The e-Spresso Shop Launches Web-Centric Marketing Services

November 24, 2008  by in UnCategorized   

By Home Furnishings Business in Furniture Retailing on November 2008 Industry veterans Johne Albanese and Steve Bailey have launched The e-Spresso Shop, a Web-centric marketing company to help home furnishings retailers and manufacturers properly reach what they call the “New Millennium Consumer.” The High Point-based company offers more than 40 years of combined experience at the retail and wholesale level in senior marketing and retail development roles with companies such as Bassett, Natuzzi and American Drew/Lea Inds., and W.Schillig, as well as K-Mart and Fay’s Inc.

“The name The e-Spresso Shop was selected because we like the idea of giving business a jolt at the start of every day, much like a lot of us get with coffee, and we believe that is one of the inherent benefits of a sound web strategy,” Albanese said.

The e-Spresso Shop offers five basic “coffees” including Breakfast Blend, Organic e-Spresso, French Roast, e-Spresso Double Shot and Full-Bodied Cappuccino, each with an increasing level of Web development, analysis and management services.

“Our focus is to help companies develop and execute unique, affordable performance-based e-Strategies that are targeted toward the Web’s largest and most prolific user groups, Gen X and Gen Y,” Albanese said.

Bailey said there is no advantage to having a Web site without populating it with the right kind of content and marketing it to the right consumers.

“We’ve spent our careers looking at and measuring the results of advertising programs, promotions, store layouts, merchandising and operations with various consumer groups,” Bailey said. “Often, the presentation can vary wildly but the inherent differences can be very subtle. We as an industry continue to use marketing tools and messages aimed toward Baby Boomers, using methods virtually unchanged at their core for many years. That positioning was then carried through to the Web as well. Unfortunately, a significant portion of this demographic have now exited their formative furniture buying years and are being replaced by a new type of consumer who doesn’t respond well, if at all, to previous marketing stimuli.”

That “New Millennium Consumer” will be the industry’s primary buying public for the next 40 years or more, said Albanese.

“As part of this shift, we need to acknowledge their predisposition to leveraging the Web for a wide variety of things, including information gathering and shopping,” he said. “But they specifically seek online companies with whom they identify on a very emotional level. If a Web site doesn’t speak their lifestyle ‘language,’ the Web site is ignored.”

For more information, visit www.e-spressoshop.com, or call (336) 259-1405.