Daily News
From Home Furnishing Business
Twin Star Breaks Ground With Elevate: A New Retailer Support Initiative
September 23,
2019 by Jane Chero in Business Strategy, Industry 
Twin Star Home, a market leader in electric fireplaces and a designer and manufacturer of home furnishings, is launching a new retail customer support initiative called Elevate. The comprehensive marketing program is designed to enhance and boost the marketing efforts of Twin Star Home’s retail partners through sales training videos, branded digital and online content, visual merchandising tools, and advertising support.
Already an innovator in how they marry technology with design-rich home furnishings, the brand is extending innovation into their integrated approach to marketing.
“We invested a lot of time understanding the needs of our retail partners so we can provide a more effective way to educate them about our products and provide the right marketing tools and content to help them engage--and ultimately --convert consumers and drive sales,” said Lisa Cody, Twin Star Home’s vice president of marketing. “One thing we learned early on in our research is that a one size fits all approach won’t suffice because the dealers all operate differently. “Our goal was to develop a program that offers our retail partners flexibility and options they can tap into throughout the process and help them close deals.”
The Elevate program, which can be customized to fit a particular retail partner’s needs, includes brochures, catalogs, POP and videos highlighting key features of Twin Star Home products. With more and more consumers doing their research online, Elevate delivers the right digital assets to optimize customers’ websites to excite and educate consumers before they even walk into the showroom. As part of the program, Elevate provides insights about consumer’s online searches to help retailers place targeted information on their website, social media, and in their advertising.
Twin Star Home is known for its commitment to consumer research and insights, and it drew on that research to create the Elevate program. “Our designs, branding, merchandising, and marketing all reflect our careful and comprehensive understanding of our consumer segments,” said Cody. “With Elevate we make it easy for our retail customers to benefit from what we’ve learned and turn the insights into action. Consumers’ individual styles may differ, but they are all looking for quality, performance, inspiration, and support. Elevate helps our retail partners direct that conversation in a whole new way,” continued Cody.