As a Professional in the Business
Next Gen NOW Member Spotlight
Abi Merkle Creative Manager Badcock Furniture & More Mulberry, FL
How did you come into the home furnishings industry and what is your role? Abi: My advertising career started in grocery. When my role as graphic artist was dissolved,
my boss at the time knew a gentleman who was the vice president of the advertising department here at Badcock and she put me in touch with him. I was first hired on as the advertising billing specialist (in 1998) and worked my way up through the ranks of graphic artist, advertising coordinator, and now creative manager. I oversee most of the creative and copy for print, email blasts, radio, and TV along with other managerial duties.
What changes (both positive and negative) have you seen in the industry? Abi: The biggest change I have seen over the years is where our product is sourced from— overseas. When I first started with Badcock, 80 percent of what we sold was from here in the U.S. Now it’s the other way around. I hope to see that starting to turn back around over the next several years.
The “art” of selling furniture really hasn’t changed though the vehicles we use to get the word out to the consumer have changed. Digital advertising cannot be ignored. Not that it‘s the end all, be all, but our younger consumers live on digital technology.
Why do you think it’s such a challenge for our industry to recruit and retain the next generation? Abi: Those who are considered the “next generation” tend to look for something bigger and
better, possible greener grass. Longevity, in many cases, seems to be a thing of the past. As our industry gets younger more instant gratification, flexible working hours, and a higher level of technology is expected to achieve goals and ideas. Companies need to be willing to change, to keep up with the times. The whole “who moved my cheese” mentality has to be set aside and companies need to look at what will keep our industry growing.
In your opinion, what challenges does our industry face in general? Abi: Knowing what the next generation of customers expects in the way of furniture is
important and a challenge. We have to ask ourselves these questions—how important, to the overall consumer, is being “green?” Durability versus convenience? Price versus quality?
Loyalty to a brand is key when it comes to Millennials. We all need to find the formula to ensure we are doing everything in our power at the corporate level, at store level, even in the distribution centers and warehouses to create and maintain that brand loyalty. Continued on page 25 Ø
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