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On Target Message
October 31,
2010 by in UnCategorized 
By Home Furnishings Business in on November 1, 2010
No doubt, consumers these days remain antsy. They havent yet come back in full force as all in the retail and consumer products world would like. They continue to hold their money close and part with it often begrudgingly; even for items that can provide joysay a new sofaonce in the home. For the most part, the consumer remains in a holding pattern in a similar mindset to that she held last year.
External factors continue to weigh on her mindreal estate woes, jobless concerns, mid-term elections and a fragile economy that keeps sputtering. Ponder the external matters for a moment, swirl it around and think like a consumer.
Yes, shes price sensitive, but shes also hungryhungry for a welcoming, cozy home. A place that allows her to wrap her family in a safe, secure environment that keeps the scary stuff out. The question is whether or not youre communicating with her that your store can help furnish that safe haven.
Traditional marketing by retailers in my market continues to hawk price, price, price, as if thats the ONLY thing the consumer has on her mind.
Is price a relevant piece of the puzzle? Yes, but its not the only piece that we need to be addressing.
In the last few days, the latest catalog and other marketing materials from Ethan Allen have landed in my mail box. Lo and behold, a fresh approach on communicating with consumers. The retailer that has staked its claim on an everyday pricing strategy has a somewhat new message for consumers.
Instead of banking on consumers that can walk through the door and dish out money for an entire room or two of furniture, accessories and window treatments for 40 percent off, Ethan Allen is spreading the word that redecorating doesnt have to be done at once.
Imagine that. A reasonable approach to creating a a beautiful, welcoming home. A message on target with where many consumersa number under budget constraintsare today. One of Ethan Allens online magazines and printed collateral features an opening image of a slipper chair with a headline that urges A great room starts with a great piece.
Flip the page, and inside youll see a bold headline saying Relax. You dont have to do it all at once.
Ahhhhhhhh, not only are there beautiful images throughout, but the messaging almost gives consumers permission to take some time in furnishing their homes.
For those consumers who are time-starved instead of cash-strapped, the message relieves some of thedare I sayterror in furnishing their homes.
In this issue, we take a look at the consumer, where her mind is and what that means for furniture. One of the top roadblocks in purchasing furniture? Fear of making a mistake.
Shes afraid shes screw it up and then be stuck with a sofa or bedroom suite or dining group that she doesnt like, doesnt fit or isnt really her style.
Inside, youll find in-depth analysis on where the consumers mindset is this year, how other furniture retailers are talking to her and drawing her in to shop. Youll also find information from industry experts on why shes tunneled into a hole and when we can expect her to come out for some sun.
Your job is to ensure your store and employees are ready when she emerges.