Monthly Issue
From Home Furnishing Business
February 10,
2016 by in Business Strategy, Industry 
On average, 10,000 people turn 65 years old each day. By 2030, one in five people will be 65 and over. Now facing decisions on where and how to spend the aging years, a majority of early Baby Boomers want to stay in their homes. This could become a necessity as the growth in numbers outpaces the traditional resources available to seniors.
Due to the approaching influx into the 65-and-over age group, an entire specialized construction industry has evolved to modify and retrofit homes for safety and convenience. The term, aging in place, has become widespread, spawning an interior design industry focused entirely on remodel projects geared to the aging—including furniture, flooring and lighting, while maintaining the beauty of the home.
By the Numbers
Senior homeowners remain key to the U.S. economy with Baby Boomers now entering their retirement years.
In the last 10 years, the population in the 65-and-over group has grown almost 30 percent and many have adopted the aging in place philosophy.
As shown in Table A, the number of householders age 65 and over is expected to grow to 56 million in 2020. From 2015 to 2030, this age group should increase by more than 52 percent—jumping to 73 million. At a projected 84 million by 2050, 20 percent of the population will be 65 and over.
The Center for Disease Control defines aging in place as “the ability to live in one’s own home and community safely, independently, and comfortably, regardless of age, income, or ability level.”
According to a 2014 survey by the American Association of Retired Persons (AARP) depicted in Table B, nearly 90 percent of seniors want to stay in their own homes as they age.
When asked if they preferred to stay in their homes even while needing day-to-day assistance or ongoing healthcare during retirement, 82 percent said yes. Only 9 percent actually prefer to move to a retirement or assisted living community, and 4 percent opt for moving to a relative’s home.
Results of the U.S. Aging Survey by the National Council on Aging show 58 percent of householders over the age of 60 have not changed residences in more than 20 years. Seventy-five percent say they intend to live in their current home for the rest of their lives and many have already began home improvements. Thirty-four percent have made bathroom upgrades, and another 28 percent have improved lighting. Seniors are methodically using their money to ensure independence and safety in their retirement years.
The Economics
Seniors today are more active and affluent than any generation before them. Of the 46 million Baby Boomers, about 25 percent of them have annual incomes of $100,000 or more and a net worth of $400,000 or more. Currently, households over 65 have an average net worth almost double that of younger households.
According to The Demand Institute, 40 percent of households in the U.S. are headed by someone between the ages of 50 and 69, and this group holds 54 percent of all household wealth. As this group ages into retirement, more money will go toward the home improvement industry.
Home Improvement Stats
Both the National Association of Home Builders (NAHB) and the Joint Center for Housing Statistics of Harvard University (JCHS) have done extensive research that show a rapidly increasing percentage of the remodeling industry is from seniors already or planning to age in place. The NAHB predicts the aging in place remodeling market to be between $20 billion and $25 billion—about 10 percent of the $214 billion home improvement industry.
As shown in Table D, the JCHS has data from 2003 to 2013 depicting a current shift in households over 55 accounting for an increasing amount of home improvement expenditures. The 65-plus age group jumped 67.1 percent in home improvement expenditures over 10 years, while ages 55 to 64 grew by 33.9 percent—together accounting for over 47 percent of total home improvement expenditures in 2013. Ages 35 to 44 and 45 to 54, traditionally the bread and butter of the remodeling industry, collectively dropped their share of total home improvement expenditures by 37.8 percent from 2003 to 2013 partly due to recessionary factors and partly due to their lower population numbers.
Furniture Industry Impact
As Baby Boomers pour into their senior years, design and remodeling firms specializing in aging in place are proliferating to meet the demands that seniors require to stay in their homes and maintain independence. More importantly for the furniture industry, interior design firms are being born from this remodeling industry to focus on interior design, including furniture, flooring, and lighting. A new interior certification for aging in place is now available. The goal of these firms is to spec furniture for both safety and maintain the consumer’s need for fashionable design. A review of aging in place design trends shows more specific product focus.
Tough Sell
Having spent decades watching the evolution of advertising on television, seniors can be a tough crowd when it comes to marketing. They have spent most of a lifetime buying and replacing furniture. For the aging in place consumer, marketing by furniture companies and retailers must obviously be geared to both safety and style. But while these seniors are interested in products that enhance their lives, research shows they are not interested in being singled out in elderly advertising but rather want to be approached as experienced and savvy consumers.
February 10,
2016 by in Business Strategy, Industry
This is the one-year anniversary article for the Coach’s Corner, and it has been an exciting and eventful year for our nation, its economy and our customers.
Obviously with a Presidential election coming up, 2016 will be an interesting and extremely critical year for our future. As you probably know, it is the goal of this magazine to help our readers navigate treacherous waters by providing critical information and helping develop successful business.
In life and in business, the adage it’s not what happens to you that matters most, it is how you handle it rings true. Those who are best prepared, handle whatever comes at them better than those flying by the seat of their pants. The prepared ones who operate from a plan based on solid statistics, intelligent analysis, and a realistic vision for their company soar.
Most big time sports teams have an offseason to reflect on last year’s happenings. Owners evaluate players, coaches and management based on the season’s results. They study game planning and personnel moves to determine how those processes dealt with the challenges of the last season. Once done, they create a plan and set goals for positive change within the organization to drive performance improvement. Year-in, year-out, the winningest teams are the ones that do the best job performing this process.
In the furniture business, we do not have the luxury of an offseason in which to reflect and plan, but that does not mean the process is any less important. It is every bit as important for us as it is for sports teams, since historically the most successful businesses are the best ones at reflecting, correcting and planning. They are always the most prepared for whatever the economy, consumers and their competitors throw at them.
Therefore, sometime in the first few months of each year, after the hustle, bustle and distractions of the holiday season, owners, managers and staff should look back at the results of last year. Analyze the good and the bad and how it happened. Obviously, you want to replicate things that netted a positive result and replace those that did not. Most of you probably sit down with internal teams to review 2015 advertising and merchandising programs. As a result, you will make decisions to adjust, change direction or stay the course, then set goals for those areas of your business.
Most of you probably also take the time to review your sales performance and set goals for performance improvement in that critical area. But is that enough? A goal is not a plan; it is the result you want the proper execution of your plan to deliver. Many times we want growth and set targets for it without charting a new path to get to them. Albert Einstein is credited with saying: “Insanity is doing the same thing over and over again and expecting different results.” Therefore, in order to get the desired improvement in results, changes are necessary.
For many people, change can be very difficult. It is harder in business since for most organizations even small adjustments to processes and behaviors are hugely uncomfortable, if not impossible. It behooves us to be careful as we pick and choose changes we need and create the plan to make them happen.
My hope here is to help with that process. Each month for the past year I have presented an opportunity for positive change that will impact the sales side of the business. Each column targeted an area or process that many stores can improve and provided a brief overview of what could be done to make it happen. Looking back at our last 12 issues will give you a dozen ideas that could help you grow your business. Therefore, this dirty dozen is a great starting point for any planning process.
To get started, here is a listing of each month’s offering, along with a summary and recommendations about it to help you decide if it is something that should be addressed in your store. I recommend reviewing those that look interesting and select at least three to include in your improvement plan for 2016. They are presented in the order they were published, but that might not be how you need to approach them. As an example, the April Issue featured “Game Plan for a Winning Season”, which could be a great place to start.
1. February 2015 – “Missed Opportunities” – How well do you understand and manage the number of opportunities each of your staff members takes? Most sales people will take all the ups you can throw at them, but where is each one’s “point of diminishing returns”? How many potential clients are not getting properly served during your busy times? Fix this and you will find lost sales.
2. March 2015 – “Team Coach or Waterboy?” – Is your sales manager really leading your sales effort or is he/she mostly a support person for them, handling service issues and pricing questions? Is your manager coaching in the game or merely reviewing the results with the staff? Make sure your sales manager understands their role of driving sales improvement and is performing it consistently.
3. April 2015 – “Game Plan for a Winning Season” – Does your store have an organized way to manage its sales staff and their goals? Do your managers discuss performance with the team members as part of a monthly planning process? Do they communicate progress towards goals weekly or only at the end of the month? Plan to win and coach your plan.
4. May 2015 – “Recruit a Dream Team” – Having the right number and quality of players on your team is absolutely critical in both sports and business, do you? How do you know what you need and where do you get them? One of our industry’s biggest challenges.
5. June 2015 – “Sketch to Build Sales” – There is no better tool for building sales and satisfying customers than the simple sketch. Most big writers sketch and none of the weaker ones waste their time doing it – perhaps there is a connection?
6. July 2015 — “The Art of Teaching, Training and Coaching” — Three critical elements of leading a team. Do you understand them and are you maximizing your efforts in each one?
7. August 2015 – “Selling in 3D” — Selling in a fashion or lifestyle driven business is very different from traditional two-dimensional sales. Features and benefits are critical, but does your staff understand that the biggest benefit their products provide to their client is happiness in the home?
8. September 2015 – “Online Shopper Inquiries” – Do you struggle to get staff members to answer these important requests for information? Create a process and an Internet response team that maximizes these opportunities by getting them into the store and developing clients from inquirers.
9. October 2015 - “Goal Setting to Drive Performance” – Goals are one of the most critical parts of sales management and coaching, yet many do not value them. Create value in your goal system, set up a communications process to drive achievement of them and you will develop loyal and happy team that maximizes sales.
10. November 2015 – “The Consumer Evolution” – The consumer has changed dramatically over the past 20 years. Obviously the internet has driven a great deal of this, but there are other key factors that have altered how people shop for their homes. Does your staff understand them and use them to please more customers?
11. December 2015 – “Keen Observations” — Observation is the most useful and important tool that a sales manager has to develop a top performing team. If they don’t know what is happening on the floor, how can they fix it? Is your manager using it to its fullest?
12. January 2016 – “Blueprint for Success” – Product knowledge and display are absolutely critical elements in the selling process for your staff. Do they have all the information they need to maximize their sales? When, who and how are new products being introduced to them? This is a great way to increase sales without spending a dime — improve your team’s communication about why something is on the floor and who would buy it.
If you need any further advice or help with your plan or these projects, please feel free to contact me at: tomzollar@impactconsultingservices.com
You can find the Home Furnishing Business archive of past issues at:
http://furniturecore.com/Default.aspx?tabid=676
February 10,
2016 by in Business Strategy, Industry
As today’s world gets busier and busier, families are finding their way back to the dinner table to reconnect at the end of the day and share experiences over a warm meal.
The trend toward dining at home could mean a boost to sales of both casual and formal dining suites.
The top-selling trends on the next few pages show there’s a slight leaning toward the casual genre, but that’s not to say everything selling revolves around the relaxed cottage looks. Instead, there’s a trend toward a somewhat relaxed air in the formal shapes and designs, and contemporary styles are leading the pack. Good news for retailers with a strong selection of contemporary dining looks.
According to the latest Home Furnishings Business survey of consumers who have shopped for dining furniture in the last 18 months, 46.8 percent of consumers shopping for casual dining and 60 percent of those shopping for formal dining cited contemporary as their genre of choice. Traditional styles were seated in second place for both consumer groups—27.7 percent of the casual dining consumers, and 20 percent of those shopping for formal dining.
Nearly 84 percent of surveyed consumers said they dine most frequently in a casual dining area. Of that segment, 61.7 percent said they have an area in the kitchen for table and chairs, and another 36.2 percent said they have an area outside their kitchen designed for casual dining.
For the consumers’ most recent shopping experience, 75.8 percent were shopping for casual dining furniture while the remaining 24.2 percent were in the market for formal dining.
Today’s dining table—formal or casual—remains a hub of activities in addition to eating. Top at the list is sitting around the table and talking. More than 29 percent of surveyed consumers said the table is the place for reconnecting. Other activities include watching television (18.5 percent), paying bills (15.3 percent), doing homework (14.6 percent), working on hobbies (14.6 percent), and catching up on work brought home from the office (7.6 percent).
A Casual Affair
Of those consumers shopping for casual dining styles, 48.8 percent bought a table and 40 percent also bought chairs within the last 18 months. As noted, contemporary looks reigned with the consumers with 46.8 percent opted for contemporary styles in their casual dining, while 27.7 percent opted for a traditional look. The remaining purchases were sprinkled among European country, rustic country, mission and cottage styles.
According to dining suppliers who submitted their top-selling dining groups, the industry offerings are inline with consumer trends and tastes. Consumers are still the prowl for casual, more livable dining options with little to no high gloss finishes for their casual dining areas. More than 54 percent say they prefer a medium gloss and 40 percent prefer a flat, dry finish, which has definitely been a popular introduction at recent furniture Markets.
Drilling down into wood species, cherry remains at the top of the list with more than 31 percent citing it as their preference. Mahogany (25.7 percent) and oak (20 percent) followed in second and third.
When it comes to pricing, consumers vary on their price expectations in the casual dining category. Nearly half—46.8 percent—say they’d expect to pay $599 or less for a table and four chairs. Another 27.7 percent said they’d pay between $600 and $999 for a five-piece set, and a fourth (25.5 percent) said they would pay $1,000 or more for a group.
Black Tie Formal
When looking at the formal dining segment, consumers 81 percent of the consumers who purchased the category bought a table and chairs.
Not a surprise, pricing expectations for formal dining were above those of casual dining. Slightly more than 46 percent of surveyed consumers said they would pay between $1,500 and $3,999 for a table and six side chairs. On the lower end, 40 percent said they would expect to pay less than $1,500 for a seven-piece suite. At the high end, 6.7 percent would expect to pay more than $12,000 for a table and six chairs, and another 6.7 percent would pay between $4,000 and $11,999 for the group.
Style preferences for formal dining room furniture were distinctly contemporary with 60 percent reporting their dining room fell into that style category. An even 20 percent—the second largest group—said their dining rooms were traditional in style. European country, rustic country and transitional each garnered 6.7 percent from the surveyed consumers.
The dry, flat finishes that have become so prominent of late are gaining momentum with consumers. More than 45 percent (45.5 percent) of consumers prefer a flat or low gloss finish for their formal dining table. Medium gloss and high gloss were each preferred by 27.3 percent of surveyed consumers.
Mahogany and oak are the two preferred wood species for formal dining with 36.4 percent selecting mahogany as their top choice, and 36.4 percent opting for oak. Another 27.3 percent said they’d prefer a cherry formal dining group.
Want More?
A more in-depth report on the dining category is available for purchase via e-mail to LauraMcHan@ImpactConsultingServices.com or by calling (404) 961-3734.
SUPPLIERS SAY
Trisha’s Table from Klaussner Furniture
Part of the Trisha Yearwood Home collection, the trestle table extends from 82 inches to 102 inches to seat eight comfortably. Comfort is key and the relaxed coffee finish features heavy distressing and burnishing to simulate years of use. Suggested retail for table and 4 chairs, $1,499.
Charleston Regency’s East Battery Buffet by Stanley
The East Battery buffet captures the essential informal elegance of the Charleston Regency collection. Its scale, silhouette and utility is modern while the astragal and bracelet patterned moldings and carvings portray European influence. Customers favor a contrasting English walnut top in a clear matte finish over a lightly striated gray paint base. Suggested retail is $4,107.
Somerton Dwelling’s Counter-Height Novara
Sleek, contemporary lines shine in walnut veneers and Zebrano borders in a charcoal finish. The Massimo small-scale table features a curved triangle shaped top with bowed sides. Suggested retail for table and four chairs is $999. Counter-height bench, $259.
Palisade from Hooker Furniture
A transitional collection edging toward contemporary, according to Pat Watson, vice president of merchandising. The group is crafted of figured sycamore and figured walnut veneers. “The contemporary/transitional styling paired with the sophistication and natural, organic beauty of the figured veneers has created a metropolitan vibe that is resonating at retail. Suggested retail for a rectangular table with two arm chairs and six side chairs is $4,999.
Bennett by 200North
The solid-top contemporary dining table screams today. Dealers appreciate something adventurous from an American manufacturer, said Charles Curry, sales manager. The table’s legs seem to change, depending on the angle from which they’re viewed. Available in soft maple, cherry, hard maple, bamboo and walnut. Pictured in cherry with a suggested retail of $2,559.
Valencia Wine Cabinet from A.R.T. Furniture
Mirrors, metal and wood combine for a stunning mixed media on the wine cabinet. In addition to the mixed media, the cabinet offers a wealth of function. “It’s a perfect blend of romantic, continental inspired design with functionality that suits the wine lover’s lifestyle,” said Adam Tilly, vice president of merchandising. “It’s the kind of item that displays well in pairs.” Suggested retail is $1,999.
Elouise by Four Hands
A high-backed chair with subtle wings adds elegance to the head of any table. Elouise offers versatility and the ability to complement a variety of room styles. Soft upholstery is accented by shallow tufting, antiqued brass nailheads, and weathered wood legs.
Suggested retail is $650.
Thatcher from Legacy Classic
The combination of style and quality give the collection a leg up with consumers. The scale of the suite works in both casual or larger dining settings. The table extends to 96 inches, allowing seating for up to eight. Suggested retail is $2,399 for table, four side chairs and two arm chairs.
McGregor from Standard Furniture
Farmhouse turnings and a midnight brown finish top off the casual styling this dining suite. The group offers an abundance of options, including a 90-inch rectangle leg table, a counter-height table, wine storage sideboard, and more. Upholstered dining chairs feature a neutral linen-like fabric and nickel nail-head trim.
Suggested retail $749, for rectangle table and four side chairs.
Simply Amish’s Loft
Versatility gives the table an advantage. It’s a sofa table. It’s a dining table. Available in eight woods, the Loft leg sofa/dining table features a 12-inch wide stationary butterfly leaf that extends to a 54-inch x 30-inch dining table. Charles Curry says “Customers love the functionality, and dealers enjoy surprising their customers at how easy this table converts back and forth.” Shown in cherry, suggested retail is $2,028.
Cottage by Cresent Fine Furniture
Casual, cottage-inspired and crafted in Appalachian poplar that features uneven planking and a rustic, distressed texture. Available with two table options—a 54-inch round with an 18-inch leaf and a 78-inch table with a 22-inch self-storing leaf—the collection features bead board accents on the buffet for a classic feel.
Proximity by Universal Furniture
Detailed inlays on the table top draw consumers to the Proximity table. Combined with the casual feel of natural linen upholstered chairs trimmed with gimp welt and tack trim provide a relaxed vibe consumers crave. Suggested retail is $899-$999.
February 10,
2016 by in Business Strategy, Industry
Durable, well-made furniture with a longer lifespan is a healthy choice for the environment since it does not have to be replaced as frequently.
At some point there has been enough research and the time has come for action. Sustainability in the furniture industry has reached that point. In our research at the beginning of 2015 we documented the fact that more than 80 percent of consumers buying furniture would be interested in products manufactured using accepted sustainability practices.
A year ago, I issued a call to those connectors, the people who know large numbers of people and are in the habit of making introductions. These mavens are information specialists or people we rely on to connect us with new information. Sales people are persuaders, charismatic individuals with powerful negotiating skills. This group could make sustainability a part of the culture in residential furniture.
While the Sustainable Furnishings Council does an excellent job of educating and distributing material at each market, we need more than a small tent card to communicate to retailers. Manufacturers should proclaim the importance in showroom displays and in trade advertising.
For manufacturers of better quality goods, there is a marketing twist with sustainability. Purchasing furniture that can withstand prolonged use is another way to be sustainable. Durable, well-made furniture with a longer lifespan is a healthy choice for the environment since it does not have to be replaced as frequently. This concept was touted in a guide to living a sustainable life. However, the conclusion was to buy from a consignment store. I do not want that to happen.
Sustainability is important to the consumer. Now we must make it important to the retailers who present the product. I know there are retailers such as Room and Board, Circle Furniture, Crate & Barrel and others that have embraced the concept. We need more, and manufacturers and suppliers must lead the charge.
The concept of business managing the triple bottom line—financial, social, and environment—must be brought to the forefront. Is Ikea’s brand strength more than design and value? How important is its social and environmental stance?
January 12,
2016 by in Business Strategy, Industry
Temptation is as old as the world itself, and it remains a powerful draw in all aspects of life.
The allure of a partner; the desire for power; and the seduction of consumer products, including furniture, all reap the rewards of temptation.
As furniture retailers, a key element in snaring the almighty consumer dollar is temptation, and what better place to start than with a provocative showroom filled with precisely designed and poised product.
Walking into a furniture store should give consumers an aspirational feel of what their home could be. Without that enticement, the consumer is just as likely to turnaround, walk out the front door and find another retail store that speaks to her inner design diva.
There’s no better or more important place to make a first impression and grab the consumer than at the front entrance.
“It’s so important that when the consumer walks through the front door that you take her breath away,” said according to retail designer and brand strategist Connie Post of Affordable Designs by Connie Post. “When you come into a store, and there is something that is just gorgeous to gaze upon that’s when they decide if you have something they’re looking for or not.”
Post suggests the welcoming zone can be done with a color story through a seasonal presentation or a number of creative displays using accessories or lighting.
‘Tis the Season
Cardi’s Furniture & Mattress in Swansea, Mass., has nailed the seasonal presentation. Post said the retailer recently took fall displays to a new level by filling the dining room tables with seasonal appropriate dinnerware and linens, as well as creating a pumpkin house within the store. Carved jack o’lanterns featured the three Cardi brothers images for a personal touch, and Post said the stores were pitch perfect.
Pottery Barn and Pier 1 Imports are other retailers that standout with seasonal displays that are kept fresh and up to date as holidays and seasons roll through.
“It’s the No. 1, easiest thing retailers can to do make a big impact within a small space,” she said. “That first 700 to 1,000 square feet can be filled with three vignettes glamorously set for the holidays.”
Point of View
Once inside the store and past the decompression zone, it’s imperative that the showroom lives up to the consumer’s expectations. Most experts in the industry agree that to create a great looking, well thought out showroom requires a talented design and buying team working in tandem.
Kris Kolar oversees the showroom design and merchandise for high-end retailer Clive Daniel in Naples Fla. As vice president of interior design and merchandise, Kolar spends an inordinate amount of time setting the stage for the retailer’s client base.
“To get the look requires talent and taste of those people in buying jobs,” Kolar said. “You have to have a taste person in on the buying process. You have to buy talent to set a vision.”
Clive Daniel’s merchandising and display strategy differs from many in the furniture industry, and Kolar admits that it’s complicated and takes a great deal of time that Clive Lubner and Daniel Lubner are willing to invest in to get the desired look and feel.
“We think outside of the box,” she said. “We collect bits, or we’ll pull cases from a group and pair them with a bed from a completely other group or vendor. The rule here is that there are no rules.”
Kolar describes the look in the Naples store and the soon-to-be-opened store in Boca Raton, Fla., is more of a curated look than a gallery presentation of matched-up furniture in suites. She points out that retailer doesn’t buy end tables that match cocktail tables and dining groups are often split.
By creating customized vignettes and displays pulled from an immense number of vendor partners, Clive Daniel makes it harder for consumers to come in and then head out to shop the competitor down the street.
“It’s one way we can differentiate ourselves,” Kolar said. “We’d rather have it scrambled. We buy from a wealth of companies. That makes it hard on the buyers and it’s a much more complicated way to merchandise. We’ve chosen to go that route, and we’re better for it.”
Clive Daniel lives and breathes by its breadth. The retailer has more than six lifestyles that it targets with its merchandising. That’s a lot, but Kolar said it’s worth it. In addition to those lifestyle segments, the retailer offers a lighting shop, a rug and flooring area and a section for custom window dressings and ready-made goods.
“Our goal was to cover the total home for every consumer,” she said.
Consumers shopping Clive Daniel one day could very well return the next and find a reimagined showroom floor. The floor flips every, single day.
“We bring transfers in four days a week,” she said, adding that it could be 20 pieces a day that need new homes on the floor. “It’s how we keep it fresh.”
Add to the Mix
Last year, Thomasville of New Jersey underwent a major renovation and merchandising shift. What had been a single-vendor store was transformed into a multi-vendor store, completely redesigned and rebranded to as Home Inspirations Thomasville.
To oversee and manage the renovation and transformation, the Massood family leaned on Jean Hall, president and CEO with Jena Hall Designs.
Hall said much of the renovation was done with “smoke and mirrors”, got rid of the upstairs and added a few structural walls. “The goal was to improve the look of the store to increase sales,” Hall said, adding that it was time to rejuvenate and update the store.
While the Thomasville brand remains the anchor vendor for the retailer, the retailer’s showrooms now include a variety of brands, including private label goods under the “Home Inspirations: Be Inspired” tag.
To turn the redesigned showroom into a showstopper, Hall relied on some good, old-fashioned design strategies that fit into the retailer’s parameters to create an aspirational, dreamy space where consumers want to shop. Once the renovations were complete, the product had to come in, and that’s where the serious decisions were made.
“There are few situations in retail where every slot on the store floor is selling great,” Hall said. “Likely there are problem spots and those need to be identified. You have to be critical in the analysis and you can’t fall in love with something if it’s not making you money.”
A critical review means taking into account whether the location, the lighting or the product is the problem.
On Trend
Rug, decorative accessory and lighting supplier Surya has showrooms in every major furniture market in the industry. Shane Evans, showroom director, relies on the company’s trend forecasts to pull together show-stopping presentations to inspire retail buyers.
It’s no secret that retailers and manufacturers are looking to uncover the best presentation to tempt the end consumer and what better way than to share ideas.
“Creativity is key,” Evans said. “We try to think outside of the box for some off-the-wall, memorable displays; something with whimsy. Many of the things we showcase can easily be replicated at retail without a big budget.”
Evans is a fan of cross-merchandising to feature a breadth of products from different categories to create a layered look, another easy strategy to pull into a retail showroom.
“Some retailers come into our showroom and they don’t have an eye to pull it all together,” he said. “We try to make it easy and offer them a little assistance.”
Along those lines, Evans suggests retailers play with texture and color to pull consumers through the showroom, and points to fashion magazines and websites for additional inspiration that resonates with consumers.
“The magazines are filled with metallic looks, for examples,” he said. “Consumers can relate a fashion story to a home trend. Pearlescence and metallic is highly understandable and current.”
When evaluating showroom space, Evans encourages retailers take a step back and make sure there display is telling a story that consumers can relate to. “If not, you likely shouldn’t do it,” he said. “If it’s too complicated to understand or requires too many graphics to explain, you have to simplify it.”
Future Stores
Looking ahead to store design, Post sees movement toward opening up showroom floors and shifting away from cramming as many products as you can into one area.
“We’re looking at taking out unnecessary walls and creating arch elements to open up spaces,” she said. “When a consumer feels a store is big enough to accommodate what she wants, you’re in business. Elements to pull her through the store are key.”
Showroom Design Tips
- Don’t be afraid of color. It grabs the consumer’s attention.
- Be bold and split groups up. Toss the rules and mix and match product from different vendors and groups.
- Keep the showroom fresh by changing with the seasons.
- Make a stunning statement at the front of the store to wow consumers when they enter.
- Get the lighting right. Shopping for furniture in a dark, shadowy store doesn’t work.
- Ensure the merchandise mix coincides with sales data.
- Engage all five senses. Retailers usually get the sight part right, but go beyond with music, scents, taste and touch.
- Invest in the visual and merchandising teams that can implement your vision and brand.
- Freshen up the linens on beds; set dining room tables and create inviting family room vignettes.
- Create beautiful, engaging window displays to entice consumers through the door.
- Thing outside the store. In a warm, sunny climate? Create an outdoor casual display on the sidewalk or in the parking lot in front of the store.
- Don’t forget the signage. Keep it consistent with the overall marketing plan and materials.
- Clear the clutter so consumers envision a clean environment for their homes.