April 2013—Customer Experience

HIGH POINT MARKET

APRIL 2013

INSIGHTS FOR TODAY’S HOME FURNISHINGS PROFESSIONAL

RETAILERNOW HAS AN APP! CREATING CUSTOMER EXPERIENCE OMNI-CHANNEL RETAILERS OF THE YEAR and MORE...

NHFA

National Home Furnishings Association

WHFA

Western Home Furnishings Association

www.RetailerNOWmag.com

#hpmkt

OCT 19-24

Featured Retailer: One Kings Lane Featured item: “Take Off” from Trowbridge Gallery

Discover what inspires One Kings Lane highpointmarket.org/OneKingsLane OneKingsLane

find us everywhere

www.highpointmarket.org

336.869.1000 | info@highpointmarket.org

INSPIRED

ATLANTA

HIGH POINT

LAS VEGAS

NEW DELHI

NEW YORK

TORONTO

TUPELO

BY:

NATURE

FEATURING: HH-041, P-0002, LTH-7028, POUF-78, RWL-3074, RWL-3072

877.275.7847

info@surya.com

suryasocial

suryasocial

surya.com

11

46

INSIDE

Download the new RNOW app and share the customer experience issue with your staff.

The Customer Experience

featuresNOW 14.

Handling the Upset Customer

18.

The Omni-Channel Revolution

20.

Mastering The Omni-Channel

22.

Customer Experience Infographic

23.

5 Steps to Mobile Marketing

26.

Customer Horror Stories

29.

Retailer of the Year Awards

See page 2 for more features 

Infographic

29

11

yourVOICE

10.

Retailer2Retailer

11.

Roving Reporter Tupelo Market

44.

Fresh Perspectives—

The Customer Experience

count onIT Now We’re Talking

06.

Conversations with your Presidents

08.

12.

TechNOW

62.

From the CEO—

Your New Association

Membership Marketplace See page 2 for more 

29

on the cover

46 RNOW MOBILE APP

Thank you to R&A Marketing for creating the all new RetailerNOW App—with the help of our amazing partners we continue to boldly move forward.

www.retailerNOWmag.com A P R I L | 2 0 1 3

1

65

HIGH POINT MARKET APRIL 20 - 25, 2013

RetailerNOW Vol. 2 Issue 2

FEBRUARY / MARCH 2013

“RELATIONSHIPS MATTER” February / March Issue

Relationships MATTER 15 MINUTES MADE IN THE U.S.A.

FEB / MAR 2013

NHFA

National Home Furnishings Association

featuresNOW 46.

The RetailerNOW App

48.

In-Store Pickup Infographic

50.

Culture That Rocks Part II

57.

Turning Crisis into Opportunity

WHFA

Western Home Furnishings Association

www.RetailerNOWmag.com

Read Last Month's Issue— Get the app RetailerNOW!

2

APRIL | 2013

www.retailerNOWmag.com

count onIT 43.

Product Focus

Bedding

65.

The Retailer Resource Center

82.

The Scoop

85.

Quick-Fire Marketing

86.

Industry Calendar

88.

The Now List

Cohesion in Social Media

Do you have lots of inventory but it never seems to be what the customer wants?

Problem Solved.

If your best selling merchandise is out of stock when a customer wants it, you could be missing out on 10% or more of your annual sales revenue. This is lost revenue you will never have the opportunity to earn. Just as bad, is being overstocked on items that aren’t selling. When you have merchandise that doesn’t sell, the annual carrying cost is in the neighborhood of 30%. A robust inventory management software will identify your best sellers, based on the gross margin dollars they earn, not just on volume sold, and recommend reordering so that they roll in as you need them, helping you maximize your sales volume. You should also have an automated process for identifying the items that aren’t making you money so that they can be marked down and moved out as quickly as possible. If your system isn’t helping you identify what’s hot and what’s not on your sales floor, take a look at what we can do for you.

“Making sure that our best sellers are here when we need them without being overstocked has made a huge improvement to our business. It is great to see how many times a piece of furniture will sell in a month when you keep it in stock.”

Beckey Waldrop Miller Waldrop Furniture Hobbs, NM

software | consulting | performance groups | freight savings | e-solutions

800.888.5565 www.profitsystems.com

thePlayers RetailerNOW

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.

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.

Q: When does Spring Fever hit?

Jennifer Billock

Editor jennifer@retailerNOWmag.com

Lisa Tilley

Spring fever hits when the frost leaves and we can start to go morel hunting! -Jennifer

Art Director lisa@retailerNOWmag.com

Larry Carroll Account Manager larry@retailerNOWmag.com

Tim Timmons Associate Publisher tim@retailerNOWmag.com

Cindi Williams

When there is more sunlight, less clothing -Tim

Business Development cindi@retailerNOWmag.com

Contact Information:

Editorial Collaborators

Mailing – Editorial:

Mailing – Advertising

Andrew Tepperman, Tepperman’s Carol Bell, Contents Interiors Donny Hinton, Colortyme Marty Cramer, Cramer’s Home Furnishings Rick Howard, Sklar Furnishings Travis Garrish, Forma Furniture

500 Giuseppe Ct., Suite 6

2013 National Home Furnishings Association Officers

500 Giuseppe Ct., Suite 6 Roseville CA 95678

Cherie Rose, President, The Rose Collection, CA Marc Schewel, Chairman, Schewel Furniture, VA Rick Howard, President Elect & Treasurer, FL John Wells III, Sr. Vice President, Wells Home Furnishings, WV Donny Hinton, Sr. Vice President, Colortyme, SC

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

2013 Western Home Furnishings Association Officers Valerie Watters, President, Valerie’s Furniture & Accents, AZ Chris Sanders, Exec. Committee Chair, Everton Mattress Factory, ID Lael Thompson, President Elect, Broyhill Home Collections, CO Chuck Kill, Vice President, Bedmart, AZ Tom Slater, Treasurer, Slater’s Home Furnishings, CA Mark Navarra, Secretary, Jerome’s, CA

Twitter.com/retailerNOW Pinterest.com/retailerNOW

Subscription: $70/year

Southern Home Furnishings Association President

Retailer Now, ISSN# 2166-5249, is published monthly (except March and December) by the Western 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 Western Home Furnishings Association, 500 Giuseppe Court, Ste 6, Roseville CA 95678.

Britt Sams, President, Sams Furniture, NC

Southeastern Home Furnishings Association President

Wogan S. Badcock III, President, W.S. Badcock Corporation, FL

For a complete Board of Director listing, visit retailerNOWmag.com NHFA Staff

If you would like to stop receiving RetailerNOW, please send an email to unsubscribe@retailerNOWmag.com.

Steve DeHaan, NHFA Executive Vice President • (800) 888-9590 x6124 Jordan Boyst, Member Services Rep • (800) 888-9590 x6132 Dianne Therry, Member Services Rep • (800) 888-9590 x6167

If you would like to only receive an electronic version of RetailerNOW, please send an email to gogreen@retailerNOWmag.com.

WHFA Staff

© 2012 National and Western Home Furnishings Associations. Published by the National Home Furnishings Association and Western 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 National and Western Home Furnishings Associations.

The views expressed in this publication may not reflect those of the publisher, editor or National Home Furniture Association, Western Home Furnishings Association and Western 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.

Sharron Bradley, WHFA Executive Director • (916) 960-0345 Karpice Crawford, Membership Director • (916) 960-0346 Mike Hill, Member Services Rep • (916) 960-0263 Eric Malone, Member Services Rep • (916) 960-0291

NHFA

National Home Furnishings Association

4

APRIL | 2013

www.retailerNOWmag.com

WHFA

Western Home Furnishings Association

SEHFA SHFA

South Eastern Home Furnishings Association

Southern Home Furnishings Association

New England Chapter

When the color comes out and all the flowers are in bloom.

-Kaprice

KINCAID FURNITURE

WE’ R E M O R E TH AN J US T T R ADI T I O NAL

With our traditional craftsmanship and attention to detail, Kincaid Furniture is the #1 solid wood furniture maker in the country. But did you know we also have beautiful upholstered furniture, customized furniture options and new collections for 2013? Visit us at High Point Market ( IHFC H1204 ) or at KincaidFurniture.com to see for yourself.

SOLID WOOD

UPHOLSTERED FURNITURE

NEW STYLES FOR 2013

LEADING SALES TOOLS

Presidents Message

CONVERSATIONS

Cherie Rose The Rose Collection Los Gatos, CA NHFA President

Valerie Watters Valerie’s Furniture & Accents Cave Creek, AZ WHFA President

: How do you make customers feel welcomed in your store?

Cherie: My store, from layout to product offering, is a direct reflection of my clients' style and sensibilities. I take my cue from them and I think that is the reason they feel welcome and at home in my store.

Valerie: The staff always says, "Welcome to Valerie's, have you ever been in before?"

If they haven't we explain a little about our specialty. If they have we say welcome back, you'll find lots of new items.

Please feel free to explore, my name is blah blah and I'm here to assist you with any and all of your needs. We also always try to engage them in a personal way: "Ooh I love your shoes, where did you get them?" It's all about making them feel comfortable and not pressured. : Why is experience important?

Cherie: Experience is everything! It is what my clientele expects from me. It is oh so important that they feel comfortable and reassured that they are in good hands when making such significant and personal purchasing decisions.

6

APRIL | 2013

Valerie: That's what brings them back! If they feel comfortable and confident in their experience at the store, they become loyal and tell others about it. We're a specialty store, so knowledge is very important but customer experience is number one...a fun, inviting atmosphere! : What do you feel is the first touch point with customers?

Cherie: In 2013, I am heading more into the ecommerce world, so when a customer visits my website for the first time I want them to feel the essence of what the Rose Collection is all about; the same as if they are walking into my store. In my niche, first impressions are lasting impressions.

Valerie: Before they even walk in the showroom, it's the vibe of the parking lot and entrance to the store. Clean and inviting and something fun to make them smile and draw them in. This makes them sense immediately they are entering a unique environment. Of course the initial greeting from the staff, a sincere smile, an enthusiastic welcome.

Visit www.retailerNOWmag.com to join our conversation!

www.retailerNOWmag.com

A whole showroom in one compact display!

Rug Boutique

Actual Rug Samples with LIfestyle Displays 27”x18” sample of every rug along with lifestyle scenes.

Quick Delivery With the industry’s largest inventory at two locations, Nourison can ship out orders in under 48 hours.

Requires only 20 square feet of space For a very modest investment, Nourison’s Rug Boutique will provide you with the best ROI in your store.

Minimize Inventory - Maximize Profits Almost 100 designs representing 600 SKUs. WOW!!!

est.1944

Western Home Furnishings Association

NOURISON INDUSTRIES 5 Sampson Street Saddle Brook, NJ 07663 201.368.6900 / www.nourison.com

Atlanta Rug Market - Atlanta Merchandise Mart - Space 3F2 High Point - International Home Furnishings Center - IH101 Las Vegas Market - World Market Center - Suite C112 / Building C New York - 295 5th Avenue, New York City Nourison Europe - Freilagerstrasse 39, 8047 Zurich, Switzerland

From the CEO

NORTHiAMERICAN ASSOCIATION

Taking the Best of Our Past to Illuminate Your Future

WELCOME

to the North American Home Furnishings Association.

What began as three well respected organizations—National Home Furnishings Association, Western Home Furnishings Association and Home Furnishings Independents Association—is now one: A single voice for retailers nationwide. Now retailers from across the street and across the nation all support each other within one organization.

The strength of your new Association lies in the talent of those who have come before us, and now with you.

Sharron Bradley, CEO

You have a unique opportunity to engage with us and shape our future. Let’s work together to create the strategies and programs that matter to you and will help you thrive in 2013 and beyond. Join us in crafting the future of the home furnishings industry by connecting with your community; collaborate online and face-to-face to bring ideas to fruition. Help us speak with one powerful voice that will strengthen our industry’s reputation with consumers and attract the next generation of industry leaders.

The North American Home Furnishings Association will facilitate new opportunities to learn and connect both in your region and across North America. Join one of the newly forming Collaborative Teams, open to all NAHFA members, and gain a voice in what your association offers. Whatever your interests, there is a place for you. These groups will help design strategy for association initiatives in member relations, regional interaction, education, technology, next generation development, advocacy, consumer relations, partner relations, envisioning our industry’s future and more. Your contribution will not only help define your association but also give back to you through the many connections and opportunities that true involvement can provide. Imagine great idea sharing that can propel your business to even greater success! Let’s think BIG together.

North American HFA

Yes, NAHFA will provide you with all you expect from your trade association: Discount programs, government advocacy, industry information, networking and world-class customer service. Be prepared for new association-exclusive co-created offerings that will surprise and delight you.

Come along on the journey. It will be exciting, fresh and fun. Be on the forefront of creating a 21st century organization that helps you thrive. One that serves its members and its industry with vision, for today and tomorrow.

Sharron Bradley, CEO North American HFA

8

APRIL | 2013

The North American Home Furnishings Association

www.retailerNOWmag.com

Your Voice

Retailer2Retailer | Qď ˝ How do you encourage your customers

to fill out a delivery survey?

We send customers a follow-up survey via email using Constant Contact and just ask for their feedback to help us serve them better. We ask a couple of key questions: 1) What did you think about our website? 2) How was your delivery experience and sales experience? 3) Is there was one thing that we could have done that would have made your experience better? Finally, we invite customers to post a review to Facebook and other places online.

Jim Fee, Stoney Creek Furniture

Ontario, Canada

We are now utilizing DispatchTrack for routing, delivery and service. The program has a survey component and our drivers ask the customer to answer three basic questions, immediately following delivery: 1) Please rate your overall experience shopping at our store, 2) Please rate your satisfaction with our delivery service, 3) How likely are you to recommend our store to your friends and family? Everyone that completes the survey is entered into a monthly drawing for a $500 merchandise certificate. We explain that providing feedback is critical to enable us to better serve our customers.

Eddie Massood, Thomasville of New Jersey

Fairfield, New Jersey

In the last year we have gone from follow-up phone calls to an immediate electronic solution done at the customer's house, using tablets with a quick oneminute survey. The survey questions are pretty basic, for example, "Did the delivery crew setup everything to your satisfaction? Were they courteous and professional? Would you recommend Naturwood to your friends?" We get almost 99 percent participation rate when done this way and the results are immediately tabulated after delivery.

The feedback is immediate and statistics are available right away. Customers rate each question with one to five stars and anything with three stars or less is flagged for immediate follow-up to address any concerns.

The amount of time that is saved by using this system is invaluable. In the past, a week could go by before you got the customer on the phone and received a response. By then the response was no longer an immediate reflection of the service.

Rick Vale, Naturwood Home Furnishings Rancho Cordova, California

10

APRIL | 2013

www.retailerNOWmag.com

Your Voice

Roving Reporter | SHANE SPILLER, President of Spiller Furniture Stores, Inc. Tupelo Furniture Market

Since the mid-1980’s, my company has attended the Tupelo Furniture Market (TFM) located in north Mississippi. This biannual furniture market is located in a region of the country that is considered the “upholstery capital of the world.” Before I proceed any further, I must also let you know that my company does not attend the High Point or Las Vegas Furniture Markets. We have been to these markets over the years, but the ease and convenience of shopping the TFM is by far our best option.

Here are my top 6 takeaways from this TFM: XX The Tupelo Furniture Market has stepped up its game with recruiting vendors and buyers. I feel like there was much less empty space this market. According to Kevin Seldon, HSI, Inc., "the space that was available for sale was 99 percent sold out. We have more than 100 new companies exhibiting this year."

ZZ The color trend for upholstery seems to be headed toward more grey/silver, similar to Pantone Alloy. It is refreshing to see more than a sweep of brown/chocolate/ mocha/cappuccino on the floor. qq The debate as to what is the best time of year to have the TFM will always come up in conversation with others at market. (By the way, I do not have the answer to this question.) I do have an opinion, and so does everyone else. My company will be there at TFM when the doors open because we are thankful for a market as convenient as this one. rr Much of our industry has become dependent on tax return money that flows into our customers' pockets.

Business this year has been delayed (I hope) by a later than normal return on income tax. ss Attitude is everything. In my book, I believe it determines your approach to everything in life. If my company does not have the right attitude it is my fault. I hope our industry can find the right attitude. There are some things in life we cannot control, but attitude is not one of these things.

www.retailerNOWmag.com A P R I L | 2 0 1 3

11

Tech

TechNOW

2013 and the Mobile Consumer — Stop Fighting It!

What's Hot Mobile

Your customers are changing…big time. You know it. You see it every day.

Instead of browsing casually through their favorite stores for hours on end just to find that perfect chair and ask about your rewards program, they are racing around your showroom, browsing the Internet at lightning-fast speeds on tablets and smartphones checking out your competition on forums, Facebook and Yelp, all while geeking out over what’s trending on Twitter.

Yes, your customers are changing—FAST. By the end of 2013, there will be more mobile devices on Earth than people (Source: Cisco, 2013).

127 min 48% Consumers are use or would like to use a smartphone to shop while instore or on the go.

(Source: Cisco, 2013)

53.2 Million

The number of U.S. mobile coupon users will rise from 12.3 million in 2010 to 53.2 million in 2014.

(Source: Marketer, 2013)

57%

of consumers will spending 127 minutes not recommend a per day in mobile apps— business with a poorly up 35 percent from 94 designed mobile site. minutes a day in the Similarly, 40 percent same time last year— of consumers will go and spend 168 minutes to a competitor’s site watching television per after a bad mobile day. (Source: Flurry, 2012) experience. (Source:

5X Retailers with apps

Compuware, 2012)

Hot Site Furnishly.com Let the customer shop the way they want to shop.

It’s like Amazon for furniture retailers! Furnishly’s mission is “to create the first ever digital consumer marketplace dedicated to the sale of local furnishings for home or office.”

Buyers search by location, message the item seller, add the item to their cart to complete their order and then swing by your store to pick it up.

Furnishly claims they “make it super easy for a local consumer to browse and buy” (sounds good to me!).

If your city is not yet supported on Furnishly, you can submit your email to show support and they will “have it live in no time!”

gather five times more engagement.

(Source: Point Inside, 2013)

Cool Apps Yabbly

Yabbly is truly a social network for consumers. Advertised as “a community of thoughtful people sharing first-hand advice about practical decisions through authentic conversations,” Yabbly makes it easy for people to help each other make great decisions.

12

APRIL | 2013

Evernote Evernote helps you keep track of all your notes while syncing them across all devices. Jot down a quick thought or draft an entire meeting summary. Create notes with pictures and voice memos attached.

Evernote prevents you from worrying about where you saved your files, because they’re all in the cloud!

Available on: Android, Blackberry, iOS, Windows Phone, Web OS, PC, Mac, Google Chrome, and the web.

www.retailerNOWmag.com

Skitch Skitch will let you annotate your photos with arrows, shapes, sketches and text. This tool is perfect for highlighting portions of photos and brainstorming or collaborating with coworkers. Available on: Android and iPhone.

RNOW It's here! Now you can read the way you want to read! See p.46 for details.

GE Capital

WE’RE NOT JUST BANKERS, WE’RE BUILDERS. At GE Capital, we’re not just bankers, we’re builders. With 80 years of experience you can count on us to be there for you and your customers. Of course we bring great financing options, but we also bring you real expertise to help you grow store traffic and sales. Randy Stewart, Relationship Manager at GE Capital, delivers proven industry expertise to Grand Home Furnishings. Randy Lundy, Sr. VP, CFO at Grand Home Furnishings, knows that it’s the people at GE that make the difference. With GE Capital you can be sure people like Randy Stewart are ready to help you build your business every day.

Stop just banking. And start building. gogecapital.com

Randy Lundy Sr. VP, CFO, Grand Home Furnishings

Randy Stewart Relationship Manager, GE Capital

Credit is extended by GE Capital Retail Bank © 2013 General Electric Company. All Rights Reserved.

Customer Experience

HANDLING THE UPSET CUSTOMER

H

ow do you handle an upset customer? It’s not an easy question to answer and one that may depend on extenuating circumstances. For the most part, always refer to Customer Service Rule No. 1, “The customer is always right,” and Customer Service Rule No. 2, “When the customer is wrong, refer to rule No. 1.” While you may not believe it was a bad experience, remember that perception is reality in the customer’s mind. Do everything within your power to ensure a customer leaves not only happy, but singing your praises as well.

Ultimately, every time you serve someone the goal is to create a personal trade customer, a repeat customer for the future and one that will readily offer your business as a referral to others.

I believe the only reason a furniture store has salespeople, a sales manager, service people, office and finance people, a buyer, advertising and marketing departments, an owner, all the way to the cleaning crew, is to produce HAPPY CUSTOMERS.

By Brad Huisken

The latest statistics state that if you upset one customer, that person will tell another 10 people about the bad experience.

In turn, those 10 people might tell another 10 people each.

Therefore, one upset person may cost you well over 100 potential customers. Losing that much business is way too large a price for not resolving one bad experience. On the other hand, if you have 10 people upset with you for one reason or another, only one out of every 10 will actually come back and give you a chance to resolve the situation.

For the most part, people are genuinely good. Most people are not out to take advantage of furniture store retailers. If the customer believes they have a legitimate complaint, it is a legitimate complaint. Remember: Perception is reality.

I have seen situations where the salesperson or store employee says something to make the customer feel they have to defend themselves, like, “That’s not the way you bought this piece,” “It is obvious you are very rough on your furniture” or “That isn’t covered by the manufacturer’s warranty.” At this point, the customer becomes defensive.

The salesperson took a bad situation and made it worse.

Let an upset customer know you want to take care of the issue. Never make remarks that put someone on the defensive. If the customer is in the middle of the sales floor causing a scene or within voice range of other customers, lead them to a quiet area of the store or into a private room.

While walking, let them know you genuinely want to make sure the situation is resolved. Always ask one question that will show you care and will do your best to resolve the situation: “What can we do to make this right for you?”

The answer often may be less than you thought you would have to give. Should the customer ask for more than you are able to provide, then at the very least you have a starting point to begin the negotiations and rectify the situation.

Your job as a salesperson is to represent the customer to the company—not the company to the customer. In other words, do not defend the company, the product or the vendor. Ensure the customer is happy with their purchase.

Most bad situations are easy enough to turn around so the customer is actually delighted with how it was resolved.

Should this be the case and someone is out in the world singing your praises, it was well worth the price. If you had to give a little more than what you thought you should Continued page 17 

14

www.retailerNOWmag.com

Getting the right mix of furniture is never a simple decision, that’s why we are introducing a variety of new collections in Master Bedroom, Next Generation, Occasional Tables and now Casual Dining. We have an array of styling, pricing, and shipping solutions including our QuickFlex 250 program that lets you mix and ship as little as 2 groups – all designed to help your business succeed.

New this Market - Casual Dining

IHFC Main 1010 | magnussen.com Place an order and receive Zax the Zebra Qualified dealers only | While supplies last

Customer Experience

The cost of losing an upset customer who tells others about the experience is far too expensive a price to pay.

Continued from page 14 

have, write it off to your advertising budget, because that is what it is. A happy customer who tells their friends and relatives about the superb customer service they received is far more valuable than a customer telling people about their bad experience. Bestselling business book author Harvey Mackay states that it costs, on average, $5,000 to get a new customer. Do not waste your money getting rid of the ones you already have!

11. Don't defend the company’s policies. If you are not empowered to make a final decision, have someone who can resolve the situation handle the customer.

12. Don’t make excuses. Everyone has them. The customer is looking for answers.

13. Remember the Golden Rule: Treat people as you want to be treated.

When dealing with upset or angry customers, remember these 15 tips.

14. In some cases, your negotiating skills may come into play. Don’t give up the farm too fast.

1. Don't take anything the customer says personally; we are all guilty of saying things we don’t mean in the heat of anger.

15. Ask the question, “What can we do to make this right for you?” and start the negotiation from that point.

2. If the customer is verbally attacking, let them know you are going to resolve the situation but will not tolerate obscene or abusive language.

3. Learn from the experience to avoid repeating the same situation.

Remember, the cost to get a new customer is tremendous.

The expense of losing an upset customer who tells others about the experience is far too high of a price to pay. Treat the upset customer right and you may be able to turn them into one that proactively gives you referrals and recommends you to others.

4. Set the tone for the conversation by being friendly, empathetic, smiling and overall professional.

5. Don’t place blame on the customer. They may need someone to blame and it might be you; again, don’t take it personally.

6. Let them know, no matter how upset they get, that you're going to do what you think is right.

7. Maintain a calm tone of voice and positive body language.

8. Maintain eye contact—it shows you're interested and concerned.

9. Remove the upset customer from the sales floor if possible. You don’t want other customers hearing the conversation.

10. Don’t tell the customer everything you cannot do.

Frankly, they don’t care what you can’t do—only what you can do.

Author, trainer, consultant and speaker Brad Huisken is president of IAS Training. Mr. Huisken authored the books “I’m a salesman! Not a PhD.: Realistic Strategies to Increase Your Sales,” “Munchies for Salespeople: Sales Tips You Can Sink Your Teeth Into” and his soon-to-be released “Munchies for Salespeople II: More Sales Tips You Can Sink Your Teeth Into.” To find out more, contact Brad at 800-248-7703, info@iastraining.com or http://www.iastraining.com.

www.retailerNOWmag.com

17

Customer Experience

SINGLE CHANNEL

The OMNI-Channel Retail Revolution

by Martin Roberts

COMPUTER

CHANGING THE CUSTOMER EXPERIENCE

MULTI CHANNEL

PHYSICAL STORE

COMPUTER

ONLINE CATALOG

CROSS CHANNEL

PHYSICAL STORE

COMPUTER

ONLINE CATALOG

OMNI CHANNEL

PHYSICAL STORE

COMPUTER 18

MOBILE DEVICE

Rapid developments in technology continue to provide the retail world with new challenges and potentially revolutionary opportunities. Our current multi-channel system grew from generations of single-channel retailing at a time when business either happened face-to-face in store encounters or through limited catalog shopping opportunities.

Multi-channel retailing provides consumers with access to information via computers, mobile devices, the Internet, print catalogs, television, advertising, radio, signage (both digital and old-fashioned) and sales staff at brick-andmortar stores. Each channel is a link between consumer and retailer that can provide an abundance of information. Consumers access information and retailers promote their products.

But how do retailers and consumers navigate this new world full of diverse channels? Today’s consumers love their gadgets. The connected consumer needs and expects information to be widely accessible. Retailers need to provide information and promote their products across a rapidly developing array of sources. And, now, not only does the information need to be available via a multitude of channels but all customer experiences with your brand, from whatever source consumers are able to access, must be constantly consistent and current.

The key to succeeding in The channels must not only link consumers omni-channel retailing is and retailers but they must link with each understanding the new role other.

This is omni-channel retailing—the of the store—the central next phase of technological challenges and representation of your brand... opportunities impacting the retail industry.

In his article, "Making Omni-Channel Retailing A Reality," Michael Griffiths states, “The key to succeeding in omni-channel retailing is understanding the new role of the store—the central representation of your brand. This means that no matter which channel the customer is using to reach you—brick and mortar, online, or mobile—your customers see your store as a single, transparent system rather than multiple channels with separate inventory, processing and delivery systems.”

Stores can coordinate their database across all channels, seamlessly synchronizing their pricing, discounts, promotions, delivery and inventory information as well as all the other vital information consumers need and want at their fingertips. But they can also remain flexible and easily update their system to allow for pricing adjustments to keep their products competitive both online and in-store.

ONLINE CATALOG

APRIL | 2013

www.retailerNOWmag.com

Customer Experience

Accurate and timely event information, new products and in-store opportunities can be distributed across all channels seamlessly. Inventory status and accurate delivery estimates can be instantly available as well as streamlining warehouse and logistic operations.

The in-store customer experience can be enhanced with omnichannel connectivity. Send coupons to consumers on their mobile devices as they shop in-store. Mobile devices can scan barcodes, provide store directories, show maps to help customers navigate the store or offer product reviews TIPS to create and endorsements. Digital screens can Go Online: RetailerNOWmag.com the omni-channel provide 3D models and simulations. to read the full Motorola White Paper, experience Touchscreens can create virtual rooms How Brick-and-Mortar Retailers Can and product images for design and Win the omni-channel Battle. visualization. Smaller stores, in urban locations where rent is high, can use touchscreens, kiosks or mobile devices in addition to a savvy sales staff and well-displayed in-store samples to optimize their space.

Sales associates using connected mobile devices stay informed up-to-the-minute, ahead of even smart and savvy consumers.

They can provide mobile checkout, arrange deliveries and provide interactive video displays

A Motorola Solutions white paper, “How Brick-and-Mortar Retailers Can Win the Omnichannel Battle,” advocates that “the more you and your employees know about your customers, the more you’ll be able to provide more personal, more consistent, more satisfying and more differentiating customer experience.” Data collection, demographic analysis, customer purchase history and preferences can lead to custom-designed incentives, improved customer understanding and a better trained sales staff.

We all know brands that seem to have it all figured out.

What they have is the means to reach out and provide consumer interaction and create personal and customized brand experiences. Ikea on a Saturday is packed with excitement and customer involvement. Their combination of great pricing, unique products, understandable quality, customer service, great signage and a family-friendly atmosphere has created a cult following for the well-known blue and yellow brand. Apple eliminated cash registers and lines, providing a segmented staff of greeters, certified technicians, genius bar consultants, inventory specialists and mobile transaction staff. They are skilled at welcoming everyone, maintaining their price points, offering classes and providing service in-store, online and by phone.

Another strategy is to offer unique experiences. Weekends Only in St. Louis, Mo., for example, engaged Martin Roberts Design to help create their brand. Basically, by using warehouses as their brick-and-mortar stores and only opening on weekends, they have created ongoing excitement.

“Weekends only” bargain hunting, new weekly inventory with great signage and wayfinding in addition to periodic events like a cookout or lamp sale, have made their in-store experience a much anticipated weekend treasure hunt event.

LoveSac, located in Stamford, Conn., created a unique and fun furniture design and in-store opportunity to match.

They provide customers with sets of magnetic blocks that represent the components of their “sactionals.” Customers personally design their own furniture while playing with blocks.

Ed Clary, CIO of Haverty Furniture Company, summed it up at the NRF Convention in January, 2013: “It has become clear that technology is empowering our customer base. If we rely exclusively on a brick-and-mortar channel, we will not fulfill as many transactions. For us, brick-and-mortar has become an imperative way for us to support an omnichannel experience and drive sales.”

Martin Roberts Design, LLC, is an award-winning team of retail consultants, architects, interior designers, visual merchandisers and graphic designers whose unique expertise in both the science and art of retailing has put them at the forefront of the retail design industry. For more info, go to mrobertsdesign.com.

www.retailerNOWmag.com A P R I L | 2 0 1 3 www.retailerNOWmag.com

19

MASTERING THE OMNICHANNEL CHALLENGE IN A CUSTOMER-CENTRIC MARKETPLACE HOW TO MERGE THE DIGITAL & PHYSICAL SELLING WORLDS INTO ONE COMPELLING, SEAMLESS CUSTOMER EXPERIENCE

OMNI-CHANNEL RETAILING

MORE TOUCHPOINTS across MORE CHANNELS

3

by 2015

billion

people will create

8

zettabytes of data

Consumers experience a brand—not a channel within a brand In return for their CONVENIENCE CONVENIENCE PERSONALIZED personal information BEST OFFER EXPERIENCE & EASE& EASE consumers expect:

LEADING RETAILERS •••

HIGHER SPEND PER TRANSACTION HIGHER SPEND PER TRANSACTION Multichannel consumers spend more than a customer who shops in a store only

41% WANT TO LEVERAGE SOCIAL MEDIA FOR SALES

ARE INHIBITED BY MULTICHANNEL CUSTOMER INTERACTIONS OF MANAGEMENT LACK REAL-TIME SALES LINE OF SIGHT

90%

OF CUSTOMERS Have more product knowledge than the store staff because of the online resources and tools available

58% OF BUYERS 58% OF BUYERS BELIEVE PURCHASE, DELIVERY AND RETURNS SHOULD BE AN OPTION ACROSS MULTIPLE CHANNELS

Who own a smartphone have used it for store-related shopping

12TB OF TWEETS / DAY WANT TO CONSOLIDATE THE CUSTOMER EXPERIENCE ACROSS ALL CHANNELS

20

APRIL | 2013

••• www.retailerNOWmag.com

How many of those tweets were about your brand?

CONSUMER DATA IS STILL

3 STEPS

TO TURN YOUR CUSTOMER INSIGHT INTO INCREASED OMNI-CHANNEL SALES AND REVENUE

INTEGRATE & UNDERSTAND WHAT: Identify all available sources of data and integrate the data for a comprehensive view of customers across all channels HOW: Gather customer data through all channels possible and integrate into an intelligent data warehouse

CUSTOMER DATA ACROSS EVERY

TOUCH-POINT

CUSTOMER DATA INTEGRATE & UNDERSTAND ANALYZE & DISCOVER TO LEARN WHAT WORKED YOUR WHAT: Analyze what customers are buying, where they are buying and what influenced their buying decision HOW: Customer purchase analysis, revenue attribution analysis, path-to-purchase, social network analysis

ACT & OPTIMIZE WHAT: Optimize campaigns with advanced analytics around customer market segments

ENGAGE YOUR

CUSTOMERS

AT THE RIGHT TIME IN THE RIGHT CHANNEL, WITH THE RIGHT OFFER

HOW: Use customer segmentation modeling and CRM to develop and manage campaigns

Information gathered from Teradata Corporation 2013

www.retailerNOWmag.com A P R I L | 2 0 1 3

21

DIGITAL SHOPPING FOR FURNITURE IS ON THE RISE

MOBILE DEVICES AID DISCOVERY Nearly half of mobile furniture shoppers discover new brands on mobile devices.

Nearly all furniture categories grew site visitation year-over-year, with online retailer sites and department store sites increasing almost

44%

50

%

ONLINE PURCHASERS RESEARCH OFTEN BUT ARE QUICK TO DECIDE S M T W T F S

63

%

of purchasers visited multiple brand sites

BUT

43%

visited a brand’s site only once and over half purchased within one week of researching

NON-BRANDED QUERIES ARE USED TO SUPPORT BRANDED RESEARCH Almost

HALF

And

living room chair

living room chair

of conversions were assisted by non-branded terms

27%

of converters ended their research process with a non-branded search

IN ADDITION...

74%

2IN4

consumers research furniture online after seeing an online ad

22

APRIL | 2013

www.retailerNOWmag.com

of furniture shoppers look for product information online

SOURCES

Google/Compete Retail Furniture Study, 2012. Online survey conducted 5/18/12 - 6/12/12 with panelists who researched or shopped for furniture online within past six months; Clickstream purchase analysis run Q1 2011 - Q2 2012 (data aggregated)

Mobile

5 Steps to Profitable Mobile Marketing

How to plan and execute a cutting-edge digital advertising campaign By Brian Dick

In previous articles, I’ve discussed the rapid expansion of mobile technology and what questions to ask in devising a mobile advertising strategy. A key takeaway is that customers with smart phones are “on the go” and looking to buy quickly.

The Search Agency found that 1 in 4 paid clicks in the United States in Q4 2012 came from smartphones and tablets (mobile devices). Our data shows on average that mobile cost per click can be half the costs for searches conducted from personal computers.

Best of all, mobile ads can get up to twice the click-through rate.

Knowing this, your mobile marketing messages should point to a new, fully mobile-optimized website (not your standard site) that targets this customer.

These five steps will guide you toward maximizing return on your mobile marketing investment.  Create an optimized mobile website Your mobile website should contain these essential elements: hHome h page design, displaying your business name and logo hPhone h number in bold, with a “click to call” button hFull h address with link to a map hButton h to pull up turn-by-turn directions for GPS function

hBrand h and available inventory listings, or at least top manufacturers and products. hCurrent h specials. After the home page, this is the second most visited page. Don’t ever let it sit idle; always offer a coupon, special offer, etc. hhSocial media integration, so customers can see your Facebook, Twitter, Pinterest, etc. channels right on their device hReviews h integration, so customers can click to sites where they can read a review or post one View your mobile site through your iPhone or Android phone and make sure it’s easy for customers to navigate.

at your analytics to be sure you have a high “share of voice,” and that your messages appear 60-70% of the time customers conduct a search in your target market. Now think mobile to do the same.

Your goal should be to get a similarly high share of voice on mobile devices as well as personal computers. Since only one mobile ad often appears at the top of a mobile search results page, that’s where you want to be!

Work with a trusted marketing partner to research your local market to see how many mobile searches are being conducted for your business, products and services. Continued on page 25 

 Develop your mobile marketing strategy Where do you want mobile customers to land when they click on an ad?

Create unique “landing” pages for your brands and each of your core product categories. If someone clicks on your mobile ad featuring Frigidaire refrigerators, be sure it goes to a mobile-optimized page for this product and not your home page.

Build a specific, strategic “campaign within a campaign” around local mobile customers. First, look at your current digital marketing assets. What are your best converting themes and keywords for customers searching for you on their personal computer? Look

www.retailerNOWmag.com A P R I L | 2 0 1 3

23

SERVICE BENEFITS • Local Service Centers • Scheduled Delivery Routes • Lowest Claims Experience • Bar-coding • On-line shipment Tracking • Personalized Service • Satisfactory Safety Rating

Please contact Grant Laidlaw VP Sales at 778-549-3188 or glaidlaw@NWFXpress.com to review your transportation needs, or to plan a meeting at the High Point Furniture Market.

The Northwest Furniture Transportation Leader Locations: Puyallup, WA Mira Loma, CA • Morganton, NC Fax: 828-764-4461 • Phone: 855-208-6377 Email: sales@NWFXpress.com

www.NWFXpress.com

Mobile

1 in 4 paid clicks in the U.S. in Q4 2012 came from smartphones and tablets.

Tip: Most mobile searches are 2-3 words max so consumers may search for “Serta Comfort special sales” on a computer but just “Serta mattress” or “iComfort” on mobile. Set up shorter keyword sets for your mobile campaign.

 Employ geographic targeting You can control how close to your store and at what times of day you want your mobile ads to appear. If you’re tightly controlling geo-targeting in your desktop campaign, keep it the same for mobile. Base this around where you know you sell the most products geographically.

Early data shows that day parting your messaging (only showing ads when your store is open) isn’t yet moving the needle significantly in terms of performance. People conduct more than a dozen searches online over a few days to many weeks before buying.

Do you want your ads for “Electrolux appliances” to show up at 3 a.m. and 3 p.m. on a mobile phone? Perhaps, since even though search volume drops off when you close up your store, you still want to capture all available search activity when it occurs.  Write effective mobile ads In creating your mobile ads, consider the following: hThe h same analytical approach applies to mobile as desktop. Install and rely on Google Analytics on your mobile and regular website to keep tabs on local market searches and click activity across devices.

hhConduct tests to see where there is a critical mass of volume of searches on mobile, then target the ad copy around that. hhCustomize the messaging (we’re nearby, buy today, special sale, etc.) to appeal to mobile customers in close proximity. hhBe purposeful and targeted to the theme you’re going after. hhLess is more in terms of ad copy; stay focused on a central call to action. hhMake the ad copy keyword-centric.

Include the keywords you’re bidding on in your ad text. hhDon’t use ALL the available space, be laser-focused so customers “get it” in a glance.

Much like an aggressive personal computer-targeted campaign, measurement and adjustment of your mobile campaign is crucial. Adjust bids and ads daily according to actions (click to call) to maximize returns.

Keep tabs on contact forms/finding attribution points to prove effectiveness and rate of conversion. A qualified vendor can apply proprietary technology to automate proactive changes to your campaign to stay ahead of the competition and drive top results.  Create mobile display ads You may already be running digital banner (display) ads for brand

awareness. Resize and simplify new versions for mobile. Use big fonts and 3-5 words. Think simple and clear.

Make a distinct central offer or a simple, bold statement or call to action.

More people are using mobile browsers over apps to find local dealers and inventory. The jury is still out on whether ads within specific apps or on mobile browser search results are converting the best. Do both and analyze your results.

Test, test, test The wonderful thing about digital campaigns is that they provide realtime data. Where are you getting traffic and how is it converting? Adjust your campaigns to reflect this newfound insight.

Test, test, test on both desktop and mobile, but also look at your entire customer experience. If your digital advertising generates 1,000 clicks to your website, and your traditional marketing drives 1,000 new people in your doors, but you’re not closing more sales, examine what your customers are seeing and what needs to be revised, both in your digital marketing and your store sales process.

Brian Dick is Director of Business Development, Home Goods and Services at Netsertive (netsertive.com), a fastgrowing online marketing technology firm that drives maximum sales opportunities to national brands and local retailers through the power of Internet advertising.

You can reach Brian at: bdick@netsertive.com

www.retailerNOWmag.com A P R I L | 2 0 1 3

25

Customer Experience

Stories Shared by our Retailers “Hey! There’s a Rat in my Mattress!"

Customer: Hello, um, yes I have an issue with a mattress I purchased from your store about six months ago.

Customer: So, how long before that rat chews its way out and starts to eat me?

Customer Service: I’m very sorry to hear that, ma’am.

I’d be happy to help you. What exactly is the problem?

Deliver Driver: Ma’am, with all the cats you have in this house, I think you’ll be safe from a rat attack.

Customer: Well, the mattress is squeaking and something has been poking me in the back while I sleep. It is very uncomfortable and noisy.

Note: There have been no more rat calls from this customer.

Either the cats won or the rat did….

Customer Service: Perhaps it is a bad spring that is causing the issue?

Customer: I don’t think so, no. I saw something on the news recently where rats were living inside of mattresses.

That has to be the problem. It would explain the squeaking and the poking in my back. I believe I have a rat living in my mattress, I am certain.

Customer Service:[Pause] Ma’am, I don’t think that…

Customer: …And, let me also tell you, I checked for holes to see where the rat may have gotten into the mattress, I couldn’t find any. It must have come from the factory that way. I remember seeing the same thing on TV and they could not find where the rat chewed through, they built it with the rat inside!

Customer Service: [speechless] Customer: I think that rat was put in there on purpose!

Customer Service: We will have someone come out to take care of this issue right away.

—Marty Cramer, Cramer's Home Furnishings

A Feline Fugitive One hour after our driver delivered a new mattress set and picked up the old one for disposal at the dump, the customer called our Customer Care Center in a panic. They claimed that their cat was missing.

We wondered what this had to do with us, but the customer told of how their cat had a penchant for crawling through a hole in the old box spring to hide.

We called our driver to ask if he would pull over and inspect the old box spring.

Sure enough, the cat was found curled up inside the old box spring. It was freezing in the back of the truck (we’re located in Canada), so they moved the cat to the cab to keep her warm and returned the feline to a very surprised and grateful customer.

—Andrew Tepperman, Tepperman's

Delivery Driver arrives at the woman’s home Customer:Great! You’re here. Now lay down on this mattress and you’ll feel that rat poking at you.

Beware of Flying Chairs

Delivery Driver: [after lying on the mattress for a few moments] I’m sorry, but I don’t seem to feel anything poking me at all. It seems perfectly fine and comfortable to me.

A young couple purchased four pricey dining chairs ($900+ each) and wanted to look at them prior to having them delivered. They came into the store and were very satisfied with what they saw. The husband decided they would all fit in the back of his pickup truck (no tie downs) and thus would eliminate a delivery charge. They got about two miles down the road and a gust of wind picked up throwing two of the chairs to the side of the road… they were not repairable. The next morning the husband came into the store with his tail between his legs as I guess his wife was not too happy, to say the least. He ordered two replacement chairs and Valerie gave him a substantial discount considering the situation.

Customer: Well, then the rat must be asleep is all.

Delivery Driver: [pondering the situation] Ma’am, If I may, how do you suppose the rat has survived inside your mattress for six months without food?

Customer: Well obviously, the factory put food in there for the rat to live on.

Delivery Driver: [trying to maintain composure] From what I can see, everything looks fine. But if the rat wakes up, please be sure to give us a call.

26

APRIL | 2013

—Andree Dempsey, Valerie’s Furniture & Accents

www.retailerNOWmag.com

SHOW

SELL

MAKE

MORE

Twin-Star Home Furnishings now offers a stacking program, which maximizes retail floor space while tripling sales potential.

Mix and match finishes, options, and sizes to suit your customer’s needs!

Our furniture stacking separators are designed to support your floor displays while keeping them like new.

ELECTRIC FIREPLACES

scan the code to visit our wesbite

DESIGN. QUALITY. SERVICE.

MULTI USE FURNITURE

LICENSED HEATING PRODUCTS

FIND US ON:

www.twinstarhome.com/RN

congratulates

Coconis Furniture 2013 Retailer of the Year National Home Furnishings Association

OUR CLIENTS SAY IT BEST! “Thank you for your skilled efforts in helping us close Casey's Furniture.

After seventy-five years of furniture retailing; you and your very professional PFP team sent us off with a bang.

We have always been proud of a good reputation in the communities we serve, and our partnership with Planned Furniture Promotions has enhanced that reputation. The team you assembled performed at a consistently very high level and surpassed my top line volume and profitability expectations.

I will always be grateful to PFP and will cherish the friendships made during this highly successful and fun event.”

Louis S. Casey

President, Casey’s Furniture High-end, three generation family store located in Temple TX

Listen to our clients on our website and hear what they have to say about PFP. Visit www.PFpromotions.com to learn more. #1 In High Impact Events. Make that first step. Call or Click today!

800-472-5242 28

•

APRIL | 2013

www.PFpromotions.com www.retailerNOWmag.com

High Impact Events Since 1962

19th Annual Furniture Industry Awards Gala The International Home Furnishings Representatives Association and National Home Furnishings Association cordially invite you to celebrate the achievements of outstanding industry leaders on MONDAY, APRIL 22, 2013 IHFC Ballroom, 11th Floor Green Wing HIGH POINT, NORTH CAROLINA RetailerNOW has profiled the prestigious Retailer of the Year Award winners. The recipients are selected for their outstanding contributions to the home furnishings industry, exemplary service to the community and personal business achievements.

2013 NHFA'S RETAILER OF THE YEAR AWARD WINNERS

Coconis Furniture Randy Coconis

is the honoree in the category of annual sales over $10 million

HW Home

Ron Werner & Jim Hering

is the honoree in the category of annual sales under $10 million

2013 IHFRA AWARD WINNERS James A. Craven

IHFRA's 70th President IHFRA's Harold P. Braun Distinguished Service Award

Bob Sherman

President & CEO Serta Mattress Co. IHFRA's Pillar of the Industry Award

Dave Palmer

Former President & CEO of World Market Center IHFRA's Past President's Leadership Award

www.retailerNOWmag.com A P R I L | 2 0 1 3

29

CONGRATULATIONS TO RETAILER OF THE YEAR We congratulate you on this much deserved recognition.

We appreciate all of your support & wish you continued success.

HIGH POINT SHOWPLACE 4100

877.275.7847 30

APRIL | 2013

info@surya.com

suryasocial

www.retailerNOWmag.com

suryasocial

surya.com

ROY Awards

A profile on Coconis Furniture

Loving Life in the Trenches Have you ever met someone and felt like you’ve known him your entire life? A camaraderie is sparked, and you instantly have a new lifelong friend. If you have ever spent any time with Randy Coconis, this year’s Retailer of the Year over $10 million winner and owner of Coconis Furniture, then you understand this spark.

Randy Coconis, Coconis Furniture South Zanesville, OH

www.retailerNOWmag.com A P R I L | 2 0 1 3

31

ROY Awards

andy was abruptly put in the lead role of Coconis Furniture in 1981 when his dad became seriously ill. While succession wasn’t a new thing to the Coconis family, this sudden illness caught them off guard and threw Randy, then a salesperson, into a role he wasn’t prepared for. “I really didn’t know much about running a business,” he said. “I relied on my reps and other friends in the business to learn and make business decisions.”

Even though the transition was abrupt, Randy took the lead and continued to build the company’s successful foundation. Randy’s grandfather, Nick Coconis, opened Zanesville Furniture Company in 1927 in downtown Zanesville. An immigrant from Greece, Nick arrived in America unable to speak any English. “The first three days he was in America, he only ate apple pie and drank coffee, because those were the only English words he knew,” Randy added.

The second generation of owners, Randy’s father Paul and uncle Don, took over the business in 1953, and changed the name to Hallmark Furniture. A new 5,000 square foot store was opened in South Zanesville, which is where it still currently resides. When Randy and his brother Paul Jr. (a silent partner) took the reins in 1981, the business began to see substantial growth. In 1986, the store name was changed again, this time to Coconis Furniture. “We ran a marketing campaign saying that the store’s name changed to what it should have been the whole time,” Randy added.

That same year, Coconis Furniture added on a warehouse, which quickly became more showroom space. The business continued to expand, and today it features a 70,000 square foot showroom that spans one city block.

“There is no more space for us to grow,” Randy said. “We now have a 30,000 square foot warehouse across the street, which is state-of-the-art, 40-feet high and racked.”

Today the fourth generation has now entered the business, with Randy’s sons Chad and Bo working by his side to learn the operation. They strive to make a relaxed in-store environment that is exciting for customers to visit.

32

APRIL | 2013

www.retailerNOWmag.com

ROY Awards

Pictured above from left: Bo Coconis, Chad Coconis & Randy Coconis.

When you walk into Coconis Furniture, you instantly feel comfortable with a laid back feeling felt throughout.

Children can enjoy a kid’s play area, or cruise around with mom and dad using their own kiddie carts. Ole’ Paul’s cafe is set up to serve refreshments and provides a place to recharge during the shopping experience. The showroom is set up in departments to make it easy for someone to find exactly what they are looking for. “We departmentalize everything, so we show all of our living rooms together, dining rooms together, bedrooms, etc.,” Randy said. “We have a few lifestyle pods, but I have always believed that if a customer wants to buy a dining room set and they come into our store, they don’t want to have to walk by 30 living rooms and 14 bedrooms as they shop for dining sets.”

have been set up so the customer can imagine how the products will look in their home. Focusing on the mid-priced point consumer, Coconis Furniture offers everything from Ashley to Flexsteel. “Zanesville and Southeast Ohio is the edge of Appalachia, so our customer is looking for that mid-price range product. The average per capita is drastically different here than it is in Columbus. We have to make sure we offer a product that our customer can afford. Of course, we also have customers that are from Columbus, so we have to have products for them as well. It is difficult trying to be all things to all people. That is one of the reasons why we have 70,000 square feet, because you need a lot of square footage to please everyone,” Randy added.

Since the store was added onto several Each product has been tagged and times over the years, it naturally lends priced to help empower the customer itself to departmentalizing products as they shop. Randy implemented a into categories since separate rooms two-tiered pricing strategy years ago, have been created by the new additions. which features two prices on the tag, Within each category, vignettes a finance price and a cash price.

Continued page 36

The Next Gen… With two kids in the family business, Randy is excited to see his boys grow into leadership roles and eventually take over the family business. His advice to the next generation of retailers is, “Listen and learn. The tendency is that the younger generation seems to think their way is better than an old way, or better than the way it has been. I think they try that, and then sometimes think, oh maybe dad wasn’t dumb. Or maybe his way was better. I believe that’s the biggest tendency that they have. Just because you did it one way, doesn’t mean that’s how it has to be done today—which can be true because we have changed many things for the better because of their input. But there were also many so-called little things that they thought weren’t important or didn’t need to be done, but they are important to business. Small things done well make a huge difference.”

Get Involved ngnow.org @ngnow

www.retailerNOWmag.com A P R I L | 2 0 1 3

33

Congratulations Coconis Furniture!

NHFA Retailer of the Year!

Š Ashley Furniture Industries, Inc.,2013, All Rights Reserved

ROY Awards

Continued from page 33

“Many times stores will tell you if you Along with taking care of his are paying with cash, they will give you customer, Randy and Coconis a 10 percent discount,” Randy said.

Furniture generously give back “We like to show our customer the to the local community. Randy savings. So for example, a tag on a sofa has been involved in numerous will have a finance price of $658 and a organizations, including cash price of $598. The cash or credit serving as a volunteer fireman card-paying customer, which is nearly and sitting on the local City two-thirds of our customers, sees Council. He currently serves what they are saving right away and on the board of the American they like it. The financing customer Red Cross and is a 25-year doesn’t care about the price; they care member of the Sertoma Club, about their monthly payments. The a local service club in his program has been very successful, and community. In 2011, Randy I know of at least 50 stores across the was awarded the prestigious country that have implemented this “Dick Johnson” Community pricing strategy after learning about Service Award, which is the it through my performance group or highest achievement of anyone buying group.” in the community. “It is sort of similar to the Retailer of the Randy credits his success mainly to Year award but it is focused his employees and the level of service on people giving back to the they provide. Many employees have community. It was really an been with the company for more honor. Next to this, it was than 20 years and work hard to probably the biggest honor I create the welcoming environment have received in my life,” that customers have come to expect, he added. and love. When looking for new employees, Randy would much rather With everything Randy is involved in, he hopes to start scaling back in the next hire a good personality than someone few years. Retirement, traveling and boating, are on his mind. He is molding who has industry experience. His Chad and Bo to take over the business and continue it on its path of growth. reasoning is, he can teach furniture, “I am pulling back more and more,” he said. “I hope in three to five years I can but not personality. “Being in a small retire and Chad and Bo will be operating the business, growing it and taking it community, we are a pretty good place to the next level. And I hope to be in Florida—I am an avid boater. I also love to work. People that come here don’t to golf and travel and hope to spend even more time with my family leave unless we make them. Without and grandchildren.” our great employees, I wouldn’t be As for being named one of this year’s NHFA Retailers of the year, he said, “It is receiving this award because they are a quite an honor to receive the top award in the home furnishings industry. For part of our success,” he said. us to be barely over $10 million in annual sales and to be listed next to the past Great personalities help the team large store winners, it is amazing. When I look at the list of past winners, it is provide exemplary service to filled with retailers and friends that I have looked up to my entire life, and now their customers, something that to be considered on the same level is pretty awesome.”

Randy’s father taught him, “My father always taught me to take care of your customers and keep Industry Involvement them happy. We can’t keep every Along with Randy’s numerous community involvements, he is customer happy, but we can keep the highly involved in the home furnishings industry. He is currently majority of them happy, and we will serving as a board member of the National Home Furnishings bend over backwards to meet our Association and has been newly elected to the new North customer’s needs.”

American Home Furnishings Association board. He also sits on the board of his Furniture First buying group and is an active member of his performance group.

36

APRIL | 2013

www.retailerNOWmag.com

ROY Awards

A profile on HW Home

The Experience Factor

“Please no lines before 9 a.m.” So states HW Home’s Annual Warehouse Sale invite— as it should. Starting 12 years ago, the HW Home Annual Warehouse Sale is the must-attend sale for anyone in the Denver Metro area seeking high-end products at unbelievably great rates. "The line forms at nine and by 10 a.m., 300 to 400 people are waiting for the doors to open,” says co-owner Ron Werner. The line is a testament to the successful brand Ron Werner and Jim Hering have created since the inception of the company in 1999.

Ron Werner & Jim Hering Boulder, Colorado

Pictured above Jim Hering & RonWerner

www.retailerNOWmag.com A P R I L | 2 0 1 3

37

ROY Awards

P

repped with their best power-shopping shoes and tape measures, customers eagerly line up outside a temporary location, which has been transformed into an impeccably styled showroom, to receive as much as 75 percent off furnishings, accessories and accents from HW Home’s best vendor partners. Hot coffee is handed out to those waiting to keep them warm while standing outside in the cold February air. As the front doors open, the first in line get a glimpse of what is in store—this isn’t just a sale; it’s an event.

Ron and Jim sat down to create a business plan, which included an executive summary, narrative, description of the business and financial projections. If you were to read the company’s business plan and visit any one of HW Home’s three stores, covering a 55-mile span in the Front Range of Colorado, you would see it actually come to life.

The only area of the business plan that would be slightly off is the financial projections. Within 30 days of opening in 1999, HW Home had already done more business than they expected to do in the first six months. It was an instant success.

Experience is what started Ron and co-owner Jim Hering on this journey 15 years ago. A visit to Ron’s sister in Boulder, Colorado led them down an unexpected path. Ron and Jim were in town helping Ron’s sister and her husband make some selections for a new home they had purchased. After a few days of shopping, an idea started to brew in Ron’s head and he said to Jim, “Hey, we should move to Boulder and open up a home store.” Jim laughed it off, thinking he would never leave the life they had in Chicago, but a little while later, Ron said, “We should move to Boulder and open a store. We’ll call it HW Home.”

Fourteen years later, the HW Home team has survived one of the toughest economic downturns in modern history and are now thriving. “We strive daily to set ourselves apart from our competitors. We need to look better, be better and deliver more than others. HW Home lives in the YES, exceeding our customer’s expectations in every way imaginable,” Jim said.

“Jim looked at me and said, ‘Are you serious?’ I said yes. Twelve years as a stockbroker has left me kind of fried. You are running Holly Hunt’s business and not necessarily where you want to be. So let’s move here and open a business. That was the original genesis of HW Home,” said Ron.

To exceed customer’s expectations, HW Home offers clients a home furnishings boutique with design center style and quality at retail accessible price points with product in-stock for immediate delivery—all of which was detailed in their original business plan. “Our stores are 7,500 square feet—we are not the 50,000 square foot furniture store, and we are not in the business of collecting every line and brand out there. By limiting our stores to 7,500 feet, we have to be very selective and focused on what we purchase, how it is managed and how it is presented.

They extended their stay in Boulder “Essentially, our goal when we started was to de-commoditize home and set forth on some old-fashioned research, determining the demographic furnishings with our accessible boutique approach while providing the highest level of service possible,” Ron added. make-up of the area, possible competition and what the projected economic future was for the area. “When we were Each store is uniquely designed and tailored to the local done, we realized that not only was Colorado a neighborhood. Aspirational vignettes are created to excite beautiful place to live, it was void of anything close and inspire the customer. Old maple wood that was once to the sophisticated home store we had in mind,” Ron used in a tobacco processing plant flanks the floors and is said. “For that matter, the concept of a true lifestyle mixed with onyx walls, creating unique textures and styles, boutique furniture store with an impeccably curated a flawless, yet comfortable setting. Ron added, “We have assortment was few and far between anywhere always said that we want someone to walk through our in America.” Continued page 40

38

APRIL | 2013

www.retailerNOWmag.com

CONGRATULATIONS TO RETAILER OF THE YEAR Congratulations on this well deserved honor.

We appreciate your ongoing support and wish you continued success.

HIGH POINT SHOWPLACE 4100

877.275.7847

info@surya.com

suryasocial

suryasocial

surya.com

ROY Awards

Continued from page 38

Isn’t it Time We Met? The downfall to having an immaculate, styledriven retail location is communication with our customers. Since day one, this has been one of HW Home’s main challenges— combating the misconceptions that they are very expensive or they are a chain store. To help with this, Ron and Jim developed an advertising campaign called “Isn’t it time we met?” The campaign communicated their story and shared how they were different from the average chain store. “We wanted to communicate to our audience that we were two local guys, handpicking merchandise for them. We are personally involved in the business and working to create a different experience for them.”

The ad has been a tremendous success and gives customers a glimpse of the men behind HW Home. Their original ad ran for several years and they are now working on a second evolution. “This next time we are going to speak more to who we are and help the customer understand what we can do for them,” Ron said. “Plus, Jim now has short hair so the photos need to be updated!”

40

APRIL | 2013

store, put their hands on their chest and say, ‘I want to live here.’

That is success to us.”

HW Home not only hopes to “wow” their clients by an innovative and flawless aesthetic, they want their service and experience to resonate with their clients. One of their primary philosophies is to provide an exceptional experience from beginning to end. Ron has a theory that it takes five visits for a customer to finally purchase from HW Home. “I have to make sure I don’t lose you on the third visit. I have to keep you returning to the store and ensure that we deliver outstanding customer service on each and every visit. Our stores need to be a place that is fun, interesting, and exceedingly comfortable. If we are successful at doing that, you will be both our customer and our promoter.”

HW Home also believes in giving back to the community around them. Their good friend and industry partner, Mitchell Gold said, “For Ron and Jim, running their business is so much more… It’s being active in the community and being a part of their customers’ lives. Just as important—if not more so—is the immense amount of time they spend trying to help others with their substantial charity work. Ron and Jim just do not talk about things they care about; they react.”

www.retailerNOWmag.com

ROY Awards

Ron and Jim have made an impact in the community around them. Both serve on numerous boards, including the Matthew Shepard Foundation, National Home Furnishings Association, Accessory Resource Team (ART), The Riverfront Park Community Foundation, and The Alexander Muss High School in Israel. They also support numerous charities through cash and in-kind donations and open their stores to host charity events on a regular basis. Each year they partner with a local furniture bank to pick up customers’ old furniture and distribute it to families in need. In a typical year, they will deliver more than six 53-foot truckloads of furniture to the furniture bank. They are also strong advocates for their furry friends, by partnering with the Boulder Humane Society during the Annual Warehouse Sale. In the last eight years, over 100 animals have been adopted during the event.

Their list of accolades and honors is almost as long as the various charities they support. They are past recipients of the WHFA Retailer of the Year award and a four-time recipient of the ARTS Awards. Local and national publications have named HW Home “Best of…” in various categories no fewer than 20 times.

Of course, being named the 2013 National Home Furnishings Association Retailer of the Year is one of their top honors. “Of everything we have done in the last 15 years since we first opened our doors, this is the single greatest piece of recognition,” Ron said. “To receive this award from the oldest and most established industry association, for them to recognize us for doing a good job in the industry, for our excellence, for how we take care of our customers, and for being a role model in retail—it is the highest honor we could ever receive. It is truly a wonderful achievement for us and we are humbled.”

Surgical Strike Team HW Home’s interior design team acts with the precision of a surgical strike team and can transform any home, in any location, into a stunning retreat for the customer. The HW Home team travels coast-to-coast and even overseas to install stunning rooms for their clients—and the client doesn’t have to lift a finger. “Our single goal is total client satisfaction with design, merchandise, and flawless installation services.”

www.retailerNOWmag.com A P R I L | 2 0 1 3

41

a program from

web ecommerce seo social email

10,000 STRONG GUARANTEED

We’ll secure you an online customer base of at least 10,000* that you can market to, any place, any time. *within a year

Fusion Marketing is a comprehensive package of web design, social media, and email services that work in-tandem with one another to grow your online customer base.

And with the rise of sites like there’s never been a better time to fully utilize the Fusion program for your business.

SIGN UP FOR YOUR FREE DEMO

CALL 1-877-536-4786 or visit us online

web4retail.com/fusion

Product Focus

Finely-Crafted Tranquility

By: Jay Thompson, President, Leggett & Platt Adjustable Bed Group

Younger Affluent Consumers Turn to Adjustable Beds

IN

today’s busy lifestyle, it’s only natural that consumers are rethinking their bedrooms.

What was once a place to simply rest your head has now transformed into a multi-purpose room complete with Wi-Fi, e-readers and televisions—just to name a few. Furthermore, these same consumers live increasingly demanding, well-connected lives and desire a place to relax and unwind while still enjoying an added level of style, comfort and even functionality. In fact, a recent study by Leggett & Platt of target consumers revealed that 89% of those polled want to transform the master bedroom into a tranquil retreat.

This study also showed:

69%

of respondents feel that a little luxury is important in their lives

70%

are willing to pay a little more for products they can customize to their preferences

36%

spend a significant amount of time decorating their home

51%

Just over half of the target work from home at least part of the time

A majority of adjustable bed customers (95%) try a bed in-store before purchasing

More than half of target consumers have Internet access in the bedroom

The broad range of offerings in terms of style choices, accessories and comfort options at competitive price points are a great example of how today’s consumer needs are being met. Style-conscious consumers can choose from a range of fabrics, matching headboards and base styles—some even include a bed skirt version. Personalization, quality craftsmanship and a high-end look are the keys to selling to this segment of the marketplace. These consumers expect and should receive the VIP treatment when shopping for adjustable beds. High-end manufacturers of adjustable beds are providing consumers with in-depth product knowledge and research online and then allowing the consumer (now loaded with knowledge) to seek out a nearby location to try the bed.

Sound research has found that at least 95 percent of target consumers will try an adjustable bed base instore before purchasing it. The manufacturer needs to make sure sales teams are armed with the latest news, product information and sales training for when this savvy, affluent customer arrives at the store, having done their homework, and are ready to buy.

95% try it

50%+

The industry must realize there is a growing opportunity to meet the consumer’s need with adjustable beds. While adjustable beds have a history of being beneficial in hospital environments and offering added mobility to aging consumers, increasingly the product category has seen a revival with younger, affluent consumers looking to optimize their bedrooms. Today, the typical bedding consumer is younger, more physically active and looking for comfort and custom convenience with a nod to style and high-end décor. Adjustable bases offer consumers a way to increase their comfort and relaxation through customized adjustability that allows them to adapt the bed to their body’s specific needs.

Over 70%

of the target consumers read or watch TV in bed

65%

of the target view their home as a reflection of their personality

Our company has been around for 130 years and producing adjustable beds for 30. We’ve seen trends, technology and consumer demands change and have adapted along the way. As the adjustable bed base category continues to see growth and expansion, we are excited to see the road ahead and continue to make quality products that meet the needs of the ever-changing-lifestyle consumer. It’s really an exciting time to be in this business and Leggett & Platt is committed to delivering high-end comfort and functionality without sacrificing style and personality.

Jay Thompson is president of the Missouri-based Leggett & Platt® Adjustable Bed Group, a company committed to delivering innovative, high-performance products and offers a complete range of adjustable bases under the Leggett & Platt® brand, including its Premier SeriesTM, Designer SeriesTM and Comfort SeriesTM lines.

www.retailerNOWmag.com A P R I L | 2 0 1 3

43

Fresh Perspectives:

By Mike Luna, Pedigo Furniture

The idea of the customer experience is an ever-evolving creature. It flows in a direction that is constantly changing, and if we aren’t aware of where that is heading, we can rest assured we’ll be left behind.

Photo by: JT Photography; Livingston, TX

44

APRIL | 2013

www.retailerNOWmag.com

Affiliates Fresh Perspectives

Customer Experience: Where do you fit in their story?

The Evolution In the not-so-distant past lies a time when retailers were the ones who held the control (for the most part) in the buying process. Retailers could regulate the content available to consumers by deciding what advertisements were going out, what merchandise would be available and at what prices. Word of mouth found the best places to shop and a simple handshake could seal the deal.

With the availability of technology increasing, the amount of information now accessible to the consumer has skyrocketed at an astronomical rate—and as we all know, knowledge is power.

The reins of available content regulation have been taken by consumers in the form of search-savvy shoppers who no longer rely on printed media for their information fix.

They look to their PCs, laptops, tablets and smartphones to find the best deals and for stores that best suit their changing (based on what Pins they saw this week) stylistic wants and needs. The framework that they use in their shopping experience is now multi-channel. Store websites, social media (Facebook, Twitter, Pinterest, etc.), online reviews and the traditional brick and mortar store are what fuel today’s consumers in their journey to purchase.

The Response Pedigo Furniture has been around since 1953 and has built itself on a commitment to great quality at a fair price and service. Our customers who have traded with us for 60 years know that we stand by our knowledgeable sales staff to be courteous, kind and helpful in finding just what the customer needs or wants. Our service department goes the extra mile after the purchase is made to make sure the customer is satisfied with how their merchandise is performing—often at no cost to the customer.

The past few years have been interesting for our store to say the least! With the inundation of web shopping and social media, we’ve had to tailor our traditional customer experience to incorporate the demand of the digital age.

As a member of social media (SM) since 2010, we want to make sure our customers can connect with us even when our physical doors are closed for business. Our customers are going to use SM for their personal use, de facto. In response, we use it as a way to engage our customers who can’t make it to our physical store, those who want to know about current promotions or those who just want to vent and be heard! With accessibility to SM virtually

unlimited, the ability to connect to our customers on a personal, digital level has expanded from an 8 to 6, six days a week window, to a 24/7 opportunity.

Now, some geographical areas may use one SM platform more than others.

For instance, Facebook and YouTube are our primary SM outlets as opposed to Google+ and LinkedIn. Though we have content on Twitter and Pinterest, those are not our primary sources of connection to our consumers. Each demographic will be different of course.

At the end of this past year we implemented eCommerce into our customer experience. No longer do our customers have to come into our store to make their purchase. Although we encourage consumers to visit our brick and mortar store, we want them to be able to buy however they choose—even if that means at home in their skivvies!!

A recent study by FurnitureDealer. net/e-Intent found that 81 percent of consumers say they will not shop on a furniture website that does not include pricing information. We want to make sure we offer an outlet to those people who want their customer experience to look like this instead of a traditional physical store purchase. Now, our doors are never closed to our customers.

For You As retailers, we are responsible to be ready in those avenues our consumers are looking for us. The buying experience we offer will often be what our customers remember us by—be that great or awful! From start to finish, we must make sure we’re there for our customers from before the time they set foot in the store until after they have their new merchandise at home. It’s up to us as retailers to find where the experience our store offers fits into the customer’s personal life story of buying.

A P R I L | 2 0 1 3

45

Mobile

IT’S HERE!

SLIDE

TO FIND MORE CATAGORIES

AMAZINGLY EASY TO USE. UPDATES ALL BY ITSELF. LOVES TO BE TOUCHED. AND PROMISES TO MAKE YOU LOOK TECHNOLOGICALLY AWESOME!

HOME

TO GO TO START

TAP

TO GET TO A CATAGORY

TAP

ANY STORY WITHIN TO ENLARGE THE STORY TO FULL SCREEN

SLIDE

ON ANY PAGE FOR MORE

ROTATE IPAD FOR DIFFERENT

ORIENTATION

READY FOR ANDRIOD & COMING SOON TO IOS

RetailerNOW app created by our amazing partners at: 46

APRIL | 2013

www.retailerNOWmag.com

Mobile

RNOW is NOW on your mobile

SHARE USING SOCIAL MEDIA WITH CO-WORKERS, FRIENDS AND COLLEAGUES. Available for Android and coming soon to IOS.

Ready for your Droid and coming soon to the app store. Check our website at RetailerNOWmag.com for latest news and to enter to win fabulous prizes.

Tweet

Facebook

Share on Twitter

Share on FB

Bookmark Save for Later

easy On your phone Same navigation

www.retailerNOWmag.com A P R I L | 2 0 1 3

VISIT RETAILERNOWMAG.COM TO VIEW HOW THE SMARTPHONE APP WORKS.

View it your way

47

IN-STORE PICKUP: the the NEW NEW RETAIL RETAIL REQUIREMENT REQUIREMENT

CUSTOMERS LOVE IN-STORE PICKUP

While each year more customers do their product research online, surveys show that those same customers still prefer to make their purchases at a brick-and-mortar store. In-store pickup is an optimal combination of consumer preferences. It allows customers to complete their research and purchase online, and then get an optimal in-store experience when the product is waiting for them upon arrival at the store.

80%

75%

Research shows that 80% of customers research their purchases online but 75% of consumers still prefer to buy products at a store.1

ADD-ON SALES JUSTIFY THE EFFORT OF IMPLEMENTATION

30%

33%

BENEFITS OF IN-STORE PICKUP FOR THE MERCHANT:

FOR THE CONSUMER:

INCREASED ONLINE CONVERSION

NO SHIPPING FEES

IN-STORE UPSELLING AT TIME OF PICKUP

EASY RETURNS TO STORE

SELL A BROADER PRODUCT MIX ONLINE

FASTER FULFILLMENT OF ORDERS

2 TYPES OF IN-STORE PICKUP: FULFILL FROM STORE INVENTORY

35%

Using this method, the retailer fulfills the customer's order from inventory in the store. This method supports same-day pickup, but limits in-store pickup to only items that are currently available in that store.

SHIP-TO-STORE

Over 30% of customers using a merchant in-store pickup program result in additional in-store sales at the time of pickup.2

33% of Ace Hardware in-store pickup orders result in additional sales.3

35% of REI in-store pickup orders resulted in additional in-store sales.4

The ship-to-store method allows the online shopper to access inventory in any location, any store or distribution center or even at a vendor.

If an item is unavailable locally, it can be shipped to that location from another store, the distribution center or the vendor. While wait times are a factor, this allows all orders to be picked up in store.

WITH IN-STORE PICKUP, IT IS POSSIBLE TO SELL ALMOST ANYTHING ONLINE.

For years, many product categories, from home appliances to firearms, could not be sold online. By involving the local retailer through in-store pickup, a consumer can order items such as a hunting rifle, a car audio system, tires, or even a piano online.

With the assistance of the local shop, items are picked up at the consumer's preferred location, where trained experts can handle complicated licensing requirements, assemble, install, train and answer questions about the purchase.

SOURCES: 1. Forrester Research Inc., How Consumers Research, Buy, And Get Service, 2011; March 2011 2. Shopatron Inc.: 2008 in-store pickup data 3. Deloitte Consulting (http://www.onlineinnovation.nl/files/uploads/Channel_Interactivity_-_Multichannel_trends.pdf ) Shopatron provides eCommerce solutions that increase sales online and in stores.

4. MarketingProfs.com (http://www.marketingprofs.com/short-articles/2254/whyFor more information on the in-store pickup topic, including inventory-based and ship-to-store methods, view 48 APRIL | 2013 www.retailerNOWmag.com customers-might-want-to-pick-up-online-orders-at-your-store) our webinar-on-demand “The Evolution of In-Store Pickup” at ecommerce.shopatron.com/in-store-pickup.

z

FOLLOW US

ON TWITTER

FOR A CHANCE TO

WIN 1 OF 3 PARKING PASSES

L

ast month, RetailerNOW interviewed former Hard Rock International trainer Jim Knight. He shared his insights on creating a company culture.

This month we continue our conversation and dive deeper into company culture, hiring and motivating.

Jim Knight is a nationally known speaker that helps companies find and attain their “rock star� status.

50

APRIL | 2013

www.retailerNOWmag.com

Relationships

Part Two

RetailerNOW: What does a company’s culture say about a company?

a great culture, but there are a lot of nuances that go into making that culture come to life.

Jim: The word “culture” tends to have a preconceived connotation that has evolved over the years where many still view this as a warm and fuzzy, nebulous concept. This ideal for many leaders is more of the softer side of the business that warrants little attention or respect. Perhaps it’s because it cannot be easily seen or measured and therefore is considered non-essential or even a hindrance to achieving top-notch business results… but they couldn’t be further from the truth. In a sea of sameness, brands have to differentiate themselves to have any real hope for sustainable growth. When you hear about culturally strong brands like Disney, Whole Foods, Southwest Airlines, Starbucks, Zappos, Apple or Five Guys Burgers, there is no doubt of the validity of their results in almost every area. Those organizations understand the pivotal role that culture makes in their long-term success. The brand’s image, which includes its culture, is the most critical asset to consistently creating differentiation from its competitors over time. They want you to identify their names and products with strong culture because it will eventually help to sell products or services. A strong company culture screams of differentiation.

RetailerNOW: When hiring new employees, how should businesses evaluate if a candidate fits in their culture?

Jim: I would start with how their personality resonated during the interview; are they smiling, do they seem passionate, do they make me feel good when I am around them? In today’s business, you hope to ensure every employee has all three C’s: Competence, Character and Culture, but only one of these have visible metrics and a history that can be quantified… competence. It becomes the default easy focus because that’s what employers are comfortable with, so it’s the one they rely on the most.

That’s why there always seems to be a huge need to narrow in on a candidate’s experience. In reality, most jobs are not hard to teach, but you cannot train someone how to naturally smile or authentically provide stellar experience.

These have to be behaviors an employee will bring to the party. If I were interviewing a candidate, I would care less (if at all) about experience or skill and focus all of

A strong company culture screams of differentiation.

RetailerNOW: Is culture a feeling, something that is written down, or both?

my questions on answers that would reveal character & cultural traits. Questions would certainly be open-ended and behavioral, but also situational in nature. I would try to get to the heart of how an applicant would create an experience that matches my culture. I would ask questions that would test their integrity and decision-making. I would look for language and cues that would reveal to me their intention to commit to the brand’s mission or just comply to the company's policies. Hiring is certainly an art form, but it’s one of the greatest skill-sets a true culture catalyst can develop.

Jim: Absolutely, it is both. All companies have culture, whether it is written down and communicated or not, but the existence of a “feeling” occurs when a company’s personality is well defined. This can actually be good or bad, which is why it would be best to have the elements of the culture written down, so that it is easily understood—or RetailerNOW: How do you motivate your employees to else, people will interpret the brand and its intentions the ensure they are providing the best service possible? way they want. In lieu of clear messaging, they will fill in the blanks and create confusion. Those organizations Jim: You strategically pull every lever and incent people like that recognize the importance of capturing the culture they’re rock royalty. There certainly is something to be said and recognizing its existence are the ones that create and for building in some physical reward mechanisms into your communicate crystal clear direction on what the culture is organizational culture. This could be collectible pins or gift and how it should thrive. One of the things I have noticed cards to be handed out when great service is observed. Most about Fortune 500 companies is that they communicate people like public recognition in front of their peers, which better than most. The most successful companies in the then leads to overall morale and repeat performance by the world have a shared mind-set. Therefore, one of the best employee and others. You could put a “point” system into ways to get everyone singing off the same sheet of music is place where, as people do certain things above and beyond to have the culture written down for all to see, adopt and to create experiences, they get a certain amount of points exemplify. Regardless of the form of collateral, if the brand’s to eventually buy from the company “store” or choose their story, mission, vision, values, service experience, and the like, own reward, such as paid days off. I have seen staff-on-staff are clearly communicated and modeled, then it positions recognition also work well. This is where you implement everyone to understand, live, teach, protect and perpetuate Continued page 52 the culture. People are smart. They can feel the existence of www.retailerNOWmag.com A P R I L | 2 0 1 3 51

“Let me tell you why Lynch is your best choice, just as it has been for many of this country’s more successful furniture retailers.”

Judson Lynch, Co-CEO For nearly 100 years, the family-owned Lynch Sales Company has delivered on our promise to help our retail clients succeed through Lynch promotional sales, or close with dignity with our complete closeout sales. I am particularly proud that many of those storeowners reward us with their repeat business, time and again. Let them tell you why they prefer the integrity of our business model and our one-page contract over that of our competition.

To hear more from successful retailers, visit www.lynchsales.com/ testimonials

Uncompromising integrity.

Unparalleled resUlts .

Serving the U.S., Canada and the U.K. Call (800) 824 - 2238 or www.LynchSales.com Copyright 2013 Lynch Brothers Licensing Corporation

Culture that ROCKS Part 2, Continuted from page 51

a process, like a pad of paper for employees to take, fill out and then post in a staff common area where they recognize each other for great service or teamwork. Once in place, this self-managed program will take a life of its own. You could also tie performance appraisal metrics and pay increases to customer service scores and experiences, knowing that what gets measured gets done. However, nothing beats the old-fashioned and free “thank you.” The more opportunities that you can thank employees for the phenomenal work they do in this area, the better.

RetailerNOW: What’s one thing most people forget when maintaining their culture?

Jim: That it fundamentally is about human beings, not systems, processes or tools. Surround yourself with an army of giants—people who are so committed to the brand that it becomes a lifestyle for them versus a job—and you virtually ensure the continuation of the company’s culture.

Personally, I have become a systems guy, in that I see the value in having solid and proven practices in every area of the business put into place and fostered. The assumption would be that if you could get those processes to work the way they are supposed to, they would garner desired results.

But if the processes are then populated with people, who have the awesome human endowment of “Free Will” and are going to choose to do what they want to do, then you must ensure you hire and retain the right talent. The more employees you have on the team that are not part of the tribe, the harder it will be to maintain the culture.

RetailerNOW: How does a company’s culture trickle down to the customer?

Jim: I actually think it bubbles up to the customer. Maybe that’s just semantics, but I equate a company’s culture to that of an iceberg. The analogy being that what the guests see above the surface is really only 10 to15 percent of the entire iceberg. That certainly is the part that matters in business for the consumer, but it’s the 85 to 90 percent that lies below the surface that makes the difference. The massive bulk of the iceberg, hidden below the water’s surface, represents the internal culture of the company.

The mission & values, past experiences and heritage, the commonly held beliefs, the organization’s systems, processes and tools… all of that collectively makes up the brand’s infrastructure. Whether it’s strong or weak, it eventually percolates up to the surface level for the entire outside world to see. People’s behaviors are what matters. As we develop a robust internal personality for the organization, the true nature and feelings from the employees bubble up to the guests’ view. To revolutionize a company’s culture, it always starts from the inside—within the heart and soul of the brand.

Market Preview

Special Advertising Section

Merchandising

Omnia - American Made

Dakota Sectional with Entertainment Corner Console Guanaco West - A true classic keyhole arm application on a motion or stationary style. Hand inlaid nail heads individually added to the timeless design of the Dakota, with optional music iPad/iPod/Android/ Universal docking corner console. Made in America.

Omnia—Chino, CA Phone: (909) 393-4400 Fax (909) 393-4401 Founding Member: SFC: Sustainable Furnishings Council Website: omnialeather.com Website: americanelegancefurniture.com NEW High Point Showrooms: IHFC Main Bldg D1102 & D1141

HUDSON LINE

Cresent Fine Furniture Phone: (615) 975-4862 Fax (615) 452-0098 Website: cresent.com info@cresent.com @cresentfurn NEW High Point Showroom: 220 Elm #201

54

APRIL | 2013

Cresent Fine Furniture

Hudson is an urban contemporary design in solid wire-brushed oak featuring a cantilevered platform bed with floating pier nightstands. Paired with sleek cases on inset plinth bases, Hudson is available in two textured finishes, a light cerused Sand and a Black Tea with graphite cerusing. Custom T-bar pulls in a white bronze finish complete the look.

www.retailerNOWmag.com

Special Advertising Section

Market Preview

Simply Amish

Introducing our new Olde World finish — a distressed finish that mimics Nature. Carefully trained craftsmen use a combination of hand planes, rocks, hand glazing, and a variety of other creative tools to make this one of a kind finish. Available in 14 different color choices that range from the wild to the mild and are as silky as butter to the touch. Our Olde World finish is available on any of our furniture collections.

Simply Amish PO Box 67, Arcalo, IL 61910 Phone: (217) 962-0277 Website: simplyamish.com High Point Showroom: IHFC Design Center, #D1014

Gat Creek

An award-winning, domestic manufacturer of solid-wood furniture, Gat Creek builds a wide range of well-designed & sustainably-made furniture for every room in the home. The Company is a seasoned manufacturer with a progressive attitude and a current, clean look. This April, Gat Creek will launch new bedroom designs and an updated Design-YourOwn Table program that will allow customers to customize a wide range of tables to meet their exact needs and wants.

Gat Creek 5270 Valley Road, Berkeley Springs, WV 25411 Phone: 304-258-2818 Email: info@gatcreek.com NEW Showroom location: IHFC Design Center, #D1020

www.retailerNOWmag.com A P R I L | 2 0 1 3

55

Customer Experience

Turn Crisis into Opportunity

with Superior Customer Experience BySageBradNorthSmith, America

Carnival Cruise Lines suffered yet another incident on March 14, shining a spotlight on the importance of customer experience once again. After reading about more than 4,000 people getting stranded on a cruise ship in less-than-ideal living conditions for the second time in a matter of weeks, I wondered what small businesses would do in a crisis situation. Providing an exceptional customer experience can make all the difference for your company, brand and customers, even in a time of crisis. With that in mind, here are some strategies that could help you turn a crisis into a positive situation.

1. Address the issue with empathy—We’ve all seen this before; a company does something wrong and skirts around the issue. Whether you’re a big business or a small one, your public wants an explanation, acknowledgement of the toll your actions have had on your customers, and details on what actions you’re going to take to resolve the situation. Everyone makes mistakes. It’s all in how you correct it.

2. Apologize—Think about this in your personal life. Doesn’t a sincere apology go a long way? Does a sincere apology singlehandedly remedy a crisis situation in the business world? Of course not, but a sincere apology will humanize your company and spokesperson, while delivering confidence at a time when it’s needed most.

3. Exceed expectations through full transparency—Put yourself in your customer’s shoes. What would you want done to rectify the situation? Whatever the answer is, do that action, plus one more thing. One of the very best things you can do to extend your relationship with that customer is to fully disclose the root causes of the issues and the steps you are taking to arrest and address it. Customers want the companies they do business with to make things right. Even when it seems nothing will help, the effort will be appreciated.

4. Keep promises and be honest—This goes along with exceeding expectations. Whatever you’ve promised your customers, deliver it, and deliver it well. It’s as simple as that. It’s better to under promise and over deliver than the opposite. Don’t promise more than you can provide and never lie through omission. It will be found out in the end.

5. Take to the social channels—It’s important to have a crisis communication plan in place before you begin to tweet and blog, but the most important thing to remember is silence can be your worst enemy. Don’t let your customers wonder what’s happening. That will only upset them further.

Remember, your customers are living in a world of instant information. The more prepared you are, the better.

6. Focus on the customers you do have—So often companies focus on acquiring new sales and clients. When your reputation is on the line, ensure your current customers are the number one priority.

Let Carnival Cruise Lines be an example of the importance of having a plan to provide an exceptional customer experience during a time of crisis. Doing so will instill confidence in your company and go a long way in enhancing long-term customer loyalty.

Brad Smith serves as executive vice president, customer experience, for Sage North America. He is responsible for developing all aspects of Sage’s commitment to the customer experience, from product design and customer support, to the invoice experience and all touch points in between.

www.retailerNOWmag.com A P R I L | 2 0 1 3

57

BASH NGNow.org #NGNow

Join the Group. Shape the Future.

XX FREE membership XX Engaging Networking Events XX Continuing Education & Mentoring XX Member Events at Every Market XX Professional Development

@ HPM @ Surya Sunday April 21, 2013 at 5:00 pm Showplace 4100, 211 East Commerce Ave NGN hang-out with Music, Fun & Games: Foosball – Air Hockey – Doubleshot Basketball

NGN Retailers! Win a FREE trip for two to the HFIC Courtesy of:

Passionate, Engaged & Fun

Benefactor Sponsor:

Connect @ all the NGN events HOME FURNISHINGS INDUSTRY

The Social Spot @

CONFERENCE June 2-4 • HFIC 2013 Saturday, June 1, 2013, 5:00 pm Store Tour—Olinde’s

Delivering Knowledge @ your Desk

Plaza Suites Building HPM The RRC is the perfect destination for business owners looking to learn and grow:

Visit one of the most successful organizations in the state.

Put it on the Calendar!

Dinner in the Quarter Head into the heart of the Crescent City for a unique dining experience.

Missed a Huddle?

• NGN Networking

Check out all past Huddles @ Ngnow.org/huddles

• Resource Marketplace

Last Wednesday of each month, 11:00 am PST/PDT

• Internet Cafe

Register today @ theHFIC.com

58

APRIL | 2013

• Educational Seminars

• Association Services

www.retailerNOWmag.com

FEELING STUCK WITH YOUR CURRENT IN HOME DELIVERY OPTIONS? Feeling Stuck with your current in home delivery options?

Make the right choice and partner with the leader in home delivery- Diakon Logistics

MAKE THE RIGHT CHOICE AND PARTNER WITH THE LEADER IN HOME DELIVERY- DIAKON LOGISTICS Diakon Logistics, your dedicated residential home or B2B, last mile, white glove solution.

The difference is in the details 703.530.0677 - www.diakonlogistics.com Include QR code You never get a second chance to make a first impression

Diakon...a dedicated residential home or B2B, last mile, white glove carrier.

We’re dedicated to the retailers success!

Visit Us At The Las Vegas & High Point Markets in the Retailer Resource Center.

The difference is in the details 703.530.0677, ext. 215 www.diakonlogistics.com

A1205114_Diakon3.indd 1

5/23/12 10:54 AM

Advertise BIG...

Use your trucks and windows!!

Why Drive This?

When You Can Drive This!!

Delivery Truck Graphics • Vehicle Wraps Window Graphics • Wall Graphics • Floor Graphics

s at u e e se OINT m o C GH P BIG!!

HI AVE S ites and za Su m Pla wroo Sho -727 1

TruckSkin.com

877-866-7546 We Install Nationwide!

Custom Window Graphics...

60

APRIL | 2013

www.retailerNOWmag.com

HOME FURNISHINGS INDUSTRY

CONFERENCE HFIC 2013

NHFA WHFA

National Home Furnishings Association

LEARN

30+

sessions

Including Workshops & Best Idea Contest

MIX

Shop the Showcase

60

with

Exhibitors

Offering exclusive show specials

Western Home Furnishings Association

MINGLE GO...GROW TALK shop

400

with over Industry Professionals

REGISTER

www.TheHFIC.com

Marketplace

NEW PROGRAM offers YOU huge savings— The PACKAGE PROGRAM for Business Insurance is BACK Together with Association Insurance Services and their program with The Hartford, we bring you the only Home Furnishings Industry Business Insurance Program. We are building the largest volume to control YOUR pricing, giving you a greater voice so we ask for: pricing concessions—dividend programs— special forms of coverage.

There is a difference between an “offering of insurance” and a “Program.”

Choose from competitively priced plans for:

hh Most associations and buying groups offer a service through an endorsed agency

hh Property and casualty

hh A program offers a special classification with the insurance carrier, creating buying volume

hh Workers’ compensation

hh Commercial auto hh Employment practices liability hh General liability hh Umbrella hh And much more

This exciting and robust new program is open to all North American Home Furnishings Association members and is not available to outside brokers.

70% savings on many generic medications RX Saver Prescription Drug Card Program FREE to all members hh Over 55,000 network pharmacies hh 8 out of 10 pharmacies nationwide accept YOUR savings card hh No enrollment and no membership fee for the RX Saver Card hh Available to use immediately

Visit orchardrx.com for available discount information, and then call us for your discount cards.

CALL FOR A QUOTE TODAY 800-422-3778

NHFA

National Home Furnishings Association

62

WHFA

Western Home Furnishings Association

Retailers East of the Rocky Mountains, call (800) 888-9590 SEHFA SHFAwww.nhfa.org

South Eastern Home Furnishings Association

APRIL | 2013

Southern Home Furnishings Association

Retailers in the 12 Western states, call (800) 422-3778 www.whfa.org

www.retailerNOWmag.com

NHFA

National Home Furnishings Association

WHFA

Western Home Furnishings Association

SEHFA

South Eastern Home Furnishings Association

S

• • • Being portable for sales, inventory or business analytics is key for any Home Furnishings retailer. Using a PC, tablet or smart phone to work inside or outside of your store is critical in this day and age of technology.

THINK MOBILE

Your designer meets in the customer’s home to create the shopping cart and check inventory availability for delivery.

The warehouse staff needs to quickly receive an item to load it on the delivery truck. The owner or manager is traveling and wants to get a quick glance of their daily or monthly business analytics. All of this can be done with a tablet or smartphone.

Myriad Software understands how important it is to be mobile.

Whether it’s to close a sale or review the important aspects of your business, a tablet or smartphone will provide access to your business management system in or outside of your daily operation.

So if you’re looking for a business system that allows you to work when you’re in your operation and on the go, think Eclicktic™ and Eclicktic™ BE Mobile.

Contact a Myriad Software sales representative @ sales@myriadsoftware.com

Please stop by and see us at the High Point Market Plaza Suites, Main Floor NHFA Retail Resource Center

April 20-24, 2013

1-800-676-4243 • sales@myriadsoftware.com www.myriadsoftware.com

THANK YOU

Our Associations gratefully recognize all of our supporters whose dedication and committment has strengthened our industry.

Acuity A. Mutual Insurance Company

Flexsteel

Myriad Software

Advertising Concepts of America

Furniture of America

Natuzzi Americas, Inc.

Affordable Furniture

Furniture Options

NetSertive

AICO/Amini Innovation Corp.

Furniture Wizard

Nourison Industries

American Express

FurnitureDealer.net

Okinus Credit Solutions

American Leather

GE Capital

Pacific Furniture Dealers

Ashley Furniture Industries, Inc.

Great American Furniture Services

Phoenix A.M.D. International, Inc.

Aspenhome

Guardian Products

Profit Management Promotions

Associated Volume Buyers

Guardsman/The Valspar Corp.

PROFITsystems

Banner Marketing

Harden Furniture Company

Protect-A-Bed

Becker Designed, Inc.

High Point Market Authority

Restonic Mattress Corp.

Bernards, Inc.

Holland House

SAP Retail

Best Home Furnishings

Homelegance USA

Serta Mattress Companies

Braxton Culler, Inc.

Home Furnishings Business Magazine

Simmons

California Furniture Manufacturers Assoc.

Hooker

Sleep-Ezz

Capital Marketing Concepts

Horich Parks Lebow Advertising

Source International, Inc./4 Sales Finance

Cargo Consolidation Services

Impact Consulting Services, Inc.

Sourthern Motion

Celerant Technology

Innovative Delivery Systems

Sphinx by Oriental Weavers

Century Furniture

James Parker Insurance Associates

Standard Furniture

Century Lighting

Jofran Sales, Inc.

Steve Silver Co.

Coaster Company of America

Julius M. Feinblum Real Estate, Inc.

STORIS

Color Ad

Kincaid

Surya

Cory Home Delivery Service

King Hickory Furniture Co

Tempur-Pedic

Craftmaster Furniture, Inc.

Klaussner Home Furnishings

The TV Shield

Cramco, Inc.

Lane Home Furnishings

The Uttermost Company

Davis Direct

Lazar Industries

Tidewater Finance Company

DĂŠcor-Rest Furniture Ltd.

Lea

Tropic Survival Advertising & Marketing

Delivery Solutions

Liberty Furniture

TruckSkin, LLC

Diakon Logistics

Lifestyle Enterprises

Twin Star/Classic Flame

Diamond Mattress Co.

Linon Home DĂŠcor Products

Tyler Net, Inc.

Dom Granat

Magnussen Home

United Furniture Industries

DSI Companies

Mail America

Valassis, Inc.

Ekornes

Massood Logistics

Vaughan Furniture Co.

Elements International

Med-Lift Mobility

Versatile Systems

Elite Leather

MicroD, Inc.

Wahlquist Management Corporation

Emerald Home Furnishings

Mohawk Finishing Products, Inc.

World Market Center Zenith Global

PANTONE SPRING 2013 COLORS

NHFA

National Home Furnishings Association

WHFA

Western Home Furnishings Association

SEHFA SHFA

South Eastern Home Furnishings Association

Southern Home Furnishings Association

New England Chapter

To become an industry partner contact:

National Home Furnishings Association | 800.888.9590 Western Home Furnishings Association | 800.422.3778

2013 spring market

National Home Furnishings Association Western Home Furnishings Association

All Retailers Welcome

The Retailer Resource Center

a

h er e s t r

it all

st

Retailer Lounge • Seminars • Resource Marketplace

April 20-25, 2013 1st Floor of Plaza Suites South Main Street High Point, NC

Your ASSOCIATION New England Chapter

National Home Furnishings Association • www.NHFA.org • 800-888-9590 Western Home Furnishings Association • www.WHFA.org • 800-422-3778

NOW Market Highlights SATURDAY, APRIL 20

Retailer Resource Center at High Point Market

NHFA MARKET SEMINARS SERIES

1st Floor of Plaza Suites - 222 South Main St.

8:30 - 9:30am

The 7 Deadly Sins of Selling

As you may know, the seven deadly sins are pride, envy, gluttony, lust, anger, greed and sloth. This seminar identifies and exposes the Seven Deadly Sins of Salespeople. These sins cause more customers to leave without buying a few, if any, be-backs, raising your advertising costs. Find out what is holding your salespeople from consistent peak performance. This must attend seminar diagnoses the everyday sins and then gives you the prognosis for retail selling health.

Presented by: Philip Gutsell - GutSELL & Associates - gutsellassoc@gmail.com

10:00 - 11:00am

Growing Market Share & Profits

Join Doug Knorr, President of Knorr Marketing, in this fast-paced seminar to learn the “five easy steps� to increase your market share and enjoy greater profits this year. You will learn the advertising and marketing secrets that big companies are using to grow traffic, sales and profits.

Presented by: Doug Knorr - Knorr Marketing - dougk@knorrmarketing.com

11:30am - 12:30pm

Maximizing the Cost Effectiveness of Your Marketing/Advertising Budget

Effective and efficient marketing is all about the right message through the right media, to the right target customer at the right time. Strategic Decisions research and consulting uncovers ways to focus marketing dollars where they produce the best results. Al Wight will discuss how you can leverage your customer base, learn from them and focus your marketing with maximum efficiency.

Presented by: Alvin Wight - Strategic Decisions Inc. - awight@sdiresearch.com

1:00 - 2:00pm

Getting More People Through the Door

Getting more people through the door at little cost is a necessity in this economy. Seven small cost methods will be revealed in this fast paced, fun seminar.

Presented by: Robert Cates - President MMIYP (More Money In Your Pocket) - robertgcates@aol.com

2:30 - 3:30pm

Power Retail Advertising: Proven Winners and New Ideas

An efficient supply chain is a major competitive advantage for furniture companies. Furniture companies eager to reduce costs understand that reducing damage is one important way to cut expenditures, improve efficiency and increase customer satisfaction. Learn how a monitoring program can protect shippers against erroneous warranty claims, minimize expensive packaging re-design, reduce time and money spent to repair or replace furniture, and increase mean time between incidents. Most importantly, it has the potential to have a positive impact to your bottom line.

Presented by: Dennis Raymond & Stewart Croucher - ShockWatch - info@shockwatch.com

4:00 - 5:00pm

Maximize Profit and Sales

John Egger is the guru in the furniture industry on how to maximize your dollars to the bottom line. This seminar will give you real time, real life examples from the hundreds of retail furniture stores that have improved their net income.

This will be your most rewarding and profitable hour at market.

Presented by: John Egger - Profitability Consulting Group - john@profitabilityconsulting.com

66

APRIL | 2013

www.retailerNOWmag.com

Market Highlights

NHFA MARKET SEMINARS SERIES

1st Floor of Plaza Suites - 222 South Main St.

8:30 - 9:30am

NOW

SUNDAY, APRIL 21

Retailer Resource Center at High Point Market

The Outlook For The Furniture Industry

Furniture industry guru Jerry Epperson will once again enlighten us with his furniture research expertise on the current state and future of the furniture industry and how it affects your business.

Presented by: W.W. “Jerry” Epperson, Jr. - Mann, Armistead & Epperson, Ltd. - wwe@maeltd.com

10:00 - 11:30am

Explore 3 New Affordable Retail Concepts Plus Cologne & Paris 2013 Review!

The Connie Post design team has been busy creating three exciting and affordable retail concepts for review in this fast paced seminar. PLUS photos of all that was seen in the latest Cologne & Paris Furniture Shows.

Presented by: Connie Post, CEO - Affordable Design Solutions - conniepost@conniepost.com

11:45am - 12:45pm

Prepare Your Website for Smart Phone Users!

There are currently over 280 million smartphones in use within the Americas. In this presentation, we will share with you the most important factors that will make your website attractive and highly useful when accessed from a smartphone.

Come away with real-life examples and best-practices that will attract smartphone users and keep them coming back to your website. Learn how to best design your site for this important and growing market segment.

Presented by: Ron Gordon, MicroD, Inc., monanigam@microdinc.com

1:00 - 2:00pm

From Website to In-Store WOW!

Many merchants ramp up their online presence and employ sophisticated techniques enticing customers into their stores with high expectations and then only deliver an old-world shopping experience. Consistency in brand experience can improve the shopping process, purchase satisfaction and customer loyalty. The shift to internetbased marketing can liberate store owners and allow them to focus their time and investment on what consumers really want today: a quality shopping experience, the right products and the right prices.

Presented by: Martin Roberts, M Roberts Design, martin@mrobertsdesign.com

2:30 - 3:30pm

Styles Evolve . . . So Should Your Lighting

Barbara Petrilla from Philips Lighting will detail how LED lighting products can enhance your store while helping your budget. Keeping up to date means more than the furniture styles you carry... it also applies to the lighting you select for your store. Barbara Petrilla has over 20 years of experience in the lighting industry and has extensive knowledge on lamps, ballasts and fixtures. Barbara has obtained the designation of Lighting Certified from the National Council on Qualifications for Lighting Professionals. Barbara also maintains a certification in LED technology.

Presented by: Barbara Petrilla, District Sales Manager, Philips Lighting – Hosted by Service Lamp, jeana@servicelamp.com

4:00 - 5:00pm

Anatomy of a Salesperson

What makes one salesperson succeed while others fail? What is the magic profile for the top salesperson in our industry?

Where do I find my best candidates? How do I recruit them to come to work for me? How do I increase the probability that I can position salespeople to succeed? How do I ensure that my salespeople have enough but not too much of my stores’ traffic? This engaging seminar will answer all of these questions, and more, to make sure your sales team is the best for your store.

Presented by: Joe Milevsky, JRM Sales & Management, Inc., Joe@jrmsales-mgmt.com

www.retailerNOWmag.com A P R I L | 2 0 1 3

67

NOW Market Highlights NHFA MARKET SEMINARS SERIES

MONDAY, APRIL 22

1st Floor of Plaza Suites - 222 South Main St.

Retailer Resource Center at High Point Market

8:30 - 9:30am

Yes, There Really Are Dumb Questions

Seminar attendees will learn how to effectively use questions to qualify prospects and increase opportunities for add-on sales. Additionally, which questions are most likely to decrease your profit and how to get be-backs to “Yes, I’ll buy.” The following will also be covered: How to get customers to say yes to providing that crucial email address; how your salesperson can craft emails to get your customers back in your store; how your salespeople can use your existing website to help qualify customers; three questions you should never ask!

Presented by: Gloria Walsh, STORIS, sales@storis.com

10:00 - 11:00am

In-Store Technology for Today & Tomorrow

Your customer experience starts online and the final customer experience is your physical storefront. Making sure that your online experience is a seamless transition to your physical experience is important in converting sales today.

Explore ways to enhance your in-store environment through technology and marketing that will help deliver sales for today and tomorrow.

Presented by: Kyle Doran, R&A Marketing, kyle@ramarketing.com – sponsored by RetailerNOW Magazine

11:30am - 12:30pm

Your Employees Have Quit—They Just Haven’t Left

In this seminar you will learn how to recognize what it takes to succeed in both calm and turbulent times, understand how to successfully apply the fundamental principles necessary to build committed and loyal work teams and develop action steps—both on an organizational and individual leader level—for how to create a more engaging work culture.

Presented by: Rich Schlentz, EXTRAordinary, Inc., rich@extraordinaryinc.com

1:00 - 2:00pm

“Big Data” = Big Opportunity

The latest buzz word is “Big Data.” A catchy phrase to describe how retailers in other industries are using data to attract more consumers that purchase, determine the merchandise they want and discover new customers that they are not selling to. Big data does not necessarily mean big money. In fact, you have it; you just need to mine it.

Presented by: Bob George, FurnitureCore, robin@furniturecore.com

2:30 - 3:30pm

6 Steps to Success

Everyone can improve on how they work with their clients, family and friends. We can’t change what we don’t acknowledge. The audience will gain an in-depth, hands-on hour of understanding their personality, through the selection of primary and secondary colors their eyes go to. The order of six colors tells the story of how they attack life, work and family. A COLOR life-changing hour of better understanding of who they are.

Presented by: Margi Kyle, The Design Doctor, LLC, DesigningDr@gmail.com D.

4:00 - 5:00pm

Understanding Style in a Fragmented Consumer Environment

Simply put, most furniture stores are boring and consumers are not inspired to allocate disposable income to the purchase. Home shows resort to showing consumers how to make their own furniture or purchasing at a flea market.

Balancing between the basic and emerging styles is a challenge. The first step is to identify which styles are which.

Presented by: Britt Albright, Design Circle, robin@furniturecore.com

68

APRIL | 2013

www.retailerNOWmag.com

Market Highlights

NHFA MARKET SEMINARS SERIES

1st Floor of Plaza Suites - 222 South Main St.

8:30 - 9:30am

NOW

TUESDAY, APRIL 23

Retailer Resource Center at High Point Market

The Secret to Achieving More Sales Without Requiring More Traffic

Day in and day out salespeople are the face of your business. They set the tone for the customer experience.

You hope your employees do what YOU would do if you could wait on every customer yourself. After all, their pay is usually tied to their success. In this session you will learn the best way to coach each person to success based on their individual skill sets. Their sales will go up and so will your bottom line. Come prepared to participate and then take home actionable items to put to immediate use with your team. The results will be worth it.

Presented by: Shelley Parlin, ProfitSystems, shelleyp@profitsystems.com

10:00 - 11:00am

Are Your Salespeople Ruining Your Reputation?

If you own a retail furniture store you know that the reputation of your business means everything. In fact, when you sell your business one critical asset you offer the buyer is your business’ “goodwill.” In this seminar, we’ll examine how social media can greatly harm your store’s reputation and sales. Discover how your salespeople cause most negative posts about your store. Learn the simple, yet essential, changes you’ll need for your salespeople to turn shoppers’ social media bad-mouthing into customers who are fanatical Facebook fans.

Presented by: Mark Lacy, The Furniture Training Company, markl@furnituretrainingcompany.com

1:00 - 2:00pm

Seeing is Believing; Selling Home Furniture Using 3D

In this seminar, we will cover: who should use it, what it is, when and where it should be used, why it works so well, and how to leverage its power to increase sales and gain customers.

Presented by: John “JT” Thompson, VP Sales & Marketing, VividWorks Ltd., john.thompson@vividworks.com

2:30 - 3:30pm

Pinterest: The New Retail Therapy

Denise Keniston presents an update on the use of social media and internet marketing in the home furnishings space. She will focus on how Pinterest has proven to be a phenomenal tool for audience acquisition, engagement and conversion. The presentation will be full of ideas to take your business to the next level with some great tools. #pinterestseminar Presented by: Denise Keniston, Web4Retail, denise@web4retail.com

4:00 - 5:00pm

From Browsing to Buying

Desi Miller’s seminar will help you understand the many facets of Point of Purchase (POP) signage and retail displays.

From directional signage, to feature and benefit messages, signs help create a retail experience that encourages the sale. Today’s retail consumer is bombarded with retail messages so understanding industry techniques and affordable ways to interact visually with your customer can enhance your store and increase your closing ratio. Desi will share her experience and expertise with market-goers in this very informative session.

Presented by: Desi Miller, VP of Sales and Marketing, Moso Graphics, desi@mosographics.com

NHFA MARKET SEMINARS SERIES

Every High Point Market in the Retailer Resource Center 1st Floor of Plaza Suites | 222 South Main St., High Point, NC

www.retailerNOWmag.com A P R I L | 2 0 1 3

69

NOW Market Highlights

70

See us at RRC booth 39

See us at RRC booth 43

See us at RRC booth 10

See us at RRC booth 25

APRIL | 2013

www.retailerNOWmag.com

Market Highlights

See us at RRC booth 26

See us at RRC booth 37

See us at RRC booth 13

See us at RRC booth 5

www.retailerNOWmag.com A P R I L | 2 0 1 3

NOW

71

NOW Market Highlights See us at RRC booth 42

See us at RRC booth 3

See us at RRC booth 34

See us at RRC booth 4

Credit Isn’t Always

Cushy.

You provide the comfortable furnishings. We’ll provide the comfortable financing.

Genesis Credit second-chance financing makes all the difference.

1-866-293-1770 genesis-fs.com/furniture

VISIT US AT

BOOTH

34

IN THE RETAILER RESOURCE CENTER IN PLAZA SUITES

© 2013 Genesis Financial Solutions. All rights reserved.

Genesis Credit is a trademark of Genesis Financial Solutions.

13GFS032_GC_ad_high_point_mkt_conf_guide_3-25x4_r1_f1.indd 1

72

APRIL | 2013

2/7/13 9:28 AM

www.retailerNOWmag.com

Market Highlights

See us at RRC booths 6 & 7

See us at RRC booth 15

See us at RRC booth 11

See us at RRC booths 20 & 21

www.retailerNOWmag.com A P R I L | 2 0 1 3

NOW

73

NOW Market Highlights See us at RRC booth 41

See us at RRC booths 1 & 2

MicroD has a basket full of them to boost sales, reduce costs and improve productivity. n ePreVue – to stand out on-line and sell more custom furniture n EasyOrder – to streamline order entry and eliminate errors n EasyPlan – to create room plans that help close sales n EasySwatch – to simplify tracking and updating fabric samples n Exim – to communicate electronically and economically via EDI n ePiphany – to help build a searchable, feature-rich website

What solutions do you need to improve your profits? sales@microdinc.com 800-964-3876 www.microdinc.com.

Online marketing and e-commerce solutions for the furniture industry

See us at RRC booth 9

See us at RRC booths 16 & 31 NORTH AMERICAN ASSOCIATION

HFA

On Target For You...

Giving furniture retailers focused success for business... every day!

The North American Home Furnishings Association was created from a merger of the following organizations

800-888-9590

800-422-3778

800-942-4663

Retailers Helping Retailers

74

APRIL | 2013

www.retailerNOWmag.com

Market Highlights

See us at RRC booth 35

NOW

See us at RRC booths 22 & 23

Your Information Any Way You Want It

Business Software for Retailers • • • • •

Simple to Implement Easy to Use Improves Profitability Reduced Inventory Levels Delivers Better Business Intelligence

800.888.5565 www.profitsytems.com Plaza Suites, 1st Floor RRC Booths 22 & 23

See us at RRC booth 17

See us at RRC booth 8

www.retailerNOWmag.com A P R I L | 2 0 1 3

75

NOW Market Highlights

76

See us at RRC booth 8

See us at RRC booth 12

See us at RRC booth 36

See us at RRC booth 24

APRIL | 2013

www.retailerNOWmag.com

Market Highlights

See us at RRC booth 14

NOW

See us at RRC booths 19 & 28

See us at RRC booth 32

www.retailerNOWmag.com A P R I L | 2 0 1 3

77

At the RETAILER RESOURCE CENTER you’ll find benefits & business solutions from industry service providers to help grow your business and your bottom line.

RETAILER LOUNGE

Plaza Suites | 1st Floor | 222 S. Main Street

STAIRS

TO RESTROOMS

ADVERTISING/MARKETING/WEBSITES Advertising Concepts of America . . . . . . . . . . . . 39

15

14

16

31

B&B - Banker & Brisebois . . . . . . . . . . . . . . . . . . . . 43 Fisher Printing, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . 13

17

30

FurnitureDealer.net . . . . . . . . . . . . . . . . . . . . . . . . 37 Mail America . . . . . . . . . . . . . . . . . . . . . . . . . . 20, 21 Moso Graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 One Pixel World . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 R&A Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Tropic Survival Advertising & Marketing . . . . . . . 14 VividWorks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19, 28

12

SEMINAR ROOM

11

STORAGE

13

BUSINESS CONSULTING CONF A

10

9

18

29

32

8

19

28

33

7

20

27

34

6

21

26

35

5

22

25

36

4

23

24

FurnitureCore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 JRM Sales & Management, Inc.. . . . . . . . . . . . . . 11 Impact Consulting Services . . . . . . . . . . . . . . . . . . 7 Profitability Consulting Group . . . . . . . . . . . . . . . 17

FINANCIAL SERVICES Bank of America . . . . . . . . . . . . . . . . . . . . . . . . . . 10 GE Capital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Genesis Financial Solutions . . . . . . . . . . . . . . . . . . 34

BUSINESS INSURANCE Home Furnishings Insurance Group . . . . . . . . . . . . 4

PRODUCTS & SERVICES

37

3

2

40

1

39

41

42

43

ENTRANCE

78

APRIL | 2013

Furniture Training Company . . . . . . . . . . . . . . . . . . 5 Knorr Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 National Home Furnishings Assoc. . . . . . . . . . 16, 31 Regency Lighting Corp. . . . . . . . . . . . . . . . . . . . . 12 Service Lamp Corporation . . . . . . . . . . . . . . . . . . 30 ShockWatch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

SOFTWARE Dispatch Track . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 RedPrairie . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Furniture Wizard . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 MicroD, Inc.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1, 2 Myriad Software . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 PROFITsystems, Inc. . . . . . . . . . . . . . . . . . . . . . 22, 23 ServerLogic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 STORIS Management Systems . . . . . . . . . . . . . . . 24

WAREHOUSE & DISTRIBUTION Diakon Logistics . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 United Steel Storage, Inc. . . . . . . . . . . . . . . . . . . . 32

www.retailerNOWmag.com

Blackstone National Golf Club

New England Chapter 6th Annual

Sutton,MA

June 11, 2013 benefiting For more information contact

Tournament

1-800-888-9590 ext. 6116 or email owash@nhfa.org

www.retailerNOWmag.com A P R I L | 2 0 1 3

79

HIGH POINT MARKET

APRIL 20 -25, 2013

M A I N W I NG , T H I R D F LOOR No trip to High Point Market is complete without a visit to the temporary exhibits in Pavilions on Main 3. Occupying the entire third floor of the Main wing of IHFC, Pavilions on Main 3 features a unique and diverse mix of products ranging from furniture, accessories, wall art, rugs, outdoor/ casual and more.

COMPLIMENTARY COFFEE BAR 8am-4pm Daily

HONEY BAKED HAM 11am-4pm Daily

W W W. I M C H I G H P O I N T M A R K E T. C O M

SHOP PAVILIONS to

W I N !

Every time you visit an exhibitor in the Pavilions, you will get a ticket for a chance to win one of our IPADS. Also, our “Prize Patrol” will be roaming the aisles of Pavilions every afternoon during the receptions from 4-6 pm and surprising buyers with INSTANT WIN CASH on the spot. See our website for more details.

The Scoop

TOGETHER

for the first time, welcome to the North American Home Furnishings Association.

Taking the Best of our Past to Illuminate YOUR Future

NORTHiAMERICAN ASSOCIATION One voice for furniture retailers nationwide.

Share in the excitement as we work together to move in a bold new direction: Courageous Innovation Promise of Service Impact & Momentum After Party Monday, June 3 9:00 pm Late night nosh, late night party, late night FUN! In the late night lounge. Join the after party and pick up your swag bag of NAHFA goodies.

Ideas Getting Real Delivering Growth Unlocking Creativity

Lunch and Learn Tuesday, June 4 12:15 pm Meet the new North American Home Furnishings Association: The back-story, the journey and the future, all shared by key members of the newly appointed board of directors.

Where would you like to play a part?

Masquerade Ball Tuesday, June 4 7:00 pm Celebrating Our Future in the Big Easy.

Imagine the possibilities and enjoy the magic of masquerade.

Special surprises unmasked throughout the night.

Join us for these events at conference and be there at the beginning as we move toward excellence. . .

www.retailerNOWmag.com A P R I L | 2 0 1 3

81

The Scoop

NORTHiAMERICAN ASSOCIATION

 The North American Home Furnishings Association Appoints Board of Directors Effective May 1, 2013, the new North American Home Furnishings Association Board of Directors is officially ready for business. The merger of the National Home Furnishings, Western Home Furnishings and the Home Furnishings Independents Associations has provided the new organization with a plethora of top thought leaders to select from.

With so many savvy entrepreneurs on each board, the selection process was lengthy and daunting.

YOUR 2013-2014 North American Home Furnishings Association Board of Directors CHAIRMAN

DIRECTORS

Howard Haimsohn, Lawrance, San Diego, CA

Mike Albert, Pilgrim Furniture City, Southington, CT

PRESIDENT

Wogan Badcock, WS Badcock Corp, Mulberry, FL

Richard Howard, Sklar Furnishings, Boca Raton, FL

David Beckmann, Emerald Home Furnishings, Tacoma, WA

PRESIDENT ELECT Marty Cramer, Cramer's Home Furnishings, Ellensburg, WA

Doug Brashears, Brashear's Furniture, Berryville, AR

VICE PRESIDENT

Jesus Capo, El Dorado Furniture, Opa Locka, FL

Steve Kidder, Vermont Furniture Galleries, Williston, VT

Randy Coconis, Coconis Furniture, South Zanesville, OH

SECRETARY / TREASURER

Chris Cooley, Michael Alan, Lake Havasu City, AZ

Paul Sanford, Jerome's Furniture Store, San Diego, CA EXECUTIVE COMMITTEE AT LARGE Jeff Child, RC Willey, Salt Lake City, UT David Davis, Provencal Home, Austin, TX David Lively, The Lively Merchant, Columbus, OH Melissa O'Rourke, Charlottes, El Paso, TX Cherie Rose, The Rose Collection, Los Gatos, CA Chris Sanders, Everton Mattress, Filer, ID Marc Schewel, Schewel Furniture, Lynchburg, VA

Karen Craig, Manufacturer's Rep, Houston, TX Casey Evans, Pedigo Furniture, Livingston, TX Jim Fee, Stoney Creek Furniture, Stoney Creek, ON, Canada David Harkness, Harkness Furniture, Tacoma, WA Kerry Lebensburger, Ashley Furniture Industries, Hallendale Beach, FL Claudia LeClair, Fiesta Furnishings, Scottsdale, AZ Bobby Leon, Chesnick Furniture, Victoria, TX Alex Macias, Del Sol Furniture, Phoenix, AZ Verona Mair, The Emporium, Ponca City, OK Mark Navarra, Jerome's, San Diego, CA Stan Pickett, Quality Furniture & Appliance, Mesquite, TX Sherry Sheely, Sheelys Furniture & Appliance, North Lima, OH Tom Slater, Slater's Home Furnishings, Modesto, CA Gordy Wallenstein, Furniture Outlet USA, Sioux Falls, SD

Sharron Bradley, CEO North American HFA

Mary Frye, EVP

North American HFA

Valerie Watters, Valerie's Furniture & Accents, Cave Creek, AZ Seth Weisblatt, Sam's Appliance & Furniture, Ft. Worth, TX John Wells III, Wells Home Furnishings, Charleston, WV

82

APRIL | 2013

www.retailerNOWmag.com

The Scoop

 Paula Deen's Great Party Challenge! @ HPM Sunday, April 21st 3pm High Point Theatre TV star, cookbook author, magazine publisher and restaurant owner Paula Deen is bringing the excitement of a culinary competition to the April High Point Market. She will host and officiate over Paula Deen’s Great Party Challenge! on Sunday, April 21, at 3pm at the High Point Theatre. The event is sponsored by the High Point Market Authority with Universal Furniture, Inc. “We are excited about having Paula Deen officiate over this type of event at the High Point Market,” says Cheminne Taylor-Smith, vice president of marketing for the Market Authority. “Creative cooking competitions are popular all over the country, so it’s wonderful to have one here in High Point. It’s a great opportunity for local culinary students to show off their talents and be able to receive Paula’s unique brand of feedback. And it offers buyers a fun, entertaining event during Market.”

Based on the Spring Market theme of “Inspiration", five teams of local culinary students will design and prepare edible centerpieces inspired by one of five family parties: a child’s birthday, graduation, 4th of July, Thanksgiving and New Year’s Eve. Students have been selected for their creativity and ability to create under pressure. Students will have a limited amount of time to assemble a centerpiece, which is 24 or more inches high. cory ad nhfa third 0313_Layout 1 3/20/13 9:43 AM Page C3

 Gorman’s Home Furnishings and Interior Design Named Top Michigan Workplace Gorman’s Home Furnishings and Interior Design announced today it has been named as a Top Workplace in Michigan by the Detroit Free Press newspaper. This is the third consecutive year that Gorman's made the list.

Reach 25 Million Consumers From Cory’s State-of-the-Art NJ Distribution Center

Employees from more than 130 companies from across southeast Michigan participated in the Top Workplaces 2012 survey. Each was evaluated on numerous factors including company direction, career opportunities and leadership.

Gorman’s employs approximately 140 team members, including more than 60 interior design professionals, at its four metro Detroit showrooms and warehouse. Employees often cite strong management support, challenging work, ample opportunity and scheduling flexibility as among the reason they believe Gorman’s offers an exemplary place to work.

“We are honored to have so many talented people on our staff. It’s their hard work and commitment to excellence, bolstered by their love of style and beautiful homes, that makes Gorman’s an outstanding company,” said Bernie Moray, CEO of Gorman’s.

Family Owned.

Trusted Retail Partner For 80 Years.

The only home delivery company in the NY Metro area with the scale and expertise to meet the warehousing, prep, deluxing, tracking and last mile delivery needs of any national retailer, independent or design center operation.

Direct from manufacturer Port of NY • Open, Inspect & Prep Furniture • Large Modern Fleet • Service From CT through DE Uniformed Courteous Drivers • Next Day Delivery / In-Home Repair • Trained Crews-White Glove Delivery • Tracking / Tablets

Call the Cory Team Today For all your internet, brick & mortar and last mile delivery needs. 201.795.1000 richardklein@corycompanies.com • www.corycompanies.com www.retailerNOWmag.com A P R I L | 2 0 1 3

83

Quick Fire

Don’t Aim for Consistency,

Aim for Cohesion in Social Media Don’t Aim for Consistency, Aim for Cohesion

Social media’s most appealing abilities revolve around content: creating it, sharing it and engaging with it. Quality content will inspire, inform, educate or even entertain your customers (and if you’re really lucky, it does all four!). So if you’re looking to engage with your customers, to keep them coming back for more, follow the tips below to implement social media cohesion.

Establish Your Brand Voice Brainstorm and establish your social media presence or identity before you set up a Twitter account or Facebook page.

Ask yourself the following questions to help identify your social media presence: ➠ Do you want it to be strictly a selling tool? ➠ Do you want it to build you life-long customers? ➠ Do you just want to have fans and followers and don’t care what comes from it?

Decide what your brand stands for and how you want to portray that organically.

Focus on Your Topic

Get to Know Your Fans

Your audience frequently forgets the messages you push out through your social media content. However, they generally remember what you talk about most—your most popular topics and/or your subject matter of expertise.

People become fans of your page for a reason. They didn’t happen to “like” your page just because they thought it looked cool. They want relevant and expert information from you. So go ahead and give them what they want! Talk about what you know. Talk about what you have been doing for the past twenty years. Show them you’re the leading voice of authority in your industry!

This is why an effective online branding strategy should write, talk and share about topics related to your business and industry. Doing this will reinforce your weight as an expert on that topic or topics. That’s not to say you should never post about anything else—dynamic content is always a plus—but keep your subject matter close to your area of expertise to reinforce your image as a leader in that area.

Be the Expert— keep your subject matter close to your area of expertise to reinforce your image as a leader in that area.

It is important to update moderately, steadily and cohesively to help keep your brand fresh and reiterate your brand personality to the organic whole which is made up of your customers, followers and fans.

Update moderately Don’t get caught in the overload zone. Once you fall into this trap, it’s hard to escape. Overloading your followers and friends with too many updates will annoy them and can cause them to unsubscribe.

Quick-Fire Marketing is brought to you by R&A Marketing. Armed with more than 25 years of furniture retail marketing experience as a full-service traditional and digital marketing company, R&A is the industry’s premier agency for retailers in the home furnishings and appliances/electronics industries. Visit us on the web www.ramarketing.com or email us at info@ramarketing.com.

www.retailerNOWmag.com A P R I L | 2 0 1 3

85

Calendar

MARK YOUR CALENDAR FOR THESE INDUSTRY EVENTS

Salone Internazionale del Mobile April 9-14, 2013 Milan, Italy cosmit.it/en/

High Point Market April 20-25, 2013 High Point, NC Highpointmarket.org

4th Texas Furniture & Accessory Market May 5-6, 2013 Irving, TX Kemexpo.com

SHFA Annual Conference May 19-21, 2013 Myrtle Beach, SC NHFA.com

Rooms Moscow May 21-25, 2013 Moscow, Russia Rooms-moscow.com

HFIC June 2-4, 2013 New Orleans, LA Thehfic.com

Showtime

34th Long Beach Furniture & Accessory Market

June 2-5, 2013 High Point, NC Itmashowtime.com

May 15-16, 2013 Long Beach, CA Kemexpo.com

NHFA New England Chapter Golf Tournament

International Contemporary Furniture Fair May 18-21, 2013 New York, NY icff.com

June 11, 2013 Sutton, MA NHFA.com

Dwell on Design June 21-23, 2013 Los Angeles, CA dod.dwell.com

Atlanta International Gift & Home Furnishings Market July 10-17, 2013 Atlanta, GA Americasmart.com Poufs from Sury

Las Vegas Market July 29 – August 2, 2013 Las Vegas, NV Lasvegasmarket.com

a

86

APRIL | 2013

www.retailerNOWmag.com

AD INDEX

HW HOME

ADVERTISER

PHONE

WEBSITE

FACEBOOK

220 Elm

(336) 884-8220

220elm.com

(608) 323-3377

ashleyfurniture.com

34

Cargo Consolidation Services

(828) 459-3160

cargoconsolidation.com

56

Cresent Fine Furniture

(615) 452-1671

cresent.com

www.facebook.com/cresent.furniture

@cresentfurn

54

Coaster

(877) 262-7837

coasterfurniture.com

www.facebook.com/coasterfurniture

@CoasterCompany

16

Cory 1st Choice Home Delivery

(201) 795-1000

corycompanies.com

@CoryHomeDlvry

83

Diakon Logistics

(703) 530-0677

diakonlogistics.com

www.facebook.com/DiakonLogistics

60

Dispatch Track

(866) 437-3573

dispatchtrack.com

www.facebook.com/DispatchTrack

42

Furniture Wizard

(619) 869-7200

furniturewizard.com

www.facebook.com/furniturewizard

09

Gat Creek

(304) 258-2818

gatcreek.com

55

GE Capital

(800) 888-9590

nahfa.org

13

High Point Market

(336) 869-1000

highpointmarket.org

www.highpointmarket.org/facebook

@hpmarketnews

Inside Fold

Home Furnishings Industry Conference

(800) 422-3778

thehfic.com

www.facebook.com/HomeFurnishingsConference

@HFIC2013

61

www.facebook.com/jaipurlifestyle

@jaipurlifestyle

Inside Back

IHFC

(336) 888-3700

imcenters.com/highpointmarket

(888) 416-8600

jaipurrugs.com

Kincaid Furniture

(828) 728-3261

kincaidfurniture.com

Liberty Furniture

(404) 629-1003

mylibertyfurniture.com

Lynch Sales

(305) 444-3939

lynchsales.com

Magnussen Home

(519) 662-3040

magnussen.com

@220elm

PAGE#

Ashley Furniture Industries

Jaipur Rugs

www.facebook.com/220elm

TWITTER

49

81 05 28 www.facebook.com/lynchsales

52 15

MicroD

(800) 964-3876

microdinc.com

www.facebook.com/microdinc

Myriad

(800) 676-4243

myriadsoftware.com

http://tinyurl.com/myriadFB

@microdinc

Back Cover 63

New England Chapter

(800) 888-9590 x6116

Next Generation-NOW

(800) 422-3778

ngnow.org

www.facebook.com/NextGenNow

@ngnow

58

79

North American HFA Sponsors

(800) 888-9590

retailerNOWmag.com

www.facebook.com/retailernow

@retailerNow

64

Northwest Furniture Xpress

(828) 475-6377

nwfurnitureexpress.com

www.facebook.com/retailernow

Nourison

(201) 368-6900

nourison.com

www.facebook.com/nourison

@nourison

07

Omnia

(909) 393-4400

omnialeather.com

http://tinyurl.com/omnialeather

@OmniaLeather

54

www.facebook.com/pmpsales

@PowerfulSales

59 03

Planned Furniture Promotions

(800) 472-5242

pfpromotions.com

Profit Management Promotions

(215) 343-8700

pmpsales.com

24

28

PROFITsystems

(800) 888-5565

profitsystems.com

www.facebook.com/profitsystems

@PROFITsystems

R&A Marketing

(888) 225-0776

RAmarketing.com

www.facebook.com/RAMarketing

@RAMarketing

84

Serta

(888) 557-3782

serta.com

www.facebook.com/sertamattress

@sertamattresses

35

@SimplyAmish

55

@STORIS

53

@TruckSkin

60

SHFA

(800) 888-9590 x6116

Simply Amish

(217) 268-4504

simplyamish.com

79

STORIS

(888) 4-STORIS

storis.com

http://tinyurl.com/STORIS

Surya

(877) 275-7847

surya.com

www.facebook.com/SuryaSocial

Truckskin

(877) 866-7546

truckskin.com

www.facebook.com/TruckSkin

IC, 30,39

Twin-Star

(888) 776-2490

twinstarhome.com

www.facebook.com/twinstarintl

@twinstarhome

27

Web4Retail

(877) 536-4786

web4retail.com

www.facebook.com/Web4Retail

@web4retail

42

www.retailerNOWmag.com A P R I L | 2 0 1 3

87

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

The Now List Secret Menus

Check out these secret specialties and maybe try a few!

In & Out

10x10 Burger - we say this is just a stomach ache waiting to happen!

Laws of Louisiana Good things to know before heading to NOLA in June for the HFIC!

It is a $500 fine to instruct a pizza delivery man to deliver a pizza to your friend without them knowing.

Neapolitan Shake - Chocolate, vanilla and strawberry ice cream all blended together.

70% of buying experiences are based on how the customer feels they are being treated.

Source: McKinsey

78%

of consumers have bailed on a transaction or not made an intended purchase because of a poor customer service experience.

Only 4%

of dissatisfied customers will actually tell you!

McDonalds

Land, Sea and Air Burger - For the day you don't know what you want… a beef patty, chicken patty, and a fillet of fish patty pilled high on a bun.

Monster Mac - A big Mac with 8 meat patties. OMG!

Starbucks

Red Eye - A shot of espresso in regular drip coffee.

Cake Batter Frappuccino - Order a vanilla frappuccino and ask for both vanilla bean and almond flavorings.

Supposedly tastes just like cake batter.

A person could land in jail for up to ten years for stealing an alligator.

“Fake” wrestling matches are prohibited.

“Mardi Gras Beads” may not be thrown from a third story window.

Chipotle It takes 12 positive experiences to make up for one unresolved negative experience.

It is 6-7 times more expensive to acquire a new customer than it is to keep a current one.

Source: White House Office of Consumer Affairs

88

APRIL | 2013

Quesorito - A quesadilla with any of the fillings used in a burrito, rolled together and baked in the tortilla warmer.

Jamba Juice

Other Crazy State Laws In Missouri, it is illegal to drive with an uncaged bear. (Caged bears are ok).

Sourpatch Kid - Lemonade and various sherbets.

In New Jersey, it is illegal to wear a bulletproof vest while committing a murder.

(many more on secret list and not available at all locations)

Pink Star - Lemonade, soymilk, sherbet, strawberries and yogurt

www.retailerNOWmag.com

In Ohio, it is illegal to get a fish drunk.

Jaipurrugs.com

I info@jaipurrugs.com

1993 - 2013

2 YEARS

HIGH POINT MARKET PLAZA SUITES - RRC APRIL 20 - 25

upcoming market seminar.

PrePare Your Website for smartPhone users!

SUNDAY, APRIL 21

There are currently over 280 million smartphones in use within the Americas. In this presentation we will share with you the most important factors that will make your website attractive and highly useful when accessed from a smartphone. Come away with real-life examples and best-practices that will attract smartphone users and keep them coming back to your website.

Learn how to best design your site for this important and growing market segment.

11:45 AM - 12:45 PM Retailer Resource Center

We look forward to seeing you!

Presented by: Ron Gordon, Sr. VP of Technology mobile.

iPad smartphone

web.

retailers manufacturers

seo.

local listings keyword metrics

one source. marketing selling

MicroD Incorporated 11301 Carmel Commons Dr., Suite 114 | Charlotte, NC 28226 1985 Tate Blvd., Suite 301 | Hickory, NC 28602

solutions@microdinc.com | 800.964.3876 | www.microdinc.com