From Home Furnishing Business
Barcalounger to Revitalize Brand with New Website, In-Store POP
Motion furniture manufacturer Barcalounger is launching an integrated communications campaign, including a new website and a comprehensive in-store point-of-purchase program at this month’s High Point Market.
“This is a second dawning of the BarcaLounger brand,” said Larry Smith, president and CEO. “Through an integrated marketing communications program, we’re aiming to reach the consumer at every touch point with stunning product imagery and compelling messaging about how BarcaLounger fulfills our brand promise to help them enjoy life’s moments.”
The touch points include an engaging, functional, and easy-to-navigate new website and in-store banner stands, catalog display stands, and brochures that showcase the motion specialist’s line of recliners, pedestal chairs and ottomans, and sofa groups and sectionals.
“Whether the consumer is encountering our brand online, in stores, or in the product itself, we want them to have a consistent message and visual experience to enhance their shopping experience and create demand for the product,” Smith said.
Features of the website also include an interactive filter for the brand’s “Artist’s Lounge” quick-ship special order program that streamlines the selection process by allowing consumers to sort 70 reclining chair and sofa choices by style, mechanism type, power headrest, and leather/fabric.
The website allows consumers to view products in alternate covers, order sample swatches and has Contact Us and Store Locator functionality to direct consumers into authorized retailers.
Complementary to the new website, the company is launching an Instagram page, a blog, YouTube channel, and consumer emails and email newsletters, and will maintain its Facebook page.
Along with supporting retailers with the new website and in-store communications, BarcaLounger is supporting dealers through their BarcaLounger Express quick-ship program. “By stocking over 300 styles in our North Carolina warehouse, we can ship 95 percent of all our orders in 48 hours or less,” said Bruce Sinning, vice president.
The new website at www.barcalounger.com was designed and developed by website development firm, Spin A Web Designs, located in Jamestown, N.C.