Volume 21 • Issue 1
JANUARY 2012
2012 Trends Making Sense of all the Chaos
The 2012 WHFA President has experienced almost every aspect of What is your favorite waffle topping?
435 likes
66 repins 63 comments
so hungry
the furniture business and brings a unique prospective to our association.
876 likes
68 repins 97 comments
Congrats Chris! 2012 WHFA President!
Facebook has changed my business.
32 likes
54 repins 27 comments
make a comment
This Calvin Klein Rug from Nourison indulges the senses, both visual and tactile with exquisite and intricate hand carving and unbelievable texture.
131 likes
15 repins 23 comments
Love the colors!
What is this?!
46 likes
4 repins 15 comments
A QR code duh....
www.WHFA.org
WINE I s N ’ t t h E o N ly t h I N g t h at agEs WEll!
j o I N t h E c E l E b r at I o N ! b-1350
January 30th - February 3rd, 2012 |
World markEt cENtEr
|
las VEgas
Chris Sanders skiing with his kids Dillion & Allyssa
I N S I D E every issue 5
President’s Letter
6
Editor’s Letter
8
Industry Beat
22
Member Profile—Welcome Mr. President
41
Meet Your Neighbor
42
NOW—Q & A with People in the Biz
Browse before you shop
social 2.0
Volume 21 • Issue 1
Social Media in 2012
16
Style Spotters from High Point
19
Consumer Mobile Shopping
21
Tablet-land
26
The QR Code Demystified
29
The Most Popular Social Media Sites
30
12 Ways to be Likeable on Facebook
32
Social Media—What It Is and Isn’t
36
The WHFA Social Site Guide
upcoming events 12 Home Furnishings Industry Conference—HFIC
JANUARY 2012
2012 Trends Making Sense of all the Chaos
The 2012 WHFA President has experienced almost every aspect of What is your favorite waffle topping?
435 likes
10
66 repins 63 comments
so hungry
the furniture business and brings a unique prospective to our association.
876 likes
68 repins 97 comments
Congrats Chris! 2012 WHFA President!
Facebook has changed my business.
32 likes
54 repins 27 comments
14
HFIC Sneak Peek
25
Member4Life Promotion
35
Las Vegas Market—Hot Waffles!
38
Retailer Resource Center Guide
make a comment
This Calvin Klein Rug from Nourison indulges the senses, both visual and tactile with exquisite and intricate hand carving and unbelievable texture.
131 likes
15 repins 23 comments
Love the colors!
member benefits
What is this?!
46 likes
4 repins 15 comments
A QR code duh....
24
Program of the Month
37
The Warehouse
www.WHFA.org
On the cover: Social Media 2.0
Please contact your Emerald Home Furnishing Sales Representative or call 253.922.1400 for more information Contact WHFA at www.WHFA.org or (800) 422-3778
western retailer
j a n u a r y 2 0 12
3
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
contact
EDITORIAL STAFF Managing Editor: Melissa Dressler............................ mdressler@whfa.org DESIGN AND LAYOUT: Lisa Tilley.............................................ltilley@whfa.org Advertising Manager: Cindi Williams.........................cwilliams@whfa.org 2012 WHFA OFFICERS AND EXECUTIVE COMMITTEE WHFA PRESIDENT Chris Sanders - Everton Mattress Factory, Twin Falls, ID .................(208) 326-3407 PRESIDENT ELECT Valerie Watters - Valerie's Furniture and Accents, Cave Creek, AZ .(480) 483-3327 VICE PRESIDENT Lael Thompson - Broyhill Home Collections, Aurora, CO..................(303) 360-9653
Phone:
(800) 422-3778 (916) 784-7677 Online: www.WHFA.org Fax: (916) 784-7697 Mail: 500 Giuseppe Court, Suite 6 Roseville, CA 95678 Facebook: www.facebook.com/WesternRetailer Twitter: www.twitter.com/WesternRetailer
TREASURER Chuck Kill - Bedmart, Tucson, AZ......................................................(520) 887-7039 est.1944
SECRETARY Tom Slater - Slater's Home Furnishings, Modesto, CA .....................(209) 522-9097 EXECUTIVE CHAIR Angel Lopez - Dearden's, Los Angeles, CA ......................................(213) 362-9600 PAST PRESIDENTS Claudia LeClair - Fiesta Furnishings, Scottsdale, AZ ........................(480) 951-3239 Marty Cramer - Cramer’s Home Furnishings, Ellensburg, WA...........(509) 933-2172
Western Home Furnishings Association
Western Home Furnishings Association is the western affiliate of National Home Furnishings Association
WHFA/NHFA Liaison David Harkness - Harkness Furniture, Tacoma, WA .........................(253) 473-1234 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 Karen Kohlman - West Harvard Furniture, Roseburg. OR.................(541) 673-4221 Mark Navarra - Jerome's, San Diego, CA .........................................(858) 753-1567 2012 Board Members
Advertising Inquiries & Rates Contact: Cindi Williams, WHFA Events Manager Phone: (916) 960-0277 E-mail: cwilliams@whfa.org. Subscriptions: $35.00/year USA
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 Greg Follett – Follett’s Furniture, Lewiston, ID...................................(208) 743-0177 Travis Garrish - Forma Furniture, Fort Collins, CO............................(970) 204-9700 Giff Gates - Gates Furniture, Grants Pass, OR..................................(541) 956-8425 John Grootegoed - Elite Leather, Chino, CA......................................(800) 826-9971 Eric Harms - Black’s Home Furnishings, Yreka, CA...........................(530) 842-3876 Marvin Kerby - Kerby's Furniture, 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 Alex Macias - Muebleria Del Sol Furniture, Phoenix, AZ ...................(602) 405-3453 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 Mike Shuel - Meredith Furniture, Yakima, WA...................................(509) 452-6221
Western Retailer is 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. January 2012, all rights reserved.
Western Retailer
Read by furniture retailers in the West.
Distribution
Western Retailer is published 10 times a year at a subscription rate of $35 per year by The Western Home Furnishings Association, 500 Giuseppe Court, Ste. 6, Roseville, CA 95678, (916) 960-0277. Periodicals postage pending at Roseville, CA and additional mailing offices. POSTMASTER: Send address changes to THE WESTERN RETAILER 500 Giuseppe Court, Ste. 6, Roseville, CA 95678.
Polly Teeter – Del-Teet, Bellevue, WA...............................................(425) 462-1500
If you would like to stop receiving the Western Retailer please send an email to: unsubscribe@whfa.org.
Alex Vo - RoomsXpress Furniture, Modesto, CA ..............................(209) 571-1700 John Wilson - Wilson's Furniture, Ferndale, WA ...............................(360) 384-8900
If you would like to receive only an electronic version of Western Retailer please send an email to: gogreen@whfa.org.
WESTERN HOME FURNISHINGS ASSOCIATION STAFF Executive Director: Sharron Bradley................................................(916) 960-0345 Asst. Exec./Membership Director: Kaprice Crawford.....................(916) 960-0346 Business Manager: Janice Carlson..................................................(916) 960-0347 Events Manager: Cindi Williams.......................................................(916) 960-0277 Operations/Warehouse Manager: Jef Spencer...............................(916) 960-0386 Editor/Communications Coordinator: Melissa Dressler.................(916) 960-0385 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
4 J A NU A RY 2 0 12
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WHFA
ACADEMY
RRC RETAILER
RESOURCE CENTER
Contact WHFA at www.WHFA.org or (800) 422-3778
President’s Letter
Hello 2012! I really do not want to start this letter by saying goodbye to another challenging year and welcoming 2012 as a period of easy success with a more welcoming, confident consumer base to our industry. We have to be on the lookout for hurdles that will stress our skill sets and resolve in the months to come. Presidential election years, even in a stable economy, have always tested our sales curves and trends and forced them into a point of inconsistency. In my travels over this past year, I had the pleasure to visit with several manufacturers and retailers. Generally the subject matter always turned to how their operation was cutting costs. In my opinion, we are cutting back so much now that we are affecting our service standards both in retail and the manufacturing sector. Now for the positive: Retail sales did increase in 2011, but not to the point where we could give each other high fives or perform victory dances. Consumers seem to be keeping an eye on holiday sales, so retailers and manufacturers that were prepared found success during these periods. I believe some of these same trends will push into 2012. Mattress categories showed an increase in 2011 and will continue to do so in 2012. Furniture stores that placed a solid program, and partnered with a good supplier, saw their mattress assortment sales increase to a level that represented up to 40–50 percent of their total store sales. Some furniture stores are using this category, and motion furniture, as specialty stores within a store and are promoting these segments with great success! Now more than ever we have to think outside the box, use the resources that will provide the best outcome and ensure profitability. WHFA is a great conduit when seeking information and services that are needed to help our businesses prosper. We also have to be goal-oriented and when variances exist, they have to be identified and corrected. In my position I wear two hats: I am involved in furniture retailing by being a partner in a full-line store located in Twin Falls, Idaho and in manufacturing by producing mattresses for six states located in the Pacific Northwest and Inter-Mountain regions. The ability to network with a diverse group of retailers and manufacturers gives us the ability to learn proven methods and make lifelong friendships. As I travel in our trade area in 2012, I will be sharing ideas and thoughts that will be supplied from friends within the industry. I hope the upcoming year proves to be profitable, fulfilling and fun!
Chris Sanders Everton Mattress & Furniture Twin Falls, Idaho (800) 521-3985 csanders@evertonmattress.com
Chris Sanders
Contact WHFA at www.WHFA.org or (800) 422-3778
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Editor’s Message
Pin-crazy! I have a new social media addiction. I look at it first thing in the morning, and right before I go to bed. I gather new, creative ideas for home décor, fashion, even marketing. No, I am not addicted to Facebook or Twitter (so 2011!), my new addiction is… Pinterest! About eight months ago I received an email from a friend inviting me to Pinterest and questioning why I wasn’t on it yet (I am a bit of a social media geek if you haven’t figured that out yet!). I hopped on the site, made a few “boards” and started pinning. Then, I forgot about it—until now. I started noticing more and more friends on Facebook requesting Pinterest invites, then I saw it on Twitter. After that, I went back to the site and saw that it had grown up. More people were using it to “pin” their finds on the Internet. I found myself slowly becoming consumed with looking at all the pins and finding new ideas to decorate my home. I created more boards and now, I can say that I am officially addicted. And I believe you should become addicted too.
Melissa Dressler Western Retailer Managing Editor
The home furnishings industry is a fashion industry. We rely on images to help the consumer imagine what her home could look like. Pinterest is the perfect tool to help her accomplish her home design dreams. Designers have flocked to the site and High Point Market highlighted the site during the Fall Market with Style Spotters. Leslie Carothers, owner of The Kaleidoscope Project, predicts that Pinterest will be the biggest social media tool for the industry in 2012 because it is a visual medium (check out Social 2012 for more of Leslie’s predictions). This issue looks at the MANY available forms of social media that are available to you today. Things to keep in mind when you are reading this issue: social media should be integrated into your overall marketing plan—you should not rely only on it; social media is a conversation—you should connect with your customers through these sites and talk to them like they were standing in front of you in your store—don’t just blast your next sale promo; and lastly, social media takes time. A lot of it. If you do not have the time to devote to it yourself, have an employee do it. If that doesn’t work, hire an outside company to do it. Of course, the most important thing is to make sure you trust whoever is acting as “the voice” of your company! If you would like to check out Pinterest and see what all the buzz is about, send me an email at mdressler@whfa.org and I will send you an invite. Happy pinning! Volume 20 • Issue 12
DECEMBER 2011
Women in the Industry
RETAILERS
(916) 960-0385 MDressler@whfa.org
RETAILERS
Color Trends
Housing Market Update 2012
www.WHFA.org
6
Last month’s magazine is available online at www.WHFA.org.
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Contact WHFA at www.WHFA.org or (800) 422-3778
the #1 brand alternative
Congratulations to
Chris Sanders, of Everton Mattress Factory
on his upcoming Presidency of the WHFA
Industry Beat
Longtime mattress manufacturer, Everton Mattress, Twin Falls, Idaho, recently acquired several new machines to improve their product, plant and operating efficiencies. The factory added its fourth quilter, which is a computer-aided tack and jump quilter that will add additional layers of comfort to the surface areas of the sleep set in a faster, more efficient manner. This addition will also improve the look and feel of the mattress by having an upscale intricate design and an improved pressure relieving top surface panel. … Guardsman, known for their products and solutions to help revitalize, protect and restore furniture, launched a new sales microsite for retailers built specifically for the iPad. The microsite serves as an exciting new sales tool enabling retailers to become more resourceful given the “finger touch” access to information, as well as appeal to a younger generation of consumers who are very familiar with receiving news on a touch screen.
Visit Their Sites www.evertonmattress.com www.guardsman.com smallbusinesssaturday.com
… An estimated 103 million Americans shopped at small businesses on Small Business Saturday, exceeding the pre-Thanksgiving projection of 89 million shoppers. According to statistics released by American Express, small-business merchants experienced a 23 percent increase in card-member transactions on the second annual Small Business Saturday, held on November 26, 2011.
PFP-WHFA Ad 11-2011_Layout 1 11/16/11 4:15 PM Page 1
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Hear this complete story and others on our website!
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#1 In High Impact Events
Contact WHFA at www.WHFA.org or (800) 422-3778
Delivering Satisfied Customers DSI Delivery’s “Whatever It Takes” approach to customized delivery solutions and distribution services for our home furnishings partners has resulted in long-standing relationships. Kurt Haines - President, Ashley Furniture/Stoneledge “DSI Delivery’s expertise and professionalism have enabled us to more than double our delivery volume while providing a high level of service to our customers.“ Larry Miller - President/CEO, Sit ‘N Sleep “We’ve been absolutely thrilled with DSI Delivery. We have hundreds of deliveries going out daily. Outsourcing deliveries allows us to focus on what we do best - retailing.” Mike Combest - Vice President/Operations, Sleep Train “Our DSI Delivery account personnel and contract drivers strive to satisfy our customers and our consumer surveys show that they succeed.”
• Over 5,000,000 deliveries since 1997 • Clearly Defined Core Values & Mission Statement • Specializing in Last-Mile consumer delivery Visit us at the Retailer Resource Center, Building C-496 and learn how our “Whatever It Takes” philosophy can add value to your home furnishings business.
1-805-496-9706 • www.dsicompanies.net
Social 2.0
Social in 2012 By Melissa Dressler
Focus on 3 key tools: Facebook, Pinterest & blogging.
Facebook, Twitter, LinkedIn, Google+, Myspace, Foursquare, Blogger, Tumblr, Pinterest, Plaxo... the list goes on and on of social media sites that you and your business could utilize. But where should you start, what do you say, and how do you find the time to do it? According to industry social media guru, Leslie Carothers, owner of The Kaleidoscope Partnership, the first thing that retailers need to do is evaluate how much time they have (or someone in their company has) to dedicate to social media. “It takes a lot of time to do social media properly,” she said. “Needless to say, the answer on how retailers should use social media would be based on how much time the retailer has or how much time they are willing to contract to an outside vendor. Social media is a conversation, so you need to be active in the conversation for it to be successful.” Once you have decided how much time you are willing to devote to this new marketing medium, Carothers advises focusing on three key tools: Facebook, Pinterest and blogging. Facebook will continue to be an important avenue for retailers since it has the largest audience of consumers. Carothers suggests retailers focus on Facebook advertising to help spread the word about their brand. The newcomer for retailers this year is Pinterest. This invite-only site has only been in the social scene for 20 months, but has seen a huge spike in requests for invites over the last few months (and recently received $37 million in funding!). Created by a past Facebook employee and his friends, Pinterest is a virtual bulletin board that allows users to share photos they find over the Web, including product images from your store. A description and original link location are added to the image, giving users the chance to visit your site directly. “I believe it is going to be a very important tool in the upcoming year, and I already have design clients who are using it,” said Carothers. “If you want to connect
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western retailer
Contact WHFA at www.WHFA.org or (800) 422-3778
Social 2.0
Pinterest is going to be a social media phenomenon in 2012 with designers in your local area, Pinterest is the place to do it. Designers have been using it as a tool to help them get inspiration, and they are connecting with each other on the site. Retailers are able to go onto Pinterest and show their product offerings, new market finds, design tips and more. Retailers can create an upholstery board, night tables, bedding, etc. and post it all of Pinterest.” Once items are posted on Pinterest, other users, whether it’s your customer or a local designer, can view your pins and repin an item on their own board. People who use this program are looking for new ideas for design, fashion, cooking, etc., and love to share with others. This site makes it easy for consumers to find styles and create a home they love. Brands like West Elm and Whole Foods have already started pinning like crazy. They are using Pinterest to show consumers the idea behind their brands, not just their products. “A retailer might wonder why this is an important tool for them. It’s important because designers, hundreds of thousands of them, are already using Pinterest to find products and gain inspiration for new designs. It is very fast, and it’s great for search engine optimization because retailers can tag each picture with keywords,” Carothers said. She also believes that Pinterest is going to be a social media phenomenon in 2012—especially for people who are in a visual field, “Consumers are hearing about the site, going online to look for inspiration, and then sharing it with their designers or working directly with a retailer. I think Pinterest is going to take off in 2012.” The last social media tool that Carothers believes will be important for retailers in 2012 is the blog. While blogs have been around for years, many retailers still haven’t jumped on the bandwagon or aren’t using it to its full advantage. Blogs are another important tool for search engine optimization and can show your customers that you are the expert in home furnishings. Blogs don’t have to be long posts, but they should contain interesting information to engage your customer and keep them wanting more. Show your readers that you are an expert in home furnishings and design and help them create the home they have always wanted. When conversing with customers (or potential customers) via social media, treat them with the same respect you would in person. Be gracious, say thank you, please and you’re welcome. Engage with the Golden Rule in mind, and be helpful and conversational. Don’t just send out your latest sale promotion; have conversations with your followers and be memorable. Match your online personality to your in-store personality. You will notice that many of the people who are successful in social media are those that listen, engage, and respond to everyone.
Hire someone to be the voice of your brand.
Hiring Outside Consultants You’ve come to the decision that your business needs to participate in social media, but who has the time? Social media consultants and “experts” are popping up everywhere—how do you know who to hire and who is legit? Carothers had some tips to look for when hiring an outside company to do your social media interactions. “First, you need to decide if you are going to just have someone set up your pages, or if they are going to execute the day to day communication and be your ‘voice’,” she said. Once you have decided that, here’s what you should look for: • Get testimonials from trusted peers who have used the company for social media. • If they are to be the voice of your brand, be sure they understand your brand and the industry (the vocabulary, how personal the decision to purchase home furnishings is, etc.). You don’t want them to communicate the wrong message to the consumer. • You must trust the person who is executing your social media strategy. If you wouldn’t hire them to work in your business, then you shouldn’t hire the person to work in your online business. • Ask the consultant how social media fits into an integrated marketing plan and ask for examples of how they have leveraged a brands’ message across platforms in the past.
Have you used Pinterest? What do you think will be the social media hit in 2012? Let us know on our Facebook page: www.facebook.com/westernretailer. Contact WHFA at www.WHFA.org or (800) 422-3778
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Events
Home Furnishings Industry MAY 6-8, 2012 ◊ PALM SPRINGS
Featured Retailers
Pedro Capo, COO, El Dorado Furniture Larry Miller, President, Sit ‘n Sleep
$149 PER NIGHT!
Pedro Capo
Reserve before March 1st and be entered into a drawing for a free suite upgrade.
Larry Miller
Visit www.homefurnishingsconference.com to access our direct reservation site, or call (888) 627-8396 and use GROUP CODE: HFIC2C
12
Events
california dreamin' Gaining the Edge
Register Now Value Wow First Registration Second Registration Three or more
$495.00 *0.00 $199.00
Schedule @ Glance SUNDAY MAY 6
7:00 am 5:00 pm 6:45 pm 9:00 pm
Industry Golf Tournament Opening General Session Welcome Reception & Dinner After Party in the Late Night Lounge
TUESDAY MAY 8 7:15 am Breakfast in the Showcase 9:30 am Gaining the Edge in Business 10:45 am Breakouts Round Three
• Maximizing the Selling Moments • Turning Strangers into Customers • Geeked Out with John McCloskey • FUTURELOOK: Key Business Trends 2012 • The Ultimate Balancing Act • Consultative Selling in the Bedding World (Repeat)
MONDAY MAY 7 7:15 am 9:30 am 10:30 am 12:15 pm 2:00 pm
Breakfast in the Showcase Gaining the Edge in Business After Session Discussion Lunch with Best Idea Bonanza Breakouts Round One
• Shut Up Already • Maximizing the Selling Moments • Social Media: What’s the Big Deal? • Cutting Edge Sales and Operational Tools • How to Attract More Clients Easily & Effortlessly • Screw the Conversion Rate
3:40 pm Breakouts Round Two
• The Evolution of a Blog • Pendulum • The Experience Economy: Events that Excite • The Power of a Facebook Fan • Consultative Selling in the Bedding World • FUTURELOOK: Key Sales & Marketing Trends 2012
5:00 pm 6:00 pm 7:00 pm 9:00 pm
Let’s Make a Deal Product Bonanza Reception in the Showcase Experience the Desert Dining Landscape After Party in the Late Night Lounge
12:15 pm Lunch & Networking 1:45 pm Breakouts Round Four
• Geeked Out with John McCloskey (Repeat) • Where do you Want to be One Year from Now • Co-Created: Four Winning Sessions Repeat from Day One
3:15 pm 6:00 pm 7:00 pm
Closing General Session Industry Reception Living the Dream— An Old Hollywood Red Carpet Experience
Featured Keynotes: Larry Winget Truth Be Told Tim Sanders Today We Are Rich
See all the registration details at www.homefurnishingsconference.com
13 * To qualify for the buy-one-get-one discount you must be a current retail member of a qualifying partner organization.
Events
Maximizing the Selling Moments Hear is a sneak peek of one of HFIC 2012’s break out sessions Maximizing the Selling Moments.
D
o you ever wonder if you are connecting with humans during key communications? Ever wonder why the sales process seems to take longer even though we can now communicate more efficiently than ever before? Ever feel like people are only partially listening to you? Do you hear “I am not interested” more than ever before? Are you checking your email right now while you allegedly are reading an article? Welcome to PADD (Partial Attention Deficit Disorder)—It is treatable! Technology has changed incredibly over the past decade and it has changed people for the worse. It has changed the face of sales, decision makers and all the rules. The pain of change is relative to your years of experience but new skills and techniques can quickly improve your results. Understanding how much professional sales and people have changed opens the door to the new human skills that have been lost in the shuffle. In order to succeed in the new world humans must get reacquainted with key skills that will allow us to communicate with a decision maker who is smarter, does not want to be sold, listens less and can't focus for long. Sounds fun, huh? Face it, we all need practical skills, techniques and a new perspective on how to advance the selling process in a very different world with a wildly different human. The playing field has not changed, it’s upside down, sideways and inverted. During the 2012 Home Furnishings Industry Conference, David Szen will tackle the big changes and new skills needed in a two-part session designed to improve your awareness and sharpen your skills. Session one lays down the foundation for what really has changed and how sales, communications and the sales process have been impacted. You will also gain 7 NEW SKILLS needed to survive and thrive in 2012. Session two quickly reviews the fundamental skills and concepts discussed and then takes a deeper dive through exercises. Focus on: Understanding and working with key buying styles, listening skills, questioning skills, handling sales resistance and being much more strategic with the words you do select. Given the wildly different decision makers we are faced with, it takes the development of key skills to get better results. You will come away with new ways to improve the communication process and be able to spot the new decision maker of 2012. These sessions bring you an opportunity to super power your communication and selling skills in these times of incredible change. As President and Senior Consultant of Symmetrics Group, David works with sales professionals from numerous industries to improve sales effectiveness and drive real business results. His work includes designing sales and delivery processes, sales coaching, key account development, sales process implementation and keynote speaking. David has a strong consulting business that allows him to see the relevance of his topics take place in real-time in live selling opportunities. Take advantage of this opportunity to learn new skills that are relevant, powerful and ready to be implemented right away.
David Szen
Home Furnishings Industry MAY 6-8, 2012 ◊ PALM SPRINGS
www.homefurnishingsconference.com 14
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Contact WHFA at www.WHFA.org or (800) 422-3778
Are you and your inventory ready for
Relati nship Counseling? Inventory — Do you love it, hate it…or a little of both? Selling inventory makes you money — love that! But, if you aren’t careful, you end up overstocked with a crammed warehouse and little to no cash flow — hate that! PROFITprofessional has all the tools you need to keep in stock only those items that make you money, get rid of those not making you money, and recognize trends so that you can keep your floor fresh with merchandise that sells. We will help you manage your inventory and improve your bottom line. You gotta love that!
Interested in more ways to improve your bottom line? Visit us at:
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Social 2.0
Social Media Highlights Home Fashions at High Point Market A Real Life Use of Social Media in Our Industry By Cheminne Taylor-Smith
At the High Point Market we have a clear strategy for social media. We use it to increase brand awareness, to build a community within the home furnishings world, to provide customer service and respond to feedback, and to quickly circulate information about the Market. There is also a less tangible, but no less important, reason that we use social media tools—and that’s to create excitement about, and enthusiasm for, the High Point Market. We’ve done that at every recent Market, from a flash mob in the fall of 2010, to viral behind-the-scenes videos in April, to our Style Spotters event last October. Each of those programs increased traffic to the website (www. highpointmarket.org) and pushed the High Point Market brand, but they also showcased the fun and energy that surrounds each Market Week, which in turn allows us to draw in new retailers and interior by Zara Stender designers. It’s a lot of pay-off for very little money. The Style Spotters program featured a new social media website called Pinterest, now one of the fastest-growing sites online. Pinterest (www.pinterest.com) is a website that lets users organize and share photos on virtual pinboards. It works the way a designer’s “mood board” or inspiration board works—you select photos of things you like, or items that inspire you, and you pin them to your board. Pinboards can have themes—like food, home decor, fashion— or they can focus on moods like “favorite things,” or “everything blue.” You can also follow other users and show your appreciation for what they’ve chosen by “liking” photos or repinning them to your own boards. The High Point Market recruited home fashion trendsetters to showcase their favorite products and top trends from the October show on Pinterest. The Style Spotters were bloggers and interior designers, and they captured images of their favorite finds as they walk the High Point Market. The trendsetters also presented exhibitors with signs that highlighted the Style Spotter’s name with a QR code and URL for the Pinterest board.
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Contact WHFA at www.WHFA.org or (800) 422-3778
Social 2.0 Cheminne Taylor-Smith "What I
enjoyed about it was the sense of sharing and community it created, as participants discussed their favorite products, trends, and companies."
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The Style Spotters for October were Meg Biram, Mimi + Meg; Jennifer Brouwer, Jennifer Brouwer Design; Heather Clawson, Habitually Chic; Julieann Covino, Create Girl; Tobi Fairley, Tobi Fairley Interior Design; Lisa Ferguson, Decor Mentor; Wanda Horton, Interior Concepts by Wanda; and Elaine Williamson, Elaine Williamson Designs. Market attendees also participated in the High Point Market Pinterest event, voting on the pinboards and products for each Style Spotter by generating “likes” or by re-pinning. At the end of Market, we tallied those votes on a point system and named Tobi Fairley the winner. A new group of Style Spotters will be named in March for the April High Point Market, and will also include Tobi Fairley as this year’s winner. To view the High Point Market Pinboards, go to pinterest.com/ HighPointMarket.
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Whatever social media tool or site that you choose, just make sure it fits your company image and brand, that you create your own community online, and that you have fun.
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Isn’t Your Business Your Baby?
Pinterest is a wildly popular site and the event generated a lot of online traffic for the High Point Market, and also created a “buzz” on other social media like Facebook and Twitter, particularly among interior designers and bloggers. What I enjoyed about it was the sense of sharing and community it created, as participants discussed their favorite products, trends, and companies. Retailers also could use Pinterest for their own marketing campaigns, perhaps by offering contests for the best boards created from photos of products on your website, or by posting your latest Market acquisitions on a Pinterest board while you’re at Market.
This Calv in Kle Indu in Ru lges g fro the s m No and ense uriso tactile s, bo n th vis with and fabu ual intric lo usly ate h e unbe a x quisit nd c lieva arvin e ble te g an xture d 131 . li
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Social 2.0
Mobile Shopping
Is your website ready for the mobile consumer?
By Jeff Bennett
Take a moment and put yourself in Ms. Jones’s shoes. She just got off work and is riding home on the Los Angeles bus for the next 40 minutes. Making the most of her long commute, Ms. Jones hops on her smartphone and surfs the Web in search of the perfect sofa for her home. Like one-third of all Americans, Ms. Jones uses her smartphone daily to navigate the Web for quality information on the products and services she plans to buy. Ms. Jones expects a user-friendly Web experience on her smartphone and she won’t hesitate to leave a mobile site that is inaccessible or slow. So as a retailer, ask yourself this: Does your mobile website give Ms. Jones a simple shopping experience? If it doesn’t, consider finding a Web development company that offers practical and accessible websites for the PC, smartphone and tablet.
What Does a Good Mobile Website Look Like for a Retailer? First things first, an effective mobile site starts before Ms. Jones even lands on it. Since Ms. Jones generally Googles keywords, like ‘furniture’ or ‘sofa in Los Angeles’, your mobile site needs to show up in the top-20 results for Ms. Jones’s keyword search. This is accomplished through search engine optimization, and it includes quality copywriting with the repetition of furniture industry keywords and your geographic location, great product descriptions, website linking and a host of other programming and HTML attributes. Once Ms. Jones finds your mobile site and clicks on it, it’s vital the site works on the major mobile operating systems. For instance, the mobile site needs to work on all Android and iPhone platforms since a majority of customers use these mobile operating systems— at the moment Blackberry is less important since the Blackberry is used mainly for business purposes, and as a retailer, you’ll notice fewer customers coming to your mobile site on a Blackberry. As Ms. Jones peruses your mobile site, she’ll demand it performs similar to your actual website. For a mobile site to function similar to an actual website, it must load fast, its products must be easily searchable and they also must be categorized correctly (i.e. sofas in the sofa category, dining room tables in the dining room table category, etc.). Each click on a mobile site matters more since the screen is smaller than a PC’s screen and the load time of each page will be considerably longer. Therefore, if Ms. Jones can’t navigate through your mobile site or it loads slowly, she will leave in lieu of another retailer’s mobile site. When Ms. Jones finds a product she likes on your site, she’ll want to share it via Facebook, Twitter, email or a text message. Because of this, it’s necessary the products on your mobile site have a share option to allow Ms. Jones to send her friends your big bargain with one click. Plus if you sell online, you may want to consider allowing Ms. Jones to shop on her smartphone. Contact WHFA at www.WHFA.org or (800) 422-3778
As Ms. Jones peruses your mobile site, she’ll demand it performs similar to your actual website.
Finally, it’s important to stay away from certain technologies on a mobile site. Applications such as Flash won’t work on iPhones and iPads and it can confuse Ms. Jones or she may miss important advertising elements if you use them. Mobile websites are one more way Ms. Jones can find you. And if you’re not using the technology properly, you’re likely missing out on a massive demographic of shoppers waiting to buy your products and services. This article was written by Jeff Bennett on behalf of Grey Suit Retail. Jeff Bennett is the Director of Client Relations 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, social media applications and now Craigslist in one simple yet powerful tool that gives you complete control of your online strategy. For more information on quality websites and mobile sites designed to help you sell more furniture, email Grey Suit Retail at sales@greysuitretail.com or call us at (800) 549-9206 ext. 7
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Social 2.0
Tablet-land
By Melissa Dressler
Tablets were on almost every holiday gift giving guide last month and those that haven’t made the jump into “Tablet-land” sure are jealous when they see their iPad-touting friends walking around. By 2014, approximately 90 million Americans will use a tablet device, with the iPad leading the way. Here are some stats on this ever-changing, popular technology:
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Asian-Americans and
39.5% of tablet users
Hispanics are the largest
planned on researching
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technology. 12.6% of
tablets during the 2011
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a home décor purchase.
What does this mean for retail? Tablets are changing how people interact with technology in their every day lives. They are replacing laptops, books and in some cases, cameras (on a recent vacation, I witnessed a tourist taking all of his photos with an iPad). According to a recent article Tablets, Smartphones Redefining The Retail Shopping Experience on MacNews.com, tablets and smartphones are also redefining the retail shopping experience and will be a $5 billion market per year in the U.S. by 2015.
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With tablets still considered a fairly new technology, the growth, excitement and ideas to utilize this technology will continue to grow. Many industry technology providers are looking at new ways to integrate tablet technology into their Point of Sale systems. How else do you envision tablets changing the retail environment?
Leave your comments on how you think tablets will influence retail in the future at www.whfa. org/articles/general/tablet-land.
Many retailers are starting to utilize this new technology on their showroom floor. Rooms to Go, an independent home furnishings store, has been using tablets to create a better customer experience. Instead of having to lead customers over to a kiosk for orders, Rooms to Go sales associates can now engage the consumer in the room setting they wish to purchase. Associates no longer have to run around the showroom looking for SKUs, they can pull the information up through their Rooms to Go app. View the YouTube video on how Rooms to Go is utilizing this technology at: http://tinyurl.com/ rooms2go. Contact WHFA at www.WHFA.org or (800) 422-3778
ter esti
mates that % of tabl users a et re ages 1 8 to 34, while 5 5.5% a re 35 or o lder. this ye
*Statistics provided by eMarketer.com western retailer
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Member Profile
Welcome Mister President
Introducing your 2012 WHFA President, Chris Sanders Western Retailer magazine recently sat down with your incoming 2012 President, Chris Sanders, who is a partner at Everton Mattress & Furniture, and Vice President of Sales and Marketing for Therapedic-Restonic Bedding in Twin Falls, Idaho. From starting as a delivery driver in Butte, Montana to becoming partner of Everton Mattress, Chris has experienced every aspect of the home furnishings industry, and a little bit in between. Western Retailer: Chris, describe your business. Chris Sanders: We are mattress manufacturers that run and own a specialty factory direct mattress store. It has evolved into a full-line furniture store located in Twin Falls, Idaho. We build and distribute two brands of bedding, Restonic and Therapedic, to furniture stores and mattress specialty stores through six Intermountain/Pacific Northwestern states. WR: How many years have you been working in the industry? CS: Twenty Plus WR: How did you get involved in the industry? CS: I started working for Rosenberg’s Furniture located in Butte, Montana as a delivery driver. Over the years, I transitioned into a retail sales associate. In 1994, I moved to Twin Falls and was the store manager for Everton Mattress retail. I transitioned from director of retail operations, then vice president of sales and Marketing, eventually becoming partner in 2008. WR: How has your company evolved over the years? CS: Changed is the term I would like to use. We are a fourth generation, family-owned operation that has been in business since 1925. Our company has been through many highs and lows during that time. We have reinvented ourselves several times in order to exist, the most recent was we went from a 10-store factory direct outlet entity to just one store in our hometown of Twin Falls, and transitioning our efforts to be a topquality mattress producer. We recently invested in our infrastructure in a time when it was challenging to do so. We upgraded our quilters and many other sewing operations. We also took the time to upgrade our employee work areas and hire skilled applicants. We are investing in our future and the future of our employees. WR: What does a typical day look like for you? CS: Depends on the day. Some days, I am working with factory representatives in the 22
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Chris fishing with his son Dillon.
Member Profile
field, developing monthly marketing programs or sourcing better pricing on raw materials and processes. Or I will be working with retail associates on sales training. Other days, I am looking for new ways to provide better offerings to our customer base and prospects. No two days are ever the same. WR: How many employees do you have? CS: 40 employees between both entities. WR: When you hire people, what traits do you look for? CS: Energy, commitment and passion. WR: How do you keep your team motivated for success? CS: Identify the finish line and help them cross it. (Sometimes it’s easier said than done.) WR: How are you helping your customers buy through technology? CS: We recognize technology’s impact on the way the consumer researches and ultimately makes purchasing decisions. From a research prospective, we constantly update our website with new products and relevant product information. To enhance the in-store experience, we have added QR codes throughout the store and armed our sales staff with iPads that contain product catalogs and additional industry information. WR: How is your company engaging in social media? CS: Social media allows the consumer to interact with our store without ever setting foot in our location. In addition, we have the ability to stay in front of our customer base on a regular basis at a very low cost. Social media is the avenue we use to influence our consumer's buying decision on a consistent basis. WR: What do you want to be remembered for? CS: Works hard, is trustworthy and maybe helped a few people along the way…
WR: Do you have a simple success philosophy you live by? CS: If you believe it can happen, it will! WR: When you aren’t busy working, what do you enjoy doing? CS: I enjoy outdoor activities like skiing, fishing, etc. I am still trying to improve on work/life balance, you should probably refer to my wife on this question! WR: How long have you been involved with WHFA? CS: 15 years WR: What are you looking forward to most as the 2012 WHFA President? CS: Working in a collaborative manner with a diverse group of passionate people that want to do whatever it takes to make WHFA the best that it can be. WR: What’s one thing our industry needs to do in order to succeed in the future? CS: Our industry is a moving target. We need to be responsive, adaptable and provide products and services that over-exceed our consumers’ expectations. We will need to use tools and ideas that will be highly-tied to the consumer electronics category in order to sell more furniture and mattresses in the future. Social media networks will further need to be tapped into going forward in terms of hitting certain target demographics. WR: What advice do you have for the future generations of the home furnishings industry? CS: Nothing happens overnight! Learn all aspects of the business so that you understand how each department impacts each other. Make it a habit to engineer outcomes in terms of goals; resultsorientated management is just that—results sometimes might turn negative if left uncontrollable. Always watch your cash flow—profits are great but when you are out of cash, you are out of business! Final thought: make as many friends as you can.
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Contact WHFA at www.WHFA.org or (800) 422-3778
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Social 2.0
Past, Present & Future: The QR Code By Crystal Vilkaitis
QR code marketing has been adapted by businesses around the world with ease and excitement. Along with social media, the new deal phenomenon and flash sale sites; mobile marketing is changing the way we sell goods and services. But before all of these innovative game changers surfaced, the business landscape looked much different. Scan the scarlet QR code with your smartphone to see a video highlighting Tesco’s use of QR Codes.
For those of you who are new to QR codes, the QR stands for ‘Quick Response’. To scan a QR code you must use a QR reader application (which are free) on your smartphone. Open the application and scan the code just like you would take a picture. Once scanned, your phone will display a message, take you to a URL or something else, depending on what the code is being used for. Often these codes are black and white, but now can be any color. You’ll see examples of a few to the left; I suggest you scan them if you have a smartphone to test out this technology. Now, “back when I was kid”, tech companies were strategizing how to get in front of businessmen, families and qualifying individuals to buy a machine that sat on a desk, plugged into the wall, turned on, dialed up and allowed you to talk to others across the world. We no longer had to hand-write a letter. We didn’t even have to pick up the phone anymore—the Internet completely changed the way we communicated with others.
Scan the plum QR code with your smartphone to visit the HFIC website.
Scan the periwinkle QR code with your smartphone to visit Chris Sander's website: Everton Mattress. HOW TO MAKE A QR CODE: 1. Visit a site like http://qrstuff.com 2. Choose a data type (URL, Twitter account, contact info, etc.) 3. Insert content 4. Download, print or save image!
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It’s that easy!
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Businesses had to adapt, figuring out how these tools could speed up their processes, produce more for less money and increase their exposure, now online and in the physical world. Marketing changed. We started building websites for our businesses, buying online banner ads, creating email addresses and trying to collect email addresses to digitally send marketing communications.
Now, a business can create a black and white (or red, yellow, blue, rainbow) code in seconds that is filled with a message to their customers. It’s a real-world hyperlink that takes you to a video, website, Facebook Fan page, product information, special savings code, phone number, email address and more. Then, you display it wherever you’d like it to be—in the window, at the cash register, on a t-shirt, sticker, hat, sign, postcard, building—anywhere! More consumers are becoming familiar with this technology, especially with the help of big brands. This Easter, Old Navy hosted its first ever Old Navy Crazy Code Egg Hunt, where shoppers could scan up to 15 different codes within stores and could win a cash prize of $5,000, $1,000 or a store discount. Customers could also scan a QR code to be entered to win a grand prize of $50,000! What this meant was customers were going around the store looking for all QR “Egg” signs and scanning with their smartphones. They were spending more time in the store, going into areas of the store they weren’t planning on and talking about it on social networks like Facebook and Twitter. It was a very successful, and fun, campaign for Old Navy. Chili’s Bar and Grill Restaurant also saw tremendous success in 2011 by adding QR codes to their St. Jude’s Children’s Research Hospital fundraiser event, which they’ve done every year for the past 8 years. Chili’s placed western retailer
Contact WHFA at www.WHFA.org or (800) 422-3778
Social 2.0
QR codes on their table tents and on walls in one Dallas, Texas store. After scanning a code, patrons received a Thank You note from a St. Jude patient (grab the tissue) and QR codes displayed on Create-A-Pepper coloring sheets linked to the organization’s website, where customers could donate directly. These codes resulted into 291,000 scans and more than $5 million in donations. Now that’s powerful!
Google Says QR Codes Are Dead What does that mean? Last March, before many consumers and retailers even knew about QR codes, Google announced the little square codes as “dead” and on its way out. Instead, Google started to focus on near-field communication (NFC) chips that's inside some phones and provide an easier way to accomplish many of the same tasks. They replaced all of their Google Places signs that once featured QR codes with NFC-enabled signs.
Looking into the future, I think we’ll see more social integration and sharing with QR codes, such as liking the code on Facebook and displaying it on our Wall or in a photo album. You’ll see more websites offering better design elements to codes (featuring different clip art, ability to turn logos into codes and feature real life photos as codes). We’ll see more actual products with QR codes directly on them which could include product info, price, a YouTube video about the item, etc. In the next few years, I wouldn’t be surprised to see digital stores which would display pictures of products with a QR code containing product info, price and a BUY button where you can put the product into your shopping cart, enter payment info and have the product delivered to your home. In fact, this is already happening in South Korea, where one grocery chain, Tesco, was trying to break into a local market to compete with the big guy. They created a virtual store in Subway Stations where consumers would scan and buy while waiting for their train to arrive. Scan the red QR code on page 26 with your smartphone to see a video highlighting Tesco’s use of QR Codes.
This new technology allows a person to simply hold a phone near a sign with an NFC chip and have the data wirelessly transmitted into the phone. This is opposed to pointing your phone at a weird looking image, taking a picture of it and then waiting for the page to come up.
The possibilities show us that now more than ever it’s important for independent retailers to drive traffic into their stores and provide value so customers still stop in, versus doing all their shopping virtually. For 2012, I think QR codes will become a larger part of businesses’ marketing approaches as more consumers become familiar with this technology. I hope more small businesses use these tools, as they’re a way to compete with national chains. However, it’s important to plan out the QR strategy. Ensure success by making the campaign easy, shareable, measureable and have a call to action. To create a QR code for your store, check out http://qrstuff.com. Crystal Vilkaitis is the Director of Social Media for SnapRetail, a Pittsburgh-based company that helps local retailers thrive and compete with national retailers by providing innovative and affordable software and services for buying, promoting and selling gift, home décor and furniture products. Crystal has taught hundreds of retailers how to use Facebook, Twitter, Foursquare, QR codes and other social media tools to bring traffic into their stores and strengthen the relationship with their customers. She has been using social media since early 2007 where she doubled and tripled web sales, increased traffic by over 2700% and was featured in Fast Company’s Most Influential Person Online campaign, ranking in the top 2%. For more information visit http:// snapretail.com.
Contact WHFA at www.WHFA.org or (800) 422-3778
So what does it mean when Google says QR codes are dead? With Google being one of the four major technology powerhouses today (along with Facebook, Apple and Amazon), they do have a strong influence on consumers and other businesses. Even though they do have this influence, NFC chip technology has been slow to catch on, and consumers are starting to utilize (and understand) QR codes. Only about 25 phones on the market are now enabled with the NFC chip (the new iPhone 4S decided against using it), which means very few people are actually using the technology at this time. This battle is likely to continue over the next few years, with either Google’s prediction being correct, or the QR code catching on with consumers. Many think there is room for both types of technology in the world. That being said, marketers shouldn’t just use a code “just because”. It must make sense and be accessible by customers (seriously, whoever thought of putting a QR code on a billboard?!).
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SEE US IN VEGAS FOR A CHANCE TO WIN A ROLEX, FREE FLOOR SAMPLES, AND OTHER GREAT PRIZES.
The financial tide is finally turning, and consumers are showing it by ramping up their buying.* We’re introducing some exciting new Leggett & Platt® products to satisfy their desire to freshen up their bedrooms. Check out our all-new Prestige™ premium bed frame, innovative Brisa™ Gel Memory Foam Pillow, sleek Designer Series™ power foundation, and the fashionable Montclair headboard/footboard, available for a special Market-only price of just $99, along with a selection of dramatic new offerings from Leggett & Platt® Fashion Bed™. Play our slots to win FREE floor samples, Amazon.com® gift cards, and Starbucks® cards. One lucky visitor to our showroom will take home a Rolex watch, so don’t delay in coming to visit us. Now is the time to prepare for an increase in consumer spending by stocking up on innovative new products.
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CONGRATULATIONS TO CHRIS SANDERS, NEW PRESIDENT OF WESTERN HOME FURNISHINGS ASSOCIATION
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*U.S. Department fo Commerce, December 13, 2011 Value of Rolex watch is approximately $5,000. Value of all other prizes is approximately $3,000. No purchase necessary and void where prohibited. Must enter prior to February 1, 2011, 5:00 pm at the Leggett & Platt showroom. All prizes awarded must be redeemed by February 2, 2011, 5:00 pm at the Leggett & Platt showroom. Odds of winning Rolex watch are approximately 1:600. Odds of winning all other prizes approximately 1:3. Official rules can be found at www.lpcpg.com.
Social 2.0
The Numbers
What are the popular social media sites today are thousands of other sites available for and what makes them different? There you and your business. Research available social media sites and find the one that best fits you and your business!
Facebook: 800 million users
StumbleUpon: 15 million users
Currently the most popular social media platform for all ages; 96% of adults that use social media are on Facebook. www.Facebook.com
Yelp: 61 million visits unique visitors
Review site for customers visiting your business. 23% of reviews are on retail stores. www.yelp.com
Helps you discover and share great websites. www.stumbleupon.com
YouTube: 800 million visits unique visitors a month Video sharing website.
Pinterest: 3.2 million visits
www.youtube.com
unique visitors a month
Virtual pinboard that let’s users share photos with other users. www.pinterest.com
Google+: 40 million users (launched in June 2011)
Aims to make sharing on the web more like sharing in real life. www.plus.google.com
FourSquare: 10 million users Location-based mobile platform that makes cities easier to explore. www.foursquare.com
LinkedIN: 135 million users Professional social networking site. www.linkedin.com
Tumblr: over 13 billion posts Social media platform that lets you effortlessly share anything. www.tumblr.com
Twitter: 380 million users Online social networking and microblogging service that enables its users to send and read textbased posts of up to 140 characters, informally known as "tweets". www.twitter.com *All numbers are as of press time. Each of these social networks is growing immensely on a daily basis.
Contact WHFA at www.WHFA.org or (800) 422-3778
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Social 2.0
12 Ways to be Likeable on Facebook By Kevin Doran
Okay. You have signed up for Facebook. Created your Facebook page. Now what? I mean people all say getting Fans is the easy part. There are over 800 million people on Facebook. It can't be that difficult, can it? Scratch that. It’s really difficult. You’re competing with a lot of other businesses in the social media marketplace. Facebook recently announced that there are now more than 3 million active business pages on Facebook, and the average user becomes a fan of four pages every month. With that many business pages and more and more users joining Facebook everyday, can you really afford not to join the Facebook game and truly become likable? Do I have you convinced to create a business page yet? Okay good! First off, don’t let anyone ever tell you that it’s all about getting people to press that "like" button. Now, don’t get me wrong, gaining a Fan is a vital part of Facebook and the success of your page. However, you own a furniture store for one reason and one reason only, to sell furniture. Of course you want your Facebook marketing and communication campaign to be successful, but first you’ve got to be likeable! Below are the top-12 ways to generate more likes, clicks and fan interaction to build a powerful sales channel for your business:
Use a Landing Tab to Offer a Compelling Reason for People to “Like” You When first-time visitors go to your fan page, they will initially see your Wall. That is unless you create a landing tab with one of your Facebook promotional apps. Make your sweepstakes, share and save or fan coupon offer your landing tab and use it to offer potential fans an incentive or discount. Show them why they should “like” your page and what’s in it for them.
Share Pictures A picture is worth a thousand words. In fact, 800 million Facebook users share their pictures with their friends on a daily basis. So why shouldn’t you? Share your pictures of customers, products, staff plus more and watch your fans comment on your store’s unique flair.
Make and Share Videos If a picture’s worth a thousand words, a video is worth 10,000. Upload your 30 and 60-second TV spots or even create your own, sharing insights and interviews. Mobile 30
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phones make it easy to create videos showing you having fun with staff, customers and partners.
Give Away Value People respond well to quality information and freebies. Use different Facebook apps to offer your fans plenty of value (coupons, sweepstakes, interactive pages, etc.). Plus, it’s simple to provide information by sharing links to articles, podcasts, white papers, and webinars. Potential customers will remember you and react positively to the expertise and value you can provide. You’ll become their “go-to source” for help and advice.
Respond to Negative Comments There’s a temptation to delete negative remarks or complaints from your Facebook page but if you delete someone’s comments, they will only get louder somewhere else. The two most important words in Facebook marketing are “I’m sorry”. Mistakes happen, so apologize, fix the problem and turn that complainer into a fan.
Respond to the Positive Comments, too A heartfelt “Thank you” goes a long way too. Make “Thank you” your two next most-important words. Don’t pass up the chance to encourage a fan who posts something nice on your Facebook page. Give them opportunities to spread the good word about their experience, and thank them sincerely. Get creative with this; there are hundreds of ways to show your appreciation with some personality.
Surprise and Delight Elements of surprise and delight have always been a tenet of good business. But on Facebook, it’s even more important to surprise and delight fans since 800 million people are watching. Consider giving away free stuff. Reward people randomly and have fun with your fans.
Ask Questions Facebook is the world’s largest focus group. You can ask questions and get plenty of valuable feedback about your product or services, and opportunities or challenges. People want to know that you care about their opinion.
Contact WHFA at www.WHFA.org or (800) 422-3778
Questions are the best way to generate comments Consider this—it’s more important to be interested than interesting in the world of Facebook. Questions are the best way to generate comments, which will improve your pages, your rank and enable you to show up in more of your fans’ news feeds.
Share Stories People love stories. Talk about how your company got started, an interesting customer or staff member, charity or community involvement. Keep the stories short and simple, and use multimedia.
Be Honest and Transparent Honesty and authenticity go a long way. Don’t be afraid to be honest with fans. They’ll appreciate the authenticity—and even vulnerability—that accompanies it. Share what’s going on in your store. Fans will respect it and respond.
Be Short, Sweet and Conversational Talk to your business’ fans the same way you’d talk to your friends. Short, informal statements and questions generate a lot more engagement than longer posts. You can use up to 420 characters in each Facebook post, but try to keep it to 140 or fewer.
Don’t Sell Make it easy and compelling for your customers to buy your products. If you’ve set a precedent of quality fan interaction—by listening to them, creating value and educating them about your business through storytelling—then they’ll use your products and services when their needs must be fulfilled. Better yet, when their friends have similar needs, you’ll be the one they “like” and recommend. Kevin is co-owner of R&A Marketing, a full service traditional and digital marketing company in Columbus, Ohio, which services clients ranging from $500k to $150 million in top line sales from coast-to-coast. For more information, contact Kevin at kdoran@ ramarketing.com or visit www.ramarketing.com.
Home Furnishings Industry
Come hear Kevin Doran share his Facebook wisdom at HFIC 2012.
MAY 6-8, 2012 ◊ PALM SPRINGS
Contact WHFA at www.WHFA.org or (800) 422-3778
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Social 2.0
Social media—What It Is and Isn’t By Jody Seivert
All things being equal, social media is a relatively new phenomenon that many people (especially anyone older than 50) are still trying to figure out. For as much business as it has created for some, it has created high anxiety for others who don’t understand its value and how to use it effectively. They also don’t quite get what it doesn’t do, especially as a replacement to traditional marketing. Social Media Assistant = Godsend
What it is…. 1. A formidable way to quickly inform those who “follow you” of your most recent promotions, new findings and perspectives, and information that you want to pass through you and on to your readers. 2. Here to stay. We have just scratched the surface of how this tool can keep us informed and connected. 3. A challenge to learn how to use and to manage. As someone older than 50, I really didn’t want to spend my time posting blogs and researching sites when that time is better spent speaking, consulting/training, coaching, or actually writing new blogs (in short, making money). So I hired someone to do it for me. Find someone to do this for you, someone who is dedicated to learning this vehicle and being a valued member of your team. It is money very well spent. I started using Facebook about a couple of years ago—well, I got a FB page. About the same time I updated my website (which is due to be updated again, and changed from traditional website architecture format to a blog format), and I started a blog. My website was static and most readers didn’t venture beyond the home page. I had a blog that I had personally posted a couple of articles to but not much more than that. In January of 2011, I posted an ad in Craigslist for a social media assistant and I found ‘Jr.’ who has been a Godsend. He linked all of my stuff—FB, Twitter (which I don’t use much), my blog and my website—and connected it to my Blackberry so I can view and post as needed. I have a personal FB page with a One by One page connected to it, to which blogs are posted weekly. I also send blogs via Constant Contact email blasts— and I do all of this weekly. I write the content, take the photos and then I email it all to Jr. to format and post. He also updated and linked all of my databases and segmented them so that I can write blogs for specific audiences—retailers, to the trade showrooms and salespeople, interior designers and business owners. I rework a blog so that it applies to the different segments and that makes my writing efficient. I now have 3,000 weekly subscribers and that number keeps climbing as I add to my database and to my email blasts via Constant Contact. My
On Twitter someone tweeted to check out the new line of Calvin Klein Rugs.
objective in 2011 was visibility—to get on and get back on the radars of people I want to work with. And I use all of these vehicles to post new programs and products (as well as YouTube) that I regularly create. While my average sale is lower this year, my number of clients and my overall revenues are up and consistent… which is good.
What it isn’t… 1. The single solution to your marketing plan, but rather an important piece of it. 2. Free advertising—your readers will get tired of you only selling stuff, so offer them information and opportunities that would be of interest to them. 3. A replacement for gracious, human touch. Social media does not replace a handwritten thank you note or a call to find out how someone is doing. It keeps people connected who might not connect otherwise, but it’s not a universal substitute for reaching out and touching someone. We’re all learning how to use this tool to expand our audience and keep ourselves visible to those we most want to reach. I would rather remain the talent or the product in the discussion and leave the execution to someone who really loves to do it, but that’s just me. Regardless of how you engage, it’s imperative that you engage, and know that there is help to assist you however you want to do it. All things being equal, social media is a relatively new phenomenon that many people (especially anyone older than 50) are still trying to figure out. For as much business as it has created for some, it has created high anxiety for others who don’t understand its value and how to use it effectively. They also don’t quite get what it doesn’t do, especially as a replacement to traditional marketing. Jody is honored to be speaking on this subject at the Home Furnishings Industry Conference in Palm Springs in May 2012. By then she’ll have new anecdotes, applications and research information to share with you. See you there! Home Furnishings Industry MAY 6-8, 2012 ◊ PALM SPRINGS
Contact WHFA at www.WHFA.org or (800) 422-3778
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Congratulations Chris Sanders on Your 2012 WHFA Presidency Stop by the RRC and ask us why Chris is such a big fan! We encourage you to attend these educational seminars at the WHFA Las Vegas Market Tuesday, January 31, 3:30 - 4:30pm
Wednesday, February 1, 2:00 - 3:00 pm
Joe Milevsky, CEO
Bob Moorman, Sr. Retail Consultant and Analyst
Creating the Ideal Sales Team
Merchandising Your Store in Today’s Ever-changing Environment
JRM Sales & Management, Inc. | www.jrmsales-mgmt.com | 678-574-0937
Events
RRC
FREE to all buyers Pick up your breakfast & cocktail tickets at C-496
RETAILER
RESOURCE CENTER Western Home Furnishings Association
Things just got Sponsored by:
HOT WAFFLES Monday—Thursday from 7:30–9:00am
Serving delicious waffles with all the toppings
HOT TODDIES Monday—Thursday from 3:00–4:00pm
Liquid courage for those long winter nights in Las Vegas
HOT COFFEE • MOCHAS • LATTES • AMERICANO All day, Everyday
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Social 2.0
WHFA is Social We practice what we tweet over at WHFA and have set up multiple social media sites to engage and interact with you! Want to know which ones to like, tweet, or link to? Well, we would love if you did all of it, but here is what each one is all about.
WHFA
Connect with other members and learn the true meaning of Retailers helping Retailers. Our WHFA pages share the latest in member news, stories and more.
www.facebook.com/westernhomefurnishingsassn
http://tinyurl.com/whfalinkedin
Western Retailer
Learn the latest industry news, as well as find articles to help improve every aspect of your business. Trends, strategies and stories.
www.facebook.com/westernretailer
www.twitter.com/westernretailer
Home Furnishings Industry Conference
The latest and greatest about what is happening for this annual event. Visit often and you might find a new sweepstakes to enter or a signature cocktail to mix!
www.facebook.com/homefurnishingsconference
www.twitter.comhfic2012
Next Generation-NOW
The Next Generation of the home furnishings industry. These sites are designed for NGN to gather, share and learn in-between Market times.
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www.facebook.com/NextGenNow
http://social.ngnow.org/
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Contact WHFA at www.WHFA.org or (800) 422-3778
sHOP www.whfa.org/products
warehouse • light bulbs • touch-up
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The RRC is brought to you by:
COMPANY
BOOTH NUMBER
ACA - Advertising Concepts of America..............26 Bank of America...................................................30 Credit Source Insurance & Finance......................31 CrossCheck..........................................................35 Custom Design Software.....................................13 Diakon Logistics...................................................10 DispatchTrack.......................................................25 DSI Delivery..........................................................38 Furniture Training Company.................................19 Furniture Wizard.....................................................1 FurnitureCore by Impact Consulting....................36 FurnitureDealer.net.........................................4, 5, 6 FurnServe.............................................................28 GE Capital............................................................16 Genesis Software Systems..................................27 Guardian Protection Products................................7 iFurniture.net..........................................................2 JRM Sales & Management...................................40 Litetronics International, Inc................ Launch Pad Mail America.........................................................24 MatTech................................................................22 MicroD..................................................................11 Myriad Software.......................................... 14 & 15 NuGuard Surface Protection ...............................39 Profitability Consulting Group..............................29 PROFITsystems, Inc.................................... 32 & 33 RedPrairie........................................................ 8 & 9 Speedy Delivery.....................................................3 STORIS........................................................ 17 & 18 Truckskin, LLC......................................................23 Versatile................................................................20 ViewIT Technologies.............................................12 Western Home Furnishings Association
est.1944
Western Home Furnishings Association
WHFA Warehouse Store List as of Dec 17 2011 • Visit www.whfa.org for up-to-date information.
The WHFA RRC MarketPlace is where you can find nearly 30 business service providers eager to help revitalize your operations. Market is the best place to find resources for every part of your business. Your success is more than inventory and the RRC MarketPlace is more of what you need. Check out www.WHFA.org and to view a complete listing of service providers showing at the January Las Vegas Market.
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Contact WHFA at www.WHFA.org or (800) 422-3778
RRC
In C-496
RETAILER
RESOURCE CENTER
3:30-4:30pm
2:00-3:00pm
12:30-1:30pm
10:30-11:30am
9:00-10:00am
Western Home Furnishings Association
MONDAY January 30, 2012
TUESDAY January 31, 2012
WEDNESDAY February 1, 2012
THURSDAY February 2, 2012
What is the Essence of Effective Selling?
It’s All About Synergy Baby: Combining Offline & Online Media Together
Creating a Winning Team: Strengthening Your Organization from the Inside Out
Turning Display into Dollar Sales
Philip Gutsell GutSELL & Associates
Setting The Stage for Effective Mattress Sales Training
Kyle Doran R&A Marketing
What’s All This Buzz About QR Codes Ron Gordon MicroD, Inc.
Gerry Morris Inner Spring
Speaking from Experience: What Works in Retail Social Media Marketing and What Does Not
Barry Rishton deBarry Designs
Rene’ Johnston-Gingrich Profitability Consulting Group
The Secret’s Out! What to Expect When You Hire a Promotion Company Ron Cooper & Barry Gevertz Profit Management Promotions
Social Media—Connecting the Dots to ROI
How to get NEW Customers into Your Store Every Day!
Tim O’Neill STORIS Management Systems
Daryl Oldenkamp Color Ad, Inc.
The Skill of Asking Questions—The Key to Great Sales Results
Merchandising Your Store in Today’s Ever-changing Climate
The Model Store for The New Economy! Brad Huisken IAS Training
This Old Dog Had to Learn New Tricks Bill Napier Napier Marketing Group
Crystal Vilkaitis SnapRetail
More clients, More sales, More profit John Egger Profitability Consulting Group
How to Use Smartphones, iPads, and Other Mobile Devices as Furniture Sales Trainers
Jody Seivert oneXone Companies.
Creating The Ideal Sales Team Joe Milevsky JRM Sales & Management
Mark Lacy The Furniture Training Company
Contact WHFA at www.WHFA.org or (800) 422-3778
Bob Moorman JRM Sales & Management
Every Delivery Tells a Story Kevin Truett SpeedyDelivery, Inc.
RRC RETAILER
RESOURCE CENTER
Western Home Furnishings Association
Attend sessions during any time frame or for a break visit the Buyer’s Club, the MarketPlace or the Store...
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GE Capital
WE’RE NOT JUST BANKERS, WE’RE BUILDERS. At GE Capital, we’re not just bankers, we’re builders. So not only can we provide your customers financing options, we bring you real expertise. For example Randy Stewart, Relationship Manager at GE Capital offers top-notch service and industry expertise to Grand Home Furnishings. Randy Lundy, Sr. VP, CFO. at Grand Home Furnishings knows that it’s the people at GE that make the difference. At GE you can be sure people like Randy Stewart are ready to help you build your business every day. Stop just banking. And start building. gogecapital.com
Randy Lundy Sr. VP, CFO., Grand Home Furnishings
Randy Stewart Relationship Manager, GE Capital
Meet Your Neighbor
)
)
Alejandro Macias & Minerva Maestas Del Sol Furniture & Red Tag Furniture Phoenix, Glendale, and Tempe, Arizona
Describe your store: Del Sol was founded with our customers in mind. We want to create a friendly, pleasant and unique shopping experience for everyone who walks into our stores. We give our customers the opportunity to furnish their homes with quality furniture, bedding, electronics and appliances through our in-house credit program. While we may sell furniture, our business is about people. How has business been over the last year? In the midst of our current economic climate, 2011 was a tough year for Del Sol, and we found it very difficult to predict what was coming around the corner. The recent recession affected many of our customers and they no longer had the expendable income to spend on home furnishings. This did not deter our goal of helping our customers, as we know there is always business to be made. Despite the economy, our company still experienced double-digit growth in 2011. What have you done to increase business over the year? As with any business, adjustments in expenses and proper budgeting are necessary to survive in this economy. Even though we cut expenses we never decreased our advertising budget. Our customers need to know that our doors are always open for them. We focused on our core business model by making the necessary changes to develop a more efficient and profitable company. We closed three of our smallest stores and opened a larger store, Red Tag Furniture in a better location. Red Tag Furniture is a low margin, cash and carry business model that will soon expand into e-commerce. It’s a 40,000 square foot store inside Arizona Mills Mall. What’s the best advice you have ever received? Focus is the key to success. Focus on what you do best and stop doing what is unnecessary.
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Advertisers Index
Please support the advertisers that support your magazine. Advertiser...............................................................Page................................ Phone/Website
Dispatch Track.................................................37.............................(866) 437-3573 DSI....................................................................9..............................(805) 496-9706 Emerald Home Furnishings...............................2..............................(800) 685-6646 FurnitureCore.com...........................................17.............................(800) 826-8868 Furniture Wizard...............................................20.............................(619) 869-7200 GE Capital .......................................................40.............................(800) 422-3778 High Point Market.........................................31 & 33.........................(336) 869-1000 Home Furnishings Industry Conference.......12 & 13.........................(800) 422-3778 Las Vegas Market ...........................................18.............................(800) 422-3778 Leggett & Platt ................................................28.............................(800) 876-2641 JRM..................................................................34.............................(678) 574-0937 MicroD....................................................... back cover.......................(800) 964-3876 Planned Furniture Promotions..........................8..............................(800) 472-5242 PROFITsystems ..............................................15.............................(800) 888-5565 Retailer Resource Center.................................35.............................(800) 422-3778 Surya................................................................43.............................(877) 275-7847 Therapedic........................................................7..............................(800) 314-4433 Truckskin..........................................................34.............................(877) 275-7847 WHFA Membership .........................................25.............................(800) 422-3778
Contact WHFA at www.WHFA.org or (800) 422-3778
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NOW
NOW Catching up with the people who work in the biz Name: Adam Young Company: RC Willey Title: Community/Online Reputation Manager and Social Media Manager What does your job title really mean? I actually have several responsibilities and titles to go with it. As the Community/Online Reputation Manager, I run RC Willey’s online reputation. I develop, design and promote RC Willey online outside of our website in every way. Primarily focusing on making sure all information about RC Willey is up to date. I address any issues that I find online. For example: I address issues that I find on Yelp.com. Whether it’s internally, with upper management, or with the stores so they can communicate with the customer, etc. I obtain every store location so I can manage the information and issues that may come up. I focus on SEO outside of the company website as well, making sure that we have the correct information, links, etc. I’m also the Social Media Manager for RC Willey. I run Facebook, Twitter, YouTube, Google+, Foursquare, etc. to make sure we have everything that is important for us to communicate to fans, our current customers, potential customers, etc. I also run all promotions for the company online.
How did you get into the home furnishings business? Back in 2003 I needed a job as I was starting out college. My aunt recommended I apply for several jobs, one of which was at RC Willey as a cashier. I applied and was hired. I slowly worked my way up through several departments (cashiers, warehouse, customer service, management, advertising), until I got to where I am today.
How do you start off each day? When I come in each day I check my emails for anything necessary that I must respond to immediately, log onto Facebook, Twitter and Google+ to respond to any comments or complaints that have been made and post anything new that the company has sent out. I try and respond to everybody if possible.
What do you love most about your job? What I love most is actually helping resolve issues that come up where customers are thrilled that we (I) were able to do it and it was that simple.
What’s your favorite social media platform? I initially would say Facebook, but Twitter has become my favorite over the past year or so. I can get updated and connected to more information a lot faster. That is, if you know who to follow.
What social media tips do you have for other retailers? There are a lot of free tools that are out there (TweetDeck, Hoot Suite, just to name a few) that can help make your job easier. It really depends on where your focus is, or I guess I could say central hub. Is your central hub your own website, a blog, a social media platform, etc.? Make sure that you have information, content and promotions available through the various platforms that are out there. Don’t spread yourself too thin and make sure you are visible enough, online and in-store. Free may be the better way to go sometimes, but there are also groups everywhere that can help you accomplish what you want to do. Sometimes you may need to test things to make sure it’s the right decision as well. Social media is constantly evolving so there is always something new that can help you to improve your job.
When you aren’t at work, what are you up to? I’ve always been involved in one thing or another. I’m involved in the community quite a bit. This past holiday season I helped provide Christmas to under-advantaged kids that don’t have the necessities to do the things every kid should be able to do, whether its for school or play. I also grew up playing several sports and right now I’m involved in indoor soccer and softball. It varies if it’s co-ed or with the guys. Being active is one of the things I do best. Lastly, I make sure to spend time with my fiancé. 42
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Contact WHFA at www.WHFA.org or (800) 422-3778
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HIGH POINT SURYA SHOWPLACE 3233 RUGS • TEXTILES • ART LAS VEGAS WORLD MARKET CENTER B-370 Visit us at www.facebook.com/SuryaSocial To become a SURYA dealer please call 1.877.275.7847 or email us at info@surya.com
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