Accent On Boosting Sales

November 9, 2016   by Jane Chero in Advertising, Industry, Product   

The neo-classic Hancock Buffet is a best-seller because of its versatility. It can be used in a dining room, hallway, or entryway. It features solid brass circular fretwork accents over four antiqued mirrored door fronts with custom brass hardware, adjustable shelves and finished in an either rich Espresso or a sophisticated Tiffany White. The graceful curved solid brass stretchers complement the fretwork. Suggested retail is $3,747.

Mixed media continues to be strong, and this piece blends white and gold, animal texture and scale. With a very chic and modern look, it includes faux-crocodile leather drawer-fronts, top and sides, and its open metal base design will accommodate two bunching benches. Suggested retail is $1,996.
 

Crafted in solid bamboo, the popular Currant shelf by Greenington offers a contemporary look and generous storage in a smart scale that fits. The Currant shelf is available in classic caramelized and black walnut finishes.  Greenington combines beautiful design, rich colors, and a winning green sustainability story. Suggested retail is $1,167.
 

Part of the best-selling Traditions collection, this piece features white marble veneer, stone washed acacia veneer and brushed gold.
 

From its popular Curated collection, this simple but elegant table conveys a lot of style, including the warmth of wood against the contemporary chrome, the patterned veneers, and the exposed grain finish. The face features modified herringbone veneers, while the brownstone finish blend brown with grey tones and exposed grain. Suggested retail is $599 to $699.

Despite being introduced less than a year ago, the contemporary O’Kean series already has established itself as one the most popular accent furniture groupings. Chrome-finished tables and stylish lamps blend well with the company’s stationary leather seating, allowing for an eclectic style mix.

The company says it has re-invented the ottoman with this cunningly shaped piece. It features a distressed, flatrock iron frame and a spare-yet-comfortable cushion in aged, top-grain leather.

From the Revelation by Uttermost line, this chair has box cushions, a birch frame, and features a distressed, top grain leather cover in a worn cognac finish. The natural markings and slight color variations from hide to hide enhance the leather’s unique characteristics.
 

Old world charm abounds in the Bellamy table collection.  The end table features a gracious carved base that supports an overlaid pine top finished in vintage inspired Deep Weathered Pine.  The design speaks to European influenced elegance. Suggested retail is $349.

This elegant table has an iron base, a Carrara white marble top and an antique gold finish. The sturdy, yet graceful design makes it suitable for almost any formal or casual room setting.
 

Complete with a sweeping low back rest that incorporates the designer’s signature “Chris-Cross” legs, it is available in several low-sheen and lacquer finishes. More than a dozen fabric options are also available. Suggested retail is $2,993.
 

This adjustable-height table blends industrial design elements with a more whimsical top that incorporates a wood and marble look. It’s part of a collection of tables that use a similar top with a variety of different bases.
 

Intricate hand-carvings on the solid mahogany frame gives the chair an air of elegance and distinction. Its cushioning is lined with a smooth linen and has exposed jute upholstery on the back for subtle contrast. This piece is available to order in over 100 different finish and fabric options.

The Mid-century-inspired design of this chair features solid wood frame with natural finish and a comfortable backrest. The seat is upholstered in a goat hide, which has a natural white color. Besides its very unique look, the chair is very comfortable, but stylish, and can be used as an accent or a dining chair.
 

This fun, colorful item is woven in India of 88% jute and 12% cotton, and is designed for indoor use. Suggested retail is $201.

Will You Be Elected What Is Your Base?

November 9, 2016   by Jane Chero in Business Strategy, Industry   

By Bob George

We are overwhelmed with the election and this magazine will hit your desk right after the results are in. Don’t stop reading if you are like me - enough is enough.  However, there is something that we can take away from all the noise.  That is the matter of targeting. The winner is whoever secured success by appealing to specific groups of citizens whose demographics, lifestyle, and psychographics vibrated with the unique vision of what he or she want the United States to be.  Making political targeting more complicated is the Electoral College parameters where specific geographic areas require a combination of certain clusters to insure victory.

What does this have to do with furniture retailing?  In fact, the process is the same.  We often discuss why a national chain cannot successfully compete with the local merchant.  Simply put, the local merchant knows his or her customers.  The methodology used in political targeting can be applied to improve the performance of both suppliers and retailers.  The basic concept is quite simple.  The following graphic illustrates.
 

Each retailer or manufacturer must present to the market a set of core products that appeal to all their customers.  In an ice cream shop it is the vanilla, chocolate, and strawberry.  This product satisfies a significant percentage of its customers to some extent – some more than others.  For some consumers they eat only chocolate ice cream.  If that is their choice it’s OK.  However, other consumers will search for more of a selection, for instance - rum raisin or mint chocolate.  There is a small percentage of customers who will want a more exotic flavor and will order “bacon flavored” ice cream.  The challenge is to satisfy each of the consumers in great enough quantities to satisfy the business model. 

The obvious first step is the product.  However this is closely followed by advertising and the retail experience.  Our focus this month is the Buying Process that documents the different approaches by demographics. Statistically Speaking examines the much anticipated millennial.  The Coaches Corner explores the retail experiences the consumer seeks.  The challenge today is to present an assortment of products in the correct retail environment that will satisfy a large group of customers.

The traditional retailer is attempting to satisfy everyone - selection, price, and service. The competition from other channels, such as lifestyle stores target a very small audience allowing the message to be very clear.

Developing a strategy that serves the core consumer while attracting a more specific consumer can be accomplished.  We just need to focus!