J o u r n a l o f t h e We s t e r n H o m e F u r n i s h i n g s A s s o c i a t i o n
western
JUNE 2011
HFIC HIGHLIGHTS Colleen’s Classic Consignment
Free Marketing Strategies est.1944
Western Home Furnishings Association
www.WHFA.org
Doris B122
Bedroom
NEW
GROUPS
Battram B478
B203 SPARKS
B866 SYDNEY Emerald’s new upholstered beds are a great addition for any showroom or bedding department! There is something for everyone, these beds are offered in Twin, Full, Queen, and King Sizes. Some even feature full extension ball bearing glide drawers for storage. Be sure to visit our web site to view our full product line. Emerald Home Furnishings offers bedroom, dining, occasional tables, mattresses and accessories in our Tacoma Warehouse. www.emeraldhome.com; 253-922-1400 for more information.
Save the Date: Las Vegas Market August 1-5, 2011
Table ofCONTENTS
J o u r n a l o f t h e We s t e r n H o m e F u r n i s h i n g s A s s o c i a t i o n
western retailer
EDITORIAL STAFF Managing Editor: Melissa Dressler................................ mdressler@whfa.org DESIGN AND LAYOUT: Lisa Tilley................................................. ltilley@whfa.org
featured articles HFIC CONFERENCE wrap up 10 Social Media & Speaker Highlights
Advertising Manager: Cindi Williams..............................cwilliams@whfa.org 2011 WHFA OFFICERS AND EXECUTIVE COMMITTEE WHFA PRESIDENT Angel Lopez - Dearden’s, Los Angeles, CA........................................(213) 362-9600
WORD OF MOUTH MARKETING 19 Galvanizing your Store
PRESIDENT ELECT Chris Sanders - Everton Mattress Factory, Inc., Twin Falls, ID..........(208) 326-3407 VICE PRESIDENT Valerie Watters - Valerie’s Furniture and Accents, Cave Creek, AZ....(480) 483-3327
Online selling made easy 24 The Internet Parallels the Real World
TREASURER Lael Thompson - Broyhill Home Collections, Aurora, CO...................(303) 360-9653 SECRETARY Chuck Kill - Bedmart, Tucson, AZ.......................................................(520) 887-7039
stats every marketer 28 should know
EXECUTIVE COMMITTEE CHAIR Claudia LeClair - Fiesta Home Furnishings, Scottsdale, AZ...............(480) 951-3239 PAST PRESIDENTS Marty Cramer - Cramer’s Home Furnishings, Ellensburg, WA...........(509) 933-2172 George Nader - Nader’s La Popular, Gardena, CA............................(310) 327-8585
Retailer to retailer 29 What Does Great Customer Service Mean to your Business?
EXECUTIVE director Sharron Bradley - WHFA, Roseville, CA.............................................(916) 784-7677 AT LARGE EXECUTIVE COMMITTEE MEMBers Gary Absalonson - Walker’s Furniture Inc., Spokane, WA.................(509) 533-5500 Howard Haimsohn - Lawrance Contemporary, San Diego, CA.......... (619) 291-1911 Marvin Kerby - Kerby’s Furniture, Mesa, AZ.......................................(480) 834-3888 Karen Kohlman - West Harvard Furniture, Roseburg. OR.................(541) 673-4221 WHFA/NHFA Liaison David Harkness - Harkness Furniture, Tacoma, WA...........................(253) 473-1234 WHFA Board Members
in every issue
Carol Bell - Contents, Tucson, AZ......................................................(520) 881-6900 Gene DeMeerleer - Furniture West, LaGrande, OR...........................(541) 963-5440 Chris Ehgoetz - Michael Alan, Lake Havasu City, AZ........................(928) 855-6067
Industry Beat: Bedmart Honored by Leggett & Platt. . . . . . . . . . . 9
Mark Flegel - Flegel’s Home Furniture, Menlo Park, CA....................(650) 326-9661 Greg Follett – Follett’s Furniture, Lewiston, ID...................................(208) 743-0177 Eric Foucrier - Linder’s Furniture Mart, Garden Grove, CA................(714) 210-4848
Member Profile: Colleen’s Classic Consignment. . . . . . . . . . . . . . . . . 16
Travis Garrish - Forma Furniture, Fort Collins, CO.............................(970) 204-9700 Giff Gates - Gates Furniture, Grants Pass, OR..................................(541) 476-4627 John Grootegoed - Elite Leather, Chino, CA......................................(800) 826-9971
Program of the Month: Empower Your Business with WHFA’s Office Depot Program . . . . . . . . . . . . . . . . . . . . . . . 23
Eric Harms - Black’s Home Furnishings, Yreka, CA...........................(530) 842-3876 Tim Koerner - Koerner Furniture, Coeur D’Alene, ID..........................(208) 666-1525 Jeff Lindsley - Lindsley’s Home Furnishings, Grangeville, ID.............(208) 983-1040 Mark Navarra - Jerome’s, San Diego, CA..........................................(858) 753-1549
contact
Michael Nermon - Ergo Customized Comfort, Irvine, CA...................(949) 833-0338 Cherie Rose - The Rose Collection, Los Gatos, CA...........................(408) 395-7773 Scott Selden - Selden’s - Tacoma, WA...............................................(253) 922-5700
Phone:
Mike Shuel - Meredith Furniture, Yakima, WA....................................(509) 452-6221 Tom Slater - Slater’s Home Furnishings, Modesto, CA......................(209) 522-9097 Polly Teeter – Del-Teet, Bellevue, WA.................................................(425) 462-1500 WESTERN HOME FURNISHINGS ASSOCIATION STAFF
(800) 422-3778 (12 western states) (916) 784-7677 www.WHFA.org (916) 784-7697 500 Giuseppe Court, Suite 6 Roseville, CA 95678 www.facebook.com/WesternRetailer www.twitter.com/WesternRetailer
est.1944
Western Home Furnishings Association
Executive Director: Sharron Bradley................................................(916) 960-0345 Asst. Exec./Membership Director: Kaprice Crawford.....................(916) 960-0346 Business Manager: Janice Carlson..................................................(916) 960-0347
Online: Fax: Mail: Facebook: Twitter:
Events Manager: Cindi Williams.......................................................(916) 960-0277 Operations/Warehouse Manager: Jef Spencer...............................(916) 960-0386 Editor/Communications Coordinator: Melissa Dressler.................(916) 960-0385
Western Home Furnishings Association is the western affiliate of National Home Furnishings Association
Graphic Designer & Project Manager: Lisa Tilley...........................(916) 960-0349 Member Services Rep: Michael Hill..................................................(916) 960-0263 Member Services Rep: Adam Gardner............................................(916) 960-0291 Accounting Assistant: Melody King.................................................(916) 960-2476 est.1944
Contact WHFA at www.WHFA.org or (800) 422-3778
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president’s MESSAGE
F
or those of you that were at Home Furnishings Industry Conference, I am sure you will agree with me that it was the best conference ever. The feedback I received from retailers and sponsors was all positive, and all are looking forward to next year’s conference. What made it so special? For one, we had some awesome speakers that addressed major issues that we, as retailers, are facing today. All of us walked away realizing that if we are not already incorporating Social Media as a key component of our advertising strategies we better get started right away. The last speaker of the conference addressed the issue of our changing demographics. She stressed the fact that a “one size fits all” marketing program will not address the various segments of the customers that are walking, or should be walking, into our stores. Another key topic at the conference was word of mouth advertising. This topic will be covered in more detail in this issue of the Western Retailer. Let me share a few personal insights on this subject. Word of mouth is a “medium” that has been with us forever and for many of us it was word of mouth that sustained us during these difficult times. Word of mouth advertising is a way of life for many of us; however, we need to find ways to harness and channel it so that what is being said about us is positive (that is another thing we learned at the conference). Today word of mouth is not relegated to simply people talking about you in a group setting or over the phone. Today, word of mouth is on steroids. The good or bad service we give will quickly make its way to all the Social Media i.e. (Twitter, Facebook, Blogs, and even You Tube). So if people are going to talk about us, let’s tune into what they are saying. Take advantage of the positive, and quickly address any negatives that are out there. Our industry and our customers are evolving in ways that we never would have imagined a few years ago. Let’s not get left behind, jump into the fray and enjoy the ride.
Angel Lopez 2011 WHFA President
I could go on and on about the conference and the valuable benefits it provided. I encourage you to make your plans to be at next year’s conference, it will be an investment of your time and money you will not want to pass up. Though I truly enjoyed all the speakers and all that I learned from them, to me the biggest take away was the opportunity to network with retailers from across the country. I was humbled being in the presence of some of the incredibly dedicated retailers in our industry. The conference provided ample opportunities and forums to ensure that everyone had a chance to network with our peers. See you at next year’s conference.
Angel Lopez
Dearden’s Furniture Los Angeles, CA (213) 362-9600 angel.lopez@deardens.com
J o u r n a l o f t h e We s t e r n H o m e F u r n i s h i n g s A s s o c i a t i o n
western
JUNE 2011
ON THE COVER
Home Furnishings Industry attendees enjoying the final night celebration For complete story, see page 10.
HFIC HIGHLIGTS
Colleen’s Classic Consignment
Free Marketing Strategies est.1944
Western Home Furnishings Association
www.WHFA.org
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Contact WHFA at www.WHFA.org or (800) 422-3778
editor’s MESSAGE
H
ave you ever attended an event and felt like you made almost 400 new friends? Well, that’s what happened to me last month during the inaugural Home Furnishings Industry Conference. I met almost 400 dedicated professionals in the home furnishings industry. Every aspect of the industry was present: retailers, vendors, manufacturers, industry associations, market representatives and more, and it was truly one of the best events I have ever attended (and worked!). You have probably heard me say this many times throughout the years, but I am going to say it again: The home furnishings industry is one of the friendliest and open industries I have ever been a part of. What other industry is willing to share their best ideas and best practices with other retailers (whether they are in the area or not)?! The people in our industry are welcoming, caring and willing to share—which creates a great environment for all!
Melissa Dressler Western Retailer Managing Editor
The Home Furnishings Industry Conference made me proud to say I am a part of this great, creative industry. While the last few years have been rough on all of us, this event left many with a fresh, positive outlook on the future. Many saw the need and opportunity to connect through social media, others saw the opportunity to work better with their vendors. Whatever you got from the event, it was evident that the future is here, and everyone wants to be a part of it. This issue of Western Retailer highlights all of the fun, learning and networking that happened in San Antonio. There is also a great article on Word of Mouth marketing. One thing that we learned during the HFIC is that everyone is now a journalist and a marketer. One small comment about your business on Facebook or Twitter (good or bad) can make a huge impact on your business. This article dives into how to control your word of mouth marketing and ensure people are saying positive things about you and your business. I hope you enjoy this issue, and I hope all of you will consider joining us next year for the second annual Home Furnishings Industry Conference!
(916) 960-0385 MDressler@whfa.org
J o u r n a l o f t h e We s t e r n H o m e F u r n i s h i n g s A s s o c i a t i o n
western
Follow us—
May 2011
Succeeding by offering a contemporary style in a traditional marketplace Member Profile: Concept : : Home
Spokane, Washington
est.1944
Western Home Furnishings Association
www.WHFA.org
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Last month’s magazine is available online at www.WHFA.org.
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www.facebook.com/westernretailer www.facebook.com/WHFA @westernretailer
Contact WHFA at www.WHFA.org or (800) 422-3778
S E RV I C E S
Complete Training Programs Diverse Special Order Displays Free Sampling Policy
I N V E N TO RY
Top 250 Quick Ship Program Ship within 72 hours 150,000 sq/ft Warehouse
MERCHANDISING
Fabric Coordinating Program Updated Catalog Twice a Year Retail POP Packages
PRODUCT
Over 1300 Rug Styles Stocked in 5-22 Sizes Coordinating Textiles/Wall Art
T E C H N O LO G Y
Exclusive MicroD Partnership State of the Art Website
COMMUNITY
Corporate Sponsor of NHFA Proud Supporter of SmileTrain
• Mixed containers • Transload services • LTL • In-home delivery • Delivery in as little as 1 day, and rarely more than 7 • 24/7 visibility of shipments • RF bar coding & satellite tracking • Warehousing of transported goods throughout North America and in Asia
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PO Box 969
•
Conover, NC 28613 • 800.937.3876 • ZenithCompanies.com Contact WHFA at www.WHFA.org or (800) 422-3778
Bedmart Honored by Leggett & Platt WHFA member Bedmart was honored by Leggett & Platt last month for a 300-plus percent increase in power foundation sales over the last two years. Bedmart has embraced power foundations as a lifestyle product and has tailored its marketing and training to communicate the benefits of these products to younger, active consumers,” said Rob Woods , president of Leggett & Platt Consumer Products Group. “Their commitment to the category serves as an example to other retailers looking to increase their revenue while better serving their customers.” Along with a significant newspaper advertising program that shows the benefits of power foundations, Bedmart also invests in Retail Sales Associate training to ensure associates are
able to help their customers experience power foundtaions and complete the sales cycle. Each year, Bedmart provides 30-40 hours of group training to its RSAs as well as one-on-one followup and continued practice.
increase in power foundation sales
“While our company’s typical power foundation customer has traditionally been older, we are talking more and more to younger, active consumers about how a power foundation can help them sleep better and enjoy their time in bed,” said Chet Goldberg , founder of Bedmart. “With three strong power foundation options from Leggett & Platt as well as the company’s RSA training materials and consumer-oriented brochures, our sales associates are prepared to help shoppers create their ideal sleep environment.”
Congratulations! From your team at the WHFA
PFP-WHFA Ad 0511_Layout 1 5/12/11 4:22 PM Page 1
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Contact WHFA at www.WHFA.org or (800) 422-3778
High Impact Events Since 1962
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Networking, Social Media and Finding Common Ground were Popular Areas of Discussion Vanessa Liesen, Carrie Hemme, Bob Hemme, and Chris Ehgoetz, Michael Alan Distinctive Home Furn., celebrating with Serta sheep.
Final night attendees kickin’ up their boots on the dance floor at The Stables.
Draws Crowd of 370 Industry Participants!
T
he inaugural, all-industry Home Furnishings Industry Conference went off without a hitch last month in San Antonio, Texas. The event, hosted by Western Home Furnishings Association, National Home Furnishings Association and numerous industry cohosts, saw 370 of the industry’s finest in attendance. Many attendees, retailers, vendors, and manufacturers, left saying they learned the true meaning of the Power of Partnerships and felt a renewed energy and excitement about moving their business into the future. “This was the best conference ever,” said Dave Harkness, Harkness Furniture, Tacoma, Wash. “You could feel the energy and enthusiasm when the different facets of our industry came together. The more people we attract, the more diverse the opinions and networking opportunities that are available.”
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“This conference was full of great, useful information for helping each of us become better, more efficient retailers,” said Sherry Sheely, owner of Sheely’s Furniture and current NHFA board member.
“The networking opportunities and newfound friendships are invaluable.” The excitement and energy from the night before could still be felt when attendees sat down early Sunday morning to listen to Erik Qualman present Socialnomics. Playing on the
The event kicked off with the engaging banter of Bob Beckel and Cal Thomas of USA Today’s Common Ground column. While political in nature, 10
Beckel and Thomas showed how they always find common ground on issues even though they sit on different sides of the aisle. Many applied this to the retailer/manufacturer relationships in our industry, and it kicked off the event’s theme of “Power of Partnerships”. The evening continued with the Welcome Reception, which was the first opportunity for retailers, manufacturers and vendors, from across the nation, Canada, and Ireland, to interact and network.
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old political phrase, “It’s the economy, stupid,” Qualman showed attendees how social media has transformed this phrase to, “It’s a people driven economy, stupid.” Qualman created a buzz through his exciting presentation and gave attendees a few takeaways on how businesses should use social media through listening, interacting, reacting and then selling. The networking and learning continued throughout the day with numerous breakout sessions, followed by after sessions and Mardi Gras Marketing Madness with event emcees Rich Kizer and Georganne Bender.
Many attendees were seen frantically scribbling down best practices that other retailers shared, filling up their conference folios with new ideas and notes. Throughout the event, attendees could participate in a sold out Expo that Contact WHFA at www.WHFA.org or (800) 422-3778
HFIC CONFERENCE 2011
Top: Connie Beckmann, Emerald Home Furnishings, discussing what "Hue" she is with Bonnie Larson and Regina Dinning, Banner Marketing.
Jeff Bigham, Delivery Solutions, sinks a putt during the Golf Tournament.
Bottom: Dana and Robert Helms, MicroD with Kristi and Nick Gates, Gates Home Furnishings.
hosted industry business services vendors and manufacturers. Serta showed their new iComfort mattress line and had many interested retailers wanting to sell it in their stores, while Tempur-pedic showed off their Cloud Luxe, Tempur Advanced Ergo System and raffled off Tempur-pedic pillows. This was a great opportunity for attendees to connect with manufacturers and vendors outside of the Market environment and receive more information about the specific vendors and products that were present. The night ended with a Serta Sleep party that had everyone testing out the new iComfort beds late into the night. “This conference provided a wonderful opportunity to interact with both vendors and retailers... ...Networking with your peers provides
quality insight and inspiration that is not available anywhere else,”
said Marty Fischbein, president of Furniture Wizard Software. Monday morning started off with Contact WHFA at www.WHFA.org or (800) 422-3778
To u r n a m e n t
an impromptu game of Paper Rocks Scissors during the opening general session with John Moore, marketing mastermind behind Starbucks and Whole Foods. Moore guided the audience through actionable methods for small businesses to thrive in a crowded marketplace and how big businesses can continue growing when faced with upstart competition.
Forty golfers gathered early Saturday
After another round of breakout sessions, attendees filed in to hear the last presentation by Kelly McDonald on How to Market to People Not Like You. Pulling information from the 2010 census, as well as her new book, McDonald gave a lively and informative presentation that left many with new ideas on how to connect with customers. At the end of her session, all attendees were given a complimentary copy of her new book, How to Market to People Not Like You, and the opportunity to have her sign their copy.
The Golf Tournament included 18-holes of
morning for a day of hitting the links, fun and networking at the Quarry Golf Course. Once an old quarry where the cement-bonding pink limestone that was used to build the State Capitol of Texas, today the Quarry Golf Course is known as a must-play and offers golfers a unique, one-of-a-kind experience. golf and an entertaining awards ceremony. Kori Johns, Ashley Furniture, won the Long Drive contest, Ralph Farrar, Fiesta Furnishings, won Closest to the pin and Bonnie Larson, Banner Marketing, was awarded the Bruised and Mangled award.
The winning team was: Felix Fisher, Craig Brown and Doug Kauffman from Ashley Furniture Industries.
“This was by far the best conference I have ever attended,” said Angel Lopez, current WHFA President and VP of western retailer
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HFIC CONFERENCE 2011
HFIC con’t Dearden’s. “The speakers were incredible and the opportunities to network were fantastic. I truly believe all who attended left excited about the event.” The two and a half day event concluded with the Thank You Partner Gala, in honor of the partners of the Home Furnishings Industry Conference. Set at The Stables at the Pearl, attendees were ready to let loose, continue networking and have fun. Professional line dancers were brought in to teach attendees how to do the Boot Scootin’ and Boogie, as well as the two-step. The Ben McPeak Band kept everyone dancing late into the night and even welcomed a few impromptu jam session with retailers Dale Sheely, Sheely’s Furniture, on the harmonica, Valerie Watters, Valerie’s Furniture & Accents, on her spoons, Randy Lann, Arkansas Home Furnishings Association on the bass and Shane Spiller, Spiller Furniture, on drums.
When all was said and done, attendees left with new friends, new ideas and a renewed energy to move their business forward.
Photos from top left: Carol Bell and Tamara Scott-Anderson, Contents Interiors, enjoying hand-rolled cigars during the final night Gala. Sherry Sheely and Stephanie Romeo, Sheely’s Furniture & Appliance, dancing the night away. Impromptu retailer jam session with the Ben McPeak Band: Valerie Watters, Valerie’s Furniture & Accents, Dale Sheely, Sheely’s Furniture, and Shane Spiller, Spiller Furniture. Vic Norris, Hainje’s Home Furnishers, and Shane Spiller, Spiller’s Furniture.
“I arrived intimidated, and left empowered.”
Pam Rudolph, Rudolphs Furniture, Jeff Weinstein, Mattress Factory Outlet, Mike Rudolph, Rudolphs Furniture, Judi Lebensburger, Ashley Furniture Industries
For more fun, photos and information about the 2011 event, visit www.homefurnishingsconference.com.
By: Melissa Dressler Western Retailer Managing Editor
Pam Rudolph, Rudolph’s Furniture in Butte, Mont., said,
Thank you to James Threlkeld, Nicole Slater & David Sixt Photography for taking photos!
Scott Selden, Selden’s Furniture, David Masin, Masins Funriture, Noah Tepperman, Tepperman’s, David Cribbs, Ashley Furniture Industries, and Gina Delicata, Tepperman’s.
HOT TOPICS @ Conference Social media was a hot topic during the HFIC. Here are some things attendees learned: From Socialnomics
by Erik Qualman, author of Socialnomics: • It is a people driven society. • Social media is about building relationships. It is hard, but you will stand out because not everyone will take the time to do it. • Listen, interact, react and then sell on social media. • Create a listening report. Show the good and the negative about what is being said online about your store and your competitors. This gives you a great snap shot of what’s happening out there.
From The Digitally Savvy Retailer by Julia Rosien, SocialNorth:
• A Twitter feed, Facebook page or LinkedIn group is not a social media strategy. Integrating social communications into an organization or business takes research, planning and commitment. Without understanding what keywords people are using or how they’re talking about your products can be a waste of resources. • Empowering staff to execute your social media platform is important, but being engaged as an owner is equally important. You need evangelists to grow your community but that doesn’t mean handing over your brand. Stay on top of what’s being said so you can ensure your business is being represented the way you want it to be.
From a Facebook Case Study by Kevin Dorin, R&A Marketing:
• Once your Facebook page has more than 30 followers and regular activity, Facebook will automatically engage Insights to start monitoring your page’s activity and growth. • Talk about what matters to your fans: They are a fan of you for a reason. Give them a reason to keep coming back!
Contact WHFA at www.WHFA.org or (800) 422-3778
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HFIC CONFERENCE 2011
Board Meeting 2011 in San Antonio Prior to all of the fun during the Home Furnishings Industry Conference, your Board of Directors met to discuss the future of the Association and new programs to help improve your business.
Two new programs were approved during the meeting and our current program with Banner Marketing has significantly changed. Business Intelligence (FurnitureCore.com): As of 2008, WHFA members have not had access to industry statistics due to the NHFA Retail Performance Report no longer being published. WHFA has partnered with FurnitureCore.com (a division of Impact Consulting) to provide high level benchmarking data as a free service to WHFA members. Members will be able to put their own data into the system and see certain benchmarking data for free. FurnitureCore.com works with over 300+ retail companies across the country and houses industry information and performance benchmarking. FurnitureCore.com has also made available their full program to WHFA members at a 15 percent discount for a 3-month trial or a full year subscription. CrossCheck: WHFA has partnered with
The 2011 WHFA Board of Directors met prior to the Home Furnishings Industry Conference to discuss the future of the Association. Bottom Row: WHFA President Angel Lopez, Dearden’s, with his wife Rosie,
Davey Crockett (a.k.a. Valerie Watters, Valerie’s Furniture & Accents) with Chris Eghoetz, Michael Alan Distinctive Home Furn., Lael Thompson, Broyhill Home Collections, and Cherie Rose, The Rose Collection.
Sponsors of the 2011 Home Furnishings Industry Conference Include: Co-Hosts: Aspenhome, FurnitureDealer.net, Home Furnishings Business, MicroD, Serta, World Market Center. Titanium Sponsors: Ashley, Coaster, Color Ad, Emerald Home Furnishings, GE Money, Leggett & Platt, Myriad, Surya, Tempur-pedic. Platinum Sponsors: ACA, Delivery Solutions, Twin Star/Classic Flame, Banner Marketing, Furniture Wizard, Med Lift, Kidz World, Sleep-EZZ, Nourison, Phoenix AMD, Simmons, Wahlquist Management Group, Zenith Global. Gold & Silver Sponsors: American Express, American Leather, Best Home Furnishings, Fairmont Designs, Guardian Products, Inc., Guardsman Furniture Protection Programs, Lane Home Furnishings, Protect-A-Bed, Sanberg Furniture, Steve Silver Co.
CrossCheck, Inc. a leading provider of affordable check guarantee, approval and conversion services. Now you have a check payment solution that allows you to accept two to four checks from a customer to be deposited over 90 days. Checks are authorized in seconds by phone, a credit card terminal or through the Internet. Should a check be returned submit for claims process and reimbursement. It’s that easy!
Banner Marketing: Banner Marketing has added their direct mail marketing component to the existing website design program, making the new program a robust Integrated Marketing program for WHFA members. This is a great program for members that don’t have in-house advertising or ad agencies doing work for them. Banner Marketing works with many manufacturer/ buying groups and will now offer WHFA member pricing based on these huge print runs.
Bronze Sponsors: 4-Warranty-Furniture Protection Plans, Aireloom Mattress, California Furniture Manufacturers Assn, Century Lighting, Diamond Mattress, Flexsteel Industries, Furniture of America, High Point Market Authority, Innovative Delivery Systems, James G. Parker Ins. Assoc., Lazar Industries, Magnussen Home, Mail America, Pacific Furniture Dealers, Profit Management Promotions, Storis Management Systems, The Uttermost Company, Truckskin, LLC. 14
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Contact WHFA at www.WHFA.org or (800) 422-3778
Top: The Next Generation of the home furnishings industry: Lael Thompson, Broyhill Home Collections, Bill Twelves, Olum’s of Binghamton, Amy Voelker, FurnitureDealer. net, Alex Macias, Muebleria Del Sol, and Joey Gunn, Knight Furniture. Bottom: Winner of the $1,000 giveaway was Cyndi Harkness, Harkness Furniture.
Tweets from #HFIC2011 See what people were tweeting about during HFIC 2011. There were over 550 tweets with using the hash tag #HFIC2011 during the three day event! @tkpleslie: On April 1, the 2010 Census was released: For the first time ever, 1 of 3 people in the US is not white via @kellycmcdonald #HFIC2011 @juliarosien: Best Facebook post times are 4am, 11am, 5pm and 7 pm - according to studies. Great insights from @RAMarketing at #HFIC2011 RT @ramarketing: It’s about interaction and engagement...it is a two way conversation #hfic2011 @kizerandbender: Great advice from 80 YO birthday boy Jim McCutheon “Take time for yourself each day. And surround yourself with pretty women.” #HFIC2011 @HFIC2011: We’re playing Rock Paper Scissors with @brandautopsy #HFIC2011 @kevinjdoran: Don’t try to be the best at what you do. Try to be the best at being unique @brandautopsy #hfic2011 For a full transcript, visit www.homefurnishingsconference.com.
Contact WHFA at www.WHFA.org or (800) 422-3778
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Colleen’s Classic Consignment Las Vegas, Nevada
Photos by: Eugene De la Cruz, Olicity
A Hidden Treasure Hunt in Las Vegas “We don’t sell icky stuff,” is Colleen’s Classic Consignment’s tagline and they stick by that rule. Colleen’s Classic Consignment wants their customers to know that they aren’t your ordinary consignment store; they are a place to find unique, gently used items as well as brand new products they have received directly from the manufacturer. “Marketing our unique product mix is a big part of our current branding strategy,” said Kevin Aiken, CEO/ CMO of Colleen’s. “What makes our store fun is we have a mix of new and gently used furniture, so you are going to see furniture that is really nice. We are trying to tell our customers that while yes, we are a consignment store, we aren’t consignment like you might
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expect. Through our website, Facebook and our commercials, we are really focusing on letting people know that we aren’t your normal, consignment warehouse store.” Sixteen years ago, Colleen’s Classic Consignment opened its doors to the Las Vegas market as a Terri’s Consign and Design store. Kevin’s mother, Colleen Aiken, had just moved to Las Vegas and worked with Terri’s Consign and Design to open up a franchise operation in the city. Eventually, Colleen decided to venture into the business world on her own, created a new business plan and renamed all of her stores “Colleen’s Classic Consignment”.
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In August 2010, Kevin joined the family business since he is an only child and saw that it was the right time to help his mom out. “Quite honestly, in my youth, I ran as far away from the family business as possible,” he said. “It is now getting to a point where my mom is close to retirement and the business was becoming much more successful. With me being the only real heir here, my mom felt the business was at a point where she could commit to bringing me on the team, while she works towards retirement.” Prior to joining the home furnishings industry, Kevin worked in the travel industry, having last worked for Travelocity. With outside industry experience, Kevin is able to bring fresh ideas into Colleen’s as well as a positive outlook on the future. He exudes excitement to learn the home furnishings industry as well as the potential for it in the future. “Coming from another industry, I see huge potential in the home furnishings industry. I feel the furniture world might be a couple steps behind the rest of the world in technology, which isn’t a bad thing, but it just shows there is so much potential out there for future growth and it makes it exciting,” he said.
When customers walk into one of the four Colleen’s Classic Consignment stores in Las Vegas, they are welcomed by a fresh and exciting product mix. Consignment stores often have a rotating floor, so it may not look the same two weeks in a row. “We have interior decorators in each of our stores, and our furniture is grouped into vignettes. As we sell merchandise, we are selling it directly off the floor. Often we will sell an entire vignette and then replace that empty spot with something brand new. It keeps our floor fresh and customers visit
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Member Profile
the stores often. It makes shopping at Colleen’s fun because we might not have what a customer is looking for today, but if they come back in a week, we will have the exact set that they are looking for. That ‘finding a hidden treasure’ thing keeps people interested and coming back in,” Kevin said.
manufacturers, many that show at the Las Vegas Market, and offer their customers brand new furniture at a price point that others can’t compete with. This unique mix has helped Colleen’s stay profitable even through the tough economy that hit the Las Vegas housing market hard.
It’s important for Colleen’s to continually market to people who are interested in consigning their furniture in order to have a constant flow of new merchandise. This is one area where Kevin and his team are focusing more effort than they have in the past. They recently created a marketing campaign to inform people about consignment through Colleen’s. “We just launched a commercial that says, ‘Today’s Lesson: What is Consignment?,’” he said. “We are trying to educate people on what consignment is. That commercial, mixed with our new website, which was built around generating more consignment business, are our first steps in educating people and gaining more consignment customers.”
Kevin and Colleen are very excited about the future of their business. They see many opportunities on the horizon and are motivated to create a stronger business for their employees. “Our future will revolve around generating revenue online as well as expanding into other markets outside of the Las Vegas area,” Kevin said. “Our consignment model is really unique, and we have the ability to bring something new to the marketplace. If we have a business in New York and one in Vegas, and a customer happens to be moving from one city to another, they could essentially consign their furniture in one location, and build up credit for them to purchase new furniture at a different location. Essentially you could consign in New York, and pick out furniture in Las Vegas. I think this is an area where many companies haven’t really tapped into the possibilities, and I am excited to see what we can do.”
They are also educating people on the benefits of using consignment as opposed to selling furniture on their own. One of their main competitors for finding consignors is the ability for consumers to place used items on Craigslist. To help educate, and find great products, Colleen’s has a few employees that do outreach to possible customers. They comb yard sales, estate sales and Craigslist for products—as well as educate the person who is selling the item. “We are always looking for deals, the best products and ways to educate the people selling the product. We inform them it is safer and easier to work with a consignment store like us. You only have one person coming to your home, we will pick up the product for you, do all of the leg work, and then mail you a check,” Kevin said. The product mix of Colleen’s Classic Consignment makes the business unique compared to other consignment stores. They also deal directly with
Contact WHFA at www.WHFA.org or (800) 422-3778
With all of the excitement, outside industry experience and positive outlook for the future, Colleen’s Classic Consignment will be furnishing the homes of many markets for years to come. by Melissa Dressler, Managing Editor, Western Retailer
Another area where Kevin sees a great deal of growth potential is offering online selling opportunities. While the plan hasn’t been finalized, it would entail creating an area of their website to a product that would be offered for a limited amount of time. Once that time is up (or the product has sold), a new product will be featured. “We are sort of modeling our idea after the company Steep and Cheap,” Kevin said. “They put a product on their site for 30 minutes, or until it sells out, and customers then have X amount of time to buy the product. This creates a sense of urgency and if a product doesn’t sell, it rotates to the next piece of merchandise to keep people tuned in and the merchandise fresh.”
At a Glance Store Location:
Las Vegas, Nevada Type of Store:
Consignment
Year Founded:
1995
Number of Locations:
4
Number of Employees:
75
WHFA Member Since:
2010
Store Website:
www.colleenconsign.com
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Contact WHFA at www.WHFA.org or (800) 422-3778
Galvanizing Your Store with
Word of Mouth Marketing
There has never been a more opportune time for furniture stores to leverage word of mouth marketing to stand apart from their competitors. Nielsen, the world’s largest market research company, estimated that U.S. furniture stores spent approximately $1.44 billion on advertising in 2009. Total U.S. advertising expenditures increased 6.5 percent to $131.1 billion in 2010 according to Kantar Media. It is difficult for furniture retailers to execute creative advertising campaigns with the necessary frequency and reach to break through massive commercial clutter that consumers tend to tune out. Even if you can afford to spend a lot on advertising, you might want to consider a more effective and less costly way to build your business.
The Impact of Word of Mouth In June 2010, Harris Interactive asked the question, “What influences your decision to use or not use a particular company, brand or product?” and found that 71 percent of survey respondents said that reviews from family members or friends exert a “great deal” or “fair amount” of influence. In contrast, research company Yankelovich found that 75 percent of people think that companies purposefully misrepresent the truth in advertisements. While most furniture retailers understand the advantages of word of mouth over advertising, few have a methodical plan in place to leverage its positive impact. Here’s how you can carry out a word of mouth marketing campaign that will build the loyalty of existing customers while boosting the referrals that they make.
Deliver Excellence
If you want customers to recommend your store, you need products and service that are outstanding. The best marketing in the world is worthless if the people you serve are unhappy with what they are getting and how it is provided. Thus, before launching a word of mouth marketing campaign, make sure that you meet—and exceed—the expectations of your customers.
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Measure Satisfaction
Use free online survey tools like SurveyMonkey (www.surveymonkey.com) or Zoomerang (www.zoomerang.com) to find out what your customers like and dislike. Surveys help you spot trends so you can act strategically to improve your business. You shouldn’t need more than 10 questions to get a sense of how you can improve, and every complaint or suggestions should be considered carefully. While you are at it, let survey participants know how grateful you are for their participation. And don’t forget to ask whether you can use positive survey comments on your company website and company Facebook page since testimonials provide the most effective marketing copy.
Cultivate Enthusiasm
Service after the sale is an opportunity for you to foster personal relationships that boost satisfaction and increase referrals. Examples include: Follow-up phone calls to determine new furniture needs; customer appreciation events (one of my furniture industry friends does far more in sales during his biannual three-day BBQ than any other time during the year); eNewsletters with valuable educational content; and Facebook, Twitter, and blog posts with useful information about topics such as interior design or furniture maintenance. All can play a role in turning satisfied customers into referral sources.
75 % think that companies purposefully misrepresent the truth in advertisements.
U.S. furniture stores spent approximately $131 billion on advertising in 2010 71 % said that reviews from family or friends exert a “great deal” or “fair amount” of influence. 50% of all people need to be asked for a referral in order to make one. Wow did you offer
“...and when they delivered
them a drink? What
they took it all the way
store was that again?
upstairs and waited till Claire was happy with the location.”
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2011 Word of Mouth cont
Foster Relationships
Big box furniture stores saturate their markets with millions of dollars in advertising. Yet market research consistently shows that customers prefer to buy from people they know and trust. By addressing the specific needs of your customers in a personal way, you’re building loyalty that will diminish the marketing efficacy of your large competitors.
referral in return since the system is configured to prompt a reciprocal recommendation. Open your network to others and you’ll generate goodwill that will result in better friendships and business opportunities.
Request Referrals
A common lament I hear from clients is that they don’t get as many referrals as they deserve given their excellent products and services. I never had a good explanation for this phenomenon until I attended a Word of Mouth Marketing Association conference and
When I was in my family’s office furniture business, our designers would visit workplaces to measure space and consult on furniture options. They quickly learned that the best way to sell was to ask questions about what the customer wished to achieve with a newly furnished workplace. Often, conversations veered away from furniture needs and focused on lighting, paint colors and floor coverings. Although we didn’t have products that addressed these needs, we encouraged our designers to offer their opinions and expertise. Our customers were grateful for the advice and, more often than not, purchased their furniture from our designers. Our most successful designers were also masters of staying connected with customers. They sent handwritten cards to customers throughout the year, from birthday greetings to alerts about new furniture arrivals. These were some of our least expensive yet most effective marketing tactics.
Refer Others
Who are the most successful business people you know? Chances are they are actively engaged in making others successful, too. They understand the wisdom of motivational expert Zig Ziglar who said, “Successful networking is getting what you want by helping others get what they want.” If you have a good business lead for one of your customers, then make the introduction—by phone, by email or, better yet, in person. Providing unsolicited recommendations for people in your LinkedIn network is also a powerful way to build relationships. When I do this, I usually get a LinkedIn
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Research you can’t live without
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800.826.8868
www.furniturecore.com
Contact WHFA at www.WHFA.org or (800) 422-3778
heard a professor explain that 50 percent of all people need to be asked for a referral in order to make one. If you feel awkward about asking for referrals, keep in mind that people generally want to help their friends. Thanks to the Internet, it’s even easier to leverage the value of a referral. Some of things you might consider include: Asking your customers to “like” your company
page on Facebook and encouraging them to write testimonials about your store on their walls. Keep in mind that 64 percent of Facebook’s more than 100 million users in the United States have “liked” a company page. The value of a positive mention about your store by an active Facebook user can generate excellent exposure and new customers. Requesting recommendations on LinkedIn & Twitter.
Again, your customers are busy and will need to be asked to write a referral—so don’t be bashful. Use the search features that exist on all social media platforms to discover where your customers are active. Then, ask them to recommend you where their comments will have the widest impact. Directing satisfied customers to influential review websites like Google
Maps, Yahoo! Local, Yelp, and CitySearch. If you want to be known as a top furniture store in your area, you need to ask your satisfied customers for reviews. My
favorite example is from another industry: My wife and I stayed at a bed and breakfast that we really liked. When we checked out, I complimented the proprietor. He thanked me profusely. Then, he whipped out a business card with the URLs for TripAdvisor and Yahoo Travel and requested that I write a review. He told me that his high ratings on both websites were responsible for 75 percent of his reservations. Creating an email signature line that says
“Please remember that the greatest compliment I can receive is a referral from you, and I am never too busy for your referrals.” This could link to a page on your website which clearly explains the rewards you offer for customer referrals.
Conclusion Stop worrying about the advertising activities of your large competitors as they are much less effective than you imagine. Instead, create a word of mouth marketing plan focused on building the loyalty of your customers while boosting the referrals that they make. Your store will not only survive but thrive. Patrick Galvin is the chief galvanizer of Galvin Communications (www. galvincomm.com), a word of mouth marketing and public relations firm in Portland, Oregon. He is also past president of the Oregon Chapter of the National Speakers Association and speaks on word of mouth marketing to audiences throughout the country. He grew up in the furniture industry working in positions from stock clerk to president in his family’s furniture stores in Northern California.
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World Market Center Las Vegas Visit us: Building C, 4th floor
AUGUST 1-5
RRC RETAILER
RESOURCE CENTER
Western Home Furnishings Association National Home Furnishings Association
We are your Retailer Resource Center Western Home Furnishings Association
Buyer’s Club • Seminars • Resource Marketplace est.1944
Western Home Furnishings Association
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Western Home Furnishings Association • www/WHFA.org • 800-422-3778 National Home Furnishings Association • www.NHFA.org • 800-888-9590 Contact WHFA at www.WHFA.org or (800) 422-3778 western retailer
Program of the Month
OFFICE DEPOT PROGRAM JUST GOT BETTER! Let Office Depot Take Care of Your Business WHFA has joined forces with the National Commerce Group to provide you with even deeper discounts through the Office Depot Business Solutions Division. Over 600 organizations across the country combined their purchasing power together to create this group program and now WHFA is a part of it. This Free Benefit of your WHFA membership, makes National Account Pricing available to you.
Your Savings Start Now
Every member is provided with an Office Depot Store Purchasing Card, your Retail Store link to the savings program. Your card is active and ready to be used in any Office Depot Retail Superstore. To get the program discounts, simply present your Store Purchasing Card at the cash register, then pay by cash, check, debit or credit card. You may also qualify to be invoiced for your store purchase (contact WHFA for this payment option).
Smart Cart Options
Office Depot just launched an enhancement to the website, called “Smart Cart”, which offers end users a choice of lower cost Office Depot alternatives to brand name items placed in a shopping cart. The end user will have the ability to decide between the Office Depot brand item or continue the purchase with their originally selected item. Choosing the low cost item will offer immediate cost savings to your organization. Contact your WHFA Member Services Representative for a direct link to get started and to receive your In-Store Purchasing Card. (800) 422-3778
Contact WHFA at www.WHFA.org or (800) 422-3778
• National Account Pricing on over 100,000 office supply items • Save 15-30 percent over lowest retail prices on your top 100 items both in-store and online. • Save 5 percent over lowest retail prices in-store and online on everything else you buy*. • Receive additional specials and monthly coupons (via email) for increased savings on everything you buy. • Copy & Print Services Discounts include 2.5 cents Black & White copies, 29 cents Full-Color copies. • Finishing Services save an additional 40 percent off services such as binding, folding, stapling and more. • End Quantity pricing on all Promotional Products (lowest available!). • Additional discounts on Furniture, Technology, Tech Support Services, break room coffee and more!
Online Speed & Convenience
Stop wasting gas and time by driving to the store and receive your online purchases within 24 hours. By ordering online you will have the advantage of live inventory status. You can see real-time inventory, viewing of all the Office Depot Distribution Centers, based on your shipping location. Plus, keep 18 months of order history and tracking for your reordering convenience. Last, you will have the ability to build both personal and company-wide Custom Shopping Lists containing best value items, favorites, frequently ordered items and more.
You will enjoy the following benefits from this program:
Kaprice Crawford Membership Director WHFA
• FREE Next-Business Day Delivery of instock items on orders of $50 or more. • Custom Billing and Reporting *Excludes: Technology, custom printing, break room supplies, food and beverage, copy services.
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It’s All About Sales & Marketing
Online Selling Made Easy
The Internet Parallels the Real World
O
Rather than getting very technical and rambling in geeky computer language, let’s relate the Internet to things you see every day in the world. Consider these factors. They will make the Internet easier to understand:
nline selling has become a hot-topic among retailers. Many believe it’s essential to sell online, and truth be told, it is important because it gives retailers a leg up on their competition. As the CEO of an Internet marketing company, I could go on and on in this article about why you should sell online to compete in this tough market. Perhaps you would heed my words merely because I’ve seen success stories from online selling and failures from companies that don’t.
“Real World”
Nonetheless, I decided that I didn’t want to be presumptuous and preach about online selling. Instead, I’m going to offer simple and easy to understand information about online selling and how it works. Ultimately, I want you to decide if online selling is the right choice for your business.
The Basics What is the Internet? In short, the Internet is a group of computers wired together, enabling people to share information with no relevance to their physical location.
What kinds of things are sold on the Internet? Everything. However, there is a myth that only certain items can be sold online; this is false. Here are examples of some things that have been sold on the Internet: clothing, books, toys, decommissioned fighter jets, electronics, furniture, islands, jewelry, cars, Brittany Spears’ chewed gum, animals, shoes, houses and a plethora of others.
Internet
Both big and small stores are making sales right now.
TRUE
TRUE
Big guys have many locations, some are regional or national. Smaller stores have a single or a couple locations.
TRUE
TRUE
Stores control the zone they want to market with so they don’t get spread too thin, but they’re getting enough of the geographical location to be successful.
TRUE
TRUE
Tracking the best selling Some do this. products so you know what to feature or put on sale.
Easier when selling through the Internet
Get out of it what you put into it.
TRUE
TRUE
Have overhead with keeping it TRUE up to date, selling and active
TRUE—Just less than a physical location
Have to advertise to get people to come in.
TRUE
TRUE
As you will notice, there are some similarities between the “Real World” and the Internet, so let’s try to apply the already “hard” won experience to the Internet.
Not all sales have to be as ridiculous as someone’s chewed gum, but I hope you get the point, everything is sold online.
Is it important for me to have a website? Yes. Studies show most people search online for products and services before they ever step foot into a physical storefront. Essentially your website is another store that will answer your customer’s questions, and help you sell more stuff.
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Contact WHFA at www.WHFA.org or (800) 422-3778
It’s All About Sales & Marketing
Search Engines – A Level Playing Field The Internet provides a few interesting things, one of these being a level playing field. Sometimes when I mention this people get totally confused. They can’t fathom how the Internet can be a level playing field. Here’s the reason why: search engines. Search engines are simply websites where you type in keywords and find relevant results. The biggest search engine: Google. The key here is that with search engines, it helps both the bigger and smaller players get attention as long as you know and follow a few basic principles. When you go to Google and search for “Contemporary ottoman” you will most likely find a mix of single location stores and big chain stores.
Analytics – Insight In Your Users One of the beautiful things about the Internet is how much information you can get on how your users travel to and through your website. Imagine that when someone comes in the store you can tell: 1. The fact that they came in to the store—by using a reliable tracking method.
You Get Out of It what you Put In To It!
Your website is your real estate on the Internet. You can either invest in 2. Every single product they looked at in the beach front property, or a small shantytown. The size of the game you play store, in the sequence they looked at them, and works exactly as the size of the game you are currently playing. If you have how long they spent looking at each one. a website that was set up six years ago, which you haven’t updated at all and you don’t promote it in any other advertising, don’t be surprised that no 3. If there was some product or promotional one is visiting it. pieces they looked at before they walked out the door (if they did). Think of it this way. If you have a showroom, but no staff or no way to accept payments, you’re not making a profit. Therefore, don’t be surprised 4. How many of them asked for future that you aren’t making online sales when you haven’t added a shopping cart information from the store. to your site. 5. How much they purchased and what your average sale is based on every person that comes in your store. If you have a quality website, the aforementioned Let’s look at a made up situation of what “Tom’s Furniture” should do to get a website up and running that will increase his profits. data will automatically be calculated and tracked for you. You can then look at these statistics and 1. Objectives & Expectations: The very first thing Tom needs make decisions that will help you increase the to decide, before even starting to look for a Web provider, is decide what efficiency and selling capabilities of your website. he wants to get out of it. He needs to decide what his objectives and Most of this information is provided for free expectations are. These are crucial things any company he is going to work by simply installing Google Analytics on your with should be asking. It’s like someone coming in and asking for a sofa. If website. I would seriously question the legitimacy you just point to one and say, “That one”, you have no idea if it is actually of any website company that does not include the right one of them. It should always start with a conversation about what this service with their websites. the expectations and goals are.
One Scenario of Starting on the Internet
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and giving the customers direct exposure to the website right away.
WORLDWIDE ADVERTISING
6. Sign up with Google: Tom’s Web provider helps him sign up for Google Local Business results. This allows him to show up on the large map that appears when people are doing local searches for furniture stores.
LEVELS THE PLAYING FIELD— GOOGLE TREATS A BOUTIQUE
7. Communicate through email: Over the next couple months Tom communicates to his customers through his email marketing, giving them good information, specials and sales.
600 SQ. FT. STORE THE SAME AS A MAJOR RETAIL CHAIN
2. Research Website Services: Tom contacts some different providers for website services in the furniture industry and finds one that adequately answers his questions. This company doesn’t try to overwhelm him with words that make the whole subject sound too complicated. Plus they have examples of previous work that he likes. 3. Listen to the Professionals: The company advises him that he should have a website, blog, email marketing and a shopping cart. They help set up all these services and give him a central location where he can log in and make changes to his website, blog or send out emails to people who have subscribed. The website goes live!
5. Setup a Newsletter: Tom’s Web company recommends that he set up a way for customers to sign up for his email newsletter when they come in the store to make purchases. They said that some companies have a paper form that customers can write in their email address and they manually enter them to their list. Tom decides to use his website as a tool and has it open near the sales counter. This allows him to have customers enter it directly into the email newsletter sign-up form on the website, making the sign-up automatic J U N E 2 0 11
There are a myriad of other actions that can be done based on what your objectives are for your website, but these are some basic actions that we recommend based on many dealers I talk with.
Other Common Questions Is it important for me to have a website with products on it? Yes, again, think of it as your online store. Would you prefer to have an office with a bunch of furniture books showing examples of pieces people can order? Or a showroom, professionally featuring your product in a way that makes people want to order it?
Do I have to know a lot about the Internet to have a successful Website?
4. Connect your Advertising: Tom adds his website address in the TV, radio and print advertising he is doing, helping to send droves of visitors to his website.
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8. Congratulations! Between Tom and his Web company’s actions, the increase in traffic to his website results in additional sales which he wouldn’t have otherwise made.
No. Look for a Web provider that is willing to help you as much as possible—you have furniture to sell, not a website to build. However, the amount of money you spend on your website and the skill of the company you hire will be some of the factors that go in to how much time you will be spending on your website.
How many products should I put on my Website? We recommend people at least put their best selling products on the site to start with. If you want to add additional pieces, you can do that, but it is not required from the get go. Feature the products you really want to sell.
western retailer
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Why would people buy on my website when they already came in to the store?
website. Their decisions may be affected by a few things such as price, professionalism of the website, ease of use, honest appearance of the store based on their site and many others.
Obviously there are people who come in to the store, sit on the furniture, enjoy the experience and then buy right then and there. There are a few other situations where purchases are made online:
Summary
1. Instant Gratification: Mrs. Jones comes in to the store, finds pieces she wants, but has to talk with Mr. Jones about it first. Mrs. Jones sees her husband that night and mentions that she found the perfect ottoman to complete their living room. Mr. Jones says that she should go ahead and buy it. However, Mrs. Jones wants the instant gratification to know that it’s on its way to her home right now! The only way to do this is to buy online.
If you walk away with one thing however, I hope it is how much the Internet actually mirrors the real world. If you are talking with someone about anything that relates to the Internet, its concepts, ideas or rules and it doesn’t make sense, do either one of two things. One, ask them to explain further until it does make sense, or two, seriously consider walking away.
2. Relationship Building: Someone recently moved in town or will be moving in town and they don’t already have a relationship with you. They will search for your site and compare stores based on what they see on the
Contact WHFA at www.WHFA.org or (800) 422-3778
After reading this article, I hope you walk away with some helpful information. You should be able to determine how to properly use your website to build a successful online presence.
My goal is that you’re happy with your Web provider, their services and their ability to help you increase sales both online and in your physical store. Rafferty Pendry is the head of the technical team for Grey Suit Retail, the furniture industry’s only SaaS platform that fully integrates a website, an ecommerce shopping cart, email marketing, traditional marketing, blogging, analytics, and now Craigslist in one simple yet powerful tool that gives you complete control of your online strategy. Call (800) 549-9606 ext. 10, email rafferty@greysuitretail.com or go to www.greysuitretail. com to see for yourself how everything we do is designed to help you sell more stuff, keep more customers and make more money.
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Mind-Blowing Statistics
every marketer should know The marketing world is changing daily. A recent study by HubSpot showed these surprising statistics that every marketer needs to know
1.
78%
3.
2.
59%
of Internet users conduct product research online.
In the past year, Web-based email usage dropped a staggering 59% among 12-17 year olds
5.
Americans have registered on the FTC’s “Do Not Call” list.
40%
78%
of US smartphone owners compare prices on their mobile device while in-store, shopping for an item.
of business people use their mobile device to check email.
who prefer to communicate via text, instant messaging, and social networks. Webbased email usage has been on the decline among ALL Internet users under the age of 55.
200 million
4.
6.
91%
7.
of email users have unsubscribed from a company email they previously opted-in to.
84%
of 25-34 year-olds have left a favorite website because of intrusive or irrelevant advertising.
8.
57%
10.
83%
The number of marketers who say Facebook is “critical” or “important” to their business has increased 83 percent in just 2 years.
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11.
of businesses have acquired a customer through their company blog.
55% 9.
41% of B2B companies and 67 percent of B2C companies have acquired a customer through Facebook.
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Companies that blog get 55 percent more web traffic.
12.
62% Inbound marketing costs 62 percent less per lead than traditional, outbound marketing.
Contact WHFA at www.WHFA.org or (800) 422-3778
2
It’s All About Sales & Marketing
Retailer Retailer What does great customer service mean to your business? “The key to exemplary customer service is to listen, identify and communicate with each customer. Get to know them. Earn their trust by having their best interest at heart, being flexible and creative enough to satisfy the varied needs of each customer. Other key issues for good customer service would include being considerate of your client’s time. Do they have time right now to search for the perfect solution to their home furnishings needs or would making an appointment or emailing them options be a good plan? Of course timely and accurate follow up on orders placed or promises made is critical. In addition, when a customer special orders merchandise, educating them as to what happens regarding production and shipping times during the 4 to 16 weeks that they will be waiting for delivery, will give them realistic expectations. Should there be a problem… remember that each customer is different and may require creative problem solving to make a piece of furniture work for them, even though it meets all industry standards of acceptance. If the glides of a chair aren’t working with their floor, find some glides that do work. Even after a thorough deluxing process, a client might still have an objection that needs to be addressed. If you are not taking care of your customer, someone else will.”
“I think it is important to remember that even though they aren’t, sometimes, the customer is always right—or at least they need to have their issues resolved to their satisfaction. The real key is not losing too much money and time in the process. I personally handle almost all of the customer service in my store. It seems to mean a lot more to our customers to have the owner contacting them when there is an issue that needs to be resolved. This gives us a fighting chance to have the customer remain “our customer” in the future. I try to resolve all issues as fast as possible and with the least amount of cost to the business. This isn’t always an easy thing to do, and sometimes it fails miserably. Or at least I think it does, maybe I’m wrong (I hope!). I feel the key is to start customer service the minute a customer enters the store and to keep it alive for as long as the customer feels a need for our assistance. I happen to live and work in a small town, so if we mess up something, everyone knows. This being said, I feel that customers are the lifeblood of each of our individual stores, and if we can’t treat them right the first time, we may not have a second chance.”
To Beautiwood, great customer service is:
• Friendly, agreeable, welcoming, knowledgeable and respectful employees.
• Try to anticipate customers’ needs.
• A timely delivery window. • In event of problem—correct ASAP.
• Listening to customers needs Spending the time it takes to understand their needs.
• Service tailored to fit customer.
Karen Mansfield,Owner Beautiwood Furniture Fresno, Calif.
Greg Follett, President Follett’s Furniture Lewiston, Idaho
Carol Bell, Owner Contents Interiors Tucson, Arizona
Contact WHFA at www.WHFA.org or (800) 422-3778
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Social Lingo You’ve read articles, attended educational sessions, watched webinars but you still can’t quite figure it out! This Social Media Dictionary will be your guide to all the lingo you need to know to successfully tweet, like, share and connect through social media. • Pages: Pages are intended for businesses. This gives you tools such as Insights, ad pages and much more.
• Profile: Profiles are intended for people, not businesses. It’s actually against the Facebook terms to use a profile for a business.
• Likes: Originally called “Fans”, people now “Like” your page and will receive your wall posts in their News Feed
• The Wall: The area on your business page where followers can post comments, photos and videos.
• News Feed: Main screen for profiles where they can view what is happening with their friends and business pages they follow.
• Insights: Facebook’s analytic tool. Is only available for Business Pages and after you have 30 followers and activity.
• Admins: An admin is a person who's in charge of a Business Page. Admins can invite people to join the group, appoint other admins, and edit group information and content. They can also remove members and other admins.
Advertisers Index Please support the advertisers that support your magazine. Advertiser
Page
Phone/Website
Emerald Home Furnishings..............................................2..............................................(800) 685-6646 FurnitureCore.com............................................................ 20.............................................(800) 826-8868 FurnitureDealer.net........................................................... 21.............................................(651) 287-0700 Furniture Wizard.............................................................18 & 27........................................(619) 869-7200 High Point Market..........................................................13 & 15........................................(800) 874-6492 MicroD........................................................................... back cover....................................(800) 964-3876 Planned Furniture Promotions........................................9..............................................(800) 472-5242 PROFITsystems ................................................................... 31.............................................(800) 888-5565 RRC.......................................................................................... 22.............................................(800) 422-3778 Surya.........................................................................................7..............................................(877) 275-7847 Tempur-pedic........................................................................4..............................................(866) 368-1733 Zenith Global Logistics......................................................8..............................................(800) 937-3876
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Advertising Inquiries & Rates Contact:
Cindi Williams, WHFA Events Manager, 500 Giuseppe Court, Ste. 6, Roseville, CA 95678 Phone: (916) 960-0277 E-mail: cwilliams@whfa.org. Subscriptions: $35.00/year USA. Published by Western Home Furnishings Association, a National Home Furnishings Association affiliate, in the interests of retail home furnishings dealers, manufacturers, distributors and sales people. Distributed to retail merchants handling furniture, accessories, bedding, floor coverings, and specialty home furnishings in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming. Mailing list compiled by WHFA. Official publication of Western Home Furnishings Association, which is responsible for editorial content and advertising policy. The views expressed in articles appearing in Western Retailer are not necessarily those of Western Home Furnishings Association. Western Retailer magazine is copyrighted by Western Home Furnishings Association. June 2011, all rights reserved.
Western Retailer
Read by furniture retailers in the West.
Distribution
Western Retailer is read by more than 10,000 home furnishing retail store personnel handling furniture, accessories, bedding, floorcovering and specialty home furnishings in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming.
Marketing Philosophy
Western Retailer focuses on western market trends in the furniture, bedding, flooring and accessories industry. It highlights industry finance, state legislation, retail store layout and design, transportation, retail advertising trends, retail store computerization, insurance, succession planning and industry social events.
Contact WHFA at www.WHFA.org or (800) 422-3778
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