Daily News Archive
Brought to you by Home Furnishings Business
March 25,
2007 by in UnCategorized 
By Home Furnishings Business in Furniture Retailing on March 2007
Technology has the ability to make our lives a bit easier in every turn at work and at home.
And, without delving into the area of too much information to the point of creepy, that same technology can help you capture all sorts of information on potential consumers. Some
relevant, some not; it just depends on how far you want to dig.
So how much do you know about your customer?
A lot of retailers claim to know the ins and outs of what she’s thinking before she walks through the door. They’ve lumped her in with the majority of those in her income bracket, her age group and her family life, and by using those demographics, they have created a customer profile to help them better target the perfect customer.
Information Overload
The invention of the Internet and the easy accessibility to computers puts us in touch with all sorts of information about people in a few quick clicks. And while I’ve always known how easy it can be to uncover information about folks—I do work in the news business—never had it slapped me so hard in the face as when recently I needed to reset a forgotten PIN for an investment account.
Most days I have a hard time keeping the boys’ names straight, so remembering which PIN goes with which online site and which ATM card is a bit cumbersome. That said, recently I needed to reset my PIN for an investment account after I managed to lock myself out of the online access.
Dutifully, I dialed the toll-free number where the customer service representative said she’d be happy to assist me, but first I’d have to pass a series of security questions.
No problem, I thought, confident she would put me through the typical round of measures.
What I quickly learned was that this was no routine quiz. The investment fund had done its homework and created a background file on me.
The first question was about the cars I had purchased. She rattled off a list of four options, and I stammered, not remembering the year model of that Ford Explorer I’d bought years ago. I guessed right, and we moved on.
She also asked the age range of my Mom, calling her by name, and gave me a multiple choice list of four counties where I had either lived or owned property. There was also another sort of question that I’ve since forgotten, but she put me through a short quiz, requiring me to score 100 before pinging the system to allow me to reset my PIN.
Public Domain
As I was hanging up, it dawned on me that all of the questions she asked were in the public domain—tax records, birth certificates, property transfers, and the list goes on. None of that information had I provided to the investment firm. Instead the company, concerned about identity theft, had done its research to ensure my security.
No doubt technology played a role in its thorough research of public records.
By no means am I suggesting that you plow through your customers’ background in that great of detail, but with today’s tools at your fingertips, the amount of relevant information that you can find is astonishing. And could very well help with boosting that ticket.
Property transfers and the filing of deeds are likely to be the most helpful in our industry because folks who fall into this section of the county courthouse are new homeowners and could be in the market for furniture.
Searching the public records is as simple as making a trip to the courthouse, and some of those counties may be online allowing you to search from your desktop.
Either way, venture out, give it a try and find some new customers. What could it hurt? HFB
March 25,
2007 by in UnCategorized
By Home Furnishings Business in Furniture Retailing on March 2007
The amount of information being thrust on the average consumer has reached critical mass and it comes from everywhere: the Internet, instant messaging, mobile devices, e-mail, television, radio, print media, and the list goes on. Like you, your prospects and customers are constantly inundated with this type of information every day. Therefore, you need to make sure that when you communicate with them, you break through the “noise” and leave a lasting impression. By utilizing multiple senses, visually oriented communications resonate more in our consciousness than words, pictures or sounds on their own.
The use of visual communications has already fundamentally changed the way we communicate in our business and personal lives. Many companies, including large enterprises and small businesses, have already deployed visual communication strategies to enhance and solve many of the communications challenges that are not fully addressed through the use of traditional techniques alone.
Statistical studies support the positive impact of visual communications. Six times as many people prefer watching a video to reading printed information. Studies also show that people remember only 20 percent of what they hear and only 30 percent of what they see, but an incredible 70 percent of what they see and hear. Additionally, the use of video has been shown to expedite buying decision by up to six times versus non-visual techniques.
Strut Your Stuff on Video
You can engage prospects and build credibility by using video to bring customer success stories to life. There may be no better way to convince people of the value of a product or service than seeing and hearing people like themselves tell how they have benefited.
These programs can spotlight a specific product, product line or service. For most companies, this means connecting positive customer comments with product functionality, as well as showing visuals that help illustrate improvements in business processes, return-on-investment or some other tangible benefits. Product promo videos can use voice-over narration, video, animation and graphics, as well as soundbites from company leaders and on-camera customer testimonials, to create a focused and compelling program.
The finished programs can be used in retail kiosks or digital signage, as an overview and enticement on Web sites, as part of a direct mail campaign, or as part of digital sales kits.
Make the Most of the Web
The Internet is often the first stop in a customer’s buying process. This is where potential customers begin to explore their options through a myriad of search engines, and is where customers will begin to narrow down their choices and decide which stores they will visit in person, or perhaps simply purchase from online. That’s why it’s critical for retailers to position their Web sites as a tool to draw customers to the store and provide compelling visual material that allows customers to really experience their products or services. A Web site can be one the most valuable tools in your marketing arsenal and a great place to deploy video content such as customer testimonials.
Imagine if your customers could go to your Web page and watch a video featuring panoramic shots of your showroom floors, see the craftsmanship and quality of your products, and hear real customers tell their story—your story. Wouldn’t they be more enticed to make an in-store visit or at least a phone call to learn more? If they could also view video footage of satisfied customers enjoying their new products purchased from your retail location, or hear about how easy and efficient your delivery and setup process is, might they really “experience” the value that you offer?
Whatever your differentiator or value to the customer, telling your story through visual technologies will only help communicate your message more effectively. If you have not considered implementing visual communications strategies, you risk being out-marketed by your competitors, many of whom are already leveraging video in their customer communications. Many of these companies have realized that for their customers, seeing really is believing! HFB
March 25,
2007 by in UnCategorized
By Home Furnishings Business in Furniture Retailing on March 2007
While covering the latest and greatest technological advances in retail and shipping security (see “Mission Possible: Thwarting Thieves Through Technology” on pg. 35), it occurred to me that such products may not fit into every retailers’ budget.
Sure, we all want to have the latest and greatest technical toys out there. Who wouldn’t? And if they prevent losses caused by products springing feet and walking out of your store, such measures are a good investment. But high-tech gizmos may be an investment some stores can’t afford.
Here’s where my past experience as editor of a biweekly newsletter for inventory managers comes into play. In that role, I was able to talk to a number of warehouse people and learn from their experience of theft prevention methods that cost little or nothing at all. I’d like to pass on some of these “lessons learned” to you.
Watching Out for the Signs
You trust your staff, and with good reason. But unfortunately, it’s a sad fact that a lot of retail robberies are inside jobs. One of the most common scams involves staffers working with truckers to move stolen items out, sneaking them into trucks, hoping irregular quantities won’t be noticed, and gathering the loot once it’s outside the facility.
To avoid this, you could start doing occasional spot checks of loads just before delivery trucks pull away from your store. Look out for unusual cartons or loose items that don’t belong.
Another way workers could try to get items out of your store is to throw them in a trash bin near an exit and retrieve them later for a quick getaway.
The solution is simple: move the trash bins away from your exits. If that’s not feasible, inspect the bins regularly, and make sure employees are aware that you do.
Another solution to the problem of in-house theft is an approach called “layered security.”
This concept centers on implementing a chain of security measures at different points in your operation.
These “layers” include:
• designating one worker who oversees every shipment through each stage of shipping, from picking to packing, and can vouch for its contents.
• tracking the movement of cartons through your store’s shipping operation by scanning bar codes or having workers record label info in your computer system
• checking all packages one last time before they leave your store
• tracking shipments through to their final destination through your system, the Internet or other means.
The common theme of these strategies is awareness—identifying the signs of theft, watching out for them, and taking steps to eliminate them.
Is This Thing On?
Of course, the best way to truly “keep an eye out” for signs of stealing, either by staff or visitors to your store, is through the use of security cameras. In “Mission Possible,” we document a number of new-age digital security cams that (let’s face it) are looking more and more like the stuff “Q” passed on to James Bond in the movies.
But what if you don’t have the “bank” for that kind of equipment? One warehouse manager I spoke with had success with a tactic that cost virtually nothing. He set up “dummy” cameras, using old security cams no one was using. They weren’t hooked up to the system, just mounted on the wall.
The “dummies” worked wonders. Apparently his co-workers got the idea they were being watched (even though they weren’t), and probably thought twice before taking anything. This same idea can be applied in your store. Even if you can’t afford to activate security cameras, they can still deter potential thieves.
With some exceptions (particularly in the case of hidden cameras), security measures are usually most effective when people are aware of them, either through word-of-mouth, store and facility signage, or simply by seeing a camera on the wall (whether it works or not). Creating awareness that you’re taking steps to prevent robbery can be just as important as the steps you actually take. And that can truly pay off in terms of more furniture in your store and less lost to the unscrupulous few who think “they won’t notice if one’s missing.”
Let ‘em know the lights are on and somebody’s home—you
will notice. HFB
March 25,
2007 by in UnCategorized
By Home Furnishings Business in High Point on March 2007
Premarket Plan Ruffles Feathers
I would like to share with you my reaction to the news about the new pre market, which was reported in your respective email editions today.
While I would enthusiastically support this event, I am frankly appalled at the exclusionary nature that this seems to be taking on. I really can’t find a common denominator among the “invited” exhibitors, other than the effrontery to think they can get away with this without a protest. Quite frankly, unless this plan is modified soon, I am going to raise all the hell I can about it.
Best Regards,
David Ballard
President
PRIMO Designs
The following is David’s e-mail to Brian Casey.
Dear Mr. Casey,
As a longtime High Point exhibitor, (since 1985, and 15 years in Hickory, N.C., before that) I have been more than supportive of this market, and your recent efforts in particular. I think that you have recognized, and to some degree, met, the challenges posed by Las Vegas. (For the record, I exhibit there as well.)
More to the point, as a showroom tenant in the Center Point complex with 20,000 square feet, I have certainly paid my share through the old and new showroom tax to the operation of your organization.
In addition, I have a large office and warehouse in High Point, employ a number of people, am a local homeowner (I live right around the corner from you). Thus a percentage of my business and personal tax dollars also go to the funding of the Market Authority.
How then do you think I feel when I hear about this “exclusive” group of exhibitors “invited” to participate in a newly revitalized premarket. (by the way, I’m all for it) Looking at the list, what could possibly be the criteria for “choosing” this particular group of “invitees”? Volume? Where’s Ashley? Prestige? Where’s Henredon and Century? The list isn’t even limited to IHFC and MMPI tenants—several show elsewhere—Trademasters, Huntington, RiversEdge, others. I can assure you, I put more money in your coffers than several names on your roster.
Why should not my company, and any other permanent exhibitors who choose to do so, have the same opportunity to utilize our already paid for showrooms to show customers products as well? I currently sell 14 top 100 accounts, most of whom I would expect to be “invited” to this event. We are also usually actively pursuing another 10 or so top 100 potential customers.
As I’m sure you are aware, Lifestyle has been very encouraging to other vendors during their shows, and we have had some success because of it.
My lease will be up after the spring market, and I am currently reviewing a number of options. I can assure you, that unless this current plan is amended in a more democratic manner, I will seriously consider downsizing here, and upsizing in Las Vegas. I would imagine that I am not alone in my assessment of this issue. HFB
David Ballard
Go to HFBusiness.com for an online interview with Brian Casey, president of the High Point Market Authority about premarket’s revitalization.
March 25,
2007 by in UnCategorized
By Home Furnishings Business in Occassional Tables on March 2007
Ashley’s Spirit Lake
“Its mixed media with wrought iron, stone and wood works equally well with fabric or leather upholstery, so there’s a wide appeal.” Cocktail retails for $199.
Steve Bichunsky, vice president and partner
Pilgrim Furniture City
Southington, Conn.
Hickory Chair’s 5581-10 round wicker coffee table
“It is a great seller because the round shape adapts to many placement configurations and the wicker texture adds a new dimension to a room. Suggested retail is $1,275 and we sell it for $829.”
J. Dyke, co-owner
mertinsdykehome
Little Rock, Ark.
Ashley #T396 Opulence II.
“The combination of wrought iron, a beveled glass top, a rich cherry finish and the gold tipping scroll on the sides makes this a slam-dunk with shoppers. We sell the coffee table, two end tables and a sofa table all for under $800.”
George Nader
Nader’s LaPopular
Gardena, Calif.
Graton Manufacturing Pull-Up Tables
“These pull-up or slide-up tables are very popular in this area. It’s great for using as a laptop table, not just as a snack tray. Here in this area, we do well with tables that have designs related to the Great Lakes, such as lighthouses. We have them custom built by a local
manufacturer here, Graton.”
Chuck McMillin
McMillins Furniture
Yale, Mich.
Bernhardt 521-016 Memphis Cocktail Table
“It has nice carving, it’s moderately priced and has a nice, traditional design with a dark finish that’s somewhat casual and can be go in a number of directions, including a Southwestern look. We sell it for $571.”
Todd Brundrett
Norwood Furniture
Gilbert, Ariz.
Magnussen Home 482-10
Bali Cocktail Table
“It’s a rectangular table with a flip-top that makes it into a big square table you could use to play gards or games. It’s unique, with a dark finish that suggests Asian, but fits with many styles of furniture.”
Emmette Johnson Jr.
Johnson’s Home Furnishings
Athens, Tenn.