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Lane's Tower of Power
October 8,
2012 by in UnCategorized 
By Home Furnishings Business in Motion Upholstery on October 9, 2012
Motion upholstery furniture vendor Lane Furniture has developed a retail solution to enable dealers to expand their power recliner and motion floor samples.
The Power Tower provides a power source for 14 motion chairs while also serving as an eye-catching floor display.
Power on average is $100 upgrade to the consumer, and currently power represents approximately 10 percent of category sales. Electricity to floor samples is a primary constraint for those sales. Lane tested this Power Tower concept with Nebraska Furniture Mart earlier this year and grew sales by 95 percent; and share of power sales to 44 percent.
Most stores dont have enough electrical outlets to plug in all of their power chairs, said Dan Masters, president of Lane. And its expensive to retrofit their spaces for more power. With the Power Tower, retailers now can plug in as many as 14 different power recliners in an easy-to-access, eye-catching location.
In a typical store, Masters added, only a few power recliners will be plugged in while the majority of the units sit inactive on the floor accompanied by signs that simply say: Available in Power. With the Power Tower, this scenario changes, since more than a dozen models are powered up and ready for action.
The Power Tower is a breakthrough retail solution that enables retailers to floor more products with power, said Masters. The impactful graphics will attract more traffic to the area and the enhanced power source will enable salespeople to better demonstrate these products to consumers. This new display will have a powerful impact on sales.
The Power Tower stands six to seven feet tall. The unit is backlit, with colorful product display screens. Displays can be easily refreshed to promote different products. All the power outlets are surge-protected.
This market, Lane is broadening the options in its motion line to increase consumer choice. For the first time, 90 percent of the companys recliners are now available in three configurations--wall saver, rocker or glider. A power option also is available on each model.
Consumers can now choose nearly any Lane recliner and get it as a wall saver, rocker or glider, said Masters. And they can upgrade to Power Recline on all these models as well.
Lane will offer a special free Power Promotion to consumers in March 2013 to build awareness and drive sales of its power motion line.