you create growth and revenue. Social media has turned into social content. It is the way a consumer connects, learns and informs herself about you long before she shops you.

10:30 - 11:30 a.m. Successful Direct Marketing Strategies

Mail America, Leo Bartsch

3 Ways to Boost Your Facebook Marketing

Learn tried and true methods for ringing the register and share your own successful direct marketing promotions with the group. With Are your fans seeing the posts you publish to your Facebook more than a billion marketing pieces delivered, the team at Mail business page? Chances are only about 6% are, if not less. America has observed retailer best practices for driving both sales Facebook is changing at what feels like lightening speed and in and store traffic using direct marketing. You’ll leave this presentation order to get the most out of your efforts (and to get your posts with several fresh marketing ideas to implement. This interactive seen by fans), you have to follow best practices and you need give & take session will be a rewarding hour that will deliver ROI to pay for it. During this seminar you’ll learn how to instantly on your market trip. increase fans through free and paid platforms plus you’ll learn a few tips that could potentially save you a lot of money. 12:30 - 1:30 p.m. Crystal Media, Crystal Vilkaitis

The Be-Back Bus Isn’t Coming Back

2:00 - 3:00 p.m.

IAS Training, Brad Huisken

Retail Performance Metrics – Your Key to Sustained Success PROFITsystems Performance Groups, David McMahon

In this presentation David will show you what the best operations in the industry track to maximize their performance to beat their competition. These metrics form the basis for strategic direction and help develop specific operational tactics that produce results. Leave this seminar knowing what to look for in your business to improve sales, profits and cash flow. Attend this seminar and receive an invitation to participate in a special industry study that will allow you to benchmark your business against your peers.

3:30 - 4:30 p.m. The Rise of E-commerce

Brad Huisken will lead participants through a fun and motivational seminar on how to implement a productivity improvement program. He will discuss the five benchmarks for productivity improvement along with detailing non-negotiable sales and customer service standards, training techniques and his training checklist for sales people and sales managers. In today’s sales environment the only thing that separates one company from its competition (other companies, the Internet and other places where people are spending their disposable income) is its people. The main responsibility of a sales manager is to give their people the help, training, and guidance they need to achieve success. Only through the consistent application of sound business principles can we achieve increased productivity both now and well into the future.

2:00 - 3:00 p.m.

American West World Wide Express, Noah Brown & Reed Cullum

Styles Evolve . . . So Should Your Lighting Service Lamp Corp, Jan Jucho

Noah and Reed will discuss the effects of e-commerce in the marketplace, it’s growth and current trends. You’ll leave with Keeping up to date means more than the furniture styles you carry... a good understanding of e-commerce and what can be done it also applies to the lighting you select for your store. Learn how to capitalize on its growth and how to prepare for the future. to enhance your store while keeping your budget in check. Jan will

www.retailerNOWmag.com

JANUARY | 2015

Las Vegas Market RRC

discuss the importance of using LED technology to save money on your maintenance costs and energy bills. If you are considering any lighting renovation in your showroom or warehouse, come learn first hand what to look for in LEDs. Understand the terms used when discussing LEDs and feel comfortable investigating utility rebates for your location.

3:30 - 4:30 p.m.

local search; how to add mobile to your advertising strategy to get found at the right time by the right consumers and which elements a mobile-ready site needs to convert traffic.

12:30 - 1:30 p.m. Inspired Selling - Simple Yet Powerful Techniques Furniche.com, Marty Grosse

10 Email Marketing Mistakes to Avoid Email Broadcast, Ken Mahar

In this fast-paced talk you’ll learn the top 10 mistakes businesses make with their email campaigns and how to fix them. Business owners and marketing executives looking to get the most from their digital marketing efforts will have immediate actionable items they can implement in their own campaigns, or what to avoid when launching one. Ken is the founder and CEO of Email Broadcast and has 14 years’ experience in this field. His company drove more than $6 million in sales for Mor Furniture for Less in 2013; which was directly attributed to email marketing.

Create sales meetings with lasting impact on the selling staff. Discover practical methods to systemize sales meeting processes. Learn how to find fresh, relevant, and energetic selling ideas everywhere you go. Learn how to develop a selling atmosphere that improves the individual salespersons performance and creates ongoing salesperson participation. Hear real world examples that you may take and implement immediately in store. You will leave this session with the tools to easily develop inspirational sales meetings on a consistent basis.

2:00 - 3:00 p.m. Is Your Store Ready for the Modern Consumer?.

WEDNESDAY, JANUARY 21

Furniture Wizard Software, Evan Faller

9:00 - 10:00 a.m.

What does the modern shopping experience look like? Do you know what experience your customers have when they walk into your store? See modern technology put into place where and when consumers want it and make your retail establishment the place to invest in home furnishings.

The Social Shopper: How Retailers Can Connect with Shoppers The Strategic Peacock, Marisa Peacock

Considering that four in ten social media users have purchased an item online after sharing it on Twitter, Facebook or Pinterest, there is much to gain by leveraging the loyalty and sustained satisfaction that social media can bring. Successful social media campaigns start with understanding the behaviors associated with your audience. Learn best practices designed to get the most out of social media as you launch campaigns to connect with customers.

10:30 - 11:30 a.m. Get a Grip on Your Marketing: Mobile Marketing for Today’s Businesses ReachLocal, Pete Di Stefano

Today’s consumers own multiple devices and move seamlessly between them throughout the day, with 85% of consumers citing their mobile devices as a central part of everyday life. Local businesses need to ensure they have the right mobile strategy in place to capitalize on this trend and ensure they’re not missing RRC Booth 26 out on leads and potential revenue. You’ll learn about trends in Trekstone’s staff, Amy Young, Rob Oliver, Bryant Llewelyn are ready to help mobile usage, including multiscreen behavior and its impact on you with any bankcard processing needs in the Retailer Resource Cemter . 60

JANUARY | 2015

www.retailerNOWmag.com

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4.00 (no vent)

call 800-422-3778 $214.60 $199.80 $192.40 email $93.60 $105.30 or$97.50 orders@nahfa.org $130.95 $121.25 $116.40

180412

KING

80”x18”x100”

4.00 (no vent)

$210.25

$195.75

$188.50

180420

KING — Vented

85”x15”x95”

3.00

$192.85

$179.55

$172.90

*Vented — Bag has regular small holes for ventilation and to make slipping a mattress inside easier.

Look no further than your association to help you

Sell More, Make More and Keep More Phone: (800) 422-3778 or (916) 784-7677 Fax: (916) 784-7697 Website: www.nahfa.org Email: orders@nahfa.org Address: 500 Giuseppe Ct, Ste 6, Roseville, CA 95678

www.retailerNOWmag.com

JANUARY | 2015

Las Vegas Market RRC

RRC Booth 11

RRC Booth 4

RRC Booth 32

Clear Destination small ad_Layout 1 14-03-31 9:42 AM Page 1

RRC Booth 9

better deliveries happier customers MOre sales

Automate all home delivery logistics Optimize communications between retailers, vendors and carriers

cleardestination.com

JANUARY | 2015

www.retailerNOWmag.com

Las Vegas Membership Market RRC

COME VISIT US AT THE RESOURCE CENTER SEE DEMOS SHOWING HOW THE LATEST TECHNOLOGY CAN HELP YOU RUN YOUR BUSINESS Call us today at 1-866-214-3226 www.bbfb.com/furnituremarket

RRC Booth 15 Experience the Magic of For more info about

Dedicated Home Delivery Services Contact us today.

IN TEGRA TION

• Includes entire product lineup • Handles Adds, Drops & Changes • Product Images • Instantly send Purchase Orders via EDI • Order Acknowledgements • ASN Receiving & UPC barcode compatibility • Instant availably from desktop or iPad app • Newly Improved

• Awesome Price Tags and Labels Customized for your Store!

diakonlogsitics.com

Phone: 855-387-6949 (855-FURNWIZ) Email: sales@furniturewizard.com W

furniturewizard.com

POS App with New ‘QuickSale’ feature

Integration

• Enhanced Inventory Control and Special Order features

rdavis@diakonlogistics | 703.530-0677

On the App Store, on the Windows Store, how about your Store?

INVENTORY

iPad Inventory App

FURNITURE SOFTWARE

www.retailerNOWmag.com

JANUARY | 2015

Las Vegas Market RRC

RRC Booth 20

RRC Booth 35

RRC Booth 2

Genesis Credit Second-Look Financing “We are extremely pleased with our partnership with Genesis...Our business is up significantly. The process is easy so our employees love it.” Rob Kelley, VP Marketing Mor Furniture for Less

GuardianProducts.com | 828.267.6425

PERFECTION IN PROTECTION • Furniture Care Products Utilizing Cutting Edge Technology • Innovative Bedding and Pillow Protection Solutions • Underwritten Protection Plans Check out what’s new at Guardian in Las Vegas. We’ve got you covered!

888-975-2082 genesis-fs.com/furnishings

JANUARY | 2015

Las Vegas World Market | NAHFA Retailer Resource Center | Building B, Suite 1050

Guardian RRC-LVwinter 2014.indd 1

www.retailerNOWmag.com

11/24/2014 2:48:09 PM

Las Vegas Market RRC

RRC Booth 8

RRC Booth 3

Join the weekly

CUSTOMER FINANCING For Your Primary Lender Declines Web Based Technology Multiple Lenders & Program Options Revolving & Closed-End Paperless Approvals up to $20,000 Lara Anthony (888) 663-1536 | lanthony@creditsource.us

NEW HOMEOWNER PROGRAM

that is delivering results!

Our program features: - A variable plastic card with a personal landing page - Trigger email offers based on their product selections - An in-store scan to win with hand scanner - Web-enabled reporting that puts the details at your FINgertips - Real-time lead notiFIcation

Plus, check out our HUGE CUSTOMER FACING KIOSK

Visit us in the Retailer Resource Center MAIL AMERICA - 800-421-2150 - WWW.MAILAMERICA.COM

RRC Booth 16

Learn how our solutions can help your business.

 website  ecommerce  managed services  digital catalogs

RRC Booth 17

VISIT US Las Vegas Market January 18-22 Building B, 10th Floor, NAHFA Retailer Resource Center

 edi

For more information: Solutions@MicroDinc.com www.MicroDinc.com

www.retailerNOWmag.com

myriadsoftware.com

JANUARY | 2015

Las Vegas Market RRC

RRC Booth 22

RRC Booth 13

Converting a warranty program into a

reinsurance (captive) program cuts costs, improves service, and provides access to lucrative financial tools.

In Las Vegas

B-1050/Space #22 On the Web www.raptns.com

RRC Booth 18

Server & Cloud Leading Retail Software Solutions Integrated ERP Point of Sale Inventory Control

By Phone 561-450-7200

Program Partner Morgan Stanley

RRC Booth 37

day Call to EE R for a F ! Quote

http://www.raptns.com

More EYES = More BUYS!!

Customer Service Accounting Business Intelligence eCommerce Mobile Technology

Advertise BIG!...Use your trucks

Visit STORIS @ Building B Space 1050

Delivery Truck Graphics • Vehicle Wraps Window Graphics • Wall Graphics

TruckSkin.com 877-866-7546 1.888.4.STORIS

sales@STORIS.com

JANUARY | 2015

www.STORIS.com

www.retailerNOWmag.com

We Install Nationwide!

Las Vegas Market RRC

RRC Booth 19

MAKE YOUR LIFE EASIER We train the sales team We monitor their progress and send weekly reports They increase their sales by at least 10-25% They stay with you longer and everyone is happy

www.furnituretrainingcompany.com

866.755.5996 RRC Booth 28

MAC or PC Finally, you have a choice!

The Best Furniture Point of Sale Software! Free Flashlight Stop In!

Call 800.884.0806 www.CustomDesignSoftware.net jerryK@CustomDesignSoftware.net

www.retailerNOWmag.com

JANUARY | 2015

Las Vegas Market RRC

RRC Booth 38

RRC Booth 10

UCF provides “Accurate and Reliable Inventory and Real Gross Profit performance.” Steve Kloss, Furniture Rewards, June, 2014

RRC Booth 5

NEED MORE TRAFFIC? Solution

Join us Monday, January 19th 10:30 - 11:30 am NAHFA Retailer Resource Center 4 Digital & Direct Mail Power Plays That Drive Traffic! FREE Seminar - NAHFA Retailer Resource Center -

Monday, January 19 Seminar 10:30 - 11:30 am Presenters: Doug Knorr & Dan Kolle Learn how to get a bigger return on your advertising by combining the latest digital strategies with direct mail. Includes case studies and handouts.

160 E. State Street, Traverse City, MI 49684

Market Phone:

(231) 218-1747

JANUARY | 2015

www.retailerNOWmag.com

RRC Booth 27

Las Vegas Market RRC

RRC Booth 34

RRC Booth 14

Your customers. Our financing. Introducing Synchrony Financial, fomerly GE Capital Retail Finance. With more than 80 years of retail heritage, we bring new meaning to the word partnership. Find out what Synchrony Financial can do to at SynchronyBusiness.com or 1-855-433-3552. Built from GE heritage.

RRC Booth 36

RRC Booth 6

THIS CHANGES

15524_Furniture_RetailerNow_Gold_3.25x4_0115.indd 1

12/5/14 2:56 PM

EVERYTHING NATURAL. EFFECTIVE. AMAZING.

QUARZ- the world’s first nanotechnology-engineered furniture protection surface barrier that repels liquids, dirt and oil. Safe for you. Safe for the environment.

SEE QUARZ IN ACTION VISIT THE LAUNCHPAD OR

www.retailerNOWmag.com

JANUARY | 2015

Las Vegas Market RRC

Booth Furniche

RRC Booth 29

Government Relations

NAHFA in Action

he Nor th American Home Furnishings Association understands how important it is for businesses to keep an eye on what’s going on in the government. Legislation and regulations can have a huge impact on retail. The Association, directed by its Government Relations Action Team, works diligently on behalf of members to provide a unified voice when it counts. We work closely with our lobbyists, industry and national organizations and coalitions to gather the information and monitor the issues so our members can focus on their businesses.

BY LISA CASINGER

EPA regulations regarding formaldehyde and CPSC regulations regarding flammability in furniture

Sy -to

The NAHFA hosts members-only webinars, provides monthly state and federal updates, rallies members to action and serves as a resource on a variety of government relations topics.

-u S

• Tax and healthcare reform • Employee/labor issues • Hours of Service

wER

Lisa Casinger is NAHFA’s government relations liaison. Contact her at lcasinger@nahfa.org or 800-422-3778.

Ful |

Inventory Control & Accounting Software for Furniture Retailers

SPECIAl mARkEt PRICIng

Call for a free info packet or to schedule a demonstration. www 72

JANUARY | 2015

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PRE-APPROVED

PURCHASING POWER Come find us at booth #23

INSTANT APPROVAL • NO APPLICATION FEE NO DOCUMENATION REQUIRED Tyler@bristleconefinancing.com bristleconelending.com

JANUARY | 2015

509-536-4739

. G e n e s i s A dvA n tAG e . c o m

RRC Booth 23

AFFo Rd AblE

www.retailerNOWmag.com

JANUARY | 2015

RRC Booth 21

MORE Programs – MORE Benefits – MORE Savings

IN-STORE FINANCING

Every Day, Every Dollar

Reduced Dealer Rates on 12 Months “Deferred Interest” *Call for details

Why go it alone? You have access to low EVERY DAY financing rates. Our EVERY DAY financing rates are based on over $400 million+ in annual volume. Program Benefits:

h Members only prefered rates. h Open-to-buy reports & consumer sweepstakes. Sponsored by Synchrony Financial

h Furniture industry insights and case studies. h Consumer spending statistical data. h Members-only holiday specials.

SECONDARY & ALTERNATIVE FINANCING

Don’t Let Opportunity Walk Out Your Door

Call (800) 422-3778* to take advantage of these programs

Now you have the power to say “YES” to virtually all of your customers. With NAHFA’s new service provider, LendPro has partnered with industry-leading consumer finance lenders that cover the entire credit spectrum. So, regardless of how good or bad the consumer’s credit, LendPro’s lender partners have a program that should work for them. Program Benefits:

h Achieve a higher number of approved finance customers who will shop your store. h Customer Self Service (Private, fast, and easy for consumer to apply). h Multiple Lender waterfall- Many lender programs covering all credit tiers in a unified application process to achieve a higher approval rate. LendPro has partnered with NAHFA to offer an exclusive program at preferred member-only rates.

COME VISIT THESE VENDORS AT LAS VEGAS MARKET

in the Retailer Resource Center Building B - Showroom 1050

Las Vegas Market RRC

RRC Booth 24

RRC Booth 1

Delivering Satisfied Customers DSI Delivery’s “Whatever It Takes” approach to customized delivery solutions and distribution services for our home furnishings partners has resulted in long-standing relationships. Kurt Haines - President, Stoneledge Furniture “DSI Delivery’s expertise and professionalism have enabled us to more than double our delivery volume while providing a high level of service to our customers.“

Open-To-Buy’s multi-lender system is working great. We have seen a substantial increase in secondary applications. It has simplified the finance process and increased our approvals. - The Home Furniture Co., Lafayette, LA

Larry Miller - President/CEO, Sit ‘N Sleep “We’ve been absolutely thrilled with DSI Delivery. We have hundreds of deliveries going out daily. Outsourcing deliveries allows us to focus on what we do best - retailing.” Mike Combest - Vice President/Operations, Sleep Train “Our DSI Delivery account personnel and contract drivers strive to satisfy our customers and our consumer surveys show that they succeed.” • Over 7,000,000 deliveries since 1997 • Clearly Defined Core Values & Mission Statement • Specializing in Last-Mile White-Glove delivery Visit us at the Retailer Resource Center, Building B-1050 and learn how our “Whatever It Takes” philosophy can add value to your home furnishings business.

1-800-335-6557 • www.dsicompanies.net 434-202-0137 | info@mylendpro.com | 2421 Ivy Road, Suite 330, Charlottesville, VA 22903

RetailerNOW™ is the only association publication delivered to dedicated home furnishings retailers across the U.S. and Canada. We’re devoted to helping furniture retailers grow their businesses—just like you. SEPTEMBER 2014 Vol. 3 Issue 8 Philanthropy SEPTEMBER Issue

Reach your potential customers:  95% of our readership are pre-qualiﬁed home furnishings retailers SEPTEMBER 2014

 More than 12,000 targeted subscribers—CEOs, presidents, owners, dealmakers  NAHFA members boast $12 billion in annual sales  Insightful articles encourage retailers to take their businesses to the next level and give them the tools to do it  A mobile app that keeps NAHFA members, readers and the industry plugged in to RetailerNOW and the NAHFA

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JANUARY | 2015

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10/2/14 1:12 PM

Learn

We’ll See You in Vegas!

Achieve

Network

Las Vegas Furniture Market January 18-22, 2015 495 South Grand Central Pkwy Las Vegas, NV 89106 Retailer Resource Center Showroom B-1050

Retailers, plan on making NAHFA’s Retailer Resource Center (RRC), B-1050, a daily destination for networking, refreshments, education and business services. Catch up with friends and fellow retailers, get better acquainted with your Association’s staff, check out seminars from industry experts, and visit service providers for ways to improve and grow your business. It’s your ofﬁce away from home.

Tupelo Furniture Market February 5-7, 2015 Tupelo, Mississippi Lunch and Learn Seminar Series 11:00-1:30 Co-sponsored by NAHFA and the Tupelo Furniture Market.

Enjoy hot wafﬂes in the morning, and afternoon beer, wine and appetizers in the RRC’s Buyers’ Lounge as you take a few minutes to relax during your hectic market schedule.

Dallas Lunch & Learn

Contact membership@nahfa.org for details.

March 26, 2015 11:30-1:30 Dallas regional members are invited to this informational event at the Dallas Market Center in the Seasons Gallery. 2100 N Stemmons Fwy, Dallas, TX 75207

Exhibitors, Seminars & More in Showroom B-1050

Check out all that we have to offer at www.nahfa.org

Retailers interested in attending any of these high-impact events can visit www.NAHFA.org for event details and registration, or call us at (800) 422-3778.

www.retailerNOWmag.com

JANUARY | 2015

Hudson’s employees raised $17,500 for breast cancer research late last year.

vvHudson’s goes pink, to raise green for cancer awareness NAHFA member Hudson’s Furniture in Florida raised $17,500 for breast cancer research by hosting a private sale and fundraising event in each of its 17 Florida locations. Lisa King, regional manager for three stores along Florida’s Gulf Coast, spearheaded the event. “Since so many of us have had a family member, friend, or coworker who has been affected by breast cancer, this event was the perfect way to raise money for charity and have fun at the same time,” she said.

vvCoconis Furniture opens new store in Licking County Coconis Furniture and Mattress First opened its third store in Heath, Ohio just 20 miles east of Columbus. Randy Coconis, company president, said he had been looking for the right location in the Newark-Heath area for some time. When the site became available, Coconis thought it was the perfect location. “The lot size of more than six acres will allow us to add on later as we grow,” Coconis said.

The new store’s interior and exterior were designed by Connie Post. The showroom is 25,000 square feet and an additional 8,000 square feet of showroom and clearance center will be added to the rear of the store, which is expected to be completed in a few months. There are two pre-existing buildings behind the new store that will be utilized for warehousing and storage. The land and buildings were purchased by “We are very excited to be a part of the grow- Coco Brothers, LLC and is being leased ing Licking County community. So far the back to Coconis Furniture. first few weeks of business have far exceeded our expectations.”

King joined the Hudson team and was named regional manager this year, assuming the role of special events coordinator. King said she has set her sights on creating events that hit four points: generate revenue, provide bonus incentives for clients, involve community outreach and are fun to attend. In October, Hudson’s managed all four with style. The 17 locations competed to create the best decor for the event. Customers were greeted by an array of pink, which is the color of the ribbons honoring Breast Cancer Awareness. Streamers, cupcakes, flowers, pink champagne, as well as employees decked out in their finest pink clothes and ribbons made the atmosphere festive. 74

JANUARY | 2015

Coconis Furniture’s ribbon cutting ceremony included, left to right: Jeff Hall, Newark mayor; Pat Tiberi, U.S. Congressman; Clifford Mason, Hebron, mayor; Les McMorrow, store manager; Randy Coconis, president, ; Paul Jr. Coconis, vice president; Mark Johns, Heath mayor; Cheri Hottinger, Licking Chamber of Commerce president and Kyle (Bo) Coconis, sales manager. www.retailerNOWmag.com

Scoop

vvMichael Alan Furnishings, participants don’t sleep until raising $32,000 to fight cancer NAHFA member Michael Alan Furnishings raised more than $32,000 at its recent Sleepless in Havasu event, which benefits the Cancer Association of Havasu’s local cost Mammogram Program. The annual event has raised nearly $140,000 in six years. This year 45 participants sponsored 15 beds; each gathers pledges and donates silent auction items, which are available for bidding throughout the week leading up to the event. Participants decorate Serta Mattresses in the sleep center and then must stay awake for the 24-hour event. Vanessa Liesen, store manager of Michael Alan Furnishings said, “Next year, we’re talking about either starting the silent auction sooner or holding it over longer allowing more people to participate.” Michael Alan Furnishings, which has been an association member since 2000, is a family-owned furniture retailer celebrating 33 years in business in Lake Havasu City, Ariz.

vvSEHFA Merges The Southeastern Home Furnishings Association (SEHFA) members voted to dissolve the organization in December. SEHFA members became North American Home Furnishings Association members through an affiliation agreement with NAHFA. The move allows the SEHFA members and volunteer

Michael Alan Furnishing employees Back left Carole Cathcart & Jeanie Morgan, Front Left: Chris Cooley, Vanessa Liesen, Arlene Poster & Evie Cistaro

leadership to eliminate duplicate efforts and focus on networking activities that better serve retailers. The states previously served by SEHFA will become the Southeastern regional group. With the closing of the SEHFA, after meeting financial obligations, the remaining funds will be used to support member events in the Southeastern region, provide incentives for Southeastern members to attend the Home Furnishings Networking Conference and establish scholarship fund(s) to encourage young people to join the home furnishings industry.

Repeat Clients Say It Best! “After specific conversations with other Ethan Allen dealers, our family decided to engage Lynch Sales Company to handle our remerchandising sale rather than doing it ourselves. Glad we did! ... Thank you Team Lynch for a great job!” Bill, Judy & Amy Castleberry Castleberry’s An Authorized Ethan Allen Retailer Tulsa, Oklahoma • November 21, 2014 Contact us today or visit our website for a complete outline of our legendary Sale Plans and our no-nonsense, one-page contract.

www.retailerNOWmag.com

JANUARY | 2015

Our Association gratefully recognizes all of our sponsors whose dedication and commitment have strengthened our industry. Signature Sponsor

Serta Mattress Company

Premier Sponsor Furniture Today Surya Rugs

Titanium Sponsors

aspenhome Coaster Company of America Cory 1st Choice Home Delivery Emerald Home Furnishings Furniture Wizard Synchrony Financial International Market Centers Jaipur Rugs Inc. Leggett & Platt MicroD, Inc. Myriad Software Nourison STORIS

Platinum Sponsors

ACA Advertising Concepts of America • American Leather Ashley Furniture Industries • Best Buy for Business Furniture of America • FurnitureDealer.net • High Point Market Authority Netsertive • Northwest Furniture Express • PROFITsystems, Inc. • R & A Marketing Simmons USA • Steve Silver Co.

Gold/Silver/Bronze Sponsors Aramark • BrandSource AVB • Color Ad • DSI Companies • Horich Hector Lebow Advertising Mail America • ShockWatch • Therapedic Idaho • TruckSkin, LLC.

To become an industry sponsor contact: North American Home Furnishings Association 800.422.3778 or email: cwilliams@nahfa.org 76

JANUARY | 2015

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*List as of November 24, 2014

Government Relations

NAHFA in Action BY LISA CASINGER

The NAHFA hosts members-only webinars, provides monthly state and federal updates, rallies members to action and serves as a resource on a variety of government relations topics. If you’re an NAHFA member and are interested in joining the Government Relations Action Team contact us. Together we can affect change for the industry. Lisa Casinger is NAHFA’s government relations liaison. Contact her at lcasinger@nahfa.org or 800-422-3778.

www.retailerNOWmag.com

We’re committed to championing the issues that matter to our members: • Marketplace Fairness Act (sales tax for online sales) • California’s Prop 65 and TB117-2013 • Interchange fees (debit card; swipe fees) • Tax and healthcare reform • Employee/labor issues • Hours of Service • EPA regulations regarding formaldehyde and CPSC regulations regarding flammability in furniture

JANUARY | 2015

Calendar

MARK YOUR CALENDAR FOR THESE INDUSTRY EVENTS Tupelo Spring Furniture Market

Showtime

February 5-8

May 31-June 3

Tupelo, Mississippi tupelofurnituremarket.com

High Point, North Carolina showtime-market.com

High Point Market

Canadian Furniture Show

April 18-23

Jun 4-7

High Point, North Carolina highpointmarket.org

Toronto, Ontario canadianfurnitureshow.com

Winter Las Vegas Market

International Contemporary Furniture Fair

Dallas Total Home & Gift Market

January 18-22

May 16-19

Las Vegas, Nevada lasvegasmarket.com

New York, New York icff.com

Atlanta International Gift & Home Furnishings Market January 6-13 Atlanta, Georgia americasmart.com Dallas Total Home & Gift Market January 14-20 Dallas, Texas dallasmarketcenter.com

KEM Furniture and Accessory Mart Home Furnishings Networking Conference February 1-3 May 17-19 Edison, New Jersey kemexpo.com Orlando, Florida theHFNC.com

June 24-30 Dallas, Texas dallasmarketcenter.com Atlanta International Gift & Home Furnishings Market July 7-14 Atlanta, Georgia americasmart.com Summer Las Vegas Market August 2-6

Las Vegas lasvegasmarket.com Tupelo Fall Furniture Market August 20-23 Tupelo, Mississippi tupelofurnituremarket.com

High Point Market October 17-22

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Showtime

3:13 PM

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NEW DATES NEW NAME NEW LOGO NEW SHOW

THE CANADIAN FURNITURE SHOW IS PROUD TO SHOW ITS TRUE COLOURS. THURSDAY JUNE 4 - SUNDAY JUNE 7, 2015. For all the info, go to canadianfurnitureshow.com. The Canadian Furniture Show. Growing forward.

15-1091 Magazine US_PrintAD_7,375x4,75.indd 1

14-12-02 9:28 AM

Contact Our Advertisers Canadian Furniture Show High Point Market

(866) 468-4436 canadianfurnitureshow.com CanadianFurnitureShow @CdnFurnShow Page 79

Connie Post

(304) 736-7283 conniepost.com Page 45

Cresent

(615) 975-4862 cresent.com Cresent.furniture @cresentfurniture Page 18

Furniche

(210) 473-9508 Furniche.com Furniche.USA @Furniche_usa Page 77

Furniture Wizard

(619) 869-7200 furniturewizard.com furniturewizard @furniturewiz Page 29

For information on advertising in RetailerNOW contact Michelle Nygaard (916) 757-1160.

MicroD

(336) 869-1000 highpointmarket.org http://tinyurl.com/ HighPtMarket @hpmarketnews Page 5

(800) 964-3876 microdinc.com microdinc @microdinc Back Cover

Jaipur Rugs

(800) 676-4243 myriadsoftware.com Myriad Page 51

(404) 351-2360 jaipurrugs.com jaipurlifestyle @jaipurlifestyle Inside Back Cover

Las Vegas Market

(888) 962-7469 lasvegasmarket.com wmclv @worldmarketctr Page 9

LendPro LLC

(434) 202-0137 Mylendpro.com Page 50

Lynch Sales

(616) 458-6662 lynchsales.com lynchsales @lynchsales Page 75

Myriad Software

NAHFA Sponsors

(800) 422-3778 retailerNOWmag.com retailernow @retailerNow Page 76

Northwest Furniture Xpress

ProfitSystems

TruckSkin

STORIS

Tupelo Furniture Market

(877) 866-7546 truckskin.com TruckSkin @TruckSkin Page 35

(800) 888-5565 profitsystems.com PROFITsystems @PROFITsystems Page 19

(800) 844-0841 Tupelofurnituremarket.com Tupelo furniture market @tupelomarket87 Page 7

(888) 4-STORIS storis.com STORIS.solutions @STORIS Page 13

Surya

(877) 275-7847 surya.com SuryaSocial @SuryaSocial Inside Cover

Synchrony Financial

(828) 475-6377 nwfxpress.com Page 3

(800) 422-3778 nahfa.org Page 11

Nourison

Tidewater Finance Company

(201) 368-6900 nourison.com Nourison @nourison Page 23

www.retailerNOWmag.com

(800) 535-4087 x6553 tidewaterfinance.com Tidewater Finance Company @TidewaterMotor Page 33

JANUARY | 2015

The Now List A quick dose of fun facts, random trivia, and useful (or useless) bits of info

The Now List Speaking of Old

Stearns & Foster is the oldest mattress manufacturer in the world— it was founded in 1846.

Ahead of His Time Gassing Up

U.S. average gas prices are down 8.2% from this time last year. Road trip anyone?

Microbusinesses & Healthcare

31% of microbusiness owners provide their own health insurance. Microbusiness owners in business 11 years or longer are more likely to offer their own health insurance than offer it from an outside employer.

Unused Vacation

U.S. workers left 169 million days of paid time off on the table in 2013; on average Americans took 16 days of vacation, the lowest level in almost 40 years.

Oldest Mattress

A 77,000-year-old mattress was found in South Africa, a few miles from the Indian Ocean. The 3’ x 6’ bedding was less than an inch thick and made from compacted grasses, stems and leaves.

Trash to Treasure

Designers at Studio Swine created Sea Chair—made entirely from plastic recovered from the ocean. Next the team is visiting the North Atlantic gyre (one of the dumps in the ocean) on a research vessel and have a Kickstarter fund going to make Sea Chairs on board via a solar powered oven and a 3D printer.

Standing desks are the new in thing, especially for Silicon Valley offices, but Les Miserables author Victor Hugo was hip to this trend in the 1800s. Hugo was an amateur furniture designer and worked with carpenters to combine them into furniture to suit his needs, like a standing desk.

Expensive Manuscripts

10 most expensive books and their owners 1.

Codex Leicester Leonardo da Vinci ($49.4M) Bill Gates

The Gospels of Henry the Lion Order of St. Benedict ($28M) German government

Magna Carta ($24.5M) Carlyle Group cofounder David Rubenstein

St. Cuthbert Gospel ($15.1M) British Library

Bay Psalm Book ($14.5M) David Rubenstein

The Rothschild Prayerbook ($13.9M) Australian businessman Kerry Stokes

Birds of America John James Audubon ($12.6M) London art dealer Michael Tollemache

The Canterbury Tales Geoffrey Chaucer ($11.1 M, 1998) British Library

Copy of the Constitution, Bill of Rights and other key acts of the first Congress in 1789 George Washington ($10.2M) Mount Vernon Ladies Association, a nonprofit that owns Washington’s Virginia estate

10. Comedies, Histories, & Tragedies (1623), The First Folio William Shakespeare ($8.2M) Sold at auction to an anonymous buyer.

A Good Night’s Sleep?

The Princess and the Pea, a fairy tale written by Hans Christian Andersen in 1835 in Copenhagen, tells the story of a princess whose identity is tested by her ability to detect a pea underneath a pile of mattresses.

Take a Seat

Canned Bench is a limited edition piece of functional artwork, designed by Judson Beaumont of Straight Line Designs in Vancouver. It’s built with Eastern maple, maple veneer, birch plywood, laminate, and vinyl.

Rolling the Dice

While 55% of uninsured Americans plan to get health insurance, 35% will roll the dice and pay the fine as required by the Affordable Care Act. About 7 in 10 uninsured are aware of the requirement and 28% are not.

Short Span

Eight seconds—that’s the length of the average American’s attention span in 2013, according to the National Center for Biotechnology Information.That’s shorter than the span of a goldfish.

Belly Up to the Bar

Yamazaki Single Malt Sherry Cask 2013 was named the world’s best whiskey by the Whisky Bible, which samples 4,500 varieties a year.

Sources: Gallup. U.S. Travel Association, AAA, Sciencemag.org, Smithosonian.com, Whiskey Bible, Forbes, Studio Swine, Straight Line Designs, U.S. National Library of Medicine 80

JANUARY | 2015

www.retailerNOWmag.com

FREE FREIGHT ORDERS OVER $3000*

ONE lucky winner FREE FREIGHT 



@ EACH MARKET GETS

** FOR ALL OF 2015 * For orders placed during market dates; applies to items that ship before April 1, 2015 ** One winner will be chosen at random and announced Feb 1, 2015 winner(s) from each market will get free freight until December 31, 2015

To become a dealer call 888.676.7330 or visit our website at JaipurRugs.com

Learn how our solutions can help your business. For more than 20 years, MicroD has shared our knowledge and expertise with manufacturer and retailer clients by provding them with cutting-edge online and in-store solutions. Our legacy and leadership has continually helped the home furnishings industry adapt and evolve to the everchanging technology landscape.

 website

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Over 400 drapable and statics catalogs offered by MicroD encourages consumer interaction by allowing them to browse your selections and create custom furniture combinations on your website.

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Enables home furnishings retailers and manufacturers the ability to streamline their workflow, enhance communication, and reduce errors, by processing orders, invoices, ship notices, and more.

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