april 2013—the customer experience

Vol. 2 Issue 3

“CU

STOM

ER EXP

ERIEN

CE” April Issue

AP

RIL 2013

HIGH POINT MARKET APRIL 2013

INSIGHTS FOR TODAY’S HOME FURNISHINGS PROFESSIONAL

www.RetailerNOWmag.com

National Home Furnishings Association Western Home Furnishings AssociationWHFANHFA

RETAILERNOW HAS AN APP!

CREATING CUSTOMER EXPERIENCE

RETAILERS OF THE YEAR and MORE...

OMNI-CHANNEL

#hpmkt

Discover whatinspires One Kings Lane

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Featured Retailer: One Kings LaneFeatured item: “Take Off”from Trowbridge Gallery

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14. Handling the Upset Customer

18. The Omni-Channel Revolution

20. Mastering The Omni-Channel Infographic

22. Customer Experience Infographic

23. 5 Steps to Mobile Marketing

26. Customer Horror Stories

29. Retailer of the Year Awards See page 2 for more features

on the coverRNOW MOBILE APP46

count onIT

yourVOICE

featuresNOW

10. Retailer2Retailer

11. Roving Reporter Tupelo Market

44. Fresh Perspectives— The Customer Experience

I N S I D E

06. Now We’re Talking Conversations with your Presidents

08. From the CEO— Your New Association

12. TechNOW

62. Membership Marketplace See page 2 for more

Thank you to R&A Marketing for creating the all new RetailerNOW App—with the help of our amazing partners we continue to boldly move forward.

11Download the new RNOW app and share the customer experience issue with your staff.

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The Customer Experience

2 A P R I L | 2 0 1 3 www.retailerNOWmag.com

46. The RetailerNOW App

48. In-Store Pickup Infographic

50. Culture That Rocks Part II

57. Turning Crisis into Opportunity

featuresNOW count onIT

43. Product Focus Bedding

65. The Retailer Resource Center

82. The Scoop

85. Quick-Fire Marketing Cohesion in Social Media

86. Industry Calendar

88. The Now List

65 HIGH POINT MARKET APRIL 20 - 25, 2013

Read Last Month's Issue—Get the app RetailerNOW!

RetailerN

OW

Vol. 2 Issue 2

“RELATIO

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arch Issue FEB

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FEBRUARY / MARCH 2013

www.RetailerNOWmag.comNational Home Furnishings Association Western Home Furnishings Association

WHFANHFA

MADE IN THE U.S.A.

15 MINUTES

Relationships MATTER

software | consulting | performance groups | freight savings | e-solutions

800.888.5565www.profitsystems.com

If your best selling merchandise is out of stock when a customer wants it, you could be missing out on 10% or more of your annual sales revenue. This is lost revenue you will never have the opportunity to earn. Just as bad, is being overstocked on items that aren’t selling. When you have merchandise that doesn’t sell, the annual carrying cost is in the neighborhood of 30%. A robust inventory management software will identify your best sellers, based on the gross margin dollars they earn, not just on volume sold, and recommend reordering so that they roll in as you need them, helping you maximize your sales volume. You should also have an automated process for identifying the items that aren’t making you money so that they can be marked down and moved out as quickly as possible. If your system isn’t helping you identify what’s hot and what’s not on your sales floor, take a look at what we can do for you.

Do you have lots of inventory but it never seems to be what the customer wants?

Problem Solved.

“Making sure that our best sellers are here when we need them without being overstocked has made a huge improvement to our business. It is great to see how many times a piece of furniture will sell in a month when you keep it in stock.”

Beckey Waldrop Miller Waldrop Furniture Hobbs, NM


Editorial CollaboratorsAndrew Tepperman, Tepperman’s Carol Bell, Contents Interiors Donny Hinton, Colortyme Marty Cramer, Cramer’s Home Furnishings Rick Howard, Sklar Furnishings Travis Garrish, Forma Furniture

2013 National Home Furnishings Association OfficersCherie Rose, President, The Rose Collection, CA Marc Schewel, Chairman, Schewel Furniture, VA Rick Howard, President Elect & Treasurer, FL John Wells III, Sr. Vice President, Wells Home Furnishings, WVDonny Hinton, Sr. Vice President, Colortyme, SC

2013 Western Home Furnishings Association OfficersValerie Watters, President, Valerie’s Furniture & Accents, AZ Chris Sanders, Exec. Committee Chair, Everton Mattress Factory, ID Lael Thompson, President Elect, Broyhill Home Collections, CO Chuck Kill, Vice President, Bedmart, AZ Tom Slater, Treasurer, Slater’s Home Furnishings, CA Mark Navarra, Secretary, Jerome’s, CA

Southern Home Furnishings Association President Britt Sams, President, Sams Furniture, NC Southeastern Home Furnishings Association President Wogan S. Badcock III, President, W.S. Badcock Corporation, FL

For a complete Board of Director listing, visit retailerNOWmag.com

NHFA StaffSteve DeHaan, NHFA Executive Vice President • (800) 888-9590 x6124Jordan Boyst, Member Services Rep • (800) 888-9590 x6132Dianne Therry, Member Services Rep • (800) 888-9590 x6167

WHFA StaffSharron Bradley, WHFA Executive Director • (916) 960-0345Karpice Crawford, Membership Director • (916) 960-0346Mike Hill, Member Services Rep • (916) 960-0263Eric Malone, Member Services Rep • (916) 960-0291

National Home Furnishings Association Western Home Furnishings AssociationSEHFA SHFAWHFANHFA

South Eastern Home Furnishings Association Southern Home Furnishings Association

Contact Information:Mailing – Editorial:

500 Giuseppe Ct., Suite 6

Roseville CA 95678

Mailing – Advertising

500 Giuseppe Ct., Suite 6

Roseville CA 95678

Online: retailerNOWmag.comPhone: Editorial: (800) 422-3778 Advertising: (800) 422-3778 Social: Facebook.com/retailerNOW Twitter.com/retailerNOW Pinterest.com/retailerNOW

RetailerNOWthePlayers

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Lisa TilleyArt [email protected]

Larry CarrollAccount [email protected]

Tim TimmonsAssociate [email protected]

Cindi WilliamsBusiness [email protected]

Subscription: $70/year

Retailer Now, ISSN# 2166-5249, is published monthly (except March and December) by the Western Home Furnishings Association, 500 Giuseppe Court, Ste 6, Roseville, CA 95678. Application to Mail at the Periodicals Postage Prices is Pending at Roseville, CA and additional mailing offices. POSTMASTER: Please address changes to: RetailerNOW, The Western Home Furnishings Association, 500 Giuseppe Court, Ste 6, Roseville CA 95678.

If you would like to stop receiving RetailerNOW, please send an email to [email protected].

If you would like to only receive an electronic version of RetailerNOW, please send an email to [email protected]. © 2012 National and Western Home Furnishings Associations. Published by the National Home Furnishings Association and Western Home Furnishings Association. Material herein may not be reproduced, copied or reprinted without prior written consent of the publisher. Acceptance of advertising or indication of sponsorship does not imply endorsement of publisher or National and Western Home Furnishings Associations. The views expressed in this publication may not reflect those of the publisher, editor or National Home Furniture Association, Western Home Furnishings Association and Western Retail Services Corp. Content herein is for general information only; readers are encouraged to consult their own attorney, accountant, tax expert and other professionals for specific advice before taking any action.

What we are so passionate about. . .

To have the courage to pursue purposeful dialogues that challenge conventional thinking, to engage and entertain our readers by delivering content that creates a fervent following ready to change the landscape of our industry.

RetailerNOW is the magazine for today’s home furnishings professional. Developed for a specialized community, RetailerNOW brings a unique editorial focus on progressive and relevant issues concerning the home furnishings industry in the retailer’s voice, with a focus on issues impacting retailers NOW.

Q: When does Spring Fever hit?

New England Chapter

Spring fever hits when the frost leaves and we can start to go morel hunting! -Jennifer

When the color comes out and all the flowers are in bloom.

-Kaprice

When there is more sunlight, less clothing

-Tim

K I N C A I D F U R N I T U R E

WE’RE MORE THAN JUST TRADITIONAL�

SOLID WOOD UPHOLSTERED FURNITURE LEADING SALES TOOLSNEW STYLES FOR 2013

With our traditional craftsmanship and attention to detail, Kincaid Furniture is the #1 solid wood furniture maker

in the country. But did you know we also have beautiful upholstered furniture, customized furniture options and new

collections for 2013? Visit us at High Point Market ( IHFC H1204 ) or at KincaidFurniture.com to see for yourself.

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Presidents Message

CONVERSATIONS

Valerie Watters Valerie’s Furniture & Accents Cave Creek, AZ WHFA President

: How do you make customers feel welcomed in your store?Cherie: My store, from layout to product offering, is a direct reflection of my clients' style and sensibilities. I take my cue from them and I think that is the reason they feel welcome and at home in my store.

Valerie: The staff always says, "Welcome to Valerie's, have you ever been in before?"

If they haven't we explain a little about our specialty. If they have we say welcome back, you'll find lots of new items. Please feel free to explore, my name is blah blah and I'm here to assist you with any and all of your needs. We also always try to engage them in a personal way: "Ooh I love your shoes, where did you get them?" It's all about making them feel comfortable and not pressured.

: Why is experience important?Cherie: Experience is everything! It is what my clientele expects from me. It is oh so important that they feel comfortable and reassured that they are in good hands when making such significant and personal purchasing decisions. Visit www.retailerNOWmag.com to join our conversation!

Valerie: That's what brings them back! If they feel comfortable and confident in their experience at the store, they become loyal and tell others about it. We're a specialty store, so knowledge is very important but customer experience is number one...a fun, inviting atmosphere!

: What do you feel is the first touch point with customers?Cherie: In 2013, I am heading more into the ecommerce world, so when a customer visits my website for the first time I want them to feel the essence of what the Rose Collection is all about; the same as if they are walking into my store. In my niche, first impressions are lasting impressions.

Valerie: Before they even walk in the showroom, it's the vibe of the parking lot and entrance to the store. Clean and inviting and something fun to make them smile and draw them in. This makes them sense immediately they are entering a unique environment. Of course the initial greeting from the staff, a sincere smile, an enthusiastic welcome.

Cherie RoseThe Rose Collection

Los Gatos, CANHFA President

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From the CEO

to the North American Home Furnishings Association. What began as three well respected organizations—National Home Furnishings Association, Western Home Furnishings Association and Home Furnishings Independents Association—is now

one: A single voice for retailers nationwide. Now retailers from across the street and across the nation all support each other within one organization. The strength of your new Association lies in the talent of those who have come before us, and now with you.You have a unique opportunity to engage with us and shape our future. Let’s work together to create the strategies and programs that matter to you and will help you thrive in 2013 and beyond. Join us in crafting the future of the home furnishings industry by connecting with your community; collaborate online and face-to-face to bring ideas to fruition. Help us speak with one powerful voice that will strengthen our industry’s reputation with consumers and attract the next generation of industry leaders.

The North American Home Furnishings Association will facilitate new opportunities to learn and connect both in your region and across North America. Join one of the newly forming Collaborative Teams, open to all

NAHFA members, and gain a voice in what your association offers. Whatever your interests, there is a place for you. These groups will help design strategy for association initiatives in member relations, regional interaction, education, technology, next generation development, advocacy, consumer relations, partner relations, envisioning our industry’s future and more. Your contribution will not only help define your association but also give back to you through the many connections and opportunities that true involvement can provide. Imagine great idea sharing that can propel your business to even greater success! Let’s think BIG together.Yes, NAHFA will provide you with all you expect from your trade association: Discount programs, government advocacy, industry information, networking and world-class customer service. Be prepared for new association-exclusive co-created offerings that will surprise and delight you.Come along on the journey. It will be exciting, fresh and fun. Be on the forefront of creating a 21st century organization that helps you thrive. One that serves its members and its industry with vision, for today and tomorrow.

Taking the Best of Our Past to Illuminate Your Future

Sharron Bradley, CEO North American HFA

WELCOME

The North American Home Furnishings Association


NORTHiAMERICAN

ASSOCIATION

10 A P R I L | 2 0 1 3 www.retailerNOWmag.com www.retailerNOWmag.com A P R I L | 2 0 1 3 11

Your Voice

In the last year we have gone from follow-up phone calls to an immediate electronic solution done at the customer's house, using tablets with a quick one-minute survey. The survey questions are pretty basic, for example, "Did the delivery crew setup everything to your satisfaction? Were they courteous and professional? Would you recommend Naturwood to your friends?" We get almost 99 percent participation rate when done this way and the results are immediately tabulated after delivery. The feedback is immediate and statistics are available right away. Customers rate each question with one to five stars and anything with three stars or less is flagged for immediate follow-up to address any concerns.

The amount of time that is saved by using this system is invaluable. In the past, a week could go by before you got the customer on the phone and received a response. By then the response was no longer an immediate reflection of the service.

Rick Vale, Naturwood Home Furnishings Rancho Cordova, California

Retailer2Retailer | Q How do you encourage your customers to fill out a delivery survey?

We send customers a follow-up survey via email using Constant Contact and just ask for their feedback to help us serve them better. We ask a couple of key questions: 1) What did you think about our website? 2) How was your delivery experience and sales experience? 3) Is there was one thing that we could have done that would have made your experience better? Finally, we invite customers to post a review to Facebook and other places online.

Jim Fee, Stoney Creek Furniture Ontario, Canada

We are now utilizing DispatchTrack for routing, delivery and service. The program has a survey component and our drivers ask the customer to answer three basic questions, immediately following delivery: 1) Please rate your overall experience shopping at our store, 2) Please rate your satisfaction with our delivery service, 3) How likely are you to recommend our store to your friends and family? Everyone that completes the survey is entered into a monthly drawing for a $500 merchandise certificate. We explain that providing feedback is critical to enable us to better serve our customers.

Eddie Massood, Thomasville of New Jersey Fairfield, New Jersey


Roving Reporter

Your Voice

| SHANE SPILLER, President of Spiller Furniture Stores, Inc. Tupelo Furniture Market

Since the mid-1980’s, my company has attended the Tupelo Furniture Market (TFM) located in north Mississippi. This

biannual furniture market is located in a region of the country that is considered the “upholstery capital of the world.” Before I proceed any further, I must also let you know that my company does not attend the High Point or Las Vegas Fur-niture Markets. We have been to these markets over the years, but the ease and convenience of shopping the TFM is by far our best option.

Here are my top 6 takeaways from this TFM:

X The Tupelo Furniture Market has stepped up its game with recruiting vendors and buyers. I feel like there was much less empty space this market. According to Kevin Seldon, HSI, Inc., "the space that was available for sale was 99 percent sold out. We have more than 100 new companies exhibiting this year."

Z The color trend for upholstery seems to be headed toward more grey/silver, similar to Pantone Alloy. It is refreshing to see more than a sweep of brown/chocolate/mocha/cappuccino on the floor.

q The debate as to what is the best time of year to have the TFM will always come up in conversation with others at market. (By the way, I do not have the answer to this question.) I do have an opinion, and so does everyone else. My company will be there at TFM when the doors open because we are thankful for a market as convenient as this one.

r Much of our industry has become dependent on tax return money that flows into our customers' pockets. Business this year has been delayed (I hope) by a later than normal return on income tax.

s Attitude is everything. In my book, I believe it determines your approach to everything in life. If my company does not have the right attitude it is my fault. I hope our industry can find the right attitude. There are some things in life we cannot control, but attitude is not one of these things.


Cool Apps

What's Hot

Tech

TechNOW

MobileYour customers are changing…big time. You know it. You see it every day. Instead of browsing casually through their favorite stores for hours on end just to find that perfect chair and ask about your rewards program, they are racing around your showroom, browsing the Internet at lightning-fast speeds on tablets and smartphones checking out your competition on forums, Facebook and Yelp, all while geeking out over what’s trending on Twitter.Yes, your customers are changing—FAST.By the end of 2013, there will be more mobile devices on Earth than people (Source: Cisco, 2013).

48% use or would like to use a smartphone to shop while in-store or on the go. (Source: Cisco, 2013)

5X Retailers with apps gather five times more engagement. (Source: Point Inside, 2013)

53.2 Million The number of U.S. mobile coupon users will rise from 12.3 million in 2010 to 53.2 million in 2014. (Source: Marketer, 2013)

127 min Consumers are spending 127 minutes per day in mobile apps—up 35 percent from 94 minutes a day in the same time last year—and spend 168 minutes watching television per day. (Source: Flurry, 2012)

57% of consumers will not recommend a business with a poorly designed mobile site. Similarly, 40 percent of consumers will go to a competitor’s site after a bad mobile experience. (Source: Compuware, 2012)

Evernote Evernote helps you keep track of all your notes while syncing them

across all devices. Jot down a quick thought or draft an entire meeting summary. Create notes with pictures and voice memos attached.

Evernote prevents you from worrying about where you saved your files, because they’re all in the cloud! Available on: Android, Blackberry, iOS, Windows Phone, Web OS, PC, Mac, Google Chrome, and the web.

Yabbly Yabbly is truly a social network for consumers. Advertised as “a

community of thoughtful people sharing first-hand advice about practical decisions through

authentic conversations,” Yabbly makes it easy for people to help each other make great decisions.

Furnishly.comLet the customer shop the way they want to shop.It’s like Amazon for furniture retailers! Furnishly’s mission is “to create the first ever digital consumer marketplace dedicated to the sale of local furnishings for home or office.” Buyers search by location, message the item seller, add the item to their cart to complete their order and then swing by your store to pick it up.Furnishly claims they “make it super easy for a local consumer to browse and buy” (sounds good to me!).If your city is not yet supported on Furnishly, you can submit your email to show support and they will “have it live in no time!”

Hot Site

2013 and the Mobile Consumer — Stop Fighting It!

Skitch Skitch will let you annotate your

photos with arrows, shapes, sketches and text. This tool is perfect for highlighting portions of photos and

brainstorming or collaborating with coworkers. Available on: Android and iPhone.

RNOW It's here! Now you can read the way you want to read! See p.46 for details.

Randy Lundy Sr. VP, CFO,

Grand Home Furnishings

Randy Stewart Relationship Manager, GE Capital

WE’RE NOT JUST BANKERS,WE’RE BUILDERS.At GE Capital, we’re not just bankers, we’re builders. With 80 years of experience you can count on us to be there for you and your customers. Of course we bring great financing options, but we also bring you real expertise to help you grow store traffic and sales. Randy Stewart, Relationship Manager at GE Capital, delivers proven industry expertise to Grand Home Furnishings. Randy Lundy, Sr. VP, CFO at Grand Home Furnishings, knows that it’s the people at GE that make the difference. With GE Capital you can be sure people like Randy Stewart are ready to help you build your business every day. Stop just banking. And start building.

gogecapital.com

GE Capital

Credit is extended by GE Capital Retail Bank© 2013 General Electric Company. All Rights Reserved.

021197_Furniture_RetailNow_Grand_Furniture_8.25x11.125.indd 1 3/1/13 1:47 PM

14 www.retailerNOWmag.com

By Brad Huisken

Customer Experience

HANDLING THE UPSET CUSTOMER

How do you handle an upset customer? It’s not an easy question to answer and one that may depend on extenuating circumstances. For the most

part, always refer to Customer Service Rule No. 1, “The customer is always right,” and Customer Service Rule No. 2, “When the customer is wrong, refer to rule No. 1.” While you may not believe it was a bad experience, remember that perception is reality in the customer’s mind. Do everything within your power to ensure a customer leaves not only happy, but singing your praises as well. Ultimately, every time you serve someone the goal is to create a personal trade customer, a repeat customer for the future and one that will readily offer your business as a referral to others.

I believe the only reason a furniture store has salespeople, a sales manager, service people, office and finance people, a buyer, advertising and marketing departments, an owner, all the way to the cleaning crew, is to produce HAPPY CUSTOMERS.

The latest statistics state that if you upset one customer, that person will tell another 10 people about the bad experience. In turn, those 10 people might tell another 10 people each. Therefore, one upset person may cost you well over 100 potential customers. Losing that much business is way too large a price for not resolving one bad experience. On the other hand, if you have 10 people upset with you for one

reason or another, only one out of every 10 will actually come back and give you a chance to resolve the situation.

For the most part, people are genuinely good. Most people are not out to take advantage of furniture store retailers. If

the customer believes they have a legitimate complaint, it is a legitimate complaint. Remember: Perception is reality.

I have seen situations where the salesperson or store employee says something to make the customer feel they have to defend themselves, like, “That’s not the way you bought this piece,” “It is obvious you are very rough on your furniture” or “That isn’t covered by the manufacturer’s warranty.” At this point, the customer becomes defensive. The salesperson took a bad situation and made it worse.

Let an upset customer know you want to take care of the issue. Never make remarks that put someone on the defensive. If the customer is in the middle of the sales floor causing a scene or within voice range of other customers, lead them to a quiet area of the store or into a private room. While walking, let them know you genuinely want to make sure the situation is resolved. Always ask one question that will show you care and will do your best to resolve the situation: “What can we do to make this right for you?”

The answer often may be less than you thought you would have to give. Should the customer ask for more than you are able to provide, then at the very least you have a starting point to begin the negotiations and rectify the situation.

Your job as a salesperson is to represent the customer to the company—not the company to the customer. In other words, do not defend the company, the product or the vendor. Ensure the customer is happy with their purchase. Most bad situations are easy enough to turn around so the customer is actually delighted with how it was resolved. Should this be the case and someone is out in the world singing your praises, it was well worth the price. If you had to give a little more than what you thought you should

Continued page 17

Getting the right mix of furniture is never a simple decision, that’s why we are introducing a variety of new collections in Master Bedroom, Next Generation,

Occasional Tables and now Casual Dining. We have an array of styling, pricing, and shipping solutions including our QuickFlex 250 program that lets you mix

and ship as little as 2 groups – all designed to help your business succeed.

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Place an order and receive Zax the ZebraQualifi ed dealers only | While supplies last

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www.retailerNOWmag.com 17

www.retailerNOWmag.com 17

Customer Experience

Author, trainer, consultant and speaker Brad Huisken is president of IAS Training. Mr. Huisken authored the books “I’m a salesman! Not a PhD.: Realistic Strategies to Increase Your Sales,” “Munchies for Salespeople: Sales Tips You Can Sink Your Teeth Into” and his soon-to-be released “Munchies for Salespeople II: More Sales Tips You Can Sink Your Teeth Into.” To find out more, contact Brad at 800-248-7703, [email protected] or http://www.iastraining.com.

The cost of losing an upset customer who tells others about the experience is far too expensive a price to pay.

Continued from page 14

have, write it off to your advertising budget, because that is what it is. A happy customer who tells their friends and relatives about the superb customer service they received is far more valuable than a customer telling people about their bad experience. Bestselling business book author Harvey Mackay states that it costs, on average, $5,000 to get a new customer. Do not waste your money getting rid of the ones you already have!

When dealing with upset or angry customers, remember these 15 tips.

1. Don't take anything the customer says personally; we are all guilty of saying things we don’t mean in the heat of anger.

2. If the customer is verbally attacking, let them know you are going to resolve the situation but will not tolerate obscene or abusive language.

3. Learn from the experience to avoid repeating the same situation.

4. Set the tone for the conversation by being friendly, empathetic, smiling and overall professional.

5. Don’t place blame on the customer. They may need someone to blame and it might be you; again, don’t take it personally.

6. Let them know, no matter how upset they get, that you're going to do what you think is right.

7. Maintain a calm tone of voice and positive body language.

8. Maintain eye contact—it shows you're interested and concerned.

9. Remove the upset customer from the sales floor if possible. You don’t want other customers hearing the conversation.

10. Don’t tell the customer everything you cannot do. Frankly, they don’t care what you can’t do—only what you can do.

11. Don't defend the company’s policies. If you are not empowered to make a final decision, have someone who can resolve the situation handle the customer.

12. Don’t make excuses. Everyone has them. The customer is looking for answers.

13. Remember the Golden Rule: Treat people as you want to be treated.

14. In some cases, your negotiating skills may come into play. Don’t give up the farm too fast.

15. Ask the question, “What can we do to make this right for you?” and start the negotiation from that point.

Remember, the cost to get a new customer is tremendous. The expense of losing an upset customer who tells others about the experience is far too high of a price to pay. Treat the upset customer right and you may be able to turn them into one that proactively gives you referrals and recommends you to others.

SINGLE CHANNEL

MULTI CHANNEL

COMPUTER

COMPUTER

PHYSICAL STORE

ONLINE CATALOG

CROSS CHANNEL

COMPUTER

PHYSICAL STORE

ONLINE CATALOG

OMNI CHANNEL

COMPUTER ONLINE CATALOG

PHYSICAL STORE MOBILE DEVICE

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The OMNI-Channel Retail RevolutionCHANGING THE CUSTOMER EXPERIENCERapid developments in technology continue to provide the retail world with new challenges and potentially revolutionary opportunities. Our current multi-channel system grew from generations of single-channel retailing at a time when business either happened face-to-face in store encounters or through limited catalog shopping opportunities.

Multi-channel retailing provides consumers with access to information via computers, mobile devices, the Internet, print catalogs, television, advertising, radio, signage (both digital and old-fashioned) and sales staff at brick-and-mortar stores. Each channel is a link between consumer and retailer that can provide an abundance of information. Consumers access information and retailers promote their products.

But how do retailers and consumers navigate this new world full of diverse channels? Today’s consumers love their gadgets. The connected consumer needs and expects information to be widely accessible. Retailers need to provide information and promote their products across a rapidly developing array of sources. And, now, not only does the information need to be available via a multitude of channels but all customer experiences with your brand, from

whatever source consumers are able to access, must be constantly consistent and current. The channels must not only link consumers and retailers but they must link with each other. This is omni-channel retailing—the next phase of technological challenges and opportunities impacting the retail industry.

In his article, "Making Omni-Channel Retailing A Reality," Michael Griffiths states, “The key to succeeding in omni-channel retailing is understanding the new role of the store—the central representation of your brand. This means that no matter which channel the customer is using to reach you—brick and mortar, online, or mobile—your customers see your store as a single, transparent system rather than multiple channels with separate inventory, processing and delivery systems.”

Stores can coordinate their database across all channels, seamlessly synchronizing their pricing, discounts, promotions, delivery and inventory information as well as all the other vital information consumers need and want at their fingertips. But they can also remain flexible and easily update their system to allow for pricing adjustments to keep their products competitive both online and in-store.

by Martin Roberts

The key to succeeding in omni-channel retailing is

understanding the new role of the store—the central

representation of your brand...

Customer Experience

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Customer Experience

TIPS to create the omni-channel

experience

Accurate and timely event information, new products and in-store opportunities can be distributed across all channels seamlessly. Inventory status and accurate delivery estimates can be instantly available as well as streamlining warehouse and logistic operations.

The in-store customer experience can be enhanced with omni-channel connectivity. Send coupons to consumers on their mobile devices as they shop in-store. Mobile devices can scan barcodes, provide store directories, show maps to help customers

navigate the store or offer product reviews and endorsements. Digital screens can provide 3D models and simulations. Touchscreens can create virtual rooms and product images for design and

visualization. Smaller stores, in urban locations where rent is high, can use touchscreens, kiosks or mobile devices in addition to a savvy sales staff and well-displayed in-store samples to optimize their space.

Sales associates using connected mobile devices stay informed up-to-the-minute, ahead of even smart and savvy consumers. They can provide mobile checkout, arrange deliveries and provide interactive video displays

A Motorola Solutions white paper, “How Brick-and-Mortar Retailers Can Win the Omnichannel Battle,” advocates that “the more you and your employees know about your customers, the more you’ll be able to provide more personal, more consistent, more satisfying and more differentiating customer experience.” Data collection, demographic analysis, customer purchase history and preferences can lead to custom-designed incentives, improved customer understanding and a better trained sales staff.

We all know brands that seem to have it all figured out. What they have is the means to reach out and provide consumer interaction and create personal and customized brand experiences. Ikea on a Saturday is packed with excitement and customer involvement. Their combination of great pricing, unique products, understandable quality, customer service, great signage and a family-friendly atmosphere has created a cult following for the well-known blue and yellow brand. Apple eliminated cash registers and lines, providing a segmented staff of greeters, certified technicians, genius bar consultants, inventory specialists and mobile transaction staff. They are skilled at welcoming everyone, maintaining their price points, offering classes and providing service in-store, online and by phone.

Another strategy is to offer unique experiences. Weekends Only in St. Louis, Mo., for example, engaged Martin Roberts Design to help create their brand. Basically, by using warehouses as their brick-and-mortar stores and only opening on weekends, they have created ongoing excitement.

“Weekends only” bargain hunting, new weekly inventory with great signage and wayfinding in addition to periodic events like a cookout or lamp sale, have made their in-store experience a much anticipated weekend treasure hunt event.

LoveSac, located in Stamford, Conn., created a unique and fun furniture design and in-store opportunity to match. They provide customers with sets of magnetic blocks that represent the components of their “sactionals.” Customers personally design their own furniture while playing with blocks.

Ed Clary, CIO of Haverty Furniture Company, summed it up at the NRF Convention in January, 2013: “It has become clear that technology is empowering our customer base. If we rely exclusively on a brick-and-mortar channel, we will not fulfill as many transactions. For us, brick-and-mortar has become an imperative way for us to support an omni-channel experience and drive sales.” Martin Roberts Design, LLC, is an award-winning team of retail consultants, architects, interior designers, visual merchandisers and graphic designers whose unique expertise in both the science and art of retailing has put them at the forefront of the retail design industry. For more info, go to mrobertsdesign.com.

Go Online: RetailerNOWmag.com to read the full Motorola White Paper, How Brick-and-Mortar Retailers Can Win the omni-channel Battle.


MASTERING THE OMNI- CHANNEL CHALLENGE

IN A CUSTOMER-CENTRIC MARKETPLACE

HOW TO MERGE THE DIGITAL & PHYSICAL SELLING WORLDS INTO ONE COMPELLING, SEAMLESS CUSTOMER EXPERIENCE

MORE TOUCHPOINTS across MORE CHANNELS

by 2015 3 8billion people will create

zettabytesof data

LEADING RETAILERS

• • • 41% WANT TO LEVERAGE SOCIAL MEDIA FOR SALES

OMNI-CHANNEL RETAILING

HIGHER SPEND PER TRANSACTION

Consumers experience a brand—not a channel within a brandIn return for their personal information consumers expect:

BEST OFFERPERSONALIZED

EXPERIENCECONVENIENCE

& EASE

90%

Multichannel consumers spend more than a customer who shopsin a store only

OF CUSTOMERSHave more product knowledge than the store sta� because of the online resources and tools available

58% OF BUYERS

Who own a smartphone have used it for store-related shopping

12TB OF TWEETS / DAY

How many of those tweets were about your brand?

WANT TO CONSOLIDATE THE CUSTOMER EXPERIENCE ACROSS ALL CHANNELS

BELIEVE PURCHASE, DELIVERY AND RETURNS SHOULD BE AN OPTION ACROSS MULTIPLE CHANNELS

OF MANAGEMENT LACK REAL-TIME SALES LINE OF SIGHT

ARE INHIBITED BY MULTI-CHANNEL CUSTOMER INTERACTIONS

• • •


CONVENIENCE& EASE

58% OF BUYERS

CONSUMER DATA IS STILL

3 STEPSTO TURN YOUR CUSTOMER INSIGHT INTO INCREASED

OMNI-CHANNEL SALES AND REVENUE

YOUR

INTEGRATE & UNDERSTAND

TOUCH-POINT

CUSTOMER DATA ACROSS EVERY


CUSTOMERDATATO LEARN

WHAT WORKED

CUSTOMERSAT THE RIGHT TIME IN THE

RIGHT CHANNEL, WITH THE RIGHT OFFER

ANALYZE & DISCOVER

ACT & OPTIMIZE

Identify all available sources of data and integrate the data for a comprehensive view of customers across all channelsGather customer data through all channels possible and integrate into an intelligent data warehouse

Analyze what customers are buying, where they are buying and what in�uenced their buying decision

WHAT:

HOW:

Customer purchase analysis, revenue attribution analysis, path-to-purchase, social network analysis

Optimize campaigns with advanced analytics around customer market segments

Use customer segmentation modeling and CRM to develop and manage campaigns

WHAT:

HOW:

WHAT:

HOW:

ENGAGE YOUR

Information gathered from Teradata Corporation 2013



CONVENIENCE& EASE

58% OF BUYERS

CONSUMER DATA IS STILL

3 STEPSTO TURN YOUR CUSTOMER INSIGHT INTO INCREASED

OMNI-CHANNEL SALES AND REVENUE

YOUR


TOUCH-POINT

CUSTOMER DATA ACROSS EVERY


CUSTOMERDATATO LEARN

WHAT WORKED

CUSTOMERSAT THE RIGHT TIME IN THE

RIGHT CHANNEL, WITH THE RIGHT OFFER

ANALYZE & DISCOVER

ACT & OPTIMIZE

Identify all available sources of data and integrate the data for a comprehensive view of customers across all channelsGather customer data through all channels possible and integrate into an intelligent data warehouse

Analyze what customers are buying, where they are buying and what in�uenced their buying decision

WHAT:

HOW:

Customer purchase analysis, revenue attribution analysis, path-to-purchase, social network analysis

Optimize campaigns with advanced analytics around customer market segments

Use customer segmentation modeling and CRM to develop and manage campaigns

WHAT:

HOW:

WHAT:

HOW:

ENGAGE YOUR

Information gathered from Teradata Corporation 2013


50%

63%

2IN4 74%

DIGITAL SHOPPING FOR FURNITURE IS ON THE RISE

MOBILE DEVICES AID DISCOVERY

living room chair

living room chair

ONLINE PURCHASERS RESEARCH OFTEN BUT ARE QUICK TO DECIDE

NON-BRANDED QUERIES ARE USED TO SUPPORT BRANDED RESEARCH

IN ADDITION...

27%

44 %

43%

HALF

BUT

S M T W T F S

of purchasers visited multiple brand sites

visited a brand’s site only once and over half purchased within one week of researching

Almost

of conversions were assisted by non-branded terms

And

of converters ended their research process with a non-branded search

Nearly all furniture categories grew site visitation year-over-year, with online retailer sites and department store sites increasing almost

Nearly half of mobile furniture shoppers discover new brands on mobile devices.

of furniture shoppers look for product informa-tion online

consumers research furniture online after seeing an online ad

SOURCESGoogle/Compete Retail Furniture Study, 2012. Online survey conducted 5/18/12 - 6/12/12 with panelists who researched or shopped for furniture online within past six months; Clickstream purchase analysis run Q1 2011 - Q2 2012 (data aggregated)


50%

63%

2IN4 74%

DIGITAL SHOPPING FOR FURNITURE IS ON THE RISE

MOBILE DEVICES AID DISCOVERY

living room chair

living room chair

ONLINE PURCHASERS RESEARCH OFTEN BUT ARE QUICK TO DECIDE

NON-BRANDED QUERIES ARE USED TO SUPPORT BRANDED RESEARCH

IN ADDITION...

27%

44 %

43%

HALF

BUT

S M T W T F S

of purchasers visited multiple brand sites

visited a brand’s site only once and over half purchased within one week of researching

Almost

of conversions were assisted by non-branded terms

And

of converters ended their research process with a non-branded search

Nearly all furniture categories grew site visitation year-over-year, with online retailer sites and department store sites increasing almost

Nearly half of mobile furniture shoppers discover new brands on mobile devices.

of furniture shoppers look for product informa-tion online

consumers research furniture online after seeing an online ad

SOURCESGoogle/Compete Retail Furniture Study, 2012. Online survey conducted 5/18/12 - 6/12/12 with panelists who researched or shopped for furniture online within past six months; Clickstream purchase analysis run Q1 2011 - Q2 2012 (data aggregated)

5 Steps to Profitable Mobile MarketingHow to plan and execute a cutting-edge digital advertising campaign By Brian Dick

In previous articles, I’ve discussed the rapid expansion of mobile technology and what questions to ask in devising a mobile advertising strategy. A key takeaway is that customers with smart phones are “on the go” and looking to buy quickly.

The Search Agency found that 1 in 4 paid clicks in the United States in Q4 2012 came from smartphones and tablets (mobile devices). Our data shows on average that mobile cost per click can be half the costs for searches conducted from personal computers. Best of all, mobile ads can get up to twice the click-through rate.

Knowing this, your mobile marketing messages should point to a new, fully mobile-optimized website (not your standard site) that targets this customer.

These five steps will guide you toward maximizing return on your mobile marketing investment.

X Create an optimized mobile website

Your mobile website should contain these essential elements:

hHome page design, displaying your business name and logo hPhone number in bold, with a “click to call” button hFull address with link to a map hButton to pull up turn-by-turn directions for GPS function

hBrand and available inventory listings, or at least top manufacturers and products. hCurrent specials. After the home page, this is the second most visited page. Don’t ever let it sit idle; always offer a coupon, special offer, etc. hSocial media integration, so customers can see your Facebook, Twitter, Pinterest, etc. channels right on their device hReviews integration, so customers can click to sites where they can read a review or post one

View your mobile site through your iPhone or Android phone and make sure it’s easy for customers to navigate.

Develop your mobile marketing strategy

Where do you want mobile customers to land when they click on an ad? Create unique “landing” pages for your brands and each of your core product categories. If someone clicks on your mobile ad featuring Frigidaire refrigerators, be sure it goes to a mobile-optimized page for this product and not your home page.

Build a specific, strategic “campaign within a campaign” around local mobile customers. First, look at your current digital marketing assets. What are your best converting themes and keywords for customers searching for you on their personal computer? Look

at your analytics to be sure you have a high “share of voice,” and that your messages appear 60-70% of the time customers conduct a search in your target market. Now think mobile to do the same.

Your goal should be to get a similarly high share of voice on mobile devices as well as personal computers. Since only one mobile ad often appears at the top of a mobile search results page, that’s where you want to be! Work with a trusted marketing partner to research your local market to see how many mobile searches are being conducted for your business, products and services. Continued on page 25

Mobile


SERVICE BENEFITS• Local Service Centers

• Scheduled Delivery Routes

• Lowest Claims Experience

• Bar-coding

• On-line shipment Tracking

• Personalized Service

• Satisfactory Safety Rating

Please contact Grant Laidlaw VP Sales at 778-549-3188 or [email protected] to review your transportation needs, or to plan a meeting at the High Point Furniture Market.

Locations: Puyallup, WAMira Loma, CA • Morganton, NC

Fax: 828-764-4461 • Phone: 855-208-6377Email: [email protected]

The Northwest Furniture Transportation Leader

www.NWFXpress.com


Z Employ geographic targeting

You can control how close to your store and at what times of day you want your mobile ads to appear. If you’re tightly controlling geo-targeting in your desktop campaign, keep it the same for mobile. Base this around where you know you sell the most products geographically.

Early data shows that day parting your messaging (only showing ads when your store is open) isn’t yet moving the needle significantly in terms of performance. People conduct more than a dozen searches online over a few days to many weeks before buying. Do you want your ads for “Electrolux appliances” to show up at 3 a.m. and 3 p.m. on a mobile phone? Perhaps, since even though search volume drops off when you close up your store, you still want to capture all available search activity when it occurs.

Write effective mobile ads

In creating your mobile ads, consider the following:

hThe same analytical approach applies to mobile as desktop. Install and rely on Google Analytics on your mobile and regular website to keep tabs on local market searches and click activity across devices.

hConduct tests to see where there is a critical mass of volume of searches on mobile, then target the ad copy around that.

hCustomize the messaging (we’re nearby, buy today, special sale, etc.) to appeal to mobile customers in close proximity.

hBe purposeful and targeted to the theme you’re going after.

hLess is more in terms of ad copy; stay focused on a central call to action.

hMake the ad copy keyword-centric. Include the keywords you’re bidding on in your ad text.

hDon’t use ALL the available space, be laser-focused so customers “get it” in a glance.

Much like an aggressive personal computer-targeted campaign, measurement and adjustment of your mobile campaign is crucial. Adjust bids and ads daily according to actions (click to call) to maximize returns. Keep tabs on contact forms/finding attribution points to prove effectiveness and rate of conversion. A qualified vendor can apply proprietary technology to automate proactive changes to your campaign to stay ahead of the competition and drive top results.

Create mobile display ads You may already be running digital banner (display) ads for brand

awareness. Resize and simplify new versions for mobile. Use big fonts and 3-5 words. Think simple and clear. Make a distinct central offer or a simple, bold statement or call to action.

More people are using mobile browsers over apps to find local dealers and inventory. The jury is still out on whether ads within specific apps or on mobile browser search results are converting the best. Do both and analyze your results.

Test, test, test

The wonderful thing about digital campaigns is that they provide real-time data. Where are you getting traffic and how is it converting? Adjust your campaigns to reflect this newfound insight.

Test, test, test on both desktop and mobile, but also look at your entire customer experience. If your digital advertising generates 1,000 clicks to your website, and your traditional marketing drives 1,000 new people in your doors, but you’re not closing more sales, examine what your customers are seeing and what needs to be revised, both in your digital marketing and your store sales process. Brian Dick is Director of Business Development, Home Goods and Services at Netsertive (netsertive.com), a fast-growing online marketing technology firm that drives maximum sales opportunities to national brands and local retailers through the power of Internet advertising. You can reach Brian at: [email protected]

Tip: Most mobile searches are 2-3 words max so consumers may search for “Serta Comfort special sales” on a computer but just “Serta mattress” or

“iComfort” on mobile. Set up shorter keyword sets for your mobile campaign.

1 in 4 paid clicks in the U.S. in Q4 2012 came from smartphones and tablets.

Mobile


Customer Experience

A Feline Fugitive One hour after our driver delivered a new mattress set and picked up the old one for disposal at the dump, the customer called our Customer Care Center in a panic. They claimed that their cat was missing.

We wondered what this had to do with us, but the customer told of how their cat had a penchant for crawling through a hole in the old box spring to hide.

We called our driver to ask if he would pull over and inspect the old box spring.

Sure enough, the cat was found curled up inside the old box spring. It was freezing in the back of the truck (we’re located in Canada), so they moved the cat to the cab to keep her warm and returned the feline to a very surprised and grateful customer.

—Andrew Tepperman, Tepperman's

Beware of Flying Chairs

A young couple purchased four pricey dining chairs ($900+ each) and wanted to look at them prior to having them delivered. They came into the store and were very satisfied with what they saw. The husband decided they would all fit in the back of his pickup truck (no tie downs) and thus would eliminate a delivery charge. They got about two miles down the road and a gust of wind picked up throwing two of the chairs to the side of the road… they were not repairable. The next morning the husband came into the store with his tail between his legs as I guess his wife was not too happy, to say the least. He ordered two replacement chairs and Valerie gave him a substantial discount considering the situation.

—Andree Dempsey, Valerie’s Furniture & Accents

Customer: Hello, um, yes I have an issue with a mattress I purchased from your store about six months ago.

Customer Service: I’m very sorry to hear that, ma’am. I’d be happy to help you. What exactly is the problem?

Customer: Well, the mattress is squeaking and something has been poking me in the back while I sleep. It is very uncomfortable and noisy.

Customer Service: Perhaps it is a bad spring that is causing the issue?

Customer: I don’t think so, no. I saw something on the news recently where rats were living inside of mattresses. That has to be the problem. It would explain the squeaking and the poking in my back. I believe I have a rat living in my mattress, I am certain.

Customer Service:[Pause] Ma’am, I don’t think that…

Customer: …And, let me also tell you, I checked for holes to see where the rat may have gotten into the mattress, I couldn’t find any. It must have come from the factory that way. I remember seeing the same thing on TV and they could not find where the rat chewed through, they built it with the rat inside!

Customer Service: [speechless]

Customer: I think that rat was put in there on purpose!

Customer Service: We will have someone come out to take care of this issue right away.

Delivery Driver arrives at the woman’s home

Customer:Great! You’re here. Now lay down on this mattress and you’ll feel that rat poking at you.

Delivery Driver: [after lying on the mattress for a few moments] I’m sorry, but I don’t seem to feel anything poking me at all. It seems perfectly fine and comfortable to me.

Customer: Well, then the rat must be asleep is all.

Delivery Driver: [pondering the situation] Ma’am, If I may, how do you suppose the rat has survived inside your mattress for six months without food?

Customer: Well obviously, the factory put food in there for the rat to live on.

Delivery Driver: [trying to maintain composure] From what I can see, everything looks fine. But if the rat wakes up, please be sure to give us a call.

Stories Shared by our Retailers

“Hey! There’s a Rat in my Mattress!"Customer: So, how long before that rat chews its way out and starts to eat me?

Deliver Driver: Ma’am, with all the cats you have in this house, I think you’ll be safe from a rat attack.

Note: There have been no more rat calls from this customer. Either the cats won or the rat did….

—Marty Cramer, Cramer's Home Furnishings

ELECTRIC FIREPLACES MULTI USE FURNITURE LICENSED HEATING PRODUCTS

www.twinstarhome.com/RN

FIND US ON:

DESIGN. QUALITY. SERVICE.

Twin-Star Home Furnishings now offers a stacking program, which maximizes retail floor space while tripling sales potential.

Mix and match finishes, options, and sizes to suit your customer’s needs!

Our furniture stacking separators are designed to support your floor displays while keeping them like new.

MORE SHOWSELL MAKE

scan the code to visit our wesbite


congratulates

Coconis Furniture2013 Retailer of the Year

National Home Furnishings Association

Listen to our clients on our website and hear what they have to say about PFP. Visit www.PFpromotions.com to learn more.

#1 In High Impact Events. Make that first step. Call or Click today!800-472-5242 • www.PFpromotions.com High Impact Events Since 1962

OUR CLIENTS SAY IT BEST!“Thank you for your skilled efforts in helping us close Casey's Furniture.

After seventy-five years of furniture retailing; you and your very professionalPFP team sent us off with a bang.

We have always been proud of a good reputation in the communities weserve, and our partnership with Planned Furniture Promotions has enhancedthat reputation. The team you assembled performed at a consistently veryhigh level and surpassed my top line volume and profitability expectations.

I will always be grateful to PFP and will cherish the friendships madeduring this highly successful and fun event.”

Louis S. CaseyPresident, Casey’s FurnitureHigh-end, three generation family store located in Temple TX


The International Home Furnishings Representatives Association and National Home Furnishings Association cordially invite you to

celebrate the achievements of outstanding industry leaders on

MONDAY, APRIL 22, 2013 IHFC Ballroom, 11th Floor Green Wing

HIGH POINT, NORTH CAROLINA

RetailerNOW has profiled the prestigious Retailer of the Year Award winners. The recipients are selected for their outstanding contributions to the home furnishings

industry, exemplary service to the community and personal business achievements.

Coconis Furniture Randy Coconis

is the honoree in the category of annual sales over $10 million

HW Home Ron Werner & Jim Hering

is the honoree in the category of annual sales under $10 million

19th Annual Furniture Industry Awards Gala

2013 NHFA'S RETAILER OF THE YEAR AWARD WINNERS

James A. Craven IHFRA's 70th President IHFRA's Harold P. Braun

Distinguished Service Award

Bob Sherman President & CEO Serta

Mattress Co. IHFRA's Pillar of the

Industry Award

Dave Palmer Former President & CEO of

World Market Center IHFRA's Past President's

Leadership Award

2013 IHFRA AWARD WINNERS



CONGRATULATIONS TO

RETAILER OF THE YEAR

SHOWPLACE 4100HIGH POINT

We congratulate you on this much deserved recognition.We appreciate all of your support & wish you continued success.



Randy Coconis, Coconis Furniture South Zanesville, OH

Loving Life in the TrenchesA profile on Coconis Furniture

ROY Awards

Have you ever met someone and felt like you’ve known him your entire life? A camaraderie is sparked, and you instantly have a new lifelong friend. If you have ever spent any time with Randy Coconis, this year’s Retailer of the Year over $10 million winner and owner of Coconis Furniture, then you understand this spark.


andy was abruptly put in the lead role of Coconis Furniture in 1981 when his dad became seriously ill. While succession wasn’t a new thing to the Coconis family, this sudden illness caught them

off guard and threw Randy, then a salesperson, into a role he wasn’t prepared for. “I really didn’t know much about running a business,” he said. “I relied on my reps and other friends in the business to learn and make business decisions.”

Even though the transition was abrupt, Randy took the lead and continued to build the company’s successful foundation. Randy’s grandfather, Nick Coconis, opened

Zanesville Furniture Company in 1927 in downtown Zanesville. An immigrant from Greece, Nick arrived in America unable to speak any English. “The first three days he was in America, he only ate apple pie and drank coffee, because those were the only English words he knew,” Randy added.

The second generation of owners, Randy’s father Paul and uncle Don, took over the business in 1953, and changed the name to Hallmark Furniture. A new 5,000 square foot store was opened in South Zanesville, which is where it still currently resides. When Randy and his brother Paul Jr. (a silent partner) took the reins in 1981, the business began to see substantial growth. In 1986, the store name was changed again, this time to Coconis Furniture. “We ran a marketing campaign saying that the store’s name changed to what it should have been the whole time,” Randy added.

That same year, Coconis Furniture added on a warehouse, which quickly became more showroom space. The business continued to expand, and today it features a 70,000 square foot showroom that spans one city block.

“There is no more space for us to grow,” Randy said. “We now have a 30,000 square foot warehouse across the street, which is state-of-the-art, 40-feet high and racked.”

Today the fourth generation has now entered the business, with Randy’s sons Chad and Bo working by his side to learn the operation. They strive to make a relaxed in-store environment that is exciting for customers to visit.

ROY Awards


When you walk into Coconis Furniture, you instantly feel comfortable with a laid back feeling felt throughout. Children can enjoy a kid’s play area, or cruise around with mom and dad using their own kiddie carts. Ole’ Paul’s cafe is set up to serve refreshments and provides a place to recharge during the shopping experience. The showroom is set up in departments to make it easy for someone to find exactly what they are looking for. “We departmentalize everything, so we show all of our living rooms together, dining rooms together, bedrooms, etc.,” Randy said. “We have a few lifestyle pods, but I have always believed that if a customer wants to buy a dining room set and they come into our store, they don’t want to have to walk by 30 living rooms and 14 bedrooms as they shop for dining sets.”

Since the store was added onto several times over the years, it naturally lends itself to departmentalizing products into categories since separate rooms have been created by the new additions. Within each category, vignettes

ROY Awards

The Next Gen…

With two kids in the family business, Randy is excited to see his boys grow into leadership roles and eventually take over the family business. His advice to the next generation of retailers is, “Listen and learn. The tendency is that the younger generation seems to think their way is better than an old way, or better than the way it has been. I think they try that, and then sometimes think, oh maybe dad wasn’t dumb. Or maybe his way was better. I believe that’s the biggest tendency that they have. Just because you did it one way, doesn’t mean that’s how it has to be done today—which can be true because we have changed many things for the better because of their input. But there were also many so-called little things that they thought weren’t important or didn’t need to be done, but they are important to business. Small things done well make a huge difference.”

have been set up so the customer can imagine how the products will look in their home. Focusing on the mid-priced point consumer, Coconis Furniture offers everything from Ashley to Flexsteel. “Zanesville and Southeast Ohio is the edge of Appalachia, so our customer is looking for that mid-price range product. The average per capita is drastically different here than it is in Columbus. We have to make sure we offer a product that our customer can afford. Of course, we also have customers that are from Columbus, so we have to have products for them as well. It is difficult trying to be all things to all people. That is one of the reasons why we have 70,000 square feet, because you need a lot of square footage to please everyone,” Randy added.

Each product has been tagged and priced to help empower the customer as they shop. Randy implemented a two-tiered pricing strategy years ago, which features two prices on the tag, a finance price and a cash price.

Continued page 36

Pictured above from left: Bo Coconis, Chad Coconis & Randy Coconis.

Get Involved ngnow.org @ngnow

CongratulationsCoconis Furniture!

NHFA Retailer of the Year!

© Ashley Furniture Industries, Inc.,2013, All Rights Reserved


Industry InvolvementAlong with Randy’s numerous community involvements, he is highly involved in the home furnishings industry. He is currently serving as a board member of the National Home Furnishings Association and has been newly elected to the new North American Home Furnishings Association board. He also sits on the board of his Furniture First buying group and is an active member of his performance group.


ROY Awards

“Many times stores will tell you if you are paying with cash, they will give you a 10 percent discount,” Randy said.

“We like to show our customer the savings. So for example, a tag on a sofa will have a finance price of $658 and a cash price of $598. The cash or credit card-paying customer, which is nearly two-thirds of our customers, sees what they are saving right away and they like it. The financing customer doesn’t care about the price; they care about their monthly payments. The program has been very successful, and I know of at least 50 stores across the country that have implemented this pricing strategy after learning about it through my performance group or buying group.”

Randy credits his success mainly to his employees and the level of service they provide. Many employees have been with the company for more than 20 years and work hard to create the welcoming environment that customers have come to expect, and love. When looking for new employees, Randy would much rather hire a good personality than someone who has industry experience. His reasoning is, he can teach furniture, but not personality. “Being in a small community, we are a pretty good place to work. People that come here don’t leave unless we make them. Without our great employees, I wouldn’t be receiving this award because they are a part of our success,” he said.

Great personalities help the team provide exemplary service to their customers, something that Randy’s father taught him, “My father always taught me to take care of your customers and keep them happy. We can’t keep every customer happy, but we can keep the majority of them happy, and we will bend over backwards to meet our customer’s needs.”

Along with taking care of his customer, Randy and Coconis Furniture generously give back to the local community. Randy has been involved in numerous organizations, including serving as a volunteer fireman and sitting on the local City Council. He currently serves on the board of the American Red Cross and is a 25-year member of the Sertoma Club, a local service club in his community. In 2011, Randy was awarded the prestigious

“Dick Johnson” Community Service Award, which is the highest achievement of anyone in the community. “It is sort of similar to the Retailer of the Year award but it is focused on people giving back to the community. It was really an honor. Next to this, it was probably the biggest honor I have received in my life,” he added.

With everything Randy is involved in, he hopes to start scaling back in the next few years. Retirement, traveling and boating, are on his mind. He is molding Chad and Bo to take over the business and continue it on its path of growth.

“I am pulling back more and more,” he said. “I hope in three to five years I can retire and Chad and Bo will be operating the business, growing it and taking it to the next level. And I hope to be in Florida—I am an avid boater. I also love to golf and travel and hope to spend even more time with my family and grandchildren.”

As for being named one of this year’s NHFA Retailers of the year, he said, “It is quite an honor to receive the top award in the home furnishings industry. For us to be barely over $10 million in annual sales and to be listed next to the past large store winners, it is amazing. When I look at the list of past winners, it is filled with retailers and friends that I have looked up to my entire life, and now to be considered on the same level is pretty awesome.”


ROY Awards

The Experience FactorA profile on HW Home

Ron Werner & Jim Hering Boulder, Colorado

“Please no lines before 9 a.m.” So states HW Home’s Annual Warehouse Sale invite—as it should. Starting 12 years ago, the HW Home Annual Warehouse Sale is the must-attend sale for anyone in the Denver Metro area seeking high-end products at unbelievably great rates. "The line forms at nine and by 10 a.m., 300 to 400 people are waiting for the doors to open,” says co-owner Ron Werner. The line is a testament to the successful brand Ron Werner and Jim Hering have created since the inception of the company in 1999.

Pictured above Jim Hering & RonWerner


ROY Awards

Prepped with their best power-shopping shoes and tape measures, customers eagerly line up outside a temporary location, which has been transformed into an impeccably styled

showroom, to receive as much as 75 percent off furnishings, accessories and accents from HW Home’s best vendor partners. Hot coffee is handed out to those waiting to keep them warm while standing outside in the cold February air. As the front doors open, the first in line get a glimpse of what is in store—this isn’t just a sale; it’s an event.

Experience is what started Ron and co-owner Jim Hering on this journey 15 years ago. A visit to Ron’s sister in Boulder, Colorado led them down an unexpected path. Ron and Jim were in town helping Ron’s sister and her husband make some selections for a new home they had purchased. After a few days of shopping, an idea started to brew in Ron’s head and he said to Jim, “Hey, we should move to Boulder and open up a home store.” Jim laughed it off, thinking he would never leave the life they had in Chicago, but a little while later, Ron said, “We should move to Boulder and open a store. We’ll call it HW Home.”

“Jim looked at me and said, ‘Are you serious?’ I said yes. Twelve years as a stockbroker has left me kind of fried. You are running Holly Hunt’s business and not necessarily where you want to be. So let’s move here and open a business. That was the original genesis of HW Home,” said Ron.

They extended their stay in Boulder and set forth on some old-fashioned research, determining the demographic make-up of the area, possible competition and what the projected economic future was for the area. “When we were done, we realized that not only was Colorado a beautiful place to live, it was void of anything close to the sophisticated home store we had in mind,” Ron said. “For that matter, the concept of a true lifestyle boutique furniture store with an impeccably curated assortment was few and far between anywhere in America.”

Ron and Jim sat down to create a business plan, which included an executive summary, narrative, description of the business and financial projections. If you were to read the company’s business plan and visit any one of HW Home’s three stores, covering a 55-mile span in the Front Range of Colorado, you would see it actually come to life. The only area of the business plan that would be slightly off is the financial projections. Within 30 days of opening in 1999, HW Home had already done more business than they expected to do in the first six months. It was an instant success.

Fourteen years later, the HW Home team has survived one of the toughest economic downturns in modern history and are now thriving. “We strive daily to set ourselves apart from our competitors. We need to look better, be better

and deliver more than others. HW Home lives in the YES, exceeding our customer’s expectations in every way imaginable,” Jim said.

To exceed customer’s expectations, HW Home offers clients a home furnishings boutique with design center style and quality at retail accessible price points with product in-stock for immediate

delivery—all of which was detailed in their original business plan. “Our stores are 7,500 square feet—we are not the 50,000 square foot furniture store, and we are not in the business of collecting every line and brand out there. By limiting our stores to 7,500 feet, we have to be very selective and focused on what we purchase, how it is managed and how it is presented.

Each store is uniquely designed and tailored to the local neighborhood. Aspirational vignettes are created to excite and inspire the customer. Old maple wood that was once used in a tobacco processing plant flanks the floors and is mixed with onyx walls, creating unique textures and styles, a flawless, yet comfortable setting. Ron added, “We have always said that we want someone to walk through our

“Essentially, our goal when we started was to de-commoditize home furnishings with our accessible boutique approach while providing the highest level of service possible,” Ron added.

Continued page 40

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store, put their hands on their chest and say, ‘I want to live here.’ That is success to us.”

HW Home not only hopes to “wow” their clients by an innovative and flawless aesthetic, they want their service and experience to resonate with their clients. One of their primary philosophies is to provide an exceptional experience from beginning to end. Ron has a theory that it takes five visits for a customer to finally purchase from HW Home. “I have to make sure I don’t lose you on the third visit. I have to keep you returning to the store and ensure that we deliver outstanding customer service on each and every visit. Our stores need to be a place that is fun, interesting, and exceedingly comfortable. If we are successful at doing that, you will be both our customer and our promoter.”

HW Home also believes in giving back to the community around them. Their good friend and industry partner, Mitchell Gold said, “For Ron and Jim, running their business is so much more… It’s being active in the community and being a part of their customers’ lives. Just as important—if not more so—is the immense amount of time they spend trying to help others with their substantial charity work. Ron and Jim just do not talk about things they care about; they react.”

Isn’t it Time We Met?

The downfall to having an immaculate, style-driven retail location is communication with our customers. Since day one, this has been one of HW Home’s main challenges—combating the misconceptions that they are very expensive or they are a chain store. To help with this, Ron and Jim developed an advertising campaign called “Isn’t it time we met?” The campaign communicated their story and shared how they were different from the average chain store. “We wanted to communicate to our audience that we were two local guys, handpicking merchandise for them. We are personally involved in the business and working to create a different experience for them.”

The ad has been a tremendous success and gives customers a glimpse of the men behind HW Home. Their original ad ran for several years and they are now working on a second evolution. “This next time we are going to speak more to who we are and help the customer understand what we can do for them,” Ron said. “Plus, Jim now has short hair so the photos need to be updated!”


ROY Awards


ROY Awards

Ron and Jim have made an impact in the community around them. Both serve on numerous boards, including the Matthew Shepard Foundation, National Home Furnishings Association, Accessory Resource Team (ART), The Riverfront Park Community Foundation, and The Alexander Muss High School in Israel. They also support numerous charities through cash and in-kind donations and open their stores to host charity events on a regular basis. Each year they partner with a local furniture bank to pick up customers’ old furniture and distribute it to families in need. In a typical year, they will deliver more than six 53-foot truckloads of furniture to the furniture bank. They are also strong advocates for their furry friends, by partnering with the Boulder Humane Society during the Annual Warehouse Sale. In the last eight years, over 100 animals have been adopted during the event.

Their list of accolades and honors is almost as long as the various charities they support. They are past recipients of the WHFA Retailer of the Year award and a four-time recipient of the ARTS Awards. Local and national publications have named HW Home “Best of…” in various categories no fewer than 20 times. Of course, being named the 2013 National Home Furnishings Association Retailer of the Year is one of their top honors. “Of everything we have done in the last 15 years since we first opened our doors, this is the single greatest piece of recognition,” Ron said. “To receive this award from the oldest and most established industry association, for them to recognize us for doing a good job in the industry, for our excellence, for how we take care of our customers, and for being a role model in retail—it is the highest honor we could ever receive. It is truly a wonderful achievement for us and we are humbled.”

Surgical Strike Team

HW Home’s interior design team acts with the precision of a surgical strike team and can transform any home, in any location, into a stunning retreat for the customer. The HW Home team travels coast-to-coast and even overseas to install stunning rooms for their clients—and the client doesn’t have to lift a finger. “Our single goal is total client satisfaction with design, merchandise, and flawless installation services.”


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Product Focus

Younger Affluent Consumers Turn to Adjustable Beds

IN today’s busy lifestyle, it’s only natural that consumers are rethinking their bedrooms. What was once a place to simply rest your head has now transformed into a

multi-purpose room complete with Wi-Fi, e-readers and televisions—just to name a few. Furthermore, these same consumers live increasingly demanding, well-connected lives and desire a place to relax and unwind while still enjoying an added level of style, comfort and even functionality. In fact, a recent study by Leggett & Platt of target consumers revealed that 89% of those polled want to transform the master bedroom into a tranquil retreat. This study also showed:

By: Jay Thompson, President, Leggett & Platt Adjustable Bed Group

70% are willing to pay a little more for products they can customize to their preferences

The industry must realize there is a growing opportunity to meet the consumer’s need with adjustable beds. While adjustable beds have a history of being beneficial in hospital environments and offering added mobility to aging consumers, increasingly the product category has seen a revival with younger, affluent consumers looking to optimize their bedrooms. Today, the typical bedding consumer is younger, more physically active and looking for comfort and custom convenience with a nod to style and high-end décor. Adjustable bases offer consumers a way to increase their comfort and relaxation through customized adjustability that allows them to adapt the bed to their body’s specific needs.The broad range of offerings in terms of style choices, accessories and comfort options at competitive price points are a great example of how today’s consumer needs are being met. Style-conscious consumers can choose from a range of fabrics, matching headboards and base styles—some even include a bed skirt version. Personalization, quality craftsmanship and a high-end look are the keys to selling to this segment of the marketplace. These consumers expect and should receive the VIP treatment when shopping for adjustable beds. High-end manufacturers of adjustable beds are providing consumers with in-depth product knowledge and research online and then allowing the consumer (now loaded with knowledge) to seek out a nearby location to try the bed. Sound research has found that at least 95 percent of target consumers will try an adjustable bed base in-store before purchasing it. The manufacturer needs to make sure sales teams are armed with the latest news, product information and sales training for when this savvy, affluent customer arrives at the store, having done their homework, and are ready to buy.

Our company has been around for 130 years and producing adjustable beds for 30. We’ve seen trends, technology and consumer demands change and have adapted along the way. As the adjustable bed base category continues to see growth and expansion, we are excited to see the road ahead and continue to make quality products that meet the needs of the ever-changing-lifestyle consumer. It’s really an exciting time to be in this business and Leggett & Platt is committed to delivering high-end comfort and functionality without sacrificing style and personality.

Jay Thompson is president of the Missouri-based Leggett & Platt® Adjustable Bed Group, a company committed to delivering innovative, high-performance products and offers a complete range of adjustable bases under the Leggett & Platt® brand, including its Premier SeriesTM, Designer SeriesTM and Comfort SeriesTM lines.

65% of the target view their home as a reflection of their personality

69% of respondents feel that a little luxury is important in their lives

Over 70% of the target consumers read or watch TV in bed50%+

More than half of target consumers have Internet access in the bedroom

51% Just over half of the target work from home at least part of the time

95% try it A majority of adjustable bed customers (95%) try a bed in-store before purchasing

36% spend a significant amount of time decorating their home

Finely-Crafted Tranquility

44 A P R I L | 2 0 1 3 www.retailerNOWmag.com A P R I L | 2 0 1 3 45

By Mike Luna, Pedigo FurnitureFresh Perspectives:

Photo by: JT Photography; Livingston, TX

THE IdEA Of THE CUSTOMER EXPERIENCE IS AN EVER-EVOlVING CREATURE. IT flOwS IN A dIRECTION THAT IS CONSTANTly CHANGING, ANd If wE AREN’T AwARE Of wHERE THAT IS HEAdING, wE CAN REST ASSUREd wE’ll bE lEfT bEHINd.

A P R I L | 2 0 1 3 45

AffiliatesFresh Perspectives

Customer Experience: Where do you fit in their story? The Evolution

In the not-so-distant past lies a time when retailers were the ones who held the control (for the most part) in the buying process. Retailers could regulate the content available to consumers by deciding what advertisements were going out, what merchandise would be available and at what prices. Word of mouth found the best places to shop and a simple handshake could seal the deal.

With the availability of technology increasing, the amount of information now accessible to the consumer has skyrocketed at an astronomical rate—and as we all know, knowledge is power.

The reins of available content regulation have been taken by consumers in the form of search-savvy shoppers who no longer rely on printed media for their information fix. They look to their PCs, laptops, tablets and smartphones to find the best deals and for stores that best suit their changing (based on what Pins they saw this week) stylistic wants and needs. The framework that they use in their shopping experience is now multi-channel. Store websites, social media (Facebook, Twitter, Pinterest, etc.), online reviews and the traditional brick and mortar store are what fuel today’s consumers in their journey to purchase.

The Response

Pedigo Furniture has been around since 1953 and has built itself on a commitment to great quality at a fair price and service. Our customers who have traded with us for 60 years know that we stand by our knowledgeable sales staff to be courteous, kind and helpful in finding just what the customer needs or wants. Our service department goes the extra mile after the purchase is made to make sure the customer is satisfied with how their merchandise is performing—often at no cost to the customer.

The past few years have been interesting for our store to say the least! With the inundation of web shopping and social media, we’ve had to tailor our traditional customer experience to incorporate the demand of the digital age. As a member of social media (SM) since 2010, we want to make sure our customers can connect with us even when our physical doors are closed for business. Our customers are going to use SM for their personal use, de facto. In response, we use it as a way to engage our customers who can’t make it to our physical store, those who want to know about current promotions or those who just want to vent and be heard! With accessibility to SM virtually

unlimited, the ability to connect to our customers on a personal, digital level has expanded from an 8 to 6, six days a week window, to a 24/7 opportunity. Now, some geographical areas may use one SM platform more than others. For instance, Facebook and YouTube are our primary SM outlets as opposed to Google+ and LinkedIn. Though we have content on Twitter and Pinterest, those are not our primary sources of connection to our consumers. Each demographic will be different of course.

At the end of this past year we implemented eCommerce into our customer experience. No longer do our customers have to come into our store to make their purchase. Although we encourage consumers to visit our brick and mortar store, we want them to be able to buy however they choose—even if that means at home in their skivvies!! A recent study by FurnitureDealer.net/e-Intent found that 81 percent of consumers say they will not shop on a furniture website that does not include pricing information. We want to make sure we offer an outlet to those people who want their customer experience to look like this instead of a traditional physical store purchase. Now, our doors are never closed to our customers.

For You

As retailers, we are responsible to be ready in those avenues our consumers are looking for us. The buying experience we offer will often be what our customers remember us by—be that great or awful! From start to finish, we must make sure we’re there for our customers from before the time they set foot in the store until after they have their new merchandise at home. It’s up to us as retailers to find where the experience our store offers fits into the customer’s personal life story of buying.


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48 A P R I L | 2 0 1 3 www.retailerNOWmag.comShopatron provides eCommerce solutions that increase sales online and in stores. For more information on the in-store pickup topic, including inventory-based and ship-to-store methods, view our webinar-on-demand “The Evolution of In-Store Pickup” at ecommerce.shopatron.com/in-store-pickup.

For years, many product categories, from home appliances to firearms, could not be sold online. By involving the local retailer through in-store pickup, a consumer can order items such as a hunting rifle, a car audio system, tires, or even a piano online. With the assistance of the local shop, items are picked up at the consumer's preferred location, where trained experts can handle complicated licensing requirements, assemble, install, train and answer questions about the purchase.

SOURCES:1. Forrester Research Inc., How Consumers Research, Buy, And Get Service, 2011; March 2011 2. Shopatron Inc.: 2008 in-store pickup data 3. Deloitte Consulting (http://www.onlineinnovation.nl/files/uploads/Channel_Interactivity_-_Multichannel_trends.pdf )4. MarketingProfs.com (http://www.marketingprofs.com/short-articles/2254/why-customers-might-want-to-pick-up-online-orders-at-your-store)

WITH IN-STORE PICKUP, IT IS POSSIBLE TO SELL ALMOST ANYTHING ONLINE.

IN-STORE PICKUP: the NEW RETAIL REQUIREMENTIN-STORE PICKUP: the NEW RETAIL REQUIREMENT

While each year more customers do their product research online, surveys show that those same customers still prefer to make their purchases at a brick-and-mortar store. In-store pickup is an optimal combination of consumer preferences. It allows customers to complete their research and purchase online, and then get an optimal in-store experience when the product is waiting for them upon arrival at the store.

Research shows that 80% of customers research their purchases online but 75% of consumers still prefer to buy products at a store.1

75%80%

FOR THE MERCHANT:

SELL A BROADER PRODUCT MIX ONLINE

INCREASED ONLINE CONVERSION

IN-STORE UPSELLING AT TIME OF PICKUP

FOR THE CONSUMER:

NO SHIPPING FEES

EASY RETURNS TO STORE

FASTER FULFILLMENT OF ORDERS

BENEFITS OF IN-STORE PICKUPBENEFITS OF IN-STORE PICKUP

ADD-ON SALES JUSTIFY THE EFFORT OF IMPLEMENTATION

CUSTOMERS LOVEIN-STORE PICKUP

Over 30% of customers using a merchant in-store pickup program result in additional in-store sales at the time of pickup.2

30%

33% of Ace Hardware in-store pickup orders result in additional sales.3

33%

35% of REI in-store pickup orders resulted in additional in-store sales.4

35%

2 TYPES OF IN-STORE PICKUP:2 TYPES OF IN-STORE PICKUP:

FULFILL FROM STORE INVENTORY

Using this method, the retailer fulfills the customer's order from inventory in the store. This method supports same-day pickup, but limits in-store pickup to only items that are currently available in that store.

SHIP-TO-STORE

The ship-to-store method allows the online shopper to access inventory in any location, any store or distribution center or even at a vendor. If an item is unavailable locally, it can be shipped to that location from another store, the distribution center or the vendor. While wait times are a factor, this allows all orders to be picked up in store.

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Jim Knight is a nationally known speaker that helps companies find and attain their “rock star” status.

Last month, RetailerNOW interviewed former Hard

Rock International trainer Jim Knight. He shared his insights on creating a company culture. This month we continue our conversation and dive deeper into company culture, hiring and motivating.


RetailerNOW: What does a company’s culture say about a company?

Jim: The word “culture” tends to have a preconceived connotation that has evolved over the years where many still view this as a warm and fuzzy, nebulous concept. This ideal for many leaders is more of the softer side of the business that warrants little attention or respect. Perhaps it’s because it cannot be easily seen or measured and therefore is considered non-essential or even a hindrance to achieving top-notch business results… but they couldn’t be further from the truth. In a sea of sameness, brands have to differentiate themselves to have any real hope for sustainable growth. When you hear about culturally strong brands like Disney, Whole Foods, Southwest Airlines, Starbucks, Zappos, Apple or Five Guys Burgers, there is no doubt of the validity of their results in almost every area. Those organizations understand the pivotal role that culture makes in their long-term success. The brand’s image, which includes its culture, is the most critical asset to consistently creating differentiation from its competitors over time. They want you to identify their names and products with strong culture because it will eventually help to sell products or services. A strong company culture screams of differentiation.

RetailerNOW: Is culture a feeling, something that is written down, or both?

Jim: Absolutely, it is both. All companies have culture, whether it is written down and communicated or not, but the existence of a “feeling” occurs when a company’s personality is well defined. This can actually be good or bad, which is why it would be best to have the elements of the culture written down, so that it is easily understood—or else, people will interpret the brand and its intentions the way they want. In lieu of clear messaging, they will fill in the blanks and create confusion. Those organizations that recognize the importance of capturing the culture and recognizing its existence are the ones that create and communicate crystal clear direction on what the culture is and how it should thrive. One of the things I have noticed about Fortune 500 companies is that they communicate better than most. The most successful companies in the world have a shared mind-set. Therefore, one of the best ways to get everyone singing off the same sheet of music is to have the culture written down for all to see, adopt and exemplify. Regardless of the form of collateral, if the brand’s story, mission, vision, values, service experience, and the like, are clearly communicated and modeled, then it positions everyone to understand, live, teach, protect and perpetuate the culture. People are smart. They can feel the existence of

Relationships

Part Two

a great culture, but there are a lot of nuances that go into making that culture come to life.

RetailerNOW: When hiring new employees, how should businesses evaluate if a candidate fits in their culture?

Jim: I would start with how their personality resonated during the interview; are they smiling, do they seem passionate, do they make me feel good when I am around them? In today’s business, you hope to ensure every employee has all three C’s: Competence, Character and Culture, but only one of these have visible metrics and a history that can be quantified… competence. It becomes the default easy focus because that’s what employers are comfortable with, so it’s the one they rely on the most. That’s why there always seems to be a huge need to narrow in on a candidate’s experience. In reality, most jobs are not hard to teach, but you cannot train someone how to naturally smile or authentically provide stellar experience. These have to be behaviors an employee will bring to the party. If I were interviewing a candidate, I would care less (if at all) about experience or skill and focus all of

my questions on answers that would reveal character & cultural traits. Questions would certainly be open-ended and behavioral, but also situational in nature. I would try to get to the heart of how an applicant would create an experience that matches my culture. I would ask questions that would test their integrity and decision-making. I would look for language and cues that would reveal to me their intention to commit to the brand’s mission or just comply to the company's policies. Hiring is certainly an art form, but it’s one of the greatest skill-sets a true culture catalyst can develop.

RetailerNOW: How do you motivate your employees to ensure they are providing the best service possible?

Jim: You strategically pull every lever and incent people like they’re rock royalty. There certainly is something to be said for building in some physical reward mechanisms into your organizational culture. This could be collectible pins or gift cards to be handed out when great service is observed. Most people like public recognition in front of their peers, which then leads to overall morale and repeat performance by the employee and others. You could put a “point” system into place where, as people do certain things above and beyond to create experiences, they get a certain amount of points to eventually buy from the company “store” or choose their own reward, such as paid days off. I have seen staff-on-staff recognition also work well. This is where you implement

A strong company culture screams of differentiation.

Continued page 52

a process, like a pad of paper for employees to take, fill out and then post in a staff common area where they recognize each other for great service or teamwork. Once in place, this self-managed program will take a life of its own. You could also tie performance appraisal metrics and pay increases to customer service scores and experiences, knowing that what gets measured gets done. However, nothing beats the old-fashioned and free “thank you.” The more opportunities that you can thank employees for the phenomenal work they do in this area, the better.

RetailerNOW: What’s one thing most people forget when maintaining their culture?

Jim: That it fundamentally is about human beings, not systems, processes or tools. Surround yourself with an army of giants—people who are so committed to the brand that it becomes a lifestyle for them versus a job—and you virtually ensure the continuation of the company’s culture. Personally, I have become a systems guy, in that I see the value in having solid and proven practices in every area of the business put into place and fostered. The assumption would be that if you could get those processes to work the way they are supposed to, they would garner desired results. But if the processes are then populated with people, who have the awesome human endowment of “Free Will” and are going to choose to do what they want to do, then you must ensure you hire and retain the right talent. The more employees you have on the team that are not part of the tribe, the harder it will be to maintain the culture.

RetailerNOW: How does a company’s culture trickle down to the customer?

Jim: I actually think it bubbles up to the customer. Maybe that’s just semantics, but I equate a company’s culture to that of an iceberg. The analogy being that what the guests see above the surface is really only 10 to15 percent of the entire iceberg. That certainly is the part that matters in business for the consumer, but it’s the 85 to 90 percent that lies below the surface that makes the difference. The massive bulk of the iceberg, hidden below the water’s surface, represents the internal culture of the company. The mission & values, past experiences and heritage, the commonly held beliefs, the organization’s systems, processes and tools… all of that collectively makes up the brand’s infrastructure. Whether it’s strong or weak, it eventually percolates up to the surface level for the entire outside world to see. People’s behaviors are what matters. As we develop a robust internal personality for the organization, the true nature and feelings from the employees bubble up to the guests’ view. To revolutionize a company’s culture, it always starts from the inside—within the heart and soul of the brand.

Culture that ROCKS Part 2, Continuted from page 51

Uncompromising integrity .Unparalleled resUlts.

Serving the U.S., Canada and the U.K.Call (800) 824 - 2238 or www.LynchSales.com

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To hear more from successful retailers, visit

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Cresent Fine FurniturePhone: (615) 975-4862 Fax (615) 452-0098 Website: cresent.com [email protected] @cresentfurn NEw High Point Showroom: 220 Elm #201

Market Preview

Omnia - American MadeDakota Sectional with Entertainment Corner Console - Guanaco West - A true classic keyhole arm application on a motion or stationary style. Hand inlaid nail heads individually added to the timeless design of the Dakota, with optional music iPad/iPod/Android/ Universal docking corner console. Made in America.

Merchandising

Cresent Fine FurnitureHudson is an urban contemporary design in solid wire-brushed oak featuring a cantilevered platform bed with floating pier nightstands. Paired with sleek cases on inset plinth bases, Hudson is available in two textured finishes, a light cerused Sand and a Black Tea with graphite cerusing. Custom T-bar pulls in a white bronze finish complete the look.

Special Advertising Section

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Omnia—Chino, CAPhone: (909) 393-4400 Fax (909) 393-4401 Founding Member: SFC: Sustainable Furnishings Council Website: omnialeather.com Website: americanelegancefurniture.com NEW High Point Showrooms: IHFC Main Bldg D1102 & D1141


Simply Amish Introducing our new Olde World finish — a distressed finish that mimics Nature. Carefully trained craftsmen use a combination of hand planes, rocks, hand glazing, and a variety of other creative tools to make this one of a kind finish. Available in 14 different color choices that range from the wild to the mild and are as silky as butter to the touch. Our Olde World finish is available on any of our furniture collections.

Market PreviewSpecial Advertising Section

Simply AmishPO Box 67, Arcalo, IL 61910 Phone: (217) 962-0277 Website: simplyamish.com High Point Showroom: IHFC Design Center, #D1014

Gat Creek An award-winning, domestic manufacturer of solid-wood furniture, Gat Creek builds a wide range of well-designed & sustainably-made furniture for every room in the home. The Company is a seasoned manufacturer with a progressive attitude and a current, clean look. This April, Gat Creek will launch new bedroom designs and an updated Design-Your-Own Table program that will allow customers to customize a wide range of tables to meet their exact needs and wants.

Gat Creek5270 Valley Road, Berkeley Springs, WV 25411 Phone: 304-258-2818 Email: [email protected] NEW Showroom location: IHFC Design Center, #D1020


Turn Crisis into Opportunity By Brad Smith, Sage North America

with Superior Customer ExperienceCarnival Cruise Lines suffered yet another incident on March 14, shining a spotlight on the importance of customer experience once again. After reading about more than 4,000 people getting stranded on a cruise ship in less-than-ideal living conditions for the second time in a matter of weeks, I wondered what small businesses would do in a crisis situation. Providing an exceptional customer experience can make all the difference for your company, brand and customers, even in a time of crisis. With that in mind, here are some strategies that could help you turn a crisis into a positive situation.

1. Address the issue with empathy—We’ve all seen this before; a company does something wrong and skirts around the issue. Whether you’re a big business or a small one, your public wants an explanation, acknowledgement of the toll your actions have had on your customers, and details on what actions you’re going to take to resolve the situation. Everyone makes mistakes. It’s all in how you correct it.

2. Apologize—Think about this in your personal life. Doesn’t a sincere apology go a long way? Does a sincere apology singlehandedly remedy a crisis situation in the business world? Of course not, but a sincere apology will humanize your company and spokesperson, while delivering confidence at a time when it’s needed most.

3. Exceed expectations through full transparency—Put yourself in your customer’s shoes. What would you want done to rectify the situation? Whatever the answer is, do that action, plus one more thing. One of the very best things you can do to extend your relationship with that customer is to fully disclose the root causes of the issues and the steps you are taking to arrest and address it. Customers want the companies they do business with to make things right. Even when it seems nothing will help, the effort will be appreciated.

4. Keep promises and be honest—This goes along with exceeding expectations. Whatever you’ve promised your customers, deliver it, and deliver it well. It’s as simple as that. It’s better to under promise and over deliver than the opposite. Don’t promise more than you can provide and never lie through omission. It will be found out in the end.

5. Take to the social channels—It’s important to have a crisis communication plan in place before you begin to tweet and blog, but the most important thing to remember is silence can be your worst enemy. Don’t let your customers wonder what’s happening. That will only upset them further. Remember, your customers are living in a world of instant information. The more prepared you are, the better.

6. Focus on the customers you do have—So often companies focus on acquiring new sales and clients. When your reputation is on the line, ensure your current customers are the number one priority.

Let Carnival Cruise Lines be an example of the importance of having a plan to provide an exceptional customer experience during a time of crisis. Doing so will instill confidence in your company and go a long way in enhancing long-term customer loyalty.Brad Smith serves as executive vice president, customer experience, for Sage North America. He is responsible for developing all aspects of Sage’s commitment to the customer experience, from product design and customer support, to the invoice experience and all touch points in between.

Customer Experience


Sunday April 21, 2013 at 5:00 pm Showplace 4100, 211 East Commerce Ave

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MS-345 RN 8.625x11.125-HP_MS-337R RetailNow_FPad-highpoint 2/26/13 5:38 PM Page 1

THINK MOBILE

1-800-676-4243 • s [email protected]

Being portable for sales, inventory or business analyticsis key for any Home Furnishingsretailer. Using a PC, tablet orsmart phone to work inside oroutside of your store is critical inthis day and age of technology.

Your designer meets in the customer’s home to create the shopping cart and check inventory availability for delivery.The warehouse staff needs toquickly receive an item to loadit on the delivery truck. Theowner or manager is travelingand wants to get a quick glanceof their daily or monthly businessanalytics. All of this can be donewith a tablet or smartphone.Myriad Software understandshow important it is to be mobile.

Whether it’s to close a sale or review the important aspects of your business, a tablet orsmartphone will provide accessto your business managementsystem in or outside of yourdaily operation.

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Contact a Myriad Software sales representative @[email protected]

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Please stop by and see us at the

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NHFA Retail Resource Center

April 20-24, 2013

MS-345 RN 8.625x11.125-HP_MS-337R RetailNow_FPad-highpoint 2/26/13 5:38 PM Page 1


South Eastern Home Furnishings Association Southern Home Furnishings Association

New England Chapter

Acuity A. Mutual Insurance CompanyAdvertising Concepts of AmericaAffordable FurnitureAICO/Amini Innovation Corp.American ExpressAmerican LeatherAshley Furniture Industries, Inc.AspenhomeAssociated Volume BuyersBanner MarketingBecker Designed, Inc.Bernards, Inc.Best Home FurnishingsBraxton Culler, Inc.California Furniture Manufacturers Assoc.Capital Marketing ConceptsCargo Consolidation ServicesCelerant TechnologyCentury FurnitureCentury LightingCoaster Company of AmericaColor AdCory Home Delivery ServiceCraftmaster Furniture, Inc.Cramco, Inc.Davis DirectDécor-Rest Furniture Ltd.Delivery SolutionsDiakon LogisticsDiamond Mattress Co.Dom GranatDSI CompaniesEkornesElements InternationalElite LeatherEmerald Home Furnishings

FlexsteelFurniture of AmericaFurniture OptionsFurniture WizardFurnitureDealer.netGE CapitalGreat American Furniture ServicesGuardian ProductsGuardsman/The Valspar Corp.Harden Furniture CompanyHigh Point Market AuthorityHolland HouseHomelegance USA Home Furnishings Business MagazineHookerHorich Parks Lebow AdvertisingImpact Consulting Services, Inc.Innovative Delivery SystemsJames Parker Insurance AssociatesJofran Sales, Inc.Julius M. Feinblum Real Estate, Inc.KincaidKing Hickory Furniture CoKlaussner Home FurnishingsLane Home FurnishingsLazar IndustriesLeaLiberty FurnitureLifestyle EnterprisesLinon Home Décor ProductsMagnussen HomeMail AmericaMassood LogisticsMed-Lift MobilityMicroD, Inc.Mohawk Finishing Products, Inc.

Myriad SoftwareNatuzzi Americas, Inc.NetSertiveNourison IndustriesOkinus Credit SolutionsPacific Furniture DealersPhoenix A.M.D. International, Inc.Profit Management PromotionsPROFITsystemsProtect-A-BedRestonic Mattress Corp.SAP RetailSerta Mattress CompaniesSimmonsSleep-EzzSource International, Inc./4 Sales FinanceSourthern MotionSphinx by Oriental WeaversStandard FurnitureSteve Silver Co.STORISSuryaTempur-PedicThe TV ShieldThe Uttermost CompanyTidewater Finance CompanyTropic Survival Advertising & MarketingTruckSkin, LLCTwin Star/Classic FlameTyler Net, Inc.United Furniture IndustriesValassis, Inc.Vaughan Furniture Co.Versatile SystemsWahlquist Management CorporationWorld Market CenterZenith Global

Our Associations gratefully recognize all of our supporters whose dedication and committment has strengthened our industry.

To become an industry partner contact:National Home Furnishings Association | 800.888.9590Western Home Furnishings Association | 800.422.3778

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Retailer Lounge • Seminars • Resource Marketplace

spring market

April 20-25, 20131st Floor of Plaza Suites

South Main StreetHigh Point, NC

�e Retailer Resource Center

Western Home Furnishings AssociationNational Home Furnishings Association

Your ASSOCIATION

All Retailers Welcome

it a

ll st

arts here

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2013


SATURDAY, APRIL 20Retailer Resource Center at High Point Market

8:30 - 9:30am The 7 Deadly Sins of Selling

As you may know, the seven deadly sins are pride, envy, gluttony, lust, anger, greed and sloth. This seminar identifies and exposes the Seven Deadly Sins of Salespeople. These sins cause more customers to leave without buying a few, if any, be-backs, raising your advertising costs. Find out what is holding your salespeople from consistent peak performance. This must attend seminar diagnoses the everyday sins and then gives you the prognosis for retail selling health.

Presented by: Philip Gutsell - GutSELL & Associates - [email protected]

10:00 - 11:00am Growing Market Share & Profits

Join Doug Knorr, President of Knorr Marketing, in this fast-paced seminar to learn the “five easy steps” to increase your market share and enjoy greater profits this year. You will learn the advertising and marketing secrets that big companies are using to grow traffic, sales and profits.

Presented by: Doug Knorr - Knorr Marketing - [email protected]

11:30am - 12:30pm Maximizing the Cost Effectivenessof Your Marketing/Advertising Budget

Effective and efficient marketing is all about the right message through the right media, to the right target customer at the right time. Strategic Decisions research and consulting uncovers ways to focus marketing dollars where they produce the best results. Al Wight will discuss how you can leverage your customer base, learn from them and focus your marketing with maximum efficiency.

Presented by: Alvin Wight - Strategic Decisions Inc. - [email protected]

1:00 - 2:00pm Getting More People Through the Door

Getting more people through the door at little cost is a necessity in this economy. Seven small cost methods will be revealed in this fast paced, fun seminar.

Presented by: Robert Cates - President MMIYP (More Money In Your Pocket) - [email protected]

2:30 - 3:30pm Power Retail Advertising: Proven Winners and New Ideas

An efficient supply chain is a major competitive advantage for furniture companies. Furniture companies eager to reduce costs understand that reducing damage is one important way to cut expenditures, improve efficiency and increase customer satisfaction. Learn how a monitoring program can protect shippers against erroneous warranty claims, minimize expensive packaging re-design, reduce time and money spent to repair or replace furniture, and increase mean time between incidents. Most importantly, it has the potential to have a positive impact to your bottom line.

Presented by: Dennis Raymond & Stewart Croucher - ShockWatch - [email protected]

4:00 - 5:00pm Maximize Profit and Sales

John Egger is the guru in the furniture industry on how to maximize your dollars to the bottom line. This seminar will give you real time, real life examples from the hundreds of retail furniture stores that have improved their net income. This will be your most rewarding and profitable hour at market.

Presented by: John Egger - Profitability Consulting Group - [email protected]

N H F A M A R K E TS E M I N A R S S E R I E S

1st Floor of Plaza Suites - 222 South Main St.

NOW Market Highlights


SATURDAY, APRIL 20Retailer Resource Center at High Point Market

8:30 - 9:30am The 7 Deadly Sins of Selling

As you may know, the seven deadly sins are pride, envy, gluttony, lust, anger, greed and sloth. This seminar identifies and exposes the Seven Deadly Sins of Salespeople. These sins cause more customers to leave without buying a few, if any, be-backs, raising your advertising costs. Find out what is holding your salespeople from consistent peak performance. This must attend seminar diagnoses the everyday sins and then gives you the prognosis for retail selling health.

Presented by: Philip Gutsell - GutSELL & Associates - [email protected]

10:00 - 11:00am Growing Market Share & Profits

Join Doug Knorr, President of Knorr Marketing, in this fast-paced seminar to learn the “five easy steps” to increase your market share and enjoy greater profits this year. You will learn the advertising and marketing secrets that big companies are using to grow traffic, sales and profits.

Presented by: Doug Knorr - Knorr Marketing - [email protected]

11:30am - 12:30pm Maximizing the Cost Effectivenessof Your Marketing/Advertising Budget

Effective and efficient marketing is all about the right message through the right media, to the right target customer at the right time. Strategic Decisions research and consulting uncovers ways to focus marketing dollars where they produce the best results. Al Wight will discuss how you can leverage your customer base, learn from them and focus your marketing with maximum efficiency.

Presented by: Alvin Wight - Strategic Decisions Inc. - [email protected]

1:00 - 2:00pm Getting More People Through the Door

Getting more people through the door at little cost is a necessity in this economy. Seven small cost methods will be revealed in this fast paced, fun seminar.

Presented by: Robert Cates - President MMIYP (More Money In Your Pocket) - [email protected]

2:30 - 3:30pm Power Retail Advertising: Proven Winners and New Ideas

An efficient supply chain is a major competitive advantage for furniture companies. Furniture companies eager to reduce costs understand that reducing damage is one important way to cut expenditures, improve efficiency and increase customer satisfaction. Learn how a monitoring program can protect shippers against erroneous warranty claims, minimize expensive packaging re-design, reduce time and money spent to repair or replace furniture, and increase mean time between incidents. Most importantly, it has the potential to have a positive impact to your bottom line.

Presented by: Dennis Raymond & Stewart Croucher - ShockWatch - [email protected]

4:00 - 5:00pm Maximize Profit and Sales

John Egger is the guru in the furniture industry on how to maximize your dollars to the bottom line. This seminar will give you real time, real life examples from the hundreds of retail furniture stores that have improved their net income. This will be your most rewarding and profitable hour at market.

Presented by: John Egger - Profitability Consulting Group - [email protected]




SUNDAY, APRIL 21Retailer Resource Center at High Point Market

8:30 - 9:30am The Outlook For The Furniture Industry

Furniture industry guru Jerry Epperson will once again enlighten us with his furniture research expertise on the current state and future of the furniture industry and how it affects your business.

Presented by: W.W. “Jerry” Epperson, Jr. - Mann, Armistead & Epperson, Ltd. - [email protected]

10:00 - 11:30am Explore 3 New Affordable Retail ConceptsPlus Cologne & Paris 2013 Review!

The Connie Post design team has been busy creating three exciting and affordable retail concepts for review in this fast paced seminar. PLUS photos of all that was seen in the latest Cologne & Paris Furniture Shows.

Presented by: Connie Post, CEO - Affordable Design Solutions - [email protected]

11:45am - 12:45pm Prepare Your Website for Smart Phone Users! There are currently over 280 million smartphones in use within the Americas. In this presentation, we will share with you the most important factors that will make your website attractive and highly useful when accessed from a smartphone. Come away with real-life examples and best-practices that will attract smartphone users and keep them coming back to your website. Learn how to best design your site for this important and growing market segment.

Presented by: Ron Gordon, MicroD, Inc., [email protected]

1:00 - 2:00pm From Website to In-Store WOW!

Many merchants ramp up their online presence and employ sophisticated techniques enticing customers into their stores with high expectations and then only deliver an old-world shopping experience. Consistency in brand experience can improve the shopping process, purchase satisfaction and customer loyalty. The shift to internet-based marketing can liberate store owners and allow them to focus their time and investment on what consumers really want today: a quality shopping experience, the right products and the right prices.

Presented by: Martin Roberts, M Roberts Design, [email protected]

2:30 - 3:30pm Styles Evolve . . . So Should Your Lighting

Barbara Petrilla from Philips Lighting will detail how LED lighting products can enhance your store while helping your budget. Keeping up to date means more than the furniture styles you carry... it also applies to the lighting you select for your store. Barbara Petrilla has over 20 years of experience in the lighting industry and has extensive knowledge on lamps, ballasts and fixtures. Barbara has obtained the designation of Lighting Certified from the National Council on Qualifications for Lighting Professionals. Barbara also maintains a certification in LED technology.

Presented by: Barbara Petrilla, District Sales Manager, Philips Lighting – Hosted by Service Lamp, [email protected]

4:00 - 5:00pm Anatomy of a Salesperson

What makes one salesperson succeed while others fail? What is the magic profile for the top salesperson in our industry? Where do I find my best candidates? How do I recruit them to come to work for me? How do I increase the probability that I can position salespeople to succeed? How do I ensure that my salespeople have enough but not too much of my stores’ traffic? This engaging seminar will answer all of these questions, and more, to make sure your sales team is the best for your store.

Presented by: Joe Milevsky, JRM Sales & Management, Inc., [email protected]

N H F A M A R K E TS E M I N A R S S E R I E S1st Floor of Plaza Suites - 222 South Main St.

NOWMarket Highlights


D.

8:30 - 9:30am Yes, There Really Are Dumb Questions

Seminar attendees will learn how to effectively use questions to qualify prospects and increase opportunities for add-on sales. Additionally, which questions are most likely to decrease your profit and how to get be-backs to “Yes, I’ll buy.” The following will also be covered: How to get customers to say yes to providing that crucial email address; how your salesperson can craft emails to get your customers back in your store; how your salespeople can use your existing website to help qualify customers; three questions you should never ask! Presented by: Gloria Walsh, STORIS, [email protected]

10:00 - 11:00am In-Store Technology for Today & Tomorrow

Your customer experience starts online and the final customer experience is your physical storefront. Making sure that your online experience is a seamless transition to your physical experience is important in converting sales today. Explore ways to enhance your in-store environment through technology and marketing that will help deliver sales for today and tomorrow.

Presented by: Kyle Doran, R&A Marketing, [email protected] – sponsored by RetailerNOW Magazine

11:30am - 12:30pm Your Employees Have Quit—They Just Haven’t Left

In this seminar you will learn how to recognize what it takes to succeed in both calm and turbulent times, understand how to successfully apply the fundamental principles necessary to build committed and loyal work teams and develop action steps—both on an organizational and individual leader level—for how to create a more engaging work culture.

Presented by: Rich Schlentz, EXTRAordinary, Inc., [email protected]

1:00 - 2:00pm “Big Data” = Big Opportunity

The latest buzz word is “Big Data.” A catchy phrase to describe how retailers in other industries are using data to attract more consumers that purchase, determine the merchandise they want and discover new customers that they are not selling to. Big data does not necessarily mean big money. In fact, you have it; you just need to mine it.

Presented by: Bob George, FurnitureCore, [email protected]

2:30 - 3:30pm 6 Steps to Success

Everyone can improve on how they work with their clients, family and friends. We can’t change what we don’t acknowledge. The audience will gain an in-depth, hands-on hour of understanding their personality, through the selection of primary and secondary colors their eyes go to. The order of six colors tells the story of how they attack life, work and family. A COLOR life-changing hour of better understanding of who they are.

Presented by: Margi Kyle, The Design Doctor, LLC, [email protected]

4:00 - 5:00pm Understanding Style in a Fragmented Consumer Environment

Simply put, most furniture stores are boring and consumers are not inspired to allocate disposable income to the purchase. Home shows resort to showing consumers how to make their own furniture or purchasing at a flea market. Balancing between the basic and emerging styles is a challenge. The first step is to identify which styles are which. Presented by: Britt Albright, Design Circle, [email protected]

MONDAY, APRIL 22Retailer Resource Center at High Point Market





TUESDAY, APRIL 23Retailer Resource Center at High Point Market

N H F A M A R K E TS E M I N A R S S E R I E S1st Floor of Plaza Suites - 222 South Main St.

8:30 - 9:30am The Secret to Achieving More SalesWithout Requiring More Traffic

Day in and day out salespeople are the face of your business. They set the tone for the customer experience. You hope your employees do what YOU would do if you could wait on every customer yourself. After all, their pay is usually tied to their success. In this session you will learn the best way to coach each person to success based on their individual skill sets. Their sales will go up and so will your bottom line. Come prepared to participate and then take home actionable items to put to immediate use with your team. The results will be worth it.

Presented by: Shelley Parlin, ProfitSystems, [email protected]

10:00 - 11:00am Are Your Salespeople Ruining Your Reputation?

If you own a retail furniture store you know that the reputation of your business means everything. In fact, when you sell your business one critical asset you offer the buyer is your business’ “goodwill.” In this seminar, we’ll examine how social media can greatly harm your store’s reputation and sales. Discover how your salespeople cause most negative posts about your store. Learn the simple, yet essential, changes you’ll need for your salespeople to turn shoppers’ social media bad-mouthing into customers who are fanatical Facebook fans.

Presented by: Mark Lacy, The Furniture Training Company, [email protected]

1:00 - 2:00pm Seeing is Believing; Selling Home Furniture Using 3D

In this seminar, we will cover: who should use it, what it is, when and where it should be used, why it works so well, and how to leverage its power to increase sales and gain customers.

Presented by: John “JT” Thompson, VP Sales & Marketing, VividWorks Ltd., [email protected]

2:30 - 3:30pm Pinterest: The New Retail Therapy

Denise Keniston presents an update on the use of social media and internet marketing in the home furnishings space. She will focus on how Pinterest has proven to be a phenomenal tool for audience acquisition, engagement and conversion. The presentation will be full of ideas to take your business to the next level with some great tools. #pinterestseminar

Presented by: Denise Keniston, Web4Retail, [email protected]

4:00 - 5:00pm From Browsing to Buying

Desi Miller’s seminar will help you understand the many facets of Point of Purchase (POP) signage and retail displays. From directional signage, to feature and benefit messages, signs help create a retail experience that encourages the sale. Today’s retail consumer is bombarded with retail messages so understanding industry techniques and affordable ways to interact visually with your customer can enhance your store and increase your closing ratio. Desi will share her experience and expertise with market-goers in this very informative session.

Presented by: Desi Miller, VP of Sales and Marketing, Moso Graphics, [email protected]


N H F A M A R K E T S E M I N A R S S E R I E S

Every High Point Market in the Retailer Resource Center1st Floor of Plaza Suites | 222 South Main St., High Point, NC


See us at RRC booth 39 See us at RRC booth 43




See us at RRC booth 37







© 2013 Genesis Financial Solutions. All rights reserved. Genesis Credit is a trademark of Genesis Financial Solutions.

Genesis Credit second-chance � nancing makes all the difference.

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See us at RRC booths 6 & 7 See us at RRC booth 15

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See us at RRC booths 1 & 2 See us at RRC booth 41


Online marketing and e-commerce solutions for the furniture industry

MicroD has a basket full of them to boost sales, reduce costs and improve productivity.

n ePreVue – to stand out on-line and sell more custom furnituren EasyOrder – to streamline order entry and eliminate errorsn EasyPlan – to create room plans that help close salesn EasySwatch – to simplify tracking and updating fabric samplesn Exim – to communicate electronically and economically via EDIn ePiphany – to help build a searchable, feature-rich website

What solutions do you need to improve your profits?

[email protected]

www.microdinc.com.

Retailers Helping Retailers800-888-9590 800-422-3778 800-942-4663

NORTH AMERICAN

ASSOCIATION

HFAOn TargetFor You...

Giving furniture retailersfocused success for

business... every day!

The North American Home Furnishings Associationwas created from a merger of the following organizations



Your Information Any Way You Want It

Business Software for RetailersSimple to Implement•Easy to Use•Improves Profitability•Reduced Inventory Levels•Delivers Better Business Intelligence•

800.888.5565 www.profitsytems.com Plaza Suites, 1st Floor RRC Booths 22 & 23





See us at RRC booths 19 & 28





At the RETAILER RESOURCE CENTER you’ll find benefits& business solutions from industry service providersto help grow your business and your bottom line.

ADVERTISING/MARKETING/WEBSITES Advertising Concepts of America . . . . . . . . . . . . 39B&B - Banker & Brisebois . . . . . . . . . . . . . . . . . . . . 43Fisher Printing, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . 13FurnitureDealer.net . . . . . . . . . . . . . . . . . . . . . . . . 37Mail America . . . . . . . . . . . . . . . . . . . . . . . . . . 20, 21Moso Graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9One Pixel World . . . . . . . . . . . . . . . . . . . . . . . . . . . 35R&A Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Tropic Survival Advertising & Marketing . . . . . . . 14VividWorks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19, 28

BUSINESS CONSULTING FurnitureCore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6JRM Sales & Management, Inc.. . . . . . . . . . . . . . 11Impact Consulting Services . . . . . . . . . . . . . . . . . . 7Profitability Consulting Group . . . . . . . . . . . . . . . 17

FINANCIAL SERVICES Bank of America . . . . . . . . . . . . . . . . . . . . . . . . . . 10 GE Capital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Genesis Financial Solutions . . . . . . . . . . . . . . . . . . 34

BUSINESS INSURANCEHome Furnishings Insurance Group . . . . . . . . . . . . 4

PRODUCTS & SERVICES Furniture Training Company . . . . . . . . . . . . . . . . . . 5Knorr Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . 15National Home Furnishings Assoc. . . . . . . . . . 16, 31Regency Lighting Corp. . . . . . . . . . . . . . . . . . . . . 12Service Lamp Corporation . . . . . . . . . . . . . . . . . . 30ShockWatch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

SOFTWAREDispatch Track . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26RedPrairie . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36Furniture Wizard . . . . . . . . . . . . . . . . . . . . . . . . . . . 42MicroD, Inc.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1, 2Myriad Software . . . . . . . . . . . . . . . . . . . . . . . . . . . 41PROFITsystems, Inc. . . . . . . . . . . . . . . . . . . . . . 22, 23ServerLogic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18STORIS Management Systems . . . . . . . . . . . . . . . 24

WAREHOUSE & DISTRIBUTIONDiakon Logistics . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 United Steel Storage, Inc. . . . . . . . . . . . . . . . . . . . 32

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At the RETAILER RESOURCE CENTER you’ll find benefits& business solutions from industry service providersto help grow your business and your bottom line.

ADVERTISING/MARKETING/WEBSITES Advertising Concepts of America . . . . . . . . . . . . 39B&B - Banker & Brisebois . . . . . . . . . . . . . . . . . . . . 43Fisher Printing, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . 13FurnitureDealer.net . . . . . . . . . . . . . . . . . . . . . . . . 37Mail America . . . . . . . . . . . . . . . . . . . . . . . . . . 20, 21Moso Graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9One Pixel World . . . . . . . . . . . . . . . . . . . . . . . . . . . 35R&A Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Tropic Survival Advertising & Marketing . . . . . . . 14VividWorks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19, 28

BUSINESS CONSULTING FurnitureCore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6JRM Sales & Management, Inc.. . . . . . . . . . . . . . 11Impact Consulting Services . . . . . . . . . . . . . . . . . . 7Profitability Consulting Group . . . . . . . . . . . . . . . 17

FINANCIAL SERVICES Bank of America . . . . . . . . . . . . . . . . . . . . . . . . . . 10 GE Capital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Genesis Financial Solutions . . . . . . . . . . . . . . . . . . 34

BUSINESS INSURANCEHome Furnishings Insurance Group . . . . . . . . . . . . 4

PRODUCTS & SERVICES Furniture Training Company . . . . . . . . . . . . . . . . . . 5Knorr Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . 15National Home Furnishings Assoc. . . . . . . . . . 16, 31Regency Lighting Corp. . . . . . . . . . . . . . . . . . . . . 12Service Lamp Corporation . . . . . . . . . . . . . . . . . . 30ShockWatch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

SOFTWAREDispatch Track . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26RedPrairie . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36Furniture Wizard . . . . . . . . . . . . . . . . . . . . . . . . . . . 42MicroD, Inc.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1, 2Myriad Software . . . . . . . . . . . . . . . . . . . . . . . . . . . 41PROFITsystems, Inc. . . . . . . . . . . . . . . . . . . . . . 22, 23ServerLogic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18STORIS Management Systems . . . . . . . . . . . . . . . 24

WAREHOUSE & DISTRIBUTIONDiakon Logistics . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 United Steel Storage, Inc. . . . . . . . . . . . . . . . . . . . 32

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NewEnglandChapter

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Tournament

BlackstoneNationalGolf ClubSutton, MA

June 11, 2013benefiting

For more information contact

1-800-888-9590 ext. 6116or email [email protected]

www.retailerNOWmag.com A P R I L | 2 0 1 3 81WWW. I MCH I GHPO I N TMAR K E T . COM

APRIL 20-25, 2013HIGH POINT MARKET

No trip to High Point Market is complete without a visit to the temporary exhibits in Pavilions on Main 3. Occupying the entire third fl oor of the Main wing of IHFC, Pavilions on Main 3 features a unique and diverse mix of products ranging from furniture, accessories, wall art, rugs, outdoor/casual and more.

M A IN W ING , T H I R D FLOOR

SHOP PAVILIONS to

W I N ! Every time you visit an exhibitor in the Pavilions,you will get a ticket for a chance to win one of ourIPADS. Also, our “Prize Patrol”will be roaming the aislesof Pavilions every afternoonduring the receptions from 4-6 pm and surprising buyerswith INSTANT WIN CASHon the spot. See our website formore details.

COMPLIMENTARY COFFEE BAR8am-4pm Daily

HONEY BAKED HAM11am-4pm Daily


The Scoop

Taking the Best of our Past to Illuminate YOUR Future

One voice for furniture retailers nationwide.Share in the excitement as we work together

to move in a bold new direction:

After Party Monday, June 3

9:00 pmLate night nosh, late night party, late night FUN! In the late night lounge. Join the after party and pick up your swag bag of NAHFA goodies.

Lunch and Learn Tuesday, June 4 12:15 pmMeet the new North American Home Furnishings Association:The back-story, the journey and the future, all shared by key members of the newly appointed board of directors. Where would you like to play a part?

Masquerade Ball

Tuesday, June 4 7:00 pmCelebrating Our Future in the Big Easy.Imagine the possibilities and enjoy the magic of masquerade. Special surprises unmasked throughout the night.

Courageous InnovationPromise of ServiceImpact & Momentum

for the first time, welcome to the North American Home Furnishings Association.

TOGETHER

NORTHiAMERICAN

ASSOCIATION

Ideas Getting Real Delivering Growth Unlocking Creativity

Join us for these events at conference and be there at the beginning as we move toward excellence. . .


The Scoop

The North American Home Furnishings Association Appoints Board of DirectorsEffective May 1, 2013, the new North American Home Furnishings Association Board of Directors is officially ready for business. The merger of the National Home Furnishings, Western Home Furnishings and the Home Furnishings Independents Associations has provided the new organization with a plethora of top thought leaders to select from. With so many savvy entrepreneurs on each board, the selection process was lengthy and daunting.

YOUR 2013-2014 North American Home Furnishings Association Board of Directors

CHAIRMAN

Howard Haimsohn, Lawrance, San Diego, CA

PRESIDENT

Richard Howard, Sklar Furnishings, Boca Raton, FL

PRESIDENT ELECT

Marty Cramer, Cramer's Home Furnishings, Ellensburg, WA

VICE PRESIDENT

Steve Kidder, Vermont Furniture Galleries, Williston, VT

SECRETARY / TREASURER

Paul Sanford, Jerome's Furniture Store, San Diego, CA

EXECUTIVE COMMITTEE AT LARGE

Jeff Child, RC Willey, Salt Lake City, UT

David Davis, Provencal Home, Austin, TX

David Lively, The Lively Merchant, Columbus, OH

Melissa O'Rourke, Charlottes, El Paso, TX

Cherie Rose, The Rose Collection, Los Gatos, CA

Chris Sanders, Everton Mattress, Filer, ID

Marc Schewel, Schewel Furniture, Lynchburg, VA

DIRECTORS

Mike Albert, Pilgrim Furniture City, Southington, CT

Wogan Badcock, WS Badcock Corp, Mulberry, FL

David Beckmann, Emerald Home Furnishings, Tacoma, WA

Doug Brashears, Brashear's Furniture, Berryville, AR

Jesus Capo, El Dorado Furniture, Opa Locka, FL

Randy Coconis, Coconis Furniture, South Zanesville, OH

Chris Cooley, Michael Alan, Lake Havasu City, AZ

Karen Craig, Manufacturer's Rep, Houston, TX

Casey Evans, Pedigo Furniture, Livingston, TX

Jim Fee, Stoney Creek Furniture, Stoney Creek, ON, Canada

David Harkness, Harkness Furniture, Tacoma, WA

Kerry Lebensburger, Ashley Furniture Industries, Hallendale Beach, FL

Claudia LeClair, Fiesta Furnishings, Scottsdale, AZ

Bobby Leon, Chesnick Furniture, Victoria, TX

Alex Macias, Del Sol Furniture, Phoenix, AZ

Verona Mair, The Emporium, Ponca City, OK

Mark Navarra, Jerome's, San Diego, CA

Stan Pickett, Quality Furniture & Appliance, Mesquite, TX

Sherry Sheely, Sheelys Furniture & Appliance, North Lima, OH

Tom Slater, Slater's Home Furnishings, Modesto, CA

Gordy Wallenstein, Furniture Outlet USA, Sioux Falls, SD

Valerie Watters, Valerie's Furniture & Accents, Cave Creek, AZ

Seth Weisblatt, Sam's Appliance & Furniture, Ft. Worth, TX

John Wells III, Wells Home Furnishings, Charleston, WV


Mary Frye, EVP North American HFA

NORTHiAMERICAN

ASSOCIATION


Paula Deen's Great Party Challenge! @ HPM Sunday, April 21st 3pm High Point TheatreTV star, cookbook author, magazine publisher and restaurant owner Paula Deen is bringing the excitement of a culinary competition to the April High Point Market. She will host and officiate over Paula Deen’s Great Party Challenge! on Sunday, April 21, at 3pm at the High Point Theatre. The event is sponsored by the High Point Market Authority with Universal Furniture, Inc.

“We are excited about having Paula Deen officiate over this type of event at the High Point Market,” says Cheminne Taylor-Smith, vice president of marketing for the Market Authority. “Creative cooking competitions are popular all over the country, so it’s wonderful to have one here in High Point. It’s a great opportunity for local culinary students to show off their talents and be able to receive Paula’s unique brand of feedback. And it offers buyers a fun, entertaining event during Market.”Based on the Spring Market theme of “Inspiration", five teams of local culinary students will design and prepare edible centerpieces inspired by one of five family parties: a child’s birthday, graduation, 4th of July, Thanksgiving and New Year’s Eve. Students have been selected for their creativity and ability to create under pressure. Students will have a limited amount of time to assemble a centerpiece, which is 24 or more inches high.

The Scoop

Call the Cory Team TodayFor all your internet, brick & mortar and last mile delivery needs. 201.795.1000

[email protected] • www.corycompanies.com

The only home delivery company in the NY Metro area with the scale and expertise to meet the warehousing, prep, deluxing, tracking and last mile

delivery needs of any national retailer, independent or design center operation.

Reach 25 Million ConsumersFrom Cory’s State-of-the-Art

NJ Distribution Center

Direct from manufacturer Port of NY • Open, Inspect & Prep Furniture • Large Modern Fleet • Service From CT through DEUniformed Courteous Drivers • Next Day Delivery / In-Home Repair • Trained Crews-White Glove Delivery • Tracking / Tablets

Family Owned.Trusted Retail PartnerFor 80 Years.

cory ad nhfa third 0313_Layout 1 3/20/13 9:43 AM Page C3 Gorman’s Home Furnishings and Interior Design Named Top Michigan WorkplaceGorman’s Home Furnishings and Interior Design announced today it has been named as a Top Workplace in Michigan by the Detroit Free Press newspaper. This is the third consecutive year that Gorman's made the list.Employees from more than 130 companies from across southeast Michigan participated in the Top Workplaces 2012 survey. Each was evaluated on numerous factors including company direction, career opportunities and leadership.Gorman’s employs approximately 140 team members, including more than 60 interior design professionals, at its four metro Detroit showrooms and warehouse. Employees often cite strong management support, challenging work, ample opportunity and scheduling flexibility as among the reason they believe Gorman’s offers an exemplary place to work.

“We are honored to have so many talented people on our staff. It’s their hard work and commitment to excellence, bolstered by their love of style and beautiful homes, that makes Gorman’s an outstanding company,” said Bernie Moray, CEO of Gorman’s.

DIRECTORS

Mike Albert, Pilgrim Furniture City, Southington, CT

Wogan Badcock, WS Badcock Corp, Mulberry, FL

David Beckmann, Emerald Home Furnishings, Tacoma, WA

Doug Brashears, Brashear's Furniture, Berryville, AR

Jesus Capo, El Dorado Furniture, Opa Locka, FL

Randy Coconis, Coconis Furniture, South Zanesville, OH

Chris Cooley, Michael Alan, Lake Havasu City, AZ

Karen Craig, Manufacturer's Rep, Houston, TX

Casey Evans, Pedigo Furniture, Livingston, TX

Jim Fee, Stoney Creek Furniture, Stoney Creek, ON, Canada

David Harkness, Harkness Furniture, Tacoma, WA

Kerry Lebensburger, Ashley Furniture Industries, Hallendale Beach, FL

Claudia LeClair, Fiesta Furnishings, Scottsdale, AZ

Bobby Leon, Chesnick Furniture, Victoria, TX

Alex Macias, Del Sol Furniture, Phoenix, AZ

Verona Mair, The Emporium, Ponca City, OK

Mark Navarra, Jerome's, San Diego, CA

Stan Pickett, Quality Furniture & Appliance, Mesquite, TX

Sherry Sheely, Sheelys Furniture & Appliance, North Lima, OH

Tom Slater, Slater's Home Furnishings, Modesto, CA

Gordy Wallenstein, Furniture Outlet USA, Sioux Falls, SD

Valerie Watters, Valerie's Furniture & Accents, Cave Creek, AZ

Seth Weisblatt, Sam's Appliance & Furniture, Ft. Worth, TX

John Wells III, Wells Home Furnishings, Charleston, WV


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Magazine Ad.pdf 3 3/21/13 6:52 PM


Quick-Fire Marketing is brought to you by R&A Marketing. Armed with more than 25 years of furniture retail marketing experience as a full-service traditional and digital marketing company, R&A is the industry’s premier agency for retailers in the home furnishings and appliances/electronics industries. Visit us on the web www.ramarketing.com or email us at [email protected].

Quick Fire

Don’t Aim for Consistency, Aim for Cohesion in Social MediaDon’t Aim for Consistency, Aim for CohesionSocial media’s most appealing abilities revolve around content: creating it, sharing it and engaging with it. Quality content will inspire, inform, educate or even entertain your customers (and if you’re really lucky, it does all four!). So if you’re looking to engage with your customers, to keep them coming back for more, follow the tips below to implement social media cohesion.

Establish Your Brand VoiceBrainstorm and establish your social media presence or identity before you set up a Twitter account or Facebook page.Ask yourself the following questions to help identify your social media presence:➠ Do you want it to be strictly a selling tool?

➠ Do you want it to build you life-long customers?

➠ Do you just want to have fans and followers and don’t care what comes from it?

Decide what your brand stands for and how you want to portray that organically.

Focus on Your TopicYour audience frequently forgets the messages you push out through your social media content. However, they generally remember what you talk about most—your most popular topics and/or your subject matter of expertise.This is why an effective online branding strategy should write, talk and share about topics related to your business and industry. Doing this will reinforce your weight as an expert on that topic or topics. That’s not to say you should never post about anything else—dynamic content is always a plus—but keep your subject matter close to your area of expertise to reinforce your image as a leader in that area.

Be the Expert—keep your subject matter close to your area of expertise to reinforce your image as a leader in that area.

Get to Know Your FansPeople become fans of your page for a reason. They didn’t happen to “like” your page just because they thought it looked cool. They want relevant and expert information from you. So go ahead and give them what they want! Talk about what you know. Talk about what you have been doing for the past twenty years. Show them you’re the leading voice of authority in your industry!

Update moderatelyDon’t get caught in the overload zone. Once you fall into this trap, it’s hard to escape. Overloading your followers and friends with too many updates will annoy them and can cause them to unsubscribe.

It is important to update moderately, steadily and cohesively to help keep your brand fresh and reiterate your brand personality to the organic whole which is made up of your customers, followers and fans.


MARK YOUR CALENDAR FOR THESE INDUSTRY EVENTSCalendar

SHFA Annual ConferenceMay 19-21, 2013Myrtle Beach, SC NHFA.com

Rooms Moscow May 21-25, 2013Moscow, Russia Rooms-moscow.com

HFICJune 2-4, 2013New Orleans, LA Thehfic.com

ShowtimeJune 2-5, 2013High Point, NC Itmashowtime.com

NHFA New England Chapter Golf TournamentJune 11, 2013Sutton, MA NHFA.com

Dwell on DesignJune 21-23, 2013Los Angeles, CA dod.dwell.com

Atlanta International Gift & Home Furnishings MarketJuly 10-17, 2013Atlanta, GA Americasmart.com

Las Vegas MarketJuly 29 – August 2, 2013Las Vegas, NV Lasvegasmarket.com

Salone Internazionale del MobileApril 9-14, 2013Milan, Italy cosmit.it/en/

High Point MarketApril 20-25, 2013High Point, NC Highpointmarket.org

4th Texas Furniture & Accessory MarketMay 5-6, 2013Irving, TX Kemexpo.com

34th Long Beach Furniture & Accessory MarketMay 15-16, 2013Long Beach, CA Kemexpo.com

International Contemporary Furniture FairMay 18-21, 2013New York, NY icff.com

Poufs from Surya


AD INDEX

ADVERTISER PHONE WEBSITE FACEBOOK TWITTER PAGE#

220 Elm (336) 884-8220 220elm.com www.facebook.com/220elm @220elm 49

Ashley Furniture Industries (608) 323-3377 ashleyfurniture.com 34

Cargo Consolidation Services (828) 459-3160 cargoconsolidation.com 56

Cresent Fine Furniture (615) 452-1671 cresent.com www.facebook.com/cresent.furniture @cresentfurn 54

Coaster (877) 262-7837 coasterfurniture.com www.facebook.com/coasterfurniture @CoasterCompany 16

Cory 1st Choice Home Delivery (201) 795-1000 corycompanies.com @CoryHomeDlvry 83

Diakon Logistics (703) 530-0677 diakonlogistics.com www.facebook.com/DiakonLogistics 60

Dispatch Track (866) 437-3573 dispatchtrack.com www.facebook.com/DispatchTrack 42

Furniture Wizard (619) 869-7200 furniturewizard.com www.facebook.com/furniturewizard 09

Gat Creek (304) 258-2818 gatcreek.com 55

GE Capital (800) 888-9590 nahfa.org 13

High Point Market (336) 869-1000 highpointmarket.org www.highpointmarket.org/facebook @hpmarketnews Inside Fold

Home Furnishings Industry Conference (800) 422-3778 thehfic.com www.facebook.com/HomeFurnishingsConference @HFIC2013 61

IHFC (336) 888-3700 imcenters.com/highpointmarket 81

Jaipur Rugs (888) 416-8600 jaipurrugs.com www.facebook.com/jaipurlifestyle @jaipurlifestyle Inside Back

Kincaid Furniture (828) 728-3261 kincaidfurniture.com 05

Liberty Furniture (404) 629-1003 mylibertyfurniture.com 28

Lynch Sales (305) 444-3939 lynchsales.com www.facebook.com/lynchsales 52

Magnussen Home (519) 662-3040 magnussen.com 15

MicroD (800) 964-3876 microdinc.com www.facebook.com/microdinc @microdinc Back Cover

Myriad (800) 676-4243 myriadsoftware.com http://tinyurl.com/myriadFB 63

New England Chapter (800) 888-9590 x6116 79

Next Generation-NOW (800) 422-3778 ngnow.org www.facebook.com/NextGenNow @ngnow 58

North American HFA Sponsors (800) 888-9590 retailerNOWmag.com www.facebook.com/retailernow @retailerNow 64

Northwest Furniture Xpress (828) 475-6377 nwfurnitureexpress.com www.facebook.com/retailernow 24

Nourison (201) 368-6900 nourison.com www.facebook.com/nourison @nourison 07

Omnia (909) 393-4400 omnialeather.com http://tinyurl.com/omnialeather @OmniaLeather 54

Planned Furniture Promotions (800) 472-5242 pfpromotions.com 28

Profit Management Promotions (215) 343-8700 pmpsales.com www.facebook.com/pmpsales @PowerfulSales 59

PROFITsystems (800) 888-5565 profitsystems.com www.facebook.com/profitsystems @PROFITsystems 03

R&A Marketing (888) 225-0776 RAmarketing.com www.facebook.com/RAMarketing @RAMarketing 84

Serta (888) 557-3782 serta.com www.facebook.com/sertamattress @sertamattresses 35

SHFA (800) 888-9590 x6116 79

Simply Amish (217) 268-4504 simplyamish.com @SimplyAmish 55

STORIS (888) 4-STORIS storis.com http://tinyurl.com/STORIS @STORIS 53

Surya (877) 275-7847 surya.com www.facebook.com/SuryaSocial IC, 30,39

Truckskin (877) 866-7546 truckskin.com www.facebook.com/TruckSkin @TruckSkin 60

Twin-Star (888) 776-2490 twinstarhome.com www.facebook.com/twinstarintl @twinstarhome 27

Web4Retail (877) 536-4786 web4retail.com www.facebook.com/Web4Retail @web4retail 42

HW

HO

ME


The Now ListA quick dose of fun facts, random trivia and useful

(or useless) bits of info

78% of consumers have bailed on a transaction or not made an intended purchase because of a poor customer service experience.

Only 4% of dissatisfied customers will actually tell you!

It takes 12 positive experiences to make up for one unresolved negative experience.

It is 6-7 times more expensive to acquire a new customer than it is to keep a current one. Source: White House Office of Consumer Affairs

70% of buying experiences are based on how the customer feels they are being treated. Source: McKinsey

Secret MenusCheck out these secret specialties and maybe try a few!

In & Out10x10 Burger - we say this is just a stomach ache waiting to happen!Neapolitan Shake - Chocolate, vanilla and strawberry ice cream all blended together.

McDonaldsLand, Sea and Air Burger - For the day you don't know what you want… a beef patty, chicken patty, and a fillet of fish patty pilled high on a bun.Monster Mac - A big Mac with 8 meat patties. OMG!

StarbucksRed Eye - A shot of espresso in regular drip coffee.Cake Batter Frappuccino - Order a vanilla frappuccino and ask for both vanilla bean and almond flavorings. Supposedly tastes just like cake batter.

ChipotleQuesorito - A quesadilla with any of the fillings used in a burrito, rolled together and baked in the tortilla warmer.

Jamba Juice (many more on secret list and not available at all locations)

Sourpatch Kid - Lemonade and various sherbets.Pink Star - Lemonade, soymilk, sherbet, strawberries and yogurt

Laws of LouisianaGood things to know before heading to NOLA in June for the HFIC!It is a $500 fine to instruct a pizza delivery man to deliver a pizza to your friend without them knowing.

A person could land in jail for up to ten years for stealing an alligator.

“Fake” wrestling matches are prohibited.

“Mardi Gras Beads” may not be thrown from a third story window.

Other Crazy State Laws In Missouri, it is illegal to drive with an uncaged bear. (Caged bears are ok).

In New Jersey, it is illegal to wear a bulletproof vest while committing a murder.

In Ohio, it is illegal to get a fish drunk.

Jaipurrugs.com I [email protected]

Vol. 2 Issue 3

“CU

STOM

ER EXP

ERIEN

CE” April Issue

AP

RIL 2013

upcoming market seminar.

2YEARS

1993 - 2013

HIGH POINT MARKET PLAZA SUITES - RRC APRIL 20 - 25

mobile.iPadsmartphone

web.retailersmanufacturers

seo.local listingskeyword metrics

one source.marketingselling

SUNDAY, APRIL 2111:45 AM - 12:45 PMRetailer Resource Center

We look forward to seeing you!

MicroD Incorporated11301 Carmel Commons Dr., Suite 114 | Charlotte, NC 28226

1985 Tate Blvd., Suite 301 | Hickory, NC 28602

[email protected] | 800.964.3876 | www.microdinc.com

PrePare Your Website for smartPhone users!

There are currently over 280 million smartphones in use within the Americas. In this presentation we will share with you the most important factors that will make your website attractive and highly useful when accessed from a smartphone. Come away with real-life examples and best-practices that will attract smartphone users and keep them coming back to your website. Learn how to best design your site for this important and growing market segment.

Presented by: Ron Gordon, Sr. VP of Technology

april 2013—the customer experience

Documents

customer experience

customer experience2

customer experienceretailers

app retailernow

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