September 2014 — The Power of Giving by RetailerNOW

SEPTEMBER 2014

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

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RUGS: BAN-3326, BGR-6004, PZR-6000, ZHA-4004, ZHA-4009 // PILLOWS: SWD-001, SWD-002, SWD-003 // THROW: TST-2004 // WALL DECOR: RWM-2001 // LIGHTING: LMP-1024

INSIDE SEPTEMBER 2014

in each issue 04. NAHFA President’s Message 06. Editor's Message 10. Retailer2Retailer/Inspired Reading 11. Connections Meet Your GRAT 19. Fresh Perspectives Bon Voyage with Social Media 20. Product Focus Rugs

12.

26. Community Today Two Stores, One Roof 50. Government Relations What is HOS? 52. The Scoop 54. Industry Calendar 56. The NOW List

features

12. The Power of Giving

30. NGN Spotlight: Sarah Bumps, Davis Furniture 32. Las Vegas Market Wrap-up

departments Technology

08. TechNOW

20.

42. Are You Making the Most of Mobile? Sales & Marketing

16. Retail Voice Behold the Business Card Operations

24. Get Rid of Old Inventory Membership

44. Networking News 48. Inside Coverage

30. Top: Philanthropy—good for the community and business. Middle: Rugs are an important tool in your accessory arsenal. Bottom: Sarah Bumps disproves the notion that you can never go home.

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SEPTEMBER | 2014

thePlayers What we are so passionate about. . .

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

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

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

Contact Information:

RetailerNOW Staff

Executive Staff

Lisa Casinger Editorial Director lisac@retailerNOWmag.com

Sharron Bradley CEO NAHFA sbradley@NAHFA.org

Robert Bell Editor robert@retailerNOWmag.com

Mary Frye EVP NAHFA mfrye@NAHFA.org

Lisa Tilley Creative Director lisa@retailerNOWmag.com

Membership Staff

Michelle Nygaard Sales Executive michelle@retailerNOWmag.com

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

Sydnee Seites Webmaster sydnee@retailerNOWmag.com

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

Retail Advisory Team Carol Bell Contents Interiors Tucson, AZ

Twitter.com/retailerNOW Pinterest.com/retailerNOW

Travis Garrish Forma Furniture Fort Collins, CO Rick Howard Sklar Furnishings Boca Raton, FL

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

Kaprice Crawford Membership Team Leader kcrawford@NAHFA.org Jordan Boyst jboyst@NAHFA.org Michael Hill mhill@NAHFA.org Eric Malone emalone@NAHFA.org Jana Sutherland jsutherland@NAHFA.org Dianne Therry dtherry@NAHFA.org Please call (800) 422-3778 for all membership inquires.

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

If you would like to stop receiving RetailerNOW, please send an email to unsubscribe@retailerNOWmag.com. If you would like to only receive an electronic version of RetailerNOW, please send an email to gogreen@retailerNOWmag.com. © 2014 North American Home Furnishings Association. Published by the North American Home Furnishings Association. Material herein may not be reproduced, copied or reprinted without prior written consent of the publisher. Acceptance of advertising or indication of sponsorship does not imply endorsement of publisher or the North American Home Furnishings Association. The views expressed in this publication may not reflect those of the publisher, editor or the North American Home Furnishings Association, and North American Retail Services Corp. Content herein is for general information only; readers are encouraged to consult their own attorney, accountant, tax expert and other professionals for specific advice before taking any action.

SEPTEMBER | 2014

Contributors Kaprice Crawford, Regina Dinning, Brooke Feldman, Jeff Giagnocavo, Sue Masaracchia-Roberts, Sydnee Seites, Tom Shay

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President's Message President’s

Making a Life by What We Give Philanthropy comes from the Greek word philanthropia, or “love of humanity.” The furniture industry is filled with people who show this “love of mankind” by giving back in a variety of ways to the people in the communities where we live and work. Our industry also gets involved with organizations and individual causes across the country and in some cases internationally. Look no further than the City of Hope and the massive fund raising and donations that come from a range of retailers and manufacturers. Their combined efforts have raised millions of dollars for cancer research over the years. It is a remarkable tribute to our industry that we can band together and have our business leaders step up to lead us all in giving each year and raising the bar to even greater heights. Each of us has the opportunity to get involved in our local areas impacting the lives of many through giving. Interestingly enough it is not done for promotional reasons, but really just to help support the needs of our communities or causes that we favor. At the Home Furnishings Networking Conference in June we honored two very deserving NAHFA Retailers of the Year. Harkness Furniture and Olinde’s Furniture both demonstrated this remarkable bond that the industry shares with our communities. We heard wonderful stories of both companies giving back and helping where needed. While they exemplify the spirit of giving and “love of mankind” they also echo what many of us do to be responsible citizens. There are two quotes that I really love. Winston Churchill stated, “We make a living by what we get, we make a life by what we give;” and this from Ted Turner “As I started getting rich, I started thinking, ‘What the hell am I going to do with all this money?’ You have to learn to give.” And so we do.

Rick Howard

SEPTEMBER | 2014

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Editor’s Message

Why Do We Give? Because they need our help. Because we can help. Because they are our neighbors, our customers and, but for the grace of God, ourselves. Because we are part of the home furnishings industry, and we know something about hard times. I could give you a million reasons why our industry is so generous in its philanthropy. Instead, I’ll let the retailers and manufacturers themselves tell you in our cover story starting on page 12. From building a family’s first home to giving furniture to disabled veterans, there’s a lot to celebrate in our industry. Now here’s the rub: Besides being the right thing to do, it also makes good business sense. If you’ve been looking for a way to give back to your community, we hope this issue inspires you. If you’ve already been generous in your time, talents and treasure—and, man, have a lot of you been generous—consider this issue our celebration of you and your employees. Thanks! *** What if you could improve foot traffic to your store without a single Tweet, Pin or Share? RetailerNOW reporter Sue Masaracchia-Roberts examines how some home furnishing retailers are doing that right now by opening a second store within their store. Check out her story on page 26 and see if it’s right for you. Faithful readers might notice a change to our lineup this month. Tom Shay brings his knowledge and insight as a fourth-generation small-business owner to RetailerNOW’s pages. He’ll write mostly about money and finances, but he’ll also share with you what he learned in more than 25 years as a retailer. I met Tom at the Home Furnishings Networking Conference in Phoenix. Except for his love of the St. Louis Cardinals, he’s a pretty smart guy. His first column appears on page 24. We hope you profit from his knowledge.

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

SEPTEMBER | 2014

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Tech

TechNOW

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

Good to Know

facebook.com/RetailerNOW

@RetailerNOW

pinterest.com/RetailerNOW

Cool Apps

Bitcoin (BTC)

Perch by Closely

If you don’t fully understand Bitcoin, don’t worry: Even its biggest backers admit it’s still too early to be useful to the mainstream economy. Bitcoin, which debuted in 2009, is a decentralized digital currency, or crypto currency. It allows transactions to be performed without banks or any other middlemen, and without transaction fees. Transactions from consumers’ digital “wallets” are processed, verified and publicly recorded by so-called “Bitcoin enthusiasts.” You’ve probably heard about it, maybe read about it and possibly even considered using it. We’ve broken down the pros and cons to help you answer the question: to Bitcoin or not to Bitcoin? Pros:

`` Transaction fees of 0-1 percent versus 2-5 percent for credit cards

Get a bird’s eye view of reviews, social posts and promotions—for you AND your competition—all in one place. Closely helps small businesses keep track of the competition with its social monitoring app, Perch. Perch enables small business owners to track what people are saying about them online, and what their competitors are saying and doing. In addition to enabling companies to see their competitors’ social chatter—posts, reviews, promotions—Perch recommends technology products to business owners based on the data it collects about its competitors’ operations. The app won the Appy Award for Best Business App 2013, already boasts 40,000 users, and with $3 million in new funding, the company intends to continue to build out its marketplace platform for small-to-medium-sized businesses. Free; iOS, Android.

`` Charges aren’t reversible, so customers can’t deny payments `` Can be accepted internationally `` Latching onto the Bitcoin payment trend could thrust early adopters into the media spotlight and help them stand out from the competition Cons:

`` Huge volatility (the price of a single Bitcoin increased by 6,000 percent in 2013)

`` It’s not secure—Bitcoin is still very vulnerable to theft and fraud `` Transactions are not easily traceable `` It’s unregulated in the U.S. `` Not enough people use it The verdict? Bitcoin is not yet useful to the mainstream retailers. It’s too easily stolen, hard for people to get, and the price fluctuates so much that most consumers are scared to use it for transactions.

Pro-tips

Instead of putting different tasks in different windows on your computer, put different tasks on different devices.

Now that people have several devices at work—laptop, phone, tablet—try using each piece of hardware for a different purpose. A pile of browser tabs on your computer becomes mentally confusing; tasks get hidden and may be forgotten. But when screens are physically separate, the problem virtually evaporates. 8

SEPTEMBER | 2014

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Grant Laidlaw VP of Sales Eric Clarke President

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

The Northwest Furniture Transportation Leader

www.NWFXpress.com

Retailer2Retailer

Retailer2Retailer:

Are you paying yourself a fair salary?

Inspired Reading:

Factory Man—by Beth Macy

very home furnishings retailer has felt the effects—both good and bad—of the globalization to the furniture-making industry. New author Beth Macy tells the story from a different perspective: One businessman’s fight against the globalization that nearly destroyed the Blue Ridge mountain towns throughout North Carolina and Virginia that made the area the former furniture capital of this nation.

Althea Vitte, Vitte’s Unfinished Furniture, Pittsburgh, PA “In years past I think I did, but that’s changed as things have gotten a lot harder. We’re a small, family business and you do what you have to do to keep your business alive. A lot of times that means you’re the one who might not get paid what you deserve. We do a flat salary to our family members and some of our employees plus an incentive based on the percentage of sales from the previous month. That’s proven to be a pretty good incentive for us.”

Gary Blackburn, Half Moon Furniture, Charlotte, NC “I probably make at least 65 cents an hour when you factor in the time I spend here at the store and at home or going to market! But, seriously, if I didn’t feel like I was paying myself fairly or subsidizing myself for what I do I would stop and close shop this week. I am so blessed. It may not come in one paycheck or this month, but over time it works itself out so, yes, I’m satisfied. I’m 63 and I started talking about retiring. This business is 11 years old and I’m finally getting something out of it that’s financially meaningful.”

Debra Cox, Village Furniture & Design, Malone, NY “I’ve never really stopped to figure out what I’m paying myself because it’s hard to do. I’m the sole proprietor so I wear many hats. I clean the bathrooms, sweep the floors, design the window displays and we have very elaborate window displays. So I don’t really know what I’m truly paying myself and whether it’s fair or not. Obviously I do take money from the company, but I’m in a spot where my husband works and we rely on that income. I’m doing well enough that I don’t have to concern myself with exactly how much I pay myself. My life is comfortable and I’m happy so that’s enough for me.”

SEPTEMBER | 2014

It takes a skilled writer to avoid the dryness, despair and complexity that accompanies a story on free trade and the globalization of the furniture-making industry. Macy, a 25-year reporter with The Roanoke Times (VA), is just the writer to do it. Factory Man, released this summer to glowing reviews, is filled with research, archives and interviews, the requisites of good reporting. But Macy knows what it takes to connect with readers, so she packs the book with people, too. It is not enough that she recounts the legal battle between John Bassett III (yes, that Bassett family) and Chinese factories that steal his furniture designs and manufacture them for half the cost overseas. Macy also tells the stories of the generations of mountain families who gave their lives working for the Bassett family. People like Dolley Finey, a turn-of-the-century AfricanAmerican house maid, who wore two girdles as a way to fend off unwanted advances from the men of the house and who bought a chemistry set for her niece, who later became the first family member to attend college. Along the way, Macy’s storytelling takes more than a subtle jab at those who support free trade and globalization. Indeed it becomes gin-clear early in her writing that Macy believes the world is not flat and writes that New York Times columnist Thomas Friedman “and the free-trade cheerleaders” have little clue or care for devastating effects their theories have on American workers. Macy shines a light on those workers and, where free trade is concerned, might leave you rethinking your position. Which is what any good book should do.

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(800) 422-3778

MEET YOUR Government Relations Action Team (GRAT)

Brian Adams Ashley Furniture Arcadia, WI Eric Blackledge Blackledge Furniture Corvallis, OR

Peter Fynboh Ashley Furniture Arcadia, WI

Sherry Sheely Sheely’s Furniture & Appliance North Lima, OH

Dru Jeppe Reeds Furniture Agoura Hills, CA Lisa Fanaro Ashley Furniture Tampa, FL

Rick Haux, Mor Furniture for Less San Diego, CA

Tom Olinde Olinde’s Furniture Baton Rouge, LA

Wogie Badcock Badcock Home Furniture & More Mulberry, FL

If you’re and NAHFA member and want to join the GRAT, contact our government relations liaison, Lisa Casinger at lcasinger@nahfa.org or 800-422-3778 ext. 305.

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SEPTEMBER | 2014

Cover Story

DeMarcus Lewis, a former Navy Seal who now under足goes daily dialysis, received a new bed and motion chair from Walker Furniture as part of its Help for Heroes program.

SEPTEMBER | 2014

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Cover Story

THE POWER OF GIVING

The home furnishings industry lends a helping hand

By Robert Bell

and veterans in the area. Gerace remains stunned at her community’s response. “We can’t wait to do it again,” she said. DeMarcus Lewis, a former Navy Seal who now undergoes daily dialysis, was one of them. Walker donated an adjustable bed and a motion chair that practically helps Lewis stand up. “I can’t tell you how comfortable I am these days,” said Lewis, who sometimes is bed-ridden for 10 hours at a time during dialysis. “You’re always hearing about how America helps children and people in other countries, and we’ve got our veterans back home who need help. (Walker) really came through for us.”

The betrayal was especially hard to hear for Walker Furniture employees. Nevada’s largest furniture store is located in Las Vegas, not far from Nellis Air Force Base. Walker has been selling furniture to military families since the store opened in 1960. “I remember one worker walking out of the break room so angry, asking how we could treat our veterans this way,” said Gerace, Walker’s marketing director. “That’s when we decided to do something.” The store could have easily cut a check to an American Legion or Veterans of Foreign Wars group and moved on, but as Gerace said, “That’s not the Walker way of doing things.” Instead, the store created “Help for Heroes” and asked the community for its help by nominating wounded or disabled veterans of Clark County, Nev., who were in need of specialized furniture to make their lives easier. Gerace said store officials were hoping for two or three dozen letters. By the end of the two-month event, they received more than 120. In July, the store celebrated veterans at a nearby American Legion. A local restaurant supplied the barbecue to more than 100 military families, and Walker employees distributed furniture to 10 soldiers

Walker’s generosity was exceptional this summer, but it’s far from the exception in the home furnishings business. An industry known for enduring its own tough times, home furnishings companies routinely give back to their communities. And while philanthropy by small businesses isn’t tracked separately, giving by the home furnishings industry and other small businesses helped push total giving in the United States to a record $316 billion last year, according to the data from Giving USA Foundation. Russell Hodge, whose consulting company The Hodge Group matches companies with charitable organizations, said he isn’t surprised by the growing number of home furnishings retailers entering the philanthropy field. “Besides being the right thing to do by helping your community (philanthropy) makes good business sense,” he said. Indeed, a 2013 study by communications company Cone Inc. found that 90 percent of Americans want to know what cause your business supports. A whopping 79 percent of consumers would switch to a brand—your furniture store—associated with a good cause. And that ever-elusive Millenial market? Cone’s study said many Millenials are aware of and more likely to purchase products from companies that support causes, but they also consider a company’s attachment to social issues when talking about and referring products to others. Officials with Howell Furniture weren’t aware of those numbers when they went looking for a way to help their community. Marketing director Shawn Hanley was more concerned with finding a way for the store, a fixture in Beaumont, Texas, for 55 years, to say thank you. “Our community is what has made us successful over the years,” Hanley said. “We wanted to find a way to give back to our community that has been so helpful to us.”

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SEPTEMBER | 2014

Cover Story

In the end, Howell officials closed the store for a day to help build a Habitat for Humanity home. Store officials gave employees a choice: Take the day off or show up to work with a hammer and saw. More than 90 percent of the store’s employees—sales, administration and warehouse—showed up to build. When a thunderstorm blew in and threatened to cancel the day, Howell officials offered up their warehouse so that workers could finish building the home’s walls that day.

right thing to do for our community,” she said. “For 55 years this town has made us the success we are today. We’re just returning the favor. You don’t see the giving from corporate America like you used to see so it’s nice when a small company can help make Beaumont a nicer place to live.” But Hanley added the store’s goodwill, besides enhancing its image, has also boosted the company’s bottom line.

“Obviously people have choices when they’re buying anything Besides employees getting a chance to work with and get these days,” Hanley said. “When they have that choice for to know the family they were helping, Hanley discov- furniture maybe they’ll say, ‘Wow, I remember them. They ered an unexpected benefit. “We had warehouse people helped make our community a better place so I’m going to working with salespeople all day,” she said. “People were help them.’ ” laughing and joking and having a great time. We’re a Home furnishings retailers feeling the philanthropic urge much closer group because of that day.” need to tread carefully, according to Hodge. Without the Howell Furniture didn’t stop giving after the work day. right strategy, your good intentions could lead to bad results. The store hosted an after-hours party for workers and As with any business strategy, Hodge urges planning lest the Habitat families during which the company donated end result prove disappointing for your store and the charity. $5,000 to the organization. And when the last nail was finally pounded and the paint was dry, the retailer filled Hodge offers a few tips to retailers looking to start or improve every room with furniture and accessories, more than their giving: $25,000 worth. Get involved. “A charity needs your cash, but they need Hanley said store officials never looked at the time and your time and talents just as much,” Hodge said. “You need money invested as a business decision. “It was just the to be actively involved by attending or helping set up your

SEPTEMBER | 2014

www.retailerNOWmag.com

Cover Story

program.” The bonus: “You’ll get greater exposure by helping out rather than just cutting a check,” Hodge said. No time? Think big. If you don’t have the time or resources

to research the best charity, Hodge said to “play it safe.” Stick with one of the national brands like Ronald McDonald House, Goodwill or Salvation Army if you don’t know where to start.

Satya Tiwari, president of Surya, the Georgia-based rug and accessories manufacturer, would add one more tip to Hodge’s list. “Have fun,” he said. Surya employees this summer helped build a Habitat for Humanity house in Calhoun, Ga., near the company’s headquarters. They also provide educational services, health care and food to the children of parents in Northeast India who manufacturer many of Surya’s products.

Don’t put yourself in front of the charity. “If you’re expecting marketing or advertising from the charity, you’re going to be disappointed,” said Hodge. “That’s not their role. And be “We spend a lot of time in business on our profits and losses. careful how you promote yourself with the charity. You don’t Work would get boring if this is all we ever focused on,” want to come off as self-serving.” Tiwari said. “When we give back we find a new purpose outside of business.” Get your employees involved. Everyone in your store is a brand ambassador. Leverage your brand. Like Hanley and Gerace, Tiwari said the charitable work Surya performs throughout the year makes good business Connect a purchase with a charity. Designating a certain sense. “I know for a fact that our customers see us differently percentage of each mattress or sofa you sell toward a local food from our competitors,” he said. “When all things are equal bank or homeless shelter is one of the most common and effec- and you have a good company and a good price, people are tive ways to get involved in philanthropy. “Because it’s proven,” going to do business with us because they like doing business Hodge said. “Just make sure the charity or cause you align with people they like.” yourself with shares your values and those of your customers.” Tiwari, like many manufacturers and retailers in the indusMake sure the charity is a strategic fit. “Retailers want to try, realizes the overall good that comes from philanthropy. help a cause that means something to them and their custom- “Imagine if every retailer and furniture manufacturer lived ers,” said Hodge. “If your customers are into decorating and up to what JFK asked of us—not to do for ourselves, but for furnishing their homes, maybe working with an organization the world—imagine if we lived in a world like that,” he said. that finds homes for families would be a good match.” “Our industry can be the example for other industries.”

Surya employee Tyler Gay (left), president Satya Tiwari (with black shorts), and another Surya employee Jessica Mortonhelp build a Habitat for Humanity house in Calhoun, Ga.

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SEPTEMBER | 2014

Retail Voice

was offended last month while attending a marketing confer- Give them a business card that might prompt them to take the next ence and workshop. The person who offended me is a small- step and you will see more and more of your cards coming back to business owner, maybe like me and you, so I’m not going to you with a new customer holding them. call him out. Besides, it’s not the first time. Smart marketers know their business card can be a powerful marYou might not think his was a big offense, but I promise you his keting tool, which typically gets looked at three times: when you transgression—however minor it may appear—is hurting his bot- hand it out, later when the recipient takes it out of their pocket tom line. What was his marketing sin? He handed me the most or handbag, and finally when it gets thrown away. Most people look at business cards several times trying to decide whether to boring business card I’ve ever seen. keep it or toss it. Smart retailers not only want people to keep Now maybe you’re not as sensitive as I am to something so seem- them, but respond to them. To accomplish this, your card must: ingly insignificant. I mean, how can you mess up a business card? The short answer is plenty. I’m always on the lookout for “market- `` Include the best ways to contact you (phone, email, address, social media) ing holes” in my own business and the business of others. Holes that are easily filled with better, more profit-producing stuff. In this case, it’s the ubiquitous business card we hand out like parade candy. Done right, your business card can do a lot of your heavy marketing work and create business for you. Just like any good marketing program there’s a right way and a wrong way to create business cards for use in the home furnishings and mattress industries. Take a look at what your business card says and, just as important, does not say. If you expect a client to pass on your card for referrals, how engaging is that card to someone who knows nothing about your business? It’s great that their friend is happy with their furniture or mattress from you, but what’s in it for them? Why should they care?

Unique shape demands attention

SEPTEMBER | 2014

`` Get the attention of your recipient by highlighting your unique value proposition `` Offer a specific and immediate call to action

You’re already doing the first. But what about the other two? Think about it: These tasks are the same ones for any direct-response marketing project, which is my main hope for you—to treat your business card like the direct-response marketing tool it is. Here are a few tips for creating your next business card. Don’t be cheap! With all the inexpensive business card printing options available today, there is no reason for any retailer to ever use free business cards. You know the ones I’m talking about.

Contact informtion easy to find

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Immediate call to action

Retail Voice

They have a small message on the back side saying something like “Business cards are FREE at www...” You want to be viewed as a professional? Act like one. Double the power with double-sided cards. Double your message and stand out in the sea of single-sided business cards. Now you have room for services or products offered, coupons or space for handwritten notes. Think outside the box. On second thought, think outside the rectangle. If you’re in the home furnishings business, you are surrounded by creative people. Set them free! Business cards come in all shapes—round, square, triangle, apples, cars, houses and sofas. If you want to stick with the traditional rectangle shape, consider printing your information vertically on the card rather than the typical landscape orientation. Offer a value proposition. Many businesses miss the opportunity of utilizing their business card to its full marketing potential. Your card should state at least one very powerful reason a recipient should do business with you. My card is short but packs a powerful message: “Sleep Better.” This is your unique value proposition and your business card should articulate it.

Include a call-to-action. The best way to get business from your business card is to include a very specific call to action on your card. It could be a request for a phone call, visit your web site, download a free report, coupon for purchase, etc. Make it irresistible to the recipient and track its effectiveness. Make it easy to write on. While I encourage you to ensure your business card stands out, remember most people want to write notes on your card. If you’re using something other than paper, you’re making this difficult for them. Even if you use paper, make sure it doesn’t have a coating that prevents writing on it. Hopefully I’ve gotten you to think a bit differently about your business card and to treat it like the important direct marketing device it is. Update you strategy on how, when and where to use your cards for maximum benefit. In this instance, size doesn’t matter when it comes to marketing. In the space of 3 ½” x 2” you can deliver an effective, memorable message that drums up business. Jeff Giagnocavo is co-owner of Gardner's Mattress & More, Lancaster, PA, co-founder of Mega Mattress Margins and he regularly speaks at industry events on successful retail strategies.

Celebrating 25 Years Serving the Home Furnishings Industry

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SEPTEMBER | 2014

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Fresh Perspectives

BON VOYAGE WITH SOCIAL MEDIA By Brooke Feldman

Connecting your furniture and accessories to far-flung cities can strike a chord with the wanderlust in many customers.

o you find yourself reminiscing about that amazing trip you took to Paris? Or the adventure in Japan? Or even the cruise along the Rhine River? Something about that one particular trip struck a chord and you remember every little detail. We’ve all taken trips that stay with us long after our return, but have you ever wanted to recreate your experience in your home?

Many consumers become so inspired by the aesthetic from another country they want to recreate the look and feel in their own homes. So, how do you help your customers bring a touch of Paris or Milan to their home? Social media is the easiest way to expose your products while helping customers realize they can create the essence of abroad in any room. There are two social media tools that are going to help. First, there is the visual blog site, Tumblr. It’s a trendy site where a lot of young people like to create a story based on images. The visually engaging blog site allows you to research “Paris home décor,” for example, and instantly get chic and elegant looking images. Another site to use is Pinterest. The great thing about Pinterest verses Tumblr is that the images have direct links to websites. Even better is if you (or maybe your employees) have their own vacation images to share on your boards to make the story even more personal. Sharing vacation images is great—but your goal is to sell furniture. Consider your inventory. For example, a traditional style bedframe’s wood pattern might resemble a romantic Spanish door. Some product collections automatically lend themselves to a destination by their very names—such as Kilimanjaro from Lexington’s Tommy Bahama line or Historic Charleston from Baker—while others tell the story with their style.

Create dream destinations using your images and those you find online on your social media sites. On Pinterest you have the opportunity to create a board that embodies the destination of your choice. A combination of fashion, lifestyle, food and décor creates an experience, plus through your Facebook and Twitter pages you can direct your followers to your Pinterest board with witty phrases that have them wanting to take that adventure. Weaving your products into a story and including fashion, lifestyle and recipes engages your consumer and helps them imagine this for their home. Keep your products, and more importantly your store, in the spotlight. `` Be strategic with the placement of images of your products and inspiration shots. Don’t have more products than inspirational, or don’t place two products right next to each other. Allow your followers’ eyes to flow through your Pinterest board. `` Make sure to link each of your items back to your website. Social media is a marketing tool that allows you to attract attention to your digital presence, which will always include your website. Even if you are not directly selling your items on your website, bring your followers to the one place they can learn more about you and see all of your products. `` Find out if your vendors are on Pinterest. That pillow or lamp you sell might be on a vendor’s Pinterest board. Crosspromote by repining that item on your board allows your followers to make connections about your store items. Using social media sites like Tumblr and Pinterest doesn’t have to be a chore. Being creative and telling a story not only makes you look at your inventory with a fresh perspective, but it gives you one more way to connect with and engage your customers.

Brook Feldman is the digital marketing coordinator for Nourison. She is also a board member of the Sustainable Furnishings Council (SCF) and a member and marketing contributor of NextGenNOW. You can find her on her favorite social media interface, Instagram, snapping away @petitebrooke.

www.retailerNOWmag.com

SEPTEMBER | 2014

Product Focus

Beautiful Adding Foundations rugs to your product mix By Lisa Casinger

f accessories are considered the jewels of a room then rugs certainly must be the foundation. When used properly, rugs serve as the anchor, tying a room together with color, pattern and texture. The aesthetic benefits are obvious, the practical benefits are a cushioned surface underfoot and a visually pleasing noise reducer.

Communicating these features and benefits to your customers is important if you plan on doing more with your rug business than just using them as props or an afterthought add-on to room packages. And if you aren’t selling rugs, or are doing it haphazardly, you should think again. As the home furnishings industry climbs out of the darkness of the recession, the rug segment follows suit. Nourison president, Alex Peykar says, “As an industry, all of us were affected during the recession, but I believe the size of the rug industry has grown 20 to 25 percent

SEPTEMBER | 2014

over the last 10 years. Assuming that the end of the recession has come and gone, I anticipate a good 40 to 50 percent increase during the next 10 years.” Capel Rugs’ vice president of sales, Allen Robertson estimates 2014 sales at about $4.2 billion, which, he said, is an increase of about 50 percent since 2005—even factoring in the recession. Robertson is anticipating a 25-percent growth by 2023. This is welcome news for retailers looking to increase business. The Rug Market’s Andrew Shabtai, second generation principal of the company, agrees. “The Rug Market has grown in the last 10 years,” he says. “Our prediction for the next 10 years is that technology will be the key factor not only on how products are sold but how they’re even decided upon. In addition to e-commerce and now apps, we anticipate newer forms of technology that we look forward to learning and diversifying ourselves with.”

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Nourison sells to department stores, furniture stores, mass merchants, e-commerce and specialty stores. Capel Rugs’ customer base is almost equally split among traditional furniture stores, home accent stores and designers. The Rug Market’s Shabtai says the recession and the growth of Internet shopping have taken their toll on their brick-and-mortar customers, but designers have filled that void. “Designers stepped in and helped connect the wholesalers to the consumers,” he says. “That service has continued to play an important role.” Despite the growth of Internet shopping, brick-and-mortar stores still have many advantages over online stores. Customers can’t feel the rug online, nor can they walk across it. Physical stores also have the advantage of being able to show rugs in full-room displays that give customers an idea of what the rug could look like in their own homes. If you’re carrying rugs and aren’t having any luck, or if you’re thinking of carrying rugs

Product Focus

Showing rugs in room scenes, like these from The Rug Market (left) and Nourison, help consumers picture the product in their homes. Stylish rug offerings from Capel (top right), Nourison (middle), and The Rug Market (bottom).

Shabtai says retailers tend to use and pro- in pricing between them and Internet mote rugs as just an accessory and fail to accounts, and of course, what is the best emphasize the benefits. “It’s vital to indicate pricing they can get. Pricing is still the how the rug bridges the color scheme in main focus.” “You need to paint the perfect picture,” the room to its décor,” he says. “The rug Peykar says. “Coordinating furniture and also adds warmth to the area creating that There are other concerns—like deciding home accessories perfectly will create a “homey feeling.” Some rugs are also hypoal- on how much floor space to devote to whole package. If a customer looks at a lergenic as well which benefits the customer.” the category and if you’ll be able to keep it in stock. vignette, sees the rug, but wants something different, recommending another Take the time and initiative to learn about rug from the assortment is best. Having the product and share this information with “There is a want for a rug “department” options in either the same construction your sales team. Knowing the features and in the least amount of showroom space possible, while still being able to provide or color palette gives the retailer a better benefits could add to your bottom line. chance of success.” furniture and home accessories in one store,” Peykar says. “Our sales team works Cost and competition Robertson suggests showing rugs in When it comes right down to it, retailers with a number of different stores in various lifestyle settings and being competitively have some of the same concerns their cus- sizes, working closely with the managers in priced with online retailers. “Update tomers have about making a purchase. How creating the best representation of product your assortment semi-annually and mark much does it cost and does my competitor and lifestyle displays in one store.” down and sell slow moving product every have it? 60 days until sold,” he adds. “Make sure Peykar adds that Nourison solves the stock all rugs are tagged with information Shabtai says, “Most of our customers want issue as well, by “maintaining the largest about quality, current pricing and the to know who else is carrying our products back-up inventory” and being able to “ship other sizes and colors that are available.” in their territory. What is our difference to our customers in 48 hours or less.” and are overwhelmed by the prospect, Peykar, Robertson and Shabtai offer some advice.

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SEPTEMBER | 2014

Product Focus

Rugs help define seating areas, like in this Capel room scene on the left, as well as anchor a room with color, texture and design.

While some rug vendors work with wellknown or celebrity designers for eponymous collections, The Rug Market, says Shabtai, “is doing the opposite of what the market is doing so that we remain different.” “The biggest innovations are with yarns and yarn systems,” Robertson says. “The increased use of polyester fiber in rug manufacturing has created reduced price points for consumers. Use of faux silk fibers, i.e. viscose, banana silk, etc., are creating additional textural effects for higher-end fabrics. Special whitewash finishes on hand-knotted rugs from Pakistan are extremely popular. Rugs woven on Wilton looms are constantly updated to increase the pattern versatility.” When it comes to styles and designs, Shabtai says florals are coming back while chevrons and the coastal looks are taking a back seat. As for the next big trend? He says the jury is still out.

Style and innovation

Peykar adds that the 5’ x 8’ and 8’ x 11’ rugs The home furnishings industry—just like There is “continued creation of new textures are the most popular sizes and he’s still seethe fashion industry—is ever-changing and from the machine-made categories,” Peykar ing the basic color palettes of grey and beige. evolving with fresh looks, colors and trends. says, “As well as hand-loomed or hand- “The cycle of grey tones might be near the tufted products. There is also a growing use tail end of the trends, while blues might be The rug category is no different. of space dying techniques to create textures picking up momentum. We still see a big To the untrained eye, a rug is a rug is a rug. on rugs that look “incomplete” or distressed.” need for transitional and simple patterns. Currently less is more.” One might be drawn to the color or pattern, possibly the shape or the way it feels. Nourison works with its wool partner, Rugs are made from natural and synthetic Wools of New Zealand, to meet the de- Robertson agrees that the casual and transifibers; machine-made and hand-loomed mands of consumers interested in rugs made tional looks are still important and adds that or tufted; and of course there are myriad with natural fibers. These rugs are created “vintage and antique looks are very strong for mid- to higher-end pricing.” with 100 percent wool or wool blends. dying techniques. 22

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Product Focus

Rug Merchandising Tips Design and trend guru Connie Post, CEO of Affordable Design Solutions, offers a few merchandising tips for retailers interested in solidifying their commitment to rugs. `` For those of you who are afraid of showing rugs on your showroom floors for fear of them getting dirty, try displaying them behind a sofa on a stand made of columns and metal rod, as shown in the top right picture. `` Layering rugs on the floor (top right image) is also a very chic way to present several design options for each group. Make sure to show enough pattern to entice the customer to want to see more. This will also give ideas of different styles that will work with the group. `` Roll up rugs with the pattern showing out and display in a barrel or large urn with different size options or more inventory next to vignettes where a larger rug is displayed. This will inspire impulse purchases and give your customer instant gratification. `` Showing rugs on the wall in a bedroom setting creates an old world look when using more traditional styles (bottom right image) and an art gallery look when using more modern designs. `` Take up worn carpets and show concrete floors or install wood floors in key areas. One look at any HGTV episode will show you that your customers think wood floors are more stylish. This is good news for area rug sales!

The More You Know Share these buying tips with your customers; you come off as the rug expert and they feel confident in their purchase. Win-win. `` Consider your lifestyle—kids and pets? Pick a durable rug with a pattern. `` Size—not too small, not too big; should anchor your furniture not be dwarfed or overwhelmed by it. Depending on the size of the room (and the rug) the rule of thumb is to leave 8-18” of bare floor exposed. `` Accents—when using a smaller area rug, go for pops of color or bold patterns to make a statement. `` Use rugs to separate seating/living areas in larger rooms—make sure the rugs complement each other.

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SEPTEMBER | 2014

Operations

Get Along, Little Doggies That inventory you’ve been sitting on? It’s costing you more than you think. Move it. By Tom Shay

ou know the sofa. The one with the pastel floral design

that somehow looked oh-so-gorgeous at market, but now, 10 months later, stares at you from the showroom floor. Really? Pastel flowers? What were you thinking? Every retailer has a story (or three) about a bad buy, a piece of furniture that mocks you every day. There’s even a name for them: Dogs. Actually, there are lots of names for them, but we like to think of ourselves as a family-friendly magazine. Just like any other dog, yours is taking up valuable space that could be used for furniture that actually sells. Even worse, your pooch is money that is sitting dormant in your store; much like putting money under a mattress. Should you be concerned about this? Absolutely! At the North American Home Furnishings Association’s annual Home Furnishings Networking Conference in Phoenix, we did a case study of what dead inventory really costs your business. You might be surprised at what we found. We had an example store with gross sales of $875,000 annually, inventory of $250,000, a maintained gross margin of 47.43 percent and an annualized inventory turn rate of 1.80 at cost. The store had a net profit of $84,000 after taxes. We also determined that the return on investment in this store was 27.68 percent which is a more generous ROI than the money could produce invested elsewhere. It was suggested that 15 percent of the store’s inventory could be categorized as non-moving. This would be $37,500 of inventory at cost and the plan was to sell that inventory at cost. Putting that money into the checking account, the remaining inventory, $212,500 would produce the same amount of sales because we agreed that the $37,500 was dead inventory.

Now the store has an inventory turn rate of 2.12 times at cost. Our assumption is that this store really has a turn rate of 2.12 times, but it is that dead inventory that is dragging down the turn rate and creating an incorrect number of 1.80 turns. Not much else happens in the business as the money produced by the dead inventory was just put into a checking account. The ROI remains the same. What if this store took that $37,500 from the dead inventory and invested the money in inventory that would produce the same 2.12 inventory turn that the rest of the store, now without any dead inventory is producing? The first thing you will notice is that $250,000 in inventory is working harder for you. Where once it produced $875,000 in annual sales, now, free of those dogs, your inventory will produce $1,008,200. An increase of $133,200 annually. Your old net profit of $84,000 is now $126,560—an improvement of $42,560. The net profit has improved from 9.6 percent to 12.55 percent because you rid yourself of that dead inventory and replaced it with furniture that sells. Most impressive is the change in the return on investment—from 27.68 percent to 41.70 percent. Compare that to what you are earning in the stock market, money market fund, or worse yet, the 1.02 percent a bank will pay you for a two-year certificate of deposit. This exercise proves two points about any home furnishings retailer’s business. The first is that dead inventory is costly when you consider what it could be doing for you. The second is that no investment beats inventory in a store.

SEPTEMBER | 2014

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Operations

Really? Pastel flowers? What were you thinking? However, this does not mean that when you are buying you should look at a sofa, mattress, recliner, lamp or any other piece of furniture and think that if six on hand is a good quantity then 12 of the same must be better. Instead, having six on hand means you should take that dead inventory or that excessive inventory and turn it into cash. That cash should then be turned into some other piece of furniture that you can show to the customer when they are coming to look at the sofa, mattress, recliner or lamp.

It doesn’t matter if that doggie is in the window, on your showroom floor, or sitting in your warehouse. When you ask how much that doggie is the answer is that it can be very expensive. Not only is your money sitting stagnant, but you are missing a tremendous opportunity to increase your sales, your bottom line, and the cash flow in your store. Sell that doggie. Subscribe to Tom Shay’s e-ret@iler, a free monthly newsletters packed with tips for improving the profitability of your business, at profitsplus.org.

Don’t Run Your Next High-Impact Sale

Yourself

Doing so could cost you far more than you’ll save. A high-impact sale event, utilizing the time-proven, copyrighted Lynch sale plan will double the results you can get on your own. Don’t risk your next sale. Choose the leading professional in the sale event industry, the Lynch Sales Company. Contact us for details and receive a special, 100th anniversary commemorative gift. Plus, if you hold a Lynch Sale during 2014 you’ll become eligible for our Grand Prize trip for two to Ireland!

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SEPTEMBER | 2014

Community Today

Prairie Path Books helps draw customers to Toms-Price.

Some retailers attract new customers by adding new services. Would you like an ottoman to go with that pinot? By Sue Masaracchia-Roberts

hinking about grabbing a drink or reading a good book? Why not visit a

furniture store? While stores like Restoration Hardware are working to get people into their stores and off the Internet by encouraging product

interaction thorough their new design galleries, some independent furniture stores are adding other businesses within their buildings to increase traffic.

SEPTEMBER | 2014

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Community Today

That’s what Toms-Price Furniture in Wheaton, Ill., did. The family- However, the furniture industry, for the most part, has kept to itself. owned store for mid- to high-end furniture and interior design That is starting to change. welcomed Prairie Path Books, Gatherings & Great Reads into an existing apartment set-up within its 65,000-square-foot store. Although Koropp knew nothing about opening a bookstore, timing was on her side. She found a consultant in Florida who helped A book lover and trained lawyer, Prairie Path owner Sandy Koropp her determine inventory and bought more books and bookshelves had always wanted to open her own book shop, but found the multi- from a Michigan bookstore that was going out of business. Prairie year leases that come with them too expensive. Instead she settled for Path Books is open only during Toms-Price store hours, making hosting book events at her home or around town. One of the book it accessible seven days a week. Koropp also partners with Whole events took place at Toms-Price, where Koropp was a good customer. Foods, which conducts a series of wine, cheese and liquor seminars. Furniture store owner Scott Price had originally leased out about 1,800 square feet of the store to a local builder. “It was synergistic and dovetailed well, but they closed due to the recession,” Price said.

“ We w a n t e d t o h a ve a n impact,” said Koropp, “and increase [human] contact and polite discussion, sharing ideas on issues while listening to a cellist or violinist and sitting on Stickley furniture that Koropp began hosting book events at the store this past spring. still has its price tags.” Koropp and her partners have 18 direct reports, “As I took her around the store, I showed her this [empty] space including managers, volunteers and interns. Each serves a specific and suggested she try a full blown book store,” said Price. function from running point of purchase systems and book-buying to training staff and creating events. “We are a team—and we are When Price showed Koropp the model apartment at the back part of the community.” of the store, she was blown away. “[Price] is an amazing community outreach model,” said Koropp. “He offered the space to Koropp said, “The designers are delightful, even making signs for us, me rent free. It was one of the most amazing moments of my life.” and the customers are the same mix as theirs. Our sales achievements have been higher than our projections.” Price’s offer was more strategic than philanthropic. Koropp gets a place to fulfill her dream while Price gets more customers Price’s store also has a large room where groups—not just book lovwalking through his front doors. ers—can hold special events. “We like for the community to be part

Customers can enjoy their book and a cup a tea—all while sitting on furniture from Toms-Price.

“We like the traffic,” Price said. “It’s not like the grocery business. This helps get people into our store and gives increased exposure to the brand and products we offer—accessories, furniture, mattresses. Sometimes [people] didn’t realize we sold those things. They didn’t realize the full breadth of our offering.” The store-within-a-store concept is nothing new. Department stores like Macy’s and Nordstrom sub-let retail space to cosmetic companies, who, in turn, provide their own employees. Best Buy’s arrangement with Samsung was instrumental in helping boost the store’s sagging sales. Struggling retailer J.C. Penney is taking the concept to the extreme, offering its entire stores to separate branded spaces.

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SEPTEMBER | 2014

Community Today

of the store,” he said. “We like the traffic. Furniture is a business that most people need only every seven years or so. Having the bookstore on-site [enhances] brand exposure.” Toms-Price manager Cathy Manock agrees. “We knew it would look nice, but it is better than I imagined. It’s creative and inviting as they can sit on our furniture. I’ve heard comments from people about the great looks of the store and people have been coming back. It’s a slow start, but I think, over time, we will see more benefits.”

“Furniture is a product that most people need only every seven years or so. Having the bookstore on-site [enhances] brand exposure.” —Scott Price, owner, Toms-Price Furniture

In Florida, John Washburn, needed a way to introduce people to the trendy, eclectic, imported furniture offerings of his Washburn Imports stores in Orlando and Sanford.

Washburn said, “The bars and the furniture stores have a good symbiotic relationship, although, at times, the staff has a hard time understanding how to avoid stepping on the toes of the other business.” However, Washburn added, “the negatives are so minor they are far-outweighed by the positives.”

A slumping housing market in the state was hurting sales. “I was trying to figure out how to make things work,” said Washburn, who tapped into in his previous life as a bartender. Washburn built the Imperial Wine Bar in his Orlando store. “We’d serve beer and wine, and inspire people to hang out,” he said.

To avoid furniture damage, “We keep furniture that can withstand abuse in the bar area,” said Washburn, “but problems are almost nonexistent because we attract a more mature crowd that likes to enjoy a really good beer in a relaxing atmosphere.” A one-hour time overlap exists between the two businesses, during which people can get a glass of wine and walk around the furniture store. Half the showroom closes when the bar section opens. The stores are built differently and, therefore, are configured differently; there is a separate entrance for the bar in each store. In Sanford, private parties can be given private areas accessed by the store door. So far Price and Washburn are happy with the increased traffic they’ve seen in their stores. Despite his wife’s initial skepticism, Washburn says the bars “definitely have increased business in our stores.” Price will re-evaluate Prairie Path’s sales benefit to his store in the next six months to a year. To date, neither he nor Washburn see any negatives.

About 18 months ago, Washburn opened a bar in the larger Sanford space. Due to the limited number of county liquor licenses, he decided to offer a full bar. A general manager oversees both furniture stores, and another oversees both bars.

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Price says the bookstore’s atmosphere mirrors that of his furniture store. “You can go and browse, read, and linger there,” he says. “We want our furniture store to be like that. You can come, linger, hopefully make a purchase, but always feel welcome.”

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Finding the Right Partner When furniture store owners Scott Price and John Washburn went looking to add a store within their stores, not just any business would do. The key, both men say, is finding a business that provides overlap in your customer base. Price says the idea of a bookstore within his Illinois store resonated with him because the two businesses share similar qualities. “They are educating people, recommending books to read, providing high-touch, high-service, and that’s very much what we do in furniture,” he said. “We are both seeking out the customer interested in good service, quality products and a good, high-touch experience,” he says. “Theirs is a store for the book aficionado and ours is the furniture store for people who love their homes. There is a nice synergy in terms of the customer base. “ Price recommends other retailers find a business that will generate a similar type of customer their store already attract, like a coffee shop. “Anything that draws customers and makes them part of a community but also a place people want to go to and go to visit,” he says. At the book store tucked into a corner of his furniture store, “you can go and browse, read, linger; we want our furniture store to be like that. You can come, linger, hopefully make a purchase, but always feel welcome.” Washburn, whose two furniture stores in Orlando and Sanford, Fla., include bars, says bringing two businesses together under one roof “has to be a good symbiotic fit— somewhere people want to hang out.”

CONCEPT DEVELOPMENT

INTERIOR DESIGN MANUFACTURER SHOWROOMS

STORE PLANNNING

“Keep people interested,” he says. “Make it a lifestyle experience that will drive people into your store. It can be coffee, mahjong or whatever.”

BRAND STRATEGY

Currently a freelance writer, editor, and public relations consultant based in suburban Chicago, Sue Masaracchia-Roberts has more than 25 years of experience in public relations and writing. Her specialties are the fields of manufacturing and small business, healthcare, and natural and alternative medicine. Her writing has appeared in a number of newspapers and magazines, including RetailerNOW, the Chicago Tribune, NorthShore Living, Vital Times, the Business Ledger, and What’s Happening?

CALL TODAY 304.634.1450

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Next Gen NOW Spotlight

Meet Next Gen Member Sarah Bumps, buyer for Davis Furniture, Wenatchee, Wash.

Sarah Bumps never thought she’d work for her father’s furniture store. Now she can’t imagine working anywhere else. : Like a lot of NextGens, you work for your family’s furniture store. Was this your destiny? Sarah: Well, it’s certainly my destiny right now—and I love it. I never thought

Bumps loves hiking around Wenatchee with her rescued retriever Paxon.

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I would be here. I got my degree in interior design and was working in the construction world. One day my dad sat me down in a bar and asked me if I was interested in a job. I always liked the industry. I just thought it would be on the architectural side.

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Next Gen NOW Spotlight

“Just because you have all of these different types of media available to you doesn’t mean you have to use them. You need to know your audience.” —Sarah Bumps, buyer, Davis Furniture : What was your first job at the store? Sarah: I came in as the buyer. Our other buyer was leaving. I’m kind of surprised looking back. I didn’t know a lot about buying. I bought some terrible furniture, but my dad didn’t give up on me. I guess he had that confidence in me that I could catch on and grow.

: Your worst purchase? Sarah: My dad remembers some teal sofa from my first market, but all I remember is a Broyhill floral skirted sofa. That one stayed around for a long time. It got to the point where I didn’t want to walk by it in the store. We can laugh about it now and we do, but it wasn’t funny back then.

: What did that sofa teach you? Sarah: That it’s not about me. It’s about the customer and

what the customer likes. As a buyer, I’ve learned to be very humble and tell myself with every buy that “It’s not about me, it’s not about me.” If you’re listening to the needs of your customers you’ll know what sells.

: Many younger retailers stress social media

with their stores. True for you?

Sarah: For us, we don’t do a lot of social marketing. We invest in a lot of radio, TV, print and direct mail. That sounds old school, but our audience is 55 to 60 years plus and those are the media they’re comfortable with. Just because you have all of these different types of media available to you, doesn’t mean you have to use them. You need to know your audience. around.

: But that audience isn’t always going to be

Sarah: Sure—and in many ways it’s already starting to change. We have quite a lot of younger people moving in from Seattle with money. We need to find a way to reach them.

: What’s the best part of your job? Sarah: I like the people and the relationships. I like it

when a customer feels comfortable enough that they’re sitting in a recliner talking out their furniture ideas with me. And they don’t know they’ve been doing it for 30 or 45 minutes. I’m a relationship person so, of course, I like that part of my job.

: You moved back home from Seattle. Is it hard for Wenatchee to compete with Seattle? Sarah: Apples and oranges. Seattle is great, but you

can’t beat the community feel of home. I could go a week in Seattle and not see someone I know. It’s just so big and so fast there, but here you see someone you know or someone you sold a piece of furniture to everyday. That’s a nice feeling to have, you know?

: But don’t you miss the bright lights

and big city?

Sarah: That’s what’s interesting because I really

thought I would, but I’m loving it here. I love the orchards all around here and the rivers are very pretty. I love taking a hike before or after work. I just take my dog with me or get on my road bike and go. It’s so different. I mean, Seattle is nice, but this life? This life is nice, too

: What do you get out of Next Gen Now? Sarah: Getting plugged into other people is the big-

gest draw for me. I think it’s important for me to get to know other buyers, retailers—anyone in the industry who’s my age. If we’re all in this together, we’re going to need to know each other 20, 30, 40 years from now. And not just know each other, but understand where each of us is coming from and that we all have ideas that can help one another.

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

www.retailerNOWmag.com

SEPTEMBER | 2014

Las Vegas Wrap-up

NGN MEMBERS NETWORK WITH INDUSTRY ICONS

ouldn’t it be nice if someone could whisper all the right moves in your ear? Volunteer for that assignment with the impossible-to-please-customer. Here’s how you make the right hire. Let me show you how to upsell the customer. You’re planning on covering up that tattoo, right?

The Lunch with Leaders program, facilitated by the North American Home Furnishings Association (NAHFA) gives Next Gen NOW members a chance to learn from some of the home furnishings industry’s most successful leaders. During the Las Vegas Market in July, 18 Next Gen NOW members had the opportunity to meet with three of the industry’s best and brightest: City Furniture president Keith Koenig, Gallery Furniture president Jim “Mattress Mack” McIngvale and Steinhafels president Gary Steinhafel.

Seth Aaronson, business analyst and digital strategist for Lacks Valley Stores in Pharr, Texas, enjoyed getting to sit down with some of the industry’s biggest leaders even if only for an hour.

Matt Shuel, a business administration major at Central “For me, it was invaluable because you don’t get the opportunity every Washington University, called the lunch “the highlight of day to sit down with leaders of a major industry that are also in a way market for me.” your competition,” Aaronson said. “Really, I could have stayed there all day and talked with The Vegas Lunch with Leaders program was the second for Aaronson, them,” said Shuel, who works at his family’s store, Meredith who had lunch with RC Wiley at the January Las Vegas Market. Both Furniture, in Yakima, Wash. “You get so caught up in work lunches gave him the opportunity to talk candidly with potential and you’re doing so many things you don’t always get the mentors and get their advice. chance to talk to guys like this, who obviously have great ideas and don’t mind sharing them.” “It’s nice to hear a different perspective or take on some part of your business or validate ideas you’ve had that your leader back home hasn’t Shuel said Koenig offered him some great ideas about deliv- bought into yet,” Aaronson said. “Just listening to them made me ery charges, employee training and how to make the right feel good about some of the decisions I’ve made and made me rethink hire. “Everything he talked about was relevant in some way some other things I’m doing.” to our store,” Shuel said. “Now I just need to go back and try to implement some of the things.” Emily Severson, operations manager for FurnitureDealer.net, said her time with McIngvale, the legendary mattress king, “was beyond Shuel said his store does not have any full-time female inspiring. His experience and passion make it easy to remember why employees, a problem Shuel and his father Mike are trying I love this industry and my devotion to doing my part to keep this to change. He said Koenig was a big help in offering advice industry flourishing.” on how to make the right hire and how to empower them once they are brought on board. The Next Lunch with Leaders will be held Sunday, October 19, at the High Point Fall Furniture Market. To get involved as a leader, contact “So there’s an example of getting to talk to an industry giant Cindi William at cwilliams@nahfa.org or 916-960-0277. To get and applying what he said when we get home,” Shuel added. involved as an attendee, sign up to receive all the NGN information “You can’t put a price on that kind of knowledge or insight.” at ngnow.org.

SEPTEMBER | 2014

www.retailerNOWmag.com

Las Vegas Wrap-up Next Generation Now is a hosted community of the North American Home Furnishings Association “The Lunch with Leaders was fun and interactive,” said Keith Koenig of City Furniture. “I learned more from them about their generation’s expectations, as customers and as employees, than they learned from me.”

Next Gen members, from left, Lee Beatrous, Groovystuff, Jon Tenpenny, Tenpenny Furniture, Emily Severson, FurnitureDealer.net, Seth Aaronson, Lacks Valley Stores and Alex Macias, Del Sol Furniture enjoyed their meeting with Jim McIngvale, president and founder of Gallery Furniture (center) in the Serta showroom.

NGN members met with Gary Steinhafel, president of Steinhafels in the Simmons showroom. From left: Bill Elliott, Simmons Company, Lael Thompson, Broyhill Home Collection, Gary Steinhafel, Steinhafels, Richard Tomkins, Crescent Fine Furniture, Alex Kirsch, FurnitureDealer. net, Michael Herschel, FMG, Diana Razulis, Bekaert Textiles and Matt Huber, Belfort Furniture.

www.retailerNOWmag.com

SEPTEMBER | 2014

Las Vegas Wrap-up

BUSINESS WAS BOOMING AT THE LAS VEGAS SUMMER MARKET

endors and retailers were clearly all-in at the Summer Las Vegas Market. According to International Market Center’s (IMC) press release, the strong positive reactions to Summer Market “are a direct result of the phased growth and enhancement of Las Vegas Market over the past two years.” 34

SEPTEMBER | 2014

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Las Vegas Wrap-up

Vendors and retailers we spoke with said the increased attendance and product categories made for one of the best summer markets in recent memory. Nobody knows this better than Bob Bruns, president of Cozzia USA. The manufacturer of leather furniture featuring shiatsu massage system technology was swamped with business from start to finish. Indeed, Bruns and his staff were taking orders Thursday morning, a day traditionally reserved for attendees to make airport connections rather than deals. “We never seemed to have a minute’s rest,” said Bruns. “If I wasn’t so tired I’d wish it was going on for a few more days.” North American Home Furnishings Association (NAHFA) members were just as busy, placing orders for the fourth quarter.. After a slow Sunday opening, retailers came out in a flurry Monday snatching up market promotions—especially among bedding manufacturers. Mike Shuel, owner of Meredith Furniture in Yakima, Wash., secured appointments with his primary suppliers weeks in advance “or we would have been waiting around a long time,” he said. “It was busy most of the week. If you didn’t have an appointment you were waiting a while.” Retailers were pleased with the strong introductions that covered all categories—from case goods and bedding to upholstery and accessories. “There was just so much to see,” Shuel said.

Market officials had not released final attendance figures at press time, but Shuel said he doesn’t need official numbers to know the market was well attended. He has his own system. Shuel doesn’t use the shuttle busses. Instead he drives over in his car and parks in the nearby garage. “I always judge Vegas by the number of cars in the parking garage and every day I had to drive all the way to the top,” he said. “It really seemed like it got busier as the week went on.” Ira Fruitman didn’t purchase any new lines for his San Francisco store Bedroom Express. But he did make several repeat purchases to “deepen the bling category” of his store, which is using a 1940s Hollywood Rat Pack theme to display its inventory. He’ll use his new inventory to beef up his visual display. Even if he hadn’t bought anything, Fruitman said the Las Vegas Market – all markets, really – are important to attend to make sure you know what is on trend. “If nothing else it’s a confirmation that you are in touch with the market,” he said. “You always need to keep aware of the trends you might not know about. Market is where you go to find that stuff out.” Fruitman’s one complaint about the market was one shared by many. Fruitman lamented that, despite housing all the manufacturers in three buildings, “there’s always more to see than time allows. I was there four days and still went home feeling like I didn’t see enough.” Many retailers took advantage of the NAHFA’s Retail Resource Center to listen to a seminar, compare vendors offering services or grab a bite to eat.

Many of the more than 2,200 manufacturers and exhibitors offered market specials that retailers like Shuel took advantage “It’s a great place to map out your game plan for the day and talk to other retailers,” said Dan Pedersen of Al’s Furniture in Modesto, of. Shuel placed orders with Simmons Mattress and Stanton, a family-owned furniture maker popular among West Coast retail- Calif. Pedersen met with vendors in the RRC between getting a bite to eat at the center’s cafe. ers, largely because of their specials. Shuel even picked up two new lines at market, StyleCraft lamps and Windermere Motion lift recliners. “They both just seemed like good values that fit our needs,” Shuel said.

“It’s always a favorite place of mine,” Pedersen said. “It’s a great place to sit down for lunch, regroup and map out the rest of your day. It’s amazing how just 30 or 45 minutes in the RRC can help you spend more time looking at furniture.”

www.retailerNOWmag.com

SEPTEMBER | 2014

Las Vegas Wrap-up

SIZZLING FINDS AT THE LAS VEGAS SUMMER MARKET Buyers at the World Market Centers in Las Vegas got a lot of bang for their buck this summer as vendors debuted products that are sure to tempt consumers. There were styles, designs, price points and products to suit every need.

Sunpan Modern Home |  The Java coffee table ($2,000) is exotic and individually crafted with varying pieces of driftwood atop a stainless steel plinth. This textural smorgasbord is finished with a 20mm tempered glass top. Sunpan.com

Groovystuff |  The Oil Drum Checker Table and Checker set with glass top ($749.99) is part of Groovystuff’s Moonshine Collection. It’s crafted from a reclaimed steel drum and is available in assorted colors. Groovystuff.com

Emerald Home |  The Humphrey Collection is a modern Chesterfield inspired group. The sofa ($899) features button-tufted detail, rolled shelter arms and nailhead trim. EmeraldHome.com

SEPTEMBER | 2014

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Las Vegas Wrap-up Surya |  The Paddington rug ($499 for 5’ x 8’) by Florence Broadhurst for Surya is hand woven in India of 100% wool. It is a flatweave and reversible. Surya.com

Arteriors |  Arteriors’ Keegan large chandelier ($4,800) is 45” in diameter and 53-59” high in a 30-light antique brass starburst design. It can be assembled without the circular reflective back plates for an entirely different look. It’s shown with nostalgic thread bulbs. Additional pipe is available. Arteriors.com

Modus Furniture International |  Modus Furniture International celebrates its 20th anniversary this year. The company debuted the Crossroads Collection, an assortment of interchangeable dining chairs and hardwood tables in materials ranging from solid wood to distressed metal and upholstered fabrics. Shown are the Cameron table ($1,149) and the Alex ($249) and Kathryn chairs ($169). Modusfurniture.com

Twin Star |  The Brickell media mantel ($1,399) has a low profile in a crisp white contemporary design. It features a smoked tempered glass door, infrared heating unit that warms up to 1,000 square feet of space, programmable SpectraFire™ flame effect technology, a touch screen display with auto shutoff timer, built-in thermostat and full-function remote. Twinstarhome.com

Walker Edison |  Walker Edison debuted City Grove, from the Angelo Surmelis collection. The studio desk with center drawer ($249) measures 48”w x 24”d x 30”h making it perfect for small spaces; it also doubles as a console table. It’s crafted of exclusive charcoal paper laminate with a wood grain feel and textured and powder coated metal legs. All pieces are RTA, drop-ship ready by FedEx or UPS. Walkeredison.com

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SEPTEMBER | 2014

Las Vegas Wrap-up

Standard Furniture |  The new generation Shaker-styled round dining table and chairs ($799) are part of the Rio collection, a 20-piece bedroom, dining, occasional and media group. Rio is offered in white paint or as shown here in brown cherry finishes on cherry veneers and hardwoods. Standard-Furniture.com

Elements |  Elements’ Harwich bedroom collection has a semi- gloss espresso finish and cherry veneers. It features a tall upholstered headboard, complemented by a taupe fabric and a fashionable studded trim. A subtle over-hang panel completes the storage footboard and also reoccurs throughout this group’s case pieces. The four-piece group, queen bed, dresser, mirror and night stand have an MSRP of $999. Elementsprg.com

Bolton Furniture |  Bolton’s new Cambridge Collection in White and Chestnut made its debut to excellent reviews. Bolton offers the bed in twin ($495) and full ($595). Boltonfurniture.biz

SEPTEMBER | 2014

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Wildcat Territory |  Retailers fell hard for Wildcat Territory’s American-tailored Eli, a handsome, sophisticated bedding set of bespoke details and classic menswear. The eight-piece queen set as shown sells for a suggested $1,565 (king, $1,650). Wildcatterritory.com

Las Vegas Wrap-up

AICO |  The Trance collection of upholstery, dining and occasional is an artistic twist on European modern designs. Pieces feature frosted glass, walnut veneers, leather and vinyl elements that often resemble pieces of sculpture. Amini.com

Mohawk Home |  The Dragon Fly Medallion Sandstone rug ($399 for 5’ x 8’) is part of Mohawk Home’s Reflections collection from Bob Timberlake. It is woven of soft, stain-resistant, eco-friendly 100% Triexta (SmartStrand) and features medallions of dancing butterflies and dragon flies on a wheat background. Mohawkflooring.com

Malouf |  The Zoned Dough® + Calming Lavender pillow ($140) from Malouf is infused with real lavender to promote relaxation and relieve tension and is crafted from supportive Dough® memory foam with Zoned Technology™ which increases breathability and cradles the head while supporting the neck. The pillow comes with a bamboo velour cover. Maloufsleep.com

www.retailerNOWmag.com

SEPTEMBER | 2014

NAHFA FEATURED PRODUCT From Leater to Wood...We’ve Got You Covered!

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Look no further than your association to help you

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

SEPTEMBER | 2014

www.retailerNOWmag.com

Thank You

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

Serta Mattress Company

Premier Sponsor

Furniture Today International Market Centers Surya Rugs

Titanium Sponsors

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

Platinum Sponsors

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

Gold/Silver/Bronze Sponsors

Aramark • Banner Marketing • BrandSource AVB • Color Ad • Corsicana Bedding, Inc. Crown West Realty • DSI Companies • Elk, Inc. • Feizy Rugs • Hooker • JRM Sales & Management La-Z-Boy Furniture Galleries, Spokane WA • Restonic Mattress • ShockWatch • Speedy Delivery Spokane Business Park & Industrial Park • The Spokesman Review • The Uttermost Company TruckSkin, LLC. • Watkins Shepard Trucking, Inc.

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

*List as of August 15, 2014

Technology

ARE YOUR MAKING THE MOST OF MOBILE?

By Regina Dinning and Sydnee Seites

f you’re like most people, you probably got up this morning and the first thing you reached for was your smartphone. Today’s consumers check for text messages, email and social media replies long before they have their first cup of coffee. If this sounds familiar, you’re in good company. According to new Pew Internet research, 90 percent of Americans have cell phones, the average owner looks at her screen 150 times a day, and 67 percent check for messages, alerts and calls even when their phones haven’t rung or vibrated. It’s time to embrace all things mobile. As a retailer, are you using mobile marketing and advertising to steer customers your way? Here are eight truths about mobile marketing every retailer should know to make the most of this hyperlocal and -targeted marketing strategy.

1. Your mobile presence has to look terrific.

Plain and simple, your online presence has to function perfectly on mobile devices or your best customers will take their business elsewhere. Now’s the time to create a responsive website that looks great on smartphones, tablets, computers and TVs, then invest in a native app that mirrors your website content. That way you’ll update a single website and know that your content is consistent no matter how it’s accessed. Here’s some motivation for you: open your web browser and go to mattkersley.com/responsive/. Type in your website and see how it looks on different devices. Ask yourself: would you want to visit your website on a mobile device?

SEPTEMBER | 2014

Although you may think you need a large budget to build a mobile app, it might surprise you to learn that even if you have a small company, you can create an app for very little cost. Really—there are code-free, do-it-yourself (DIY) services out there that will cost you as little as $10-$20 per month. The focus of the following list is on DIY resources that allow mobile apps to be assembled quickly. `` AppNotch (Android, Apple iOS, HTML5; paid plans start at $18 per month)—This service includes a prototyping option for mocking up your mobile applications before committing too deeply. It offers a variety of templates and there is a 30-day trial period. `` App Press (Android, Apple iOS; entry-level plan starts at $30 per month)—This cloud-hosted development platform was designed with image in mind: the focus is on helping small businesses create highly visual mobile apps. One notable feature is an instant preview function. The entry plan includes 10 gigabytes (GB) of storage, 5 GB of bandwidth and up to two projects. `` BuildAnApp (Android, Apple iOS, BlackBerry, Windows Mobile; starts at $19 per month depending on platform)—The company has created a six-step process for building either mobile native apps or one that can be viewed with a mobile web browser. It offers a feature that lets your visitors “click to call” from within the app. `` Infinite Monkeys (Android, Apple iOS; pricing starts at $12 per month for a native mobile app plus HTML5 Web site)—This is the sister service to Appmakr, which it acquired last year. It focuses mainly on social or “fan” apps that help restaurants, retailers, organizations and individuals build apps that have a social twist to them. The company runs an Android marketplace where it features apps built on its platform. `` Orbose (Android, Apple iOS; published pricing for businesses is about $40 per month)—The company behind this offering, Enigma Systems, promises a big reduction in development time for those who don’t have any programming knowledge. The platform supports development of apps that can accommodate push notifications, appointment scheduling, and payment processing and social media plug-ins.

www.retailerNOWmag.com

Technology

Scan this page with your NAHFA app for even more content. Don't have the app? Get it at nahfa.org/myapp.

2. Design for mobile first.

5. Keep the holiday season in your sights.

When choosing a responsive template for your website, be sure the mobile version delivers clean, clear graphics that load quickly, along with a compelling call to action for mobile users. This is known as “mobile first.” Larger screens have the luxury of more space and more features, so work closely with your website vendor to strike the right balance on visible content features and graphic load times across all devices, putting the mobile experience first on your priority list.

Winter tends to be a slow sales season for retailers, but you have the opportunity to counter seasonal trends by taking advantage of one important fact: Huge numbers of people get mobile devices for the holidays. Mobile ad developers can target new Google Play or iOS registrations to reach new device owners.

3. Don’t forget these mobile email marketing essentials.

Redesign your email messages for the mobile crowd. Although flashy graphics and colorful HTML may work well for emails that are viewed on PCs, an Intuit article about mobile marketing for small businesses states that every email you send should be snappy with a call to action that, just like your website, must render perfectly using responsive email templates. Avoid using splashy graphics, however, since they are often slow to load and many mobile users choose the default setting on their phones to avoid downloading them.

4. Remember, your audience is mobile and loves videos. A recent survey by Google, Millward Brown Digital finds that 34 percent of consumers start their purchasing path on mobile devices. Put this stat into action today. Customers want to see the brands and products you sell in action on their mobile devices. Your audience is there, and they’re spending time on mobile devices when researching local purchases. You can engage them effectively with videos, hosted on YouTube or, even better, with Wistia for responsive embedding that’s search-optimized and more easily tracked and measured in your site analytics. Wistia is an Internet video hosting and analytics company that enables marketers to track and analyze web video viewers. The elaborate analytics Wistia provides really sets them apart from the other guys (YouTube, Vimeo to name a few). For example, heat mapping lets you see exactly where you are losing users or gaining interest based on playback and drop-off. These guys rock. So much so that the popular WordPress MultiUser Development blog, WPMU DEV (premium.wpmudev. org), created a special deal with them, giving you five videos, 10GB bandwidth and all Wistia features, for free, forever so you can find out for yourself. All you need to do is enter your email at http://bit.ly/WistiaXL so Wistia can send you a special invite.

Add a “mobile” line item to your holiday marketing campaign. This campaign might include: `` A special offer in your mobile ads `` Free store app download `` Or, if your store app is free (which it should be), a special offer with the store app download `` Special offer when customer/user creates or sends a mobile wish-list to friends and family `` A mobile coupon, either through your app or through any of these popular mobile coupon apps or services. (view this article online for the full list)

For large chains: `` Ibotta—free Android and iPhone app that offers rebates redeemable for real cash rewards. Reach: 3+ million users. Cost: undisclosed. `` Shopkick—free Andriod and iPhone app that gives users access to exclusive deals. Reach: 6 + million. Cost: undisclosed. For small businesses: `` Yowza—free Android and iPhone app that displays coupons offered by local businesses. Reach: 2+ million users. Cost: Normally $89/month per business location; current limitedtime offer $50/month per business location. `` Coupon Sherpa—free Android and iPhone app that displays coupons by proximity, category, and brand. Reach: 1+ million. Cost: free. `` Cellit Spark—DIY mobile messaging platform that enables local merchants to send coupons, alerts, and event information to customers via text (SMS) messages. Reach: as many opted-in consumers inside your geofence (within a certain radius). Cost: $49-$179 to send 1500-7000 SMS messages per month; offers a free trial. Continued on page 45 

www.retailerNOWmag.com

SEPTEMBER | 2014

Learn

Achieve

Network

September 10-11, 2014

OCTOBER 7, 2014

Midwest Furniture Show

SOUTHERN REGIONAL MEETING

Renaissance Convention Center - Schaumburg, Illinois

Lunch & Learn & More in Charlotte, NC

Host Committee: David Gardner, Warrenton Furniture Exchange Blake Maynard, Maynard’s Home Furnishings Dianne Ray, Garden City Furniture Woody Whichard, Midtown Furniture Superstore

When & Where: 10:00 am - 3:00 pm (Breakfast and networking start at 9:00 am. Lunch also provided.)

See your NAHFA membership representative in Booth #6 Seminar hosted by the North American Home Furnishings Assn.

Close More Sales with Eight Great Closings Location: Show Floor Commons Area

MicroD, Inc. Corporate offices 11301 Carmel Commons Blvd., Suite 114, Charlotte, NC 28226 From entry to advanced levels, attendees will find solutions specific to their businesses for catching the attention of a digitally focused consumer.

Join Us For: Workshops, roundtable discussions, and store tour (TBD)

Time: 10:00-11:30am

October 18-23, 2014

This stimulating and enlightening seminar session will give you the eight most effective methods to close sales today.

High Point Market Seminar Series

Each of these eight techniques will Presented by: be exposed with step-by-step Phillip Gutsell, procedures to cut down the number GutSELL & Associates of “walks” you currently experience.

Retailer Resource Center 1st Floor of Plaza Suites Building

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

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

SEPTEMBER | 2014

www.retailerNOWmag.com

Technology

For any size business: `` Foursquare—free Android, Windows Phone and iPhone app. Reach: 50+ million worldwide. Cost: $20 to register/claim your business listing. `` Placecast—a service that enables retailers to send text (SMS) messages to customers when they are within the vicinity of their stores. Reach: as many opted-in consumers inside your geofence (within a certain radius). Cost: undisclosed, but the company’s CEO says merchants can expect to pay a one-time setup fee plus monthly fees that vary based on the number of messages sent. Marketing messages targeting new device owners after the holidays work best if they provide a sense of urgency coupled with a limited time offer.

6. Text message marketing must be done carefully.

Text message marketing works, as long as you understand that text messages start out as interruptions. Therefore your messages must offer recipients something that makes up for that interruption, like the announcement of the arrival of a highly anticipated new product. Text messages should be used sparingly. Experts recommend starting with only two text messages per month, then monitoring click-through and unsubscribe rates to determine if they should be sent more often.

7. Mobile social media is increasingly important.

A recent eMarketer survey found that among mobile social media users, 60 percent visit these sites daily. Ignore mobile social media at your peril. One of the top activities of mobile social media users is photo sharing, and this indicates that using more imagery than text in your social media marketing makes your social media strategy more effective. Mobile social media also offers important location information, and this data can make it easier to capture the attention of mobile users on the go. Tips for shareable images that drive traffic Give your audience what they need. To encourage genuine engagement and relevant shares, your images have to appeal directly to your target audience. Images that give short, instantly actionable advice are highly shareable. Quick tips, how-tos, quotes and fun facts are all very popular. Be consistent and quick. Facebook’s reach is a constant topic of conversation for marketers, and by now you should know sharing images continues to boost organic reach and engagement. Every social media strategy should include a consistent approach to sharing images. Your audience will become familiar with your posts and if the content is good, your posts should gain traction. `` Share at the same time every day. `` Create campaign with a hashtag. `` Or, jump on a current hashtag trend bandwagon (i.e. #tbt – Throwback Thursday or #ProTip)

www.retailerNOWmag.com

Grab attention with quick tips, fun fact, quotes and images on social media.

SEPTEMBER | 2014

Technology

Offering tips and how-tos is a great way to give users meaningful content; it also presents you as an expert.

8. Mobile data is powerful marketing currency. Timeliness is trickier, especially if you don’t have staff dedicated to Digital data is being generated at a staggering rate, and mobile social media (which you should, but we know not everyone can). technology is a major driver of data proliferation. Many brands are testing use of mobile device location information and data `` Make use of scheduling features on social media from marketing researchers to deliver ads to people when they visit management platforms like Hoot Suite or Sprout Social to retailer locations. But other insights can be unlocked from mobile schedule relevant posts for upcoming holidays. data, like how mobile data fits into consumer data overall, which `` Keep an eye out for new updates to products or services patterns are emerging in local digital advertising that co-brands in your niche. These updates are important news for your and localizes brand messaging, and how marketers can improve the customers. consumer experience. Create original shareable images. This will keep your photos relevant and ensure you can use them any way you want. You don’t need to hire a graphic designer to create original images. You can do it yourself with the advice and tools listed here. `` If you’re in the office, use image-editing tools like Canva or PicMonkey. Both offer neat templates—use them to create 5-10 images with a similar theme. `` Create a branded background template you can reuse for tip or quote images. Simply upload it to Canva or PicMonkey when you want to create a new image with a text overlay. `` Not at the store? Use your phone! Apps like Instagram, InstaQuote, Overgram (free) or Over (paid) make your on-the-fly pictures into works of art you can share immediately. Optimize size, branding and source. Your image should not only suit the platform(s) you post to, but also have a good chance of being noticed and shared. `` The best size for your image will depend on how you want to use it and where you’re posting it. Make use of social media sizing cheat sheets and tools like the Social Image Resizer Tool from Internet Marketing Ninjas (http://bit.ly/ IMNinjaResizer). `` When you create your original shareable images, brand them with a simple watermark, like your logo or URL.

Set specific goals for your mobile marketing. Before you rush out and join the mobile marketing revolution, consider what your objectives are for using it. For example, you may want to drive traffic to your website or use it as a way to build awareness of your brands, products and services. If lead generation is your goal, talk with a Google Premier SMB Partner about enhanced campaigns and advanced mobile advertising. Ask them to research your local market to see how many searches are done via mobile devices daily, and if now is the right time to invest in paid mobile advertising. What the heck is a Google Premier SMB Partner? Let’s break it down: Google: popular search engine AdWords: puts your ads on Google.com and across their network of search partners SMB: small to medium sized business Partner: a friend that helps you help them The Google AdWords Google SMB Partner Program connects experienced AdWords partners with businesses that want expert help in creating, managing and optimizing their online advertising campaigns. To get started, visit http://www.google.com/ads/ premiersmbpartner/ Once you have a clear idea of what you want to accomplish with mobile marketing, you can devise a specific strategy designed to help you achieve success.

Regina Dinning is a business development director for home goods (furniture, mattress, appliances) at Netsertive, a fast-growing online marketing company and Google Premier SMB Partner leveraging the latest technology to swing retailers’ doors. Dinning (rdinning@netsertive.com) is a seasoned professional with more than 15 years’ experience in marketing and advertising in the home furnishings industry. Sydnee Seites is the webmaster for RetailerNOW and tech guru for the NAHFA. 46

SEPTEMBER | 2014

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“Thank you so much for putting me in touch with Jim Saris about our workman’s comp insurance. He and his team Tammy Post, who is a pleasure to work with over the phone and email, saved us $4200. It is great to have a service thru our association that helps you with these kind of savings. Thanks again for all that the NAHFA does to make business easier and profitable.” —Dianne Ray, Garden City Furniture, SC

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Membership

You’re covered for fire and theft, but what about that employee you fired?

By Kaprice Crawford

ou open your mail and your chest tightens. It’s a court summons. You quickly scan it. The plaintiff is an ex-employee. Now your mind is racing along with your heart as you retrace the employee’s termination. Maybe he wasn’t performing. Maybe business had been a little off and you needed to cut expenses. It had nothing to do with discrimination or sexual harassment or any of those other problems your attorney and insurance agent told you to worry about. Your documentation is impeccable. Your employment manual is up to date. You follow a checklist for all terminations. You are in compliance with all the employment laws. Everything is in order, right? Right?

The truth is, many retailers’ human resources policies and practices aren’t perfect and that might be a problem. Even if you are spot-on, you can be sued. The average cost to settle an employment practices liability claim can be steep. In 2012, the most recent year for data, employers paid out a record $467 million for wage and hour settlements, according to National Economic Research Associates Inc. The average compensatory award in federal employment cases last year was $490,000, according to Bloomberg Law Report. That doesn’t include attorney fees and punitive damages. The cost to your reputation can be equally destructive. Small- to mid-size retailers are most vulnerable. They often don’t have the necessary capital to defend themselves against an employment-related suit or other resources, such as a human resources manager who keeps up with the rapidly changing employment policies. The economic downturn and its resulting job losses have spurred the fears of employers. Litigation against employers by disgruntled former employees seeking redress for issues, both justified and unjustified, relating to their terminations continues to increase. With litigation on the rise, more employees are asking themselves if they need Employment Practices Liability Insurance (EPLI).

SEPTEMBER | 2014

First, a little education: Employment Practice Liability Insurance is available to employers to help defend and respond to claims by employees for acts related to their employment. Some types of claims an employer would see coverage respond to include: `` Wrongful dismissal, discharge or termination of employment `` Violation of employment discrimination laws (including harassment) `` Breach of a written or oral employment contract or implied employment contract `` Sexual or workplace harassment of any kind `` Wrongful demotion `` Negligent employee evaluation `` Wrongful deprivation of a career opportunity As a retailer, you should know your general liability insurance does not provide coverage for these exposures. Indeed, most commercial general liability polices and workers compensation policies have very specific wording excluding coverage for these types of claims in their policy language. For the most part, the case law has upheld these exclusions with few exceptions. Before shopping for EPLI coverage, you need to do some honest self-evaluation regarding your organization’s culture as it relates to employees. A thorough examination of your HR procedures is not only necessary from an insurance underwriting position, it is also a good risk management process to undergo on a regular basis. Consistent evaluation can help identify potential problems before they develop and allow for corrections to be made. As a starting point, take a look at your employee handbook. It doesn’t matter if you have one or 1000 employees, a handbook is probably the single most important tool you should have in your HR toolbox.

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5 Reasons EPLI is a Must  Employee lawsuits and discrimination charges are excluded under standard general liability policies  Employee lawsuits are 1,000 times more likely to occur than a fire  Employees file more than 90,000 charges per year with the Equal Employment Opportunity Commission  Employees can easily file lawsuits at no cost, with no risk to them while your defense costs can easily exceed $200,000  Employees win 70 percent of jury trials

A handbook is the best way to communicate policies to your employees and set the tone of your store. Creating—and annually updating—the manual will put your store on the right path to EPLI loss control. Besides, most insurance companies require stores to have a handbook in place as a condition of coverage. But a handbook is just a starting point. You should examine all of your HR functions and activities. There are many HR assistance organizations available to help any size store with this review; NAHFA has one. Once you’ve completed the self-evaluation, you can discuss the availability and make up of EPLI coverage for your store. For most retail stores, EPLI is a stand-alone policy. As with most insurance, you get what you pay for, and, thus you can affect the pricing with the coverage options you choose. Also, there is no standardization of coverage forms as with most other insurance policies, so it is important to examine specimen coverage forms carefully to denote differences in coverage. It would be nice if, in good economic times or bad, having solid and consistent HR procedures were all you needed to reduce the chances of a claim. However, it is not a total barrier and it would be reassuring to know you have the EPLI coverage to pull out of your tool box if needed. Think of your HR procedures as a belt and EPLI coverage as your suspenders. With both in place, it will be very unlikely you’ll get caught with your pants down! If you would like to get a quote for EPLI coverage, contact your NAHFA membership representative at (800) 422-3778 and Association Insurance Services can give you a quote.

Losing Sleep Over Missed Sales? The first choice in secondary financing

Government Relations

WHAT IS HOS AND WHY SHOULD YOU CARE?

By Lisa Casinger

ours of Service (HOS) refers to the regulations governing commercial truck drivers and their drive time. This issue has been hotly debated since last summer when, after years of legal battles, the Federal Motor Carrier Safety Administration (FMCSA) had its Hours of Service regulations go into effect. Do you handle your own deliveries? This affects you. Do you use a third-party carrier? This affects you. Do your suppliers ship product via trucks? This affects you.

it an incomplete look at the regulation. The study did not address the real-world safety implications of putting more trucks on the road during daytime hours, a time when more passenger vehicles are also on the road. FMCSA has stated that it did not take those variables into account. The ATA (representing large trucking companies) and the Owner Operated Independent Drivers Association (OOIDA, representing small carriers) estimate that the new regulations will cost $376 million annually.

The new regulations cut by 12 the number of hours that com- IMPACT ON RETAILERS mercial truck drivers can stay on the road every week. They also require drivers to take regular 34-hour rest periods that This new driving limit requires more drivers and more trucks to include pre-dawn hours (12a.m. â&#x20AC;&#x201C; 6a.m.) of two straight days. move the same volume of goods during the same time period. The FMCSA conducted a study between January-July of 2013 That increases congestion on the nationâ&#x20AC;&#x2122;s overwhelmed highways, that attempts to justify these new requirements. The American increasing the potential for accidents. Retailers continue to be Trucking Association (ATA) responded to the study by calling concerned about the requirement for nighttime rest periods

SEPTEMBER | 2014

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Government Relations

because retailers use overnight deliveries extensively in order to avoid daytime road congestion, particularly in urban areas. It will certainly impact the efficiencies that many companies have created in terms of their supply chain and delivery of goods.

`` Is designed or used to transport nine or more passengers (including the driver) for compensation `` Is transporting hazardous materials in a quantity requiring placards

After vigorous debate, the Senate Appropriations Committee The NAHFA continues to monitor this and myriad other issues agreed to an amendment in the Fiscal Year (FY 2015) for its members and the industry. Transportation, Housing and Urban Development (THUD) Appropriations bill that targets HOS rules offered by Sen. Susan Collins (R-Maine). The amendment would establish a Commercial Motor Vehicle Driver Restart Study to be done by the Department of Transportation and impose a one-year suspension of the FMCSA’s 34 Hour Restart Provisions while the study is being conducted. Many appropriations bills, including this one, probably won’t be addressed until sometime after the November elections, perhaps not until early 2015, but this proposed amendment is a step in the right direction. The FY2015 House THUD Appropriations Bill contains report language that questions the benefits of the new HOS regulations. That measure passed the whole House on a largely party-line vote earlier this summer. The tragic crash involving comedian Tracy Morgan and a Walmart truck in June has changed the narrative surrounding the HOS rules on Capitol Hill. While the rules had been mostly unknown across the country, they were thrust into the spotlight when the driver admitted to not sleeping in 24 hours. Many advocates are calling for stricter regulations on truck drivers and there will be an effort to strip the language from the Senate Transportation Appropriations bill on the Senate floor. Morgan announced in July that he is suing Walmart in the U.S. District Court in New Jersey.

WHO HAS TO COMPLY? Commercial motor vehicle (CMV) drivers—those who drive any vehicle used as part of a business and are involved in interstate commerce and fit ANY of these descriptions: `` Weighs 10,001 pounds or more `` Has a gross vehicle weight rating or gross combination weight rating of 10,001 pounds or more

NAHFA IN ACTION Members of the NAHFA benefit from having resources dedicated to advocating on their behalf on state and federal laws and regulations. Members receive monthly updates on federal and state issues; member-only eBlasts on critical issues or calls to action; and coming soon—members-only area on NAHFA.org. Here are just a few of the issues the NAHFA reports on. Marketplace Fairness Act—NAHFA supports a level playing field and the collection of online sales taxes. The Senate has already passed this bill and it’s stalling in the House. Hours of Service—NAHFA is against the current regulations (cut by 12 the number of hours that commercial truck drivers can stay on the road every week and require drivers to take regular 34-hour rest periods that include pre-dawn hours (12am – 6am) of two straight days) and we join other groups in calling for a review of the data that brought about these regulations. EPA’s proposed formaldehyde regulations— NAHFA stands with the American Home Furnishings Alliance in requesting (among other points) reduced testing and self-certification programs for laminated products. CPSC’s national flammability standard—NAHFA is in favor of the CPSC following the guidelines laid down in California’s TB117-2013 regulation.

`` Is designed or used to transport 16 or more passengers (including the driver) not for compensation Lisa Casinger is NAHFA’s government relations liaison. Contact her at lcasinger@nahfa.org and follow her on Twitter @LisaCasinger.

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SEPTEMBER | 2014

The Scoop

the scoop The NRF established the America’s Retail Champions program this year to honor retailers who make their mark on public policy debates and decisions. A total of 44 retailers ranging from midsize store owners to online sellers were nominated for the national recognition based on their willingness to speak up on the retail industry’s priorities.

vvGMFA to Honor Will Schafer T h e Gr e a t e r Me t r o p o l i t a n Furnishings Association (GMFA) announced that Will Schafer of Ashley Furniture HomeStores has been chosen as the recipient of the 2014 Howard Liveright Memorial Award. Schafer operates six Ashley stores in central New Jersey. The award will be presented during the GMFA gala dinner and dance, November 22, 2014 in Cliffside, NJ.

L to R: David French, National Retail Federation, Wogie Badcock, Badcock Home & More, and David Ratner, Dave’s Soda-Pet City.

vvBadcock Recognized by NRF Wogie Badcock, executive vice president of public affairs and chairman of the board for Mulberry, FL-based Badcock Home & More was one of five finalists recognized by the National Retail Federation (NRF) for its Retail Champion of 2014. The NRF celebrated the nominees for their grassroots advocacy and engagement on federal, state and local issues during its Retail Advocates Summit in July. During the summit, retailers from across the country met with congressional staff to discuss issues such as Marketplace Fairness, patent litigation reform, data security and rules of overtime. They also heard from NRF speakers and enjoyed the Retail Champion gala. Badcock is known in the home furnishings industry for his personal advocacy efforts and he encourages staff across the 79 corporate stores and 228 dealer-owned stores across Florida, Alabama, Mississippi, Tennessee, North Carolina, South Carolina, Georgia and Virginia to get involved as well. Badcock & More stores are either members or involved in the NAHFA and NRF as well as the retail associations and chambers in their states. “We try to make it easy for our dealers to be involved in government affairs,” Badcock said. “That’s what my department deals with; we tell them when they need to take action and what they need to do. You want to be involved in the state issues as well as the federal issues. You find gray areas and try to make them black and white.” 52

SEPTEMBER | 2014

The memorial award is named for Howard Liveright, the first treasurer of the original New Jersey Furniture Club; it acknowledges people who have made outstanding contributions to the industry through leadership and civic and charitable activities, among other attributes. “Will Schafer is one of those people whose reputation for excellence and commitment to our industry is exemplary,” says Patrick Cory, managing partner of Cory First Home Delivery and GMFA president. “He supports many local and national charities including Ashley’s “A Hope to Dream” program that provides mattresses to children in need. He has done great work to benefit Hurricane Sandy victims and supports many other good causes. I can’t think of anyone more deserving to be presented with this high award from GMFA.” Michael Yaraghi of Safaviah will be honored with the Jerry Gans Memorial Award, and Todd Weinstein will be recognized as representative of the year. Cory says, “These industry giants represent the best of what the furniture industry has to offer in terms of what they do for their customers, suppliers and communities.” “This important event presents an opportunity for retailers, reps, manufacturers and suppliers to network with industry friends while enjoying great food, an open bar, music and dancing,” says Alan Granetz, GMFA’s executive director. “This year we’ve added additional menu choices and improved valet parking.”

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The Scoop

vvHirschhaut Named Exec Director of ICFA The International Casual Furnishings Association has named Jackie Hirschhaut as its new executive director following the retirement of long-time head Joseph Logan. Hirschhaut is the vice president of public relations and marketing for the American Home Furnishings Alliance (AHFA), a trade association that represents hundreds of manufacturers and importers of home furnishings for the U.S. market. ICFA is a wholly owned subsidiary of AHFA. She now assumes leadership of the 370-member trade association dedicated to the casual furnishings industry, comprised of manufacturers/importers, retailers, designers, sales representatives, suppliers and media associate members. Ward Usmar, vice president of sales for TUUCI and ICFA chairman, stated in a press release, “Jackie brings a wealth of industry knowledge to ICFA, as well as a passion for our industry. She has worked closely with Joe over the past several weeks, ensuring a smooth transition of leadership and continuity in our mission.” Andy Counts, CEO of AHFA, noted that the Association conducted a national search and interviewed a pool of qualified candidates. “Jackie is a perfect fit for this job, given her knowledge of the industry, expertise in marketing and media relations, and experience in association management.” Counts added that Hirschhaut will retain her responsibilities as vice president of public relations and marketing.

vvRC Willey to Publish Consumer Magazine Customers of Salt Lake City-based RC Willey have something to look forward to this month as the retailer debuts its first magazine. RC Willey is a top 100 retailer, part of Berkshire Hathaway’s furniture division. “It’s an idea we got from Art Van,” said RC Willey’s vice president of marketing, Clark Yospe. “Though not on that grand of a scale.” The retailer is publishing a 42-page magazine that’s a mix between a shelter publication and a store circular; the publication will be in stores in September.

RC WILLEY pic

ers will be illey for consum W RC m fro n atio The new public th. released this mon

“The purpose is to give people a different view of RC Willey,” Yospe said. “The magazine is upscale, with few price points listed; it’s more of a fashion statement.” The book is about 80 percent furniture with a few pages dedicated to mattresses and appliances. It includes trend articles on everything from decorating with color and 4K TVs to creating a mood with flooring and making the bedroom a secret hide away. The magazine also includes local stories from writers or employees in the five markets RC Willey services throughout Nevada, Idaho, Utah and California. “For example one market will have an historical piece on Boise while another will have a story on a waterfowl area that’s being developed in Las Vegas,” Yospe said. The magazines will be mailed to customers, distributed by employees to their local businesses and available in stores. RC Willey is also working in the markets with local radio personalities and talk radio hosts to get them to promote the magazine and encourage their listeners to pick one up at their RC Willey store.

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SEPTEMBER | 2014

Calendar

MARK YOUR CALENDAR FOR THESE INDUSTRY EVENTS Check out Networking News on page 44 for NAHFA Regional Events

NAHFA APP Keep track of

industry events and add them to your calendar with the NAHFA App. Download the app at nahfa.org/myapp and simply scan this page.

International Casual Furniture & Accessories Market

KEM Furniture and Accessory Mart

September 16-19, 2014

February 1-3, 2015

The Merchandise Mart Chicago www.casualmarket.com

Edison, New Jersey www.kemexpo.com

High Point Market

Tupelo Furniture Market

October 18-23, 2014 High Point, North Carolina www.highpointmarket.org

Tupelo, Mississippi www.tupelofurnituremarket.com

KEM Furniture & Accessory Mart

High Point Market

November 19-20, 2014 Long Beach, California www.kemexpo.com

Showtime High Point, North Carolina www.showtime-market.com

May 16-19, 2015

Atlanta, Georgia www.americasmart.com

Dallas Total Home and Gift Market

SEPTEMBER | 2014

High Point, North Carolina www.highpointmarket.org

International Contemporary Furniture Fair

January 6-13, 2015

Scanning this page will automatically load these important dates to your calendar.

April 18-23, 2015

December 7-10, 2014

Atlanta Winter Gift, Home Furnishings and Holiday Market

Interactive Symbol, when you see this symbol scan the page for additional content.

February 5-8, 2015

New York, New York www.icff.com

Home Furnishings Networking Conference May 17-19, 2015 Orlando, Florida

Showtime

January 14-20, 2015

May 31-Jun3, 2015

Dallas, Texas www.dallasmarketcenter.com

High Point, North Carolina www.showtime-market.com

Las Vegas Market

Dallas Total Home & Gift Market

January 18-22, 2015

June 24-30, 2015

Las Vegas, Nevada www.lasvegasmarket.com

Dallas, Texas www.dallasmarketcenter.com

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Connie Post

(304) 736-7283 conniepost.com Page 29

Furniture Wizard (619) 869-7200 furniturewizard.com furniturewizard @furniturewiz Page 7

High Point Market

(336) 869-1000 highpointmarket.org http://tinyurl.com/HighPtMarket @hpmarketnews Page 3

Jaipur Rugs

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

When contacting our advertisers, please be sure to mention that you saw their ads in RetailerNOW.

Lynch Sales

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(616) 458-6662 lynchsales.com facebook.com/lynchsales @lynchsales Page 25 (800) 964-3876 microdinc.com microdinc @microdinc Back Cover (800) 422-3778 retailerNOWmag.com retailernow @retailerNow Page 40

Northwest Furniture Xpress (828) 475-6377 nwfxpress.com Page 9

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(888) 557-3782 serta.com SertaMattress @SertaMattresses Page 5 (888) 4-STORIS storis.com STORIS.solutions @STORIS Page 17 (877) 275-7847 surya.com SuryaSocial Inside Cover

Tidewater

(800) 535-4087 x6553 tidewaterfinance.com Page 49

Okinus

(855) 330-3958 okinus.com Page 14

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

The Now List

TV & Social Media Rule

70% of Millennials said TV advertising has the most influence over them in how they perceive a brand and its value. Social media was a close second at 60%.

Best City to Work In

Glassdoor’s 2014 Employment Satisfaction Report Card says San Jose is rated as the #1 place to work. The survey rated the top 50 U.S. metros based on employee satisfaction, # of employers hiring, biz outlook, career opportunities and compensation & benefits over the last year. San Francisco, Washington, D.C., Norfolk, VA, Salt Lake City, UT round out the top five.

No Texting Affluent Customers Only 17% of U.S. affluent internet users, (income of $150,000+), signed up or were somewhat/very likely to opt in to messages from a luxury brand.

Retail Real Estate Market Up

The U.S. retail real estate market improved in the second quarter (Q2) of 2014 as a lack of new construction helped landlords boost rents and lower vacancies, according to the latest data.

Women in Biz

Blooming Furniture

Women-owned businesses grew at 1.5 times the national average between 1997 and 2013, but only 4% exceed the $500,000 annual revenue mark.

Designer Kenneth Cobonpue’s Bloom chair is a sculptural delight crafted from microfiber, fiberglass reinforced polymer and steel.

No Rest for the Weary

Least Expensive Metros for Conducting Biz

One in five U.S. microbusiness owners report taking no vacation days in the past year, with another 21% saying they took a week or less. Half of those who took no vacation days say they don’t expect to take any in the next 12 months either.

10, Sioux City, IA; 9, Memphis, TN; 8, Canton-Massillion, OH; 7, Akron, OH; 6, Knoxville, TN; 5, Chattanooga, TN; 4, El Paso, TX; 3, Monroe, LA; 2, Lake Charles, LA; and 1, Beaumont-Port Arthur, TX.

Business Sense

81% of Americans say the country would be governed better if more people with business & management experience were elected; 63% say it would be better governed with more female political leaders.

Build Your Own Office? Robot Furniture

Ecole Polytechnique Federale scientists in Switzerland have developed small robotic modules that can change shape to create reconfigurable furniture.

Glass Ceiling

Women held just 11% of board seats at the world’s largest and best-known companies, up just 1.7% since 2009.

Herman Miller may have the office furniture of the future with its Living Office concept, designed by a German design firm. It’s beta-testing the line of mix-and-match create-your-own components made from a plastic foam called expanded polypropylene. It may be released in 2015.

Saving for a Rainy Day

70% of Millennial workers are saving for retirement; they started doing so at age 22 on average. Boomers, by comparison, began at age 35.

Pinning on the Go

40.1 million U.S. consumers will use Pinterest via any device at least monthly this year—and based on recent data, it’s likely that most of this activity will take place on mobile.

Blue & Yellow Does Make Green

IKEA plans to install 2,850 solar panels on the roof of its Merriam, KS store this fall; the solar panels will generate 1.35 million kilowatt hours of energy (enough to power 128 homes) & reduce the store’s potential carbon dioxide emissions by 930 tons annually.

Sources: International Council of Shopping Centers, MOMA, 2013 State of Women-Owned Business Report, GMI’s 2013 Women on Boards Survey, Androit Digital study, Glassdoor.com, Luxury Institute, Kansas City News, Transamerica Center for Retirement Studies, IHS Global Insight, Gallup.com, eMarketer 56

SEPTEMBER | 2014

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