interiors monthly september 2008

C A R P E T S F U R N I T U R E R U G S B E D S L A M I N A T E U P H O L S T E R Y V I N Y L

Meadows & ByrneRetailing with passion

Improve performanceBoost sales and margins

Best FFabric UUpholstery

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CoverSpread_IM_0908 20/8/08 09:12

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IFC-3_IM_0908 20/8/08 11:23 Page IFC1

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www.interiorsmonthly.co.uk 5

Andrew KiddEditor

INVEST TO SUCCEEDThis month’s issue has a slightly different mix. Whilethe retail profiles, product features and other regularsyou’ve come to expect are all here, this month theyhave an explicit common theme: how to boost salesand profits. Think Team GB cycling. Invest and goldis yours.

From carpet to upholstery and stone flooring tosoftware, leading suppliers have given their top adviceon how to make your business better. With reducedfootfall at many stores, improving performance across allareas of operations is vital. This is not to say that whatyou are doing is wrong, but it is very, very hard to doeverything perfectly all of the time.

In talking to the suppliers, it was soon apparent thatwhile lots of companies are trying to keep their businessup to date to meet shoppers’ expectations, many storesare falling well behind. Do not become one of them.

Be it not updating window displays, not takingadvantage of what is on offer from suppliers – samples,professionally shot product photographs and updatedPOS, for example – or making sure staff get the trainingthey need – be it from you, outside trainers or suppliers,everything can do with a fresh look from time to time.Make that time now. Do it right and it is not going tocost much. If you don’t...

Floors-2-Go being bought by its co-founders (see p9)is bound to produce some interesting thoughts amongyou, especially with the promise to offer a ‘realalternative to the big stores’. An independent’s attitudemay be the plan, but isn’t Floors-2-Go one of the ‘bigstores’? On that topic, Gary Favell, MFI chief executivehas insisted all is well, and with major funding behind it,things will be fine (see p10). Can it shed its discounthistory and move to the middle market, as he wants?I’m not convinced, but he knows he has to invest todevelop the business.

Be better. Invest to be better. Succeed.

Interiors MonthlyEditor: Andrew KiddT: 01732 766 333 E: [email protected]

Furniture advertising (South): Tim BodenT: 01732 367 757 E: [email protected]

Furniture advertising (North): Jarrod BirdT: 01565 659 414 E: [email protected]

Carpet and flooring advertising: Joanne MillerT: 01732 766 344 E: [email protected]

Subscriptions: T: 01732 766 344 E: [email protected]

Published by Interiors Media Limited124 Pembury Road Tonbridge Kent TN9 2JJ T: 01732 367757 F: 01732 352063E: [email protected]

Registered in England no. 6397722

Printed by St Ives Westerham Press Design by Icon Colour Ltd © Interiors Media Ltd

Editor’s comment

Tradition Sapphire laminate flooring is a real jewel with a fantastic look-and-feeleffect. It has an exclusive V-groove, milled in a random way giving it a natural look,resembling real wood with its typicalcharacteristics. Tradition Sapphire is availablein four distinguished decors. More info:www.balterio.com.


Meadows & ByrneRetailing with passionImprove performanceBoost sales and margins

Sept

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8 Fun on the Floor kicks offFurniture arsonist jailed

9 Founders buy Floors-2-GoAwards success for Green

10 Losses grow at Allied CarpetsPeople

12 Meadows & Byrne: passion

18 Carpetright: Martin Harris

30 Beds: in-store marketing

34 Carpet: presentation matters

40 Audio visual: the WAF factor

46 Bedroom: Depth counts

48 Natural flooring: individuality

52 Upholstery: make a statement

58 Laminate: smooth talking

60 Stone: staff are key

62 Underlay: firm foundations

64 Software: make life simple

66 Home office: flexibility

68 Living room: cooperation

70 Review: Las Vegas

74 Preview: London Design Festival

5 Comment

24 New products

78 Entertainment

80 Lifestyle

82 Final polish

Contents

News

Features

Regulars

National Floor Show review

Beds: all you need to know

Rugs: the essential guide

Next issue

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Barker & Stonehouse haslaunched a scheme toreplenish trees in Indonesiaand provide farmers with anincome through growing fruit.

With supplier CountryForm, it has launched Trees-4-Trees, a non-profitorganisation that has given

100,000 saplings to farmers incentral Java. After 25 yearsthe fruit trees are used tomake furniture.

‘If tree stocks are not well-maintained and more wood istaken out of the system thanis replaced, prices go up andpeople buy less,’ says James

Barker, Barker & Stonehousemd, who is encouraging otherretailers and manufacturers tojoin the scheme.

Meanwhile, the chain hasstarted work on an £1mdistribution centre inMiddlesbrough that can hold100,000 items. The 40,000sqft

unit will replace thewarehouse at its Cannon parkhead office in the town. Theunit is due to open inOctober. The move comes asthe chain continues to expandsouth with a Nottinghamstore due to open in theautumn.

8 Interiors Monthly September 2008

News

A gardener who set light toan Ipswich furniture shopwhile drunk has been jailedfor three years.

Billy Parker, 45, admitted atIpswich Crown Court that hisreckless behaviour could havepotentially killed someone atthe Norwich Road shop.

Peter Gair, prosecuting saidParker went into EastwichFurniture, owned by IreneFountain, on 27 February.‘She assumed he was acustomer, he sat on a bluesofa and began asking howmuch it was. She said as theydiscussed cost he wasswaying, laughing and smilingand she thought he was on

drugs,’ he told the court.Parker was asked to leave

and was later seen on theopposite side of the road near the Rose and CrownPublic House. Smoke was then discovered coming fromthe shop.

The fire caused around£5,000 of damage and theupstairs flat was smokedamaged.

Parker pleaded guilty toarson while reckless as towhether lives wereendangered on 27 February.

He also admitted arson on19 December to a gardenshed in Croft Street causing£20 of damage to the shed,

£50 damage to a pressurewasher and £300 damage tofishing equipment.

Gair said Parker had causedcriminal damage in the pastand was sentenced for drinkdriving last year.

Simon Spence mitigating,said Parker drank heavily afterfacing marital difficulties buthad been given ‘a secondchance’ by his wife sinceaddressing his alcoholproblems while in custody.

Judge Neil McKittrick said:‘One cannot think of anythingpotentially more serious thanto set fire to a furniture shop.’

He said it was fortunatenobody was in the building.

Parker was jailed for threeyears but told the 168 days hehad served on remand wouldcount towards the sentence.

On hearing the sentence,Fountain said: ‘I’m relievedthat justice has been doneand would like to thank thefire brigade and police whodid an amazing job.

‘It was a very frighteningexperience for everyoneinvolved. There was lots ofsmoke damage to the shopand everything outside wasdestroyed.

‘I can still see him on theother side of the road,laughing to himself as theshop went up.’

Fun on the road: to mark the launch of the Fun on the Floor campaign this

week, a mobile billboard featuring the first advertisements will tour

Harrogate during the National Floor Show.

Man jailed for arson at furniture store

Massive score for Reid dealUpholstery chain ReidFurniture has agreed a£250,000 sponsorship dealwith Scottish Premier Leagueclub Hamilton Academical –the side’s second furnituresponsorship.

The deal, which includesone of the world’s largestoutdoor adverts, at 108mlong, will help secure thefuture of the club’s youthdevelopment programme fora further three years.

Located on the club’sexecutive box in the main

stand, the advert was createdusing a specialist contravisionfilm, a unique type of windowadvertising that allows one-way visibility.

Ann Gibb, Reid Furniturehead of marketing says thedeal highlights itscommitment to supportinglocal communities.

The club already has cabinetupholstery and beds groupMorris Furniture as its shirtsponsor and returned to theSPL this season for the firsttime since 1988/89 season.

Tree scheme for Barker & Stonehouse

AK 8NEWS_SEP.qxp 20/8/08 12:38

News


Green shortlisted for retail award

The co-founders of laminateand wood flooring chainFloors-2-Go have bought thegroup and 80 of its storesfrom its administrator.

Robert and Richard Hodgespromised a ‘real alternative’ torival chains.

The retailer was placed inadministration on 21 July aftersales dropped below £1m aweek and it was understoodto have broken its bankingcovenants. As administratorKroll sought a buyer, 41 of its132 branches were closed.

It is understood Krollaccepted an offer of £3m fromthe Hodges brothers.

Following the sale, Krollclosed the 11 unwanted

branches – Stockport,Kidderminster, two stores inBradford and the remainingseven stores in Scotland.

Fraser Guy, Kroll partnersays 301 jobs have been

saved and it was the bestoffer. ‘In what has been aturbulent period for retailers,this sale represents the bestpossible outcome for creditorsand is a tremendous result for

the business, its staff,customers and suppliers.

‘The purchasers have ahistory in the retail flooringsector and a passion for thisbusiness,’ he says.

Robert Hodges says: ‘Weare delighted to have savedthe jobs of so many of theFloors-2-Go team and to beable to provide the Britishpublic with a real alternativeto the big stores whenbeautifying their homes.’

The retailer was founded bythe brothers and their fatherRobert in 1999, beforefloating it in 2004. Privateequity firm Alchemy Partnersbacked a £52m MBO of thechain in December 2006.

Floors-2-Go returns to its foundersas Hodges brothers regain control

Floors-2-Go now has no stores in Scotland

Furniture prices dropped by11.2% in July, compared withJune, as retailers cut prices forsummer sales. Despite thefall, prices were still 7.6%higher than in July 2007. Thiscompares with an annual riseof 5.8% in June.

National Statistics says the‘large’ annual rise was causedby retailers offering smallerdiscounts than a year ago.‘The main contribution [tothe increase] came fromkitchen furniture.’ Theincrease was the seventhconsecutive monthly rise inthe annual inflation rate.

Prices for furnishings,including floorcoverings, were0.4% lower than June, butthe annual increase rose from6.2% to 6.8%.

Sarah Green, founder ofHitchin, Hertfordshirefurniture retailer 1st ForFurniture has beenrecognised in theEverywoman in Retailawards.

Green is one of threefinalists in the Young FemaleRetailer of the Year award.This is given to the woman‘aged 16-30, whose energy,generosity of spirit andambition positions her as thenext retail superstar’.

When Green founded thestore in 2004, aged 18, heronly retail experience wasfrom a Saturday job. But herself-confidence andperseverance resulted in thebusiness growing each year,with the exception of lastyear when it moved to largerpremises.

‘I have always made it myaim to keep my customershappy, which is why thebusiness is open 8am to8pm and we offer deliveriesuntil 11pm on week nights.

‘It has not always been aneasy journey: funding wasinitially a problem, asnobody was willing to lendto an 18-year-old, andseveral male competitors said I’d never make it work,’says Green.

Having sold the company,Green is about to embark ona new venture, launching afurniture home deliverybusiness. ‘I’ve spotted amarket opportunity fordelivering large and heavygoods around the country,having seen the challengesfirst hand in delivering myown furniture,’ she says.

Jessica Horler, Argos areamanager for South Wales hasbeen nominated in theInspiration of the Year award.She is considered one ofArgos’s top three achievers.This award is for thosewhose efforts are bringingabout positive culturalchange for women withinher organisation.

The winners of the awards will be announcedon 30 September.

Sarah Green: finalist

Furnitureprices fall by 11%

9news_sep.qxp 20/8/08 12:32


News

Allied Carpets, the UK’ssecond largest carpet retailer,saw losses grow last year,despite increasing sales.

Pre-tax losses rose by£300,000 to £6.8m, asturnover climbed by 6.5% to£206.8 at the chain.

Vincent Fauvet, chairmansays the figures were‘disappointing’ as the grouphad enjoyed like-for-like salesgrowth and lifted its marketshare.

According to VerdictResearch, the chain accounted

for 8% of the flooring marketlast year, a drop of 0.2%. ‘I amencouraged by like-for-likesales growth in a challengingyear,’ says Fauvet.

Allied was bought byFrench group Saint Maclou for£84m in 1999. It recentlystrengthened its leadingposition in the French flooringmarket by buying the secondlargest specialist chainMondial Moquette, increasingits stores in France from 163to 197. The group has almost600 branches in Europe.

Losses increase atAllied as sales rise

ParadorParador has appointed PhilipTelfer as regional salesrepresentative for North EastEngland and the EastMidlands and ChristopherEmery as regional salesrepresenative for south eastMidlands, East Anglia, northLondon, south-mid Wales andSouth West England.

RichardYatesLinen Connecthas namedRichard Yatesas nationalaccount manager.

Bensons for BedsBensons for Beds hasappointed three directors: Paul Burgham, commercialdirector; Kevin Newham,merchandise director; andJohn Hirst, logistics director.

Burgham(left) has beenat Bensons for22 years,joining as ajunior

salesman inLeeds.

Newham(right) hasspent hiscareer in sales

and marketing in the FMCGsector, including sales directorfor Wilkinson Sword.

Hirst (left)joins fromDHL where hewas generalmanager fornational

transport operations for Argostwo-man home delivery.

LesleyWatts Lesley Watts isPro-techs’new businessdevelopmentmanager.

Vale-Bridgecraft’s

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showrooms.

Gary Favell, MFI chiefexecutive has insisted thechain is not in danger ofimminent collapse. He says itis debt free, has supportiveinvestors and trading isreasonable, given the market.

‘We’re not like a lot of theseunfortunate companies thatare in difficulty because theyare breaking their bankingcovenants,’ he says.

The chain is rolling out itsKuchen Lab kitchen range andChroma format.

MFI bossdefiant

10news_sep.qxp 21/8/08 11:56

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Furniture profile

MEADOWS AND BYRNEPASSIONA strong commitment to pricing, displays and long-term buying is a recipe for success

With eight branches, this oak tree of theIrish interiors market is growing andgrowing. There is only one word thatdescribes the approach of HelenO’Dwyer, Meadows and Byrne chiefoperating officer to furniture retailing:passion.

In light of today’s economic climate,she’s not afraid to roll her sleeves upand has no time for managers whodon’t share her enthusiasm for makingM&B a customer focused business.

‘I wear many hats and I’m not tooprecious or proud to get stuck in. Thecustomer is king and I’ll do whatever ittakes to make sure that every customerknows that,’ she says.

The attitude and business culture ofher suppliers is just as important as theirprices and products as O’Dwyer travelsthe world. She also buys containersdirect from source and it’s this versatileapproach to buying that makes hersuccessful. She knows the gaps hershops have and she has a very specificshopping list that she works on 12months in advance.

‘We don’t go to trade shows andwilly-nilly buy what they’ve got. It’s avery scientific system that has beenhoned over the years. We always try tostay in control of what is going on atthe trade shows,’ she says.

Before an order is placed O’Dwyertakes the supplier through a strict seriesof requirements such as delivery times,merchandising and promotional support.The devil is in the detail and it doesn’tmatter if it’s a €2 egg cup or a €2,000sofa, she gives every product a thoroughanalysis before it makes its way into theM&B operation.

To make sure the supplier dovetailsinto the M&B style of business O’Dwyerspends time getting to know them. Andstyle is what makes this retailer stand

out from the competition. You eitherhave it or you don’t. O’Dwyer knowsM&B’s big stylish look comes from smalldetailed buying.

‘M&B’s products have a strongharmony about them and that keepscustomers coming back for more andmore,’ she says.

But the bottom line is exclusivity. Some80% of the product line is exclusive andthe only way of getting a supplier to

agree to this is to guarantee highvolume. And the only way of achieving ahigh volume of sales is to be the best atwhat you do. From top to bottom, M&Btakes a serious approach to making thebuying experience something to enjoy.In a world of big box retailing, thispersonal touch is in big demand. ButO’Dwyer is also aware that good valuemust also be given to the customer andshe takes her buying very seriously.

Merchandising is all important

furniture_p12_16sep.qxp 20/8/08 13:19

13_IM_0908 19/8/08 15:55


Furniture profile

‘We are not about slashing prices.What we do is offer quality with astrong dimension of customer care.People chat to our staff, they get all theproduct knowledge and advice theyneed. They are just not going to get thatfrom the big box retailer.’

Gift buying is a huge part of itsbusiness and it makes sure this specialpurchase is done with class, gift-wrapped and a warm smile. ‘You can’tget that on the Internet,’ says O’Dwyer.

O’Dwyer babysits everything she buysall the way until it sells. ‘As a buyer I amresponsible for the company chequebook and my job doesn’t end withgiving the supplier an order, it endswhen the end customer buys theproduct.’

She emails pictures of upcoming stockto her managers and discusses the salesperformance of each product on amonthly basis.

‘We have eight shops and I buy in avery structured fashion, according to theseasons. I physically and mentally movedisplays and products,’ she says. ‘Ifproducts aren’t selling I have to find outthe reason why. This means a great deal

of communication with the staff andanalysis of the floor.’

M&B has a clear vision of its look andit’s this strong identity that gives itdirection in today’s fractured market.Slick and cool is what the new look is forM&B with walnut being the winner in acoffee and cream colour palette. Big,bold primary colours are not what thestore is about. Appealing to a widespectrum of customers, it services the

cheap and cheerful market and theolder, traditional customer base.

‘We are not Ikea and we’re not tryingto be,’ she says.

Her technique for having the best staffin the business is to stay focused on hermanagers. She may go through five orsix managers until she finds the rightone but when she does, she gives themthe responsibility to make a difference.She shows her managers the

Slick and cool is the new look

Helen O’Dwyer

‘As a buyer I amresponsible for thecompany chequebook and my jobdoesn’t end withgiving the supplieran order, it endswhen the end

customer buys theproduct’


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15_IM_0908 19/8/08 15:58

company’s financial accounts and withthis increased understanding of businesscosts comes a maturity to keep their everimportant profit margin up.

Sales are very structured – summer andNew Year represent the main areas.‘Everyone loves a bargain but if we hadsales all year round the two bigpromotions of the year would lose theirmomentum. There is a temptation, giventhe current climate, to go for massivesales, but in the long-term this justwouldn’t work. M&B has a certainexpectation and reputation to uphold.’

O’Dwyer understands that running all-year sales only dilutes the impact ofhaving the real sale. ‘Customers seethrough all that blarney,’ she says. ‘It’s allabout managing the margin rather thanhiking up prices only to bring themdown.’

Merchandising is key to the store’ssuccess. It works constantly on displayand has in-house specialists. ‘Display iseverything,’ says O’Dwyer, ‘and ourmerchandising team is very close to theheart of the business. Without goodmerchandising all the hard work is lostand we lose the look we set out toachieve when we were buying. If youwant to increase sales this is the area tofix. It doesn’t cost much to do but theeffect in sales is incredible when you getit right.’

She has no time for moaning about thecredit crunch and downturn in themarket. She sees it as a bit of businessDarwinism where the fittest survive.

‘It’s time to get exceptional,’ she saysand by exceptional she means everyaspect of the business is reviewed forexcellence.

‘Very cleansing’ is her attitude to thetough times facing retailers. M&B is in itfor the long run and as shaky competitorsfall by the wayside, M&B gets strongerand stronger.

‘Too many retailers were getting awaywith riding on the crest of the wave butwhen the wave breaks and crashes thenonly those with a solid core will survive,’she says. ‘Too many shops are runningaround with a long face and customerssee this.’

This retailer lets the competition dealwith doom and gloom while it gets onwith doing what it does best – passion.


Furniture profile

M&B has eight stores

Improve merchandising to lift sales says O’Dwyer


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17_IM_0908 22/8/08 09:25


Flooring profile

CARPETRIGHTPLAYING IN THE PONDIn the second and final part of his exclusive interview, Martin Harristalks about succession, charity and independent retailers

For all chief executives there comes atime when they have to hand over thereins of power. It has been assumed thatMartin Harris, Carpetright commercialdirector would succeed his father, LordHarris, when he steps back to non-executive chairman.

However Harris insists he is takingnothing for granted, and may not evenbe the best candidate.

‘The chief executive question has beenlooming for many years. I’ve always said,and say it today, that the best person forthe job should get it. It won’t be myfather’s decision, it will be the board’sdecision. We have some very strongnon-executives, who have very firmviews of their own.

‘My life is fulfilled doing my job withthe team we have here. If I’m luckyenough to be given the task I’ll do it tothe best of my abilities, but I don’t see itas the holy grail. The holy grail for me isworking with the team of people here.

‘I really do want the best person forthis job. It’ll make the company stronger.

Obviously my father would like me tostep into his shoes and carry on andwork with him as chairman, and we’dwork as closely as we always have done.I don’t see it as the be all and end all. Achoice of one is a choice of none. Thereshould be a choice of more than oneperson, and the best person shouldwin,’ says Harris.

And if that person isn’t him? ‘I’ll carryon doing the job that I do. I lovebuying, love marketing, love logistics,looking better ways of putting ourproducts forward and colour trends.’

He agrees with his father’s commentsearlier this year that given the state ofthe market, now is not the time forchange. ‘The most experienced

‘There should be achoice of more

than one person,and the best

person should win’

Martin Harris is passionate about the business and the industry

flooring_p18_22_sep.qxp 19/8/08 21:54

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19_IM_0908 20/8/08 11:31


Flooring profile

person who has been through manyrecessions should be guiding the ship atthe moment. Yes, you learn a lot in thistime, but we are learning a lot together.We are a very close board.

‘We sit here every Monday morningand talk through the issues,opportunities and any problems. Thenwe have the next layer of managementmeetings where we put into place whatwe have discussed and then the buyingand marketing meeting. That sets thetone of the week and we can get onwith our day jobs. There are verystraight lines of communication and itworks,’ he says.

When the day arrives that Lord Harrissteps back, don’t expect him to take abackseat role, not after 50 years ofselling carpets. The interaction betweenchairman and chief executive is vital forany company, and the father and sonrelationship gives Harris a significantstart over any rival candidate.

‘One of the advantages that I haveover anyone else doing my current job isthat I will allow him to play in my pond.I think he’d be very frustrated if I said“No, I don’t want you to talk to thesuppliers. No, I don’t want you to thinkof marketing ideas.” The companybenefits from his creative juices and stillcoming to meetings saying: “I’ve had anidea, I want to do this.”

‘We can have a full-blown, healthyargument and leave the room totallydisagreeing with each other, walk outand have a game of table tennis [a tablehas recently been installed at headoffice, with strong competition amongthe staff] with a smile on our faces,because one is work and one is family.

‘We do have the ability tocompartmentalise the two parts of ourlives very, very easily. We are bothpassionate about this business and bothwant the best for this business. Yes, weare very strong in our opinions but Idon’t mind him playing in my pond.

‘If you brought in an external buying

director I think he’d get very frustratedthat the chairman comes down andwants to feel the carpets. I see that as anadvantage of our relationship.’

However, things would change ifsuccession happens. ‘It would beimportant that I had more control ofwhere the company went. A lot of thediscussions would have to be out ofhours on Sundays, so that we came herewith one voice, whereas nowadays wecome with lots of voices, discuss it andthen come to one voice. The mechanicswould change but he’ll always want toplay and I think anyone that tries to stiflecreativity is mad. And he has a lot of

It is rare to find an independent flooring retailer who has good word to say about Carpetright, to put it politely. DoesHarris mind?

‘What can I say? We are a retailer that in 20 years hasgained a lot of market share. Where have we gained it? Outof their [independents’] pockets. So they look at us as theenemy. I don’t believe we are. I believe we do a lot for theindustry. We have invested a lot in the Fitters Academy, wehave brought the standard of fitting right up. We’re puttingthings back in [to the industry].

‘Fun on the Floor was our initiative. There is something elsefor the industry. When have the independents invested £4m inthe carpet industry for me? I’ve done it for them with theother suppliers.

‘We’re trying to offer excellent service – service is keynowadays. It used to be price, choice, service. Now it’s price,service, choice. People will pay 20%-30% more for excellent

service, so we’ve put a lot of energy into that aspect. As longas you delivery what the customer wants, when they want itand you deliver on your promises that is what matters and thefitting service is done professionally.

‘So they don’t like competition – I’m afraid we’re not goinganywhere. We love the industry and just because they don’tlike me doesn’t mean I’m going to stop. I have quite a fewcustomers who like what we do.

‘Sometimes I find it quite sad that they feel that passionatelyand so negatively about us because we are trying to do thingsfor the industry – it’s not a self centred approach. It’s not thatwe want to be the only retailer in the land, it’s not the case.

‘We believe there is a place out there for good qualityindependent retailers and we’ll never be able to take thatmarket because they’ll be able to offer things that we can’t.But we do see there is a place for us as well. All we want todo is share the pond, not take it over.’

‘We’re not the enemy’

Carpetright prides itself on offering a good choice


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21_IM_0908 19/8/08 15:59

creativity. I love him coming up withideas. You’d be mad to put him in boxand stick him in a cupboard. It wouldn’tdo us any good at all.’

So how do the two differ? ‘They are very subtle differences. He’s

exceptionally good with numbers, whereI think I’m quite good with trends. He’svery, very, very good with people. I’mvery good at hearing underlyingemotions. I can pick up things, I call it thetom-tom drum effect. I can see ripplesthat happen so I know there is a problemeven though no-one has told me there isa problem. We’re different but similar inthat sort of way,’ he says.

While he is unable to match his father’sexperience he says ‘we are getting to astage where more and more it’s movingtowards 50/50 with winners, the balanceis evening up a bit – we have internalbets, which we never pay. We love that,that’s the whole thing.

‘We’ll both buy a range, and take themickey out of each other’s. He’ll do adeal with the supplier when I’m notaround to drop the price point belowmine so the volume goes up. So I say“that’s unfair” and so advertise my one.It’s just good fun. You get the best out ofpeople when you are having fun. Atthese times fun is hard to come by, so itis great.

‘Too much fun has probably gone outof our industry over the years. I’ve beenin this industry from about four or fiveyears old – I can remember puttingbubble bath in the water feature atHarrogate and it overflowed and tookhours to sort out. There was a guess howmany coins competition, and of courseyou couldn’t see any as I’d got everysingle bubble bath from the hotel andput them in there. Those days havealmost gone – the characters in theindustry are slowly diminishing. It’simportant that we try to get that back,we need to have a bit more fun and tryto entice more people into our industry,because it is a good industry.’

Harris believes the decline in theflooring retail market may have bottomedoff, and after a flat year, sales will start torecover next autumn – two years aheadof the global economy. Strong growthwill continue until 2019 before anotherdownturn, he suggests.


Flooring profile

Martin Harris and his father, Lord Harris (far left)

believe fun is essential at work

Outside the business, Harris is aprofessional sailor and wants to completea circumnavigation of the world thewrong round (westwards). His previousattempt lasted 17 days before he had toreturn to the UK. Sailing also plays a partin Harris’s charitable efforts, supportingthe UKSA sailing club in Cowes, Isle ofWight, which teaches disabled people tosail.

‘Seeing a blind person helm a boat isone of the most fascinating things you’llever see, it’s humbling,’ he says.

‘I also do a lot with Great OrmondStreet Hospital that I’d like to continuewith. I’d like to get my children involvedas they get older. We do focus on charityas a family. My dad more than me butthat’s because he probably has a fewmore shekels in the till than I do. As afamily we work on the premise of about20% of what we make goes back intocharity in one form or another. If youinclude his time it’s a lot more than that.

‘I also sponsor the international wingat Great Ormond Street. People didn’treally want to sponsor it as you have to

pay to use it. But what people don’trealise is that all the children comingfrom Dubai etc pays for the research inthe rest of the hospital. We’ve just putthe new cancer scanning unit in. It’simportant to give back if you’ve madesomething. It’s so satisfying but I’m noteven close to the level of Lord Harris.’

As for the future of the chain, Harrissees most of the growth coming fromcontinental Europe, where it alreadyoperates in Holland, Belgium, Poland andGermany.

‘We’ve doubled our market share inEurope in very little time, with no extraspace. We’ve only put one person fromthe UK over to Europe, so the Europeanshave moved that business and changedit. The middle management proved tothemselves that they could do it. To methat is the satisfying thing, doing thingsthat people think are impossible andproving they are possible.’

UK growth will come from targetingmiddle class consumers (see InteriorsMonthly, August) and ‘a few more storestargeting market towns’.

‘You get the best out of people

when you arehaving fun’


23_IM_0908 19/8/08 16:11


New products

3

4

21

1 Kettle Containers’ CottageCream painted living roomcollection offers 18 pieces thatcan help bring light andwarmth into the home. It alsofeatures a hand-applied six-stagewax finish on planes andfeatures. Tel: 0845 6781 155.

2 Axminster Carpets has set itssights on a greener future and investedin the manufacturing facility producingAxfelt, its underlay made from carpet by-product. Having cut its own waste, the firm isbuying waste from other carpet producers touse in this growth area. Tel: 01297 630 650.

3 Following the trend for nature inspired carpets, CavalierCarpets’ Country Collection captures the popularity of Berberstyle carpets with a twist. Advanced manufacturing techniquesensure the range gives one of the most varied flecks available,preventing the striated appearance that sometimes occurs withthese styles. Tel: 01254 268 053.

4 Mohawk has introduced the US Karastan carpet brand tothe UK. French Check is available in eight colours, includingcoffee, yellow, red and tan check. Its colour palettes bring awarmth and diversity to homes seeking the finest in carpet.Tel: 01480 479 830.

5 Floorwise has expanded its Hyper underlay range to seven,covering 75kg, 100kg and 145kg per cu m. HyperActive, partof the the 100kg/cu m range retains more than 80% of itsbounce-back ability when tested under BS5808 while a similarcost rubber sponge retains 55%. Tel: 01509 673 974.

5

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New products

6 Goo is a silicone version of ModeProduct Design’s Placemat andCoaster set. Now with an even softertexture, the silicone provides theadded advantage of being heatresistant to high temperatures sothey can also be used as trivets forserving dishes or pans direct from theoven or stove. Tel: 02920 484 500.

7 CPW Furniture has introduceddovetail joints to the front and rear ofall drawers in its solid oak Wealdenliving room, dining and bedroomcollection. The 50-strong range is onethe company’s most popular with itscontemporary edge and Danish oilfinish. Tel: 01797 225 014.

8 Coolzone’s wine chiller range isideal for the smaller kitchen. It can bebuilt into small areas and frees upspace in an already overcrowdedfridge. They sport electronictemperature control with LED digital

temperature display. The slimlinemodel (pictured) has a reversibletempered glass door and can hold upto 14 bottles. Tel: 020 8829 6354.

9 Whitestone Weavers has extendedand re-coloured its Dalestone Twistrange to 20 colours with 13 moreshades and a new 55oz luxuryweight option. There are subtlecolours in grey, blue through togreen hues, alongside an improvedoffer of natural core colours. Tel: 01429 892 555.

10 Polyflor’s Polysafe Wood FX vinylin silver wood timber effect has beeninstalled at the Paper Moon nurseryin Nottingham. ‘It is ideal for ourfeeding, washing and wet playareas,’ says Natalie Smith, PaperMoon manager. ‘It is good to look at, easy to clean and best of allreduces the risk of our staff slippingand falling.’

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11 Kingstown’s 12-pieceMiddleton oak bedroomcollection has a classical designwith intricate detailing andincludes four wardrobes andseven chests of drawers. It is oneof seven new ranges featured inthe company’s latest brochure.Tel: 01482 701 173.

12 Creosa’s Cubes shelvingsystem uses 483-year-oldAustrian spruce taken from a rooftruss of a farmhouse, and asafety glass back wall. Tel: 00 43 699 1161 8022.

13 Charlotte Thomas’s Justynabedlinen combines luscious lilacand rich plum tones with classictrailing flower and stemembroidery, that is feminine but

not too girly. The luxury 180count quality poly/cottonPercale easy-care range is madewith polyester sham face toprovide the softness and feel ofsilk. Tel: 0845 365 1625.

14 Belle Maison’s console tablehas a chunky reclaimed oak topand the base is finished in aheavily distressed cream. Itmeasures 105cm x 35cm x 85cm.Tel: 0870 850 6207.

15 Inspired by Moldovan woollenrugs, Vivida’s Rose Rug useshand cut and sewn leather,making each rug unique.Designed by Svetlana Shellshear,it comes in different sizes andvariations of the design. Tel: 020 8977 8595.

New products

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29_IM_0908 19/8/08 16:16


Beds

IN-STORE MARKETINGMERCHANDISING MATTERSHow your displays look can have a major impact on how shoppers act

Spending on other areas of marketingand advertising is starting to fall but in-store marketing spend, worldwide, isincreasing. Intensifying efforts on in-store marketing and merchandisingwill help bring people in so that you cansecure their business.

‘Traditionally the creation of displaysand signs was viewed as a “below theline” tactic and sales expense that was tobe monitored and managed. In recentyears, the leading consumer packagedgoods brands have begun to recognisein-store marketing as a brand-buildingstrategy and a marketing investment tobe cultivated,’ says professor David Stec,The Centre of Lean BusinessManagement vice president.

Buying a bed or mattress is often adistress purchase. You are faced with aconsumer who feels uncomfortable thatthey don’t have the knowledge to makea confident purchase for something theyonly buy once every seven to 15 years.

They also feel slightly resentful that

they are purchasing something thatseems uninspiring – it’s not going to bein pride of place in the front room. It isin the private domain, the one door thatremains closed when visitors call.

They then feel overwhelmed. Lookingat a sea of cream beds, or naked bedframes, all in rows with little differential,apart from the occasional badge orconfusing terminology.

How is this relevant to the in-storemarketing approach? Only by trying tounderstand what a consumerexperiences when undergoing thepurchasing process can stores create anenvironment to encourage the sale.

Much research has been undertakento understand the consumer’s buyingprocess for a bed or mattress, but thebed industry generally does not respondwith its merchandising and marketing.

When looking at marketing consider:� Approaching the area as a consumer.Do you feel encouraged – even keen totry a bed in-store?

� Is the lighting abrasive and harsh?Good lighting pays dividends. Considera slightly softer approach.� What are the walls and ceilings like?You need warmth and brightness. Whilebedrooms should evoke calming andsoothing feelings with colours, paintinga department in mushroom or lilac willnot create a standout area. Considercomplementing brighter tones withhighlight or feature walls in apaper/textile.� Dress the products. A few keyproducts dressed beautifully withadditional bedroom furniture willconvert sales and encourage shoppers.Invest in the bedding – and iron it!� Create privacy. The consumer doesnot want to be on show – this is where the Tempur sleep cabins score.Soft voile panels can be dropped toseparate the area, create interest andinstall some privacy. � What are you telling theconsumer? How many different and

Lighting can create a soothing effect

Shee

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beds_p30_33_sep.qxp 20/8/08 15:55

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31_IM_0908 19/8/08 16:20

InternationalFurniture FairSingapore 200926th ASEAN Furniture Show

9 -12 March 2009Halls 3 - 9, Singapore Expo

Visit us at www.iffs.com.sg

Participating countries include:Australia • Belgium • Brazil • British Virgin Islands • Canada • China • Denmark • Egypt • FinlandFrance • Germany • Hong Kong • India • Indonesia • Ireland • Italy • Malaysia • Mexico • MyanmarThe Netherlands • New Zealand • The Philippines • Seychelles • Singapore • South Korea • SpainSri Lanka • Taiwan • Thailand • Turkey • United Kingdom • United States of America • Vietnam

Organised by:International Furniture Fair Singapore Pte Ltd 62 Sungei Kadut Loop, #04-19, International Furniture Centre, Singapore 729507Tel: (65) 6569 6988 • Fax: (65) 6569 9939 • Email: [email protected] • Website: www.iffs.com.sgIn

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32_IM_0908 19/8/08 16:21


Beds

conflicting messages are in the area?� Stand in one place and take in oneviewpoint – how many different piecesof POS and mixed messages can yousee? This sends a message of confusion. � Consider creating a simple guide forconsumers to lead them through yourproduct choices. This will make you anauthority on this and give you a realpoint of difference. List the productchoices side by side, so consumers cansee the options. Accentuate the higherprice points in terms of benefits – whatare the additional features?� Simplify this to include things you may take for granted but the consumerdoes not:

Bed sizes – display sizes by thedescriptions: single, double, king, etc

Assembly – what will they have to dowhen they get the product? Do youoffer installation? Sell this message.

Comfort Rating – keep it simple.Include a description of the feel of theproduct – how does it compare toothers in-store? Consider offering a starrating to help.

What is your bed USP? Why shouldthe consumer buy a bed from you?Ensure you communicate this clearly, forexample: ‘We’ve been creating a goodnight’s sleep for over 50 years’.

If it is a furniture store – where is thebedroom department? Does it look orfeel like an afterthought? If so, that maypenetrate to the consumer.

Try creating a beautifully designedbedroom ‘taster’ at the front of thestore?

Why should the consumer buy a bedfrom you? They are looking for yourexpertise! Who is your in-store expert?Can someone in store gain extra trainingfrom the bed/mattresses suppliers (mostof them offer this for free)? Could theythen wear an extra line on their name-badge or have a plaque on the wall as areference point? This will communicateto the consumer that you are seriousabout the bed business.

I am a strong believer in the fivesenses across all points in-store. This isused with great success outside of ourindustry. The consumers’ sightline isessential – but what can they feel, hear,smell and even taste.

Consider evoking the consumerssenses for little cost and good benefits –let them touch and feel the products. Asoothing scent in the area and suitablesoundtracks. And taste – well the worldis your oyster, be clever and fit with yourbrand – try serving hot chocolate orHorlicks as a novel twist on coffee.

There is a golden opportunity toimprove the way we sell beds andbedroom furniture within the UK. Whynot become a pioneer?

Kate Hardcastle is a multi-award winning marketer and consultant ofPassion Marketing

Training: Show me the resultsAfter more than three decadesselling carpets, furniture andkitchens, Andrew Adamson explainshow retailers could significantlyboost profits if sales staff wereprofessionally trained to sell ratherthan just take orders.

What is training? It is the sales adage:‘Tell me and I forget, show me and Iremember, involve me and Iunderstand.’ Training is selling ideas tothe listener.

I believe that salespeople aregenerally quite intelligent and havedeveloped ways that will produceenough sales to make a living andkeep their jobs, often by whatevermeans necessary.

The criteria that should be appliedto salespeople is twofold, theiraverage sale value (ASV) and theirconversion rates.

Average sale value, if not alreadyknown, can be calculated quite easily,the conversion rate is another matterentirely. Few in the furniture industryseem to realise just how vital thismeasurement is for a business. Doorcounters do not and cannot work,there are too many imponderablesand even if they were accurate theywill not indicate which salesperson isdoing what.

The conversion rate is the numberof approaches made divided by thenumber of sales, on a daily basis.There is no other way of calculatingthis figure. If a salesperson approaches20 prospects in the course of a dayand gets one sale, the conversion rateis 5%, if they take two orders 10%. Anorder is only an order when there ismoney in the till.

Salespeople will on average convertbetween 5%-10% of the people withwhom they come into contact; askilled professional will do somewhatbetter, 60%-70%. Such rates are theresult of selling to your customersneeds and making every effort toproduce satisfied customers.Turn to page 34 for satisfaction factors

Displays need to be dressed to encourage consumers

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beds_p30_33_sep.qxp 20/8/08 15:58


Carpet

PRESENTATION FIRM FOUNDATIONSHow products are displayed plays a huge role in generating sales as shoppers become ever more demanding

Displaying carpet samples with underlayunderneath is vital, according to RichardComboy, Bajong and McThree Carpetsgeneral sales manager.

‘If the shop stocks rolls, they can cut ametre off the roll and lay it on the floorin front of the display rack with a qualityunderlay and perhaps whipped aroundthe edges for a nice finishedpresentation,’ he says.

‘The end consumer often only gets tosee the carpet in a sample book or onthe roll, but when you think about it,the best position for any carpet is on thefloor, for them to walk on and see howluxurious it feels – it sounds obvious butnot many retailers actually do this.’

This presentation can also be donewith standard shop samples, and if thesamples aren’t large enough Comboysays retailers should ask for a largesample or free small cut.

‘Importantly this system can be usedto sell up – the shop can have a verycheap budget carpet on a low qualityunderlay as a comparison, which theconsumer will not like, that they can also

see at the same time. So long as thesalesperson has defined exactly theamount of money the consumer isprepared to spend then he can sell thecustomer up to the better quality andmore luxurious product.’

He stresses that the salesperson needsto know exactly what the customer isprepared to spend. ‘There are hundredsof leading questions any goodsalesperson should be able to use to findthis out, but too often they make thecustomer’s mind up for them and go forthe cheaper product because it’s theeasier sell. This costs our trade anabsolute fortune – more than a year’sworth of sales.

‘Another good point is not to discussand highlight per sqm prices but the endtotal prices. For example 20sqm of £10carpet is £200 and if the sales persontries to sells up to £15 per sqm thiscould sound expensive. If it is describedas costing £300 it doesn’t sound quite as bad. Around £300 for acompleted room is actually a goodand worthwhile investment.’

Retailers should not be afraid of selling better end products, says Lewis

Training: Satisfaction

The absolute goal of every salespersonmust be to create satisfied customers toensure they return to buy again. It isalways tempting to just take the order,in most cases to get a sale and makesome commission. This is unlikely tocreate a satisfied customer, regardlessof the quality of the product, whetherit costs £200 or £2,000, if the chairdoes not meet the needs of thecustomer they will be unhappy.

Selling is a skill and those skills needto be learnt. A salesperson needs toknow all the products available, thefeatures and benefits of those features.Without this knowledge nothing issold, someone buys. A salespersonneeds the skill of being able to find outenough about the prospect and theirneeds to match a product to thoseneeds. Then they need the skill ofmatching the benefits of the features tothe now known needs of the prospect,without ‘telling’ them what they needor boring them with irrelevantinformation. These skills are neither thebeginning nor the end of the salesprocess, simply part of it.

To perform these skills with aprospect takes time and when usedprofessionally will generate a hugeamount of business of higher value.

Selling has nothing to do with‘closing the deal’ or overcomingobjections. A professional presentationof a product that suits the prospect’sneeds virtually guarantees a sale: therewill be no objections to overcome andno need to ‘close the deal’, just writethe order.

Salespeople have always beenjudged by their production: the best isthe one who produces the highestvolume of business. As Noel Edmondssays ‘Deal or No deal?’ This isconventional thinking, but by thinkingoutside the box and examining howthe sales were made, more businesscan perhaps be gained. Ask yourself: � How are those sales made?� How many sales are not made?� What is the average sale value?� What products are being ‘sold’?Turn to page 39 for questions

Vic

toria

Car

pets

carpet_p34_39_sep.qxp 19/8/08 15:45

t o l l g a t e

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What makes it different ……. an integrated DVDmonitor that catches the attention of the passing

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To see a demonstration of the new stand,visit us at the National Floor Show, Hall A, Stand A8

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80% Pure new Wool, 10% PES Kingloc, 10% PP

Available in three qualities

4 m & 5 m wide

Kingsmead CarpetsRelay Park, Relay DriveTamworth, B77 5PR UKTelephone: +44 1827 831424Fax: +44 1827 831425E-Mail: [email protected] Site: http://www.kingsmeadcarpets.co.uk

NATIONAL FLOOR SHOW STAND C16

TRIPLE TWISTzonderWitA4.indd 1 24/7/08 11:06:50

38_IM_0908 19/8/08 17:02

According to Shaun Lewis, VictoriaCarpets sales and marketing director,retailers should try to sell better qualityproducts so shoppers get more value.

‘The golden rule is simple, you getwhat you pay for. There is a reason whyour twists for example are the price theyare, we use the best raw materials thatare available. You can buy 30oz–40oztwists for less than a fiver but would you!

‘I believe consumers go to theirindependent retailers for advice on whatto buy. They shouldnot be scared ofselling the betterend productsbecause that willgive the consumervalue for money,and they will comeback.

‘Most retail storeslook like a tip, ifonly they would spend money on themthey would generate more business, butthat costs money and getting some ofthem to part with it is like finding gold.Consumers are getting more fussy andlike shopping in nice stores. The carpetindustry needs to understand that we arenow in the 21st century,’ he says.

Retailers should also make use of


Carpet

Retailers need to adopt a lifestyle look

Training: Ask questions

Most sales do not involve selling, theprospect buys, generally based onthem liking a product enough to buyit, so in fact they buy blind. Why?Most salespeople convert less than10% of their prospects, consequently90% of these prospects, or 9 out of10, do not buy. Why? The average salevalue (ASV) is generally fairly low.Why? Are the products sold mainlyoffers and promotional products?Why? It does not really matter whatthe product is, beds, cabinet,upholstery, carpets, or kitchens, thesame applies. Does everyone wantcheap? Is there something happeningto the buying public that makes thembuy cheap, or is the problem rooted inthe sales process itself, or in the mindsof salespeople and managers.Turn to page 44 for some answers

manufacturers’ product photography foradvertisements.

‘With a slowing housing market,people are less likely to up sticks andmove, looking to stay put in their homesfor longer. Therefore, investment in theirinteriors is likely to be viewed more as along-term solution and not a short-termfix, and carpets are no exception,’ saysRichard Lawrence, Axminster CarpetsGroup marketing manager.

‘When it comes to quality, consumersare willing to acceptthat it costs a littlemore and providingsalesmen on theshopfloor cancommunicate thisaccurately and in aknowledgeable andpositive manner.Retailers will reap thebenefits with

improved profit margins from highergrade products. This expertise on theshopfloor should be further supported byfuelling imagination through attractiveand inspirational POS.’

Where the differences in quality are notimmediately obvious to consumers, therole of the sales staff is vital. ‘It is thesalesman’s role to communicate that aninvestment at this stage will pay laterdown the line,’ he says.

Russell Clarke, Cavalier Carpetsmarketing manager maintains: ‘Selling a lifestyle is by far the easiest way ofbringing something extra to the table in these difficult times, helping retailers to encourage consumers to buy into their dreams and fulfil the aspirations fortheir home.

‘Homeowners are looking forsomething more than the staid displaysoffered by many manufacturers. Theyneed something that tells them thecarpet they are considering is one thatfits in with their lifestyle and makes astatement about who they are.’

Clarke says retailers looking to makethe most of sales need every assistanceto make carpet a desirable purchase andfinding ways of turning it into such. Ofcourse, manufacturers can help in theway they produce in-store marketing,driving a cleaner, simpler approach thatdraws attention to the carpet.

‘Consumers are now far moreknowledgeable about carpet and interiordesign in general and this needs to bereflected in-store. Rather than just aswathe of numerous colours, buddinginterior designers want to see howcolours and textures can work togetherwithin a space, how they can create acontemporary feel, or how the can usecarpet to achieve a traditional ambience,’he says.

‘By working closely with manufacturersand adopting innovative marketingmaterials, retailers can assist in this. Evensmall propped spaces, for examplefeaturing a contemporary lamp table thatshow carpet working within a space, canallow retailers to show just how colourand texture can be used creatively. Ofcourse, lifestyle photography can alsohave a similar effect and using it instrategic locations in-store can achievethe same goal, if a little more diluted.

‘Efforts, such as our new POS, to makecarpet a desirable, lifestyle-enhancingcommodity, rather than a mundanechoice of beige based solely on a budgetwill make all the difference. With littlesigns of immediate recovery in the retailsector, retailers should be thinking aboutthis sooner rather than later.’

Cav

alie

r C

arpe

ts

‘They make thecustomer’s mind upfor them and go forthe cheaper product

because it’s theeasier sell’

carpet_p34_39_sep.qxp 19/8/08 15:46


Audio visual

FEMALE FRIENDLYCLEAR CHOICESKeeping living rooms neat and tidy is vital when selling audio visual furniture, and getting female approval

Thanks to the tabloid press we’ve allheard of WAGs. But do you know whatWAF stands for? Maybe not. But youand your sales team should as it’s a keyfactor in selling audio visual furnitureand accessories.

Petr Faitl, Alphason Designs productmanager says it stands for: ‘Wifeacceptance factor. In an object, especiallyan electronic device, that normallyappeals only to men, the qualities orfeatures added to or modified in theobject to make it acceptable to women.

‘In these sensitive times, gendergeneralising is a hazardous game that’susually played only by fools and rabble-rousers. I hesitate to speculate which ofthese groups the coiner of WAF is a

member of, but it’s clear the point is that men are generally more interested in high-end electronicgadgetry than women.

‘Further, this obsession with fancydigital gadgets works well as long as aman lives on his own. However, oncehe’s married or otherwise sharing living quarters with a significant female other, electronic emblems ofsinglehood such as refrigerator-sizedspeakers and wall-covering home theatresystems are doomed.

‘Why? Because (so the theory goes)most women don’t want to live in ahome dominated by over-the-topelectronica. Their preferences runmore towards things that are

Shoppers want tidy AV set-ups

Golden rules� Display TVs on a support instead ofa shop fitment – they are more likely tobe viewed as a package. � Point out cable managementfeatures to female customers. � The three golden rules of sellinghome entertainment furniture are:keep it priced, keep it clean and keep it stocked. � Point out special features such as:toughened safety glass shelves, cable covers; pivot plasma arm toensure correct viewing height and‘football’ castors to facilitate movingstand around.

Bang

& O

lufs

en

AV_p40_44_sep.qxp 19/8/08 21:13

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attractive, understated, and easy-to-use,and it’s these characteristics that givedevices a high score on the WAF scale.

‘In selling to a couple it’s crucial totake account of this very importantfactor and play your strong cards.

Audio visual furniture, can score lots ofbrownie points on the WAF scale if it hasgood cable management. Women wantcables to be completely out of sight.After all who wants their living room tolook like SpaghettiJunction?

‘You just can’t do toomuch on the cablemanagement side. It’sone of the first things awoman will ask aboutwhen you start talkingabout AV furniture,’reckons Faitl.

The Apex universalsupport for Plasma andLCD screens the cablemanagement facility that is incorporatedinto the rear of the central support. Itoffers sufficient space to conceal cablesfrom the screen and associated AVequipment plus there’s room for a four-way extension lead.

Safety is another feature that scoreshigh on the WAF scale, especially inhomes with young families. If the TVsupport’s glass shelves conform to thehighest standards of BS6206A and BS

EN12150-1, as all Alphason furnituredoes, make a point of informing thefemale customer, says Faitl.

‘In fact go on to explain that BS6206Arefers to the fact that if, in the unlikelycase of breakage, the glass will shatterinto hundreds of dull edged piecesunlikely to pose any threat to safety.Recent legislation in European SafetyStandards insists that the standard ofglass is etched into the glass together

with the date and themanufacturer’s name.At Alphason, weadopted this practicethe minute this newstandard wasrecommended.’

Child friendly featuresalso have high WAFappeal. Safety wasparamount in thedesign of thebestselling Ambri

cabinet’s door. Special attention wasgiven to the opening mechanism tomake it more child friendly and ensure itoperates with a smooth action, openingand closing gradually, not descendingwith impact.

As Faitl says: ‘Feedback from ourcustomer base tells us that this goesdown very well especially with mums. Sodon’t underestimate the power of WAFin your shop.’


Audio visual

Caption

Training: Thinking hats

We’ve asked the questions, so examinesome answers using lateral thinking.1 If a salesperson knows enough abouta prospect’s needs, and the featuresand benefits of the products, they canmatch the product to the needs andactually sell their products instead ofjust taking orders.2 Conversion rates – I have quoted10%, but I suspect this figure could bea good deal lower. What causes this? Isit the salesperson’s inability to matchneeds and product, a lack of productknowledge, or a combination of both?3 The ASV will automatically increase ifa prospect is shown how owning aproduct that suits their needs willbenefit them.4 Not everyone wants to buy cheap.Most people cannot make an informedbuying decision because they knowlittle about the products, so they buybased on their liking of something.5 Imagine what would happen if eachsalesperson converts just 1% more oftheir prospects and increased their ASVby 10%. Turnover will rise by 21% andmost of the gross profit generated bythe increased sales will convertinstantly to net profit because apartfrom a little extra paperwork andcommission, there are no added costs.

This can be achieved by training. Askyourself how much you spend ontraining and where that money cancome from without increasedspending? It could come from cuttingyour advertising budget, but ifadvertising gets more prospects intoyour store and 90% do not buy, who isresponsible? Not the Press or radiostations as they helped raise footfall.6 The way a salesperson thinks directlyinfluences the outcome of any salescontact: ‘If you think you can or youthink you can’t, you’re right,’ is oftenquoted, but rarely understood. If asalesperson thinks people are justlooking, they will. If they think it is toohot/cold/wet to buy, they will not. Thatis the salespersons’ thinking. Theprospect wants to buy and be givenenough reasons to do so.Turn to page 46 to get converted

Keeping products in stock is key

Alp

haso

n D

esig

ns

‘Women wantcables to be outof sight… who

wants their livingroom to look like

SpaghettiJunction?’

AV_p40_44_sep.qxp 19/8/08 21:14

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Bedroom

STRATEGY COUNTSROOMSETS RULEDisplaying sufficient pieces is key to generate sales, along with lots of product information

As consumers tighten their purse stringsand the housing market slows down,furniture retailers must be more strategicthan ever when it comes to sales andmarketing, according to Sean Frost-Palmer, Kingstown Furniture nationalsales manager.

‘A few simple activities can really makea difference to sales figures. The fourareas that retailers should focus uponare display, price, staff training andadvertising. In-store displays, if puttogether correctly, can grab theconsumer’s attention and generateinterest in an instant,’ he says.

Frost-Palmer recommends that at leastfour pieces should be included in aroomset. For larger ranges, such as itsflagship Signature collection, he suggestssix to eight pieces be used, to illustratethe many different products that areavailable.

‘The following items set out in aroomset should attract good sales:three-door/six-drawer combi, three andtwo-drawer chest, a bed, two three-drawer narrow chests, a standard height

two or four-door wardrobe, a dressingtable, stool and a mirror.

Price is a key issue for consumers atthe moment, and retailers shouldapproach this carefully. Frost-Palmer saysthat if retailers offer a keen price on oneor two items in a range, the customer ismore likely to be enticed.

Good POS items will also help,including ‘silent salesmen’ featuring theother items in the range. POS displaysshould be accompanied by plenty ofbrochures as retailers should offer asmuch information as possible to helpcustomers make an informed decision.

‘Sales staff should be fully trained onevery range in the store – because aconfident, helpful and knowledgeablesalesperson is sometimes just enough tomake up the customer’s mind,’ he says.

‘Advertising budgets may not be largeat the moment however, effectiveadvertising is invaluable and worthinvestment. For maximum impact, weadvise retailers to use high qualityimages to capture their customers’imaginations. Money off vouchers for

Training: More conversions

Increase the conversion rate of everysalesperson and increase the ASV –this obviously will boost gross profit.

If a customer shows an interest in asofa for around £599, mostsalespeople will write the orderwithout asking any questions. If theyask what that customer has now andlistens to the answer, this may wellindicate that they would be preparedto spend more than £599 becausethey already own a quality sofa.

The £599 sofa will generate a grossprofit of around £200-£250, howeverif the salesperson demonstrates a sofawhich may look similar, yet costs£1,299, and shows the customer thebenefits of owning the more expensivesofa – better fillings, higher quality,longer life etc – and sells it, the profitleaps to £450 or more.

Should £1,299 prove too rich, thesalesperson can demonstrate a £999or an £899 product all of which wouldbe better than the £599 both for thecustomer and the retailer.

What effect would this have on yourprofits if your salespeople did thisevery time they spoke with a prospect,10 times a day, five days a week, 48weeks a year…Turn to page 48 for footfall myths

redemption in-store also work well andcan be great for increasing footfallthrough the store.

‘A little effort can go a long way. Ifretailers make the most of their in-storespace, train and motivate their staff, andimplement attractive pricing strategieswhich can be backed up with carefullyplaced advertising – sales should bemaintained or even increased.’

Roomsets, such as Kingstown’s Signature, grab customers’ attention

AK bedroom_p46_sep.qxp 20/8/08 10:56

boudoircollection

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Natural flooring

INDIVIDUALITYSAMPLE LIFEUse a bright window display to draw shoppers in and then allow them to create their own rug

Consumers looking for the ultimate wayto express their personal taste andpersonality can design their own rugwith encouragement from retailers.

Inga Morris, Crucial Trading marketingmanager, suggests having a PC in-storeto allow shoppers to create their designonline. Once they have finished, retailerscan use the border samples that comewith Crucial’s display stands and samplebooks to show them what the rug willreally look and feel like.

‘With homeowners opting to remainat their current properties rather than

moving house, the time is ripe to inspirethem to redecorate and make theirhouse a home. With less emphasis ondecorating to sell, consumers are startingto explore new and different ways toexpress themselves through homedecoration,’ she says.

‘The discerning consumer wants tocreate rooms that stand out from thecrowd. With natural floorcoverings andrugs, the two most obvious ways tocreate difference is through colour andtexture. Crucial’s range of naturalfloorcoverings offers a wealth of

Use bright designs, such as Audrey Sunrise, in window displays

Training: Footfall

The need for high footfall is anothermyth. If the salesperson engages inconversation with a prospectivecustomer, finds the needs anddemonstrates how the benefits of theproduct suit those needs, the chancesof selling are high. If this process takesan hour then how many opportunitieswould the salesperson need in a day?

There are a number of stages to gothrough from the initial approach toseeing the customer to the door:� greeting � establishing rapport � questions � selection � demonstration � write order � confirm order � next sale. Following these in order will gainmore sales.

The absolute goal of the salespersonand company must be to change aprospective customer into a satisfiedcustomer, because satisfied customerscome back and are easier to sell tobecause they trust your company andyour salespeople.

A competent salesperson knowshow to explain the benefits of afeature in relation to the prospect’sneeds. If they are replacing their sofabecause the seats have collapsed andthe salesperson demonstrates adurable sofa with cold formed foamseat cushions supported on heavyduty springs anchored to hardwoodbracers with back cushions filled withlong life fibre, it enhances the chanceof a sale. The prospect will feelconfident it will better suit their needsthan an alternative about which theyknow nothing.

It is the job of a salesperson to turna prospect into a satisfied customer,not just ‘take an order’ for the verysimple reason that satisfied customersreturn and buy again and again.Satisfied customers recommend yourstore to their friends. Dissatisfiedcustomers do not return and do notrecommend their friends, ever.Turn to page 50 for repeat business

natural_p48_50_sept.qxp 20/8/08 12:53

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textures and colours designed to give aroom the wow factor. National interiorsmagazines such as Homes and Gardens,Ideal Home, The World of Interiors andLiving etc regularly feature Crucial Trading in their feature spreads, soconsumers can be reassured that theirchosen floorcovering has a designerstamp of approval.

‘If consumers are undecided aboutwhich product to purchase, retailers canrequest samples to be sent to their home.Seeing how the floorcovering looks innatural light at home could be the finaltouch which secures an order.’

Morris says another proven way ofdrawing interest to a store is by creatingbright and impactful window displaysand changing them regularly. ‘Choosebright colours which will stand out as thenights draw in.’ She says Crucial’s AudreySunrise ‘is a proven show-stopper andlooks fantastic in a window display, andthe Mississippi range, such as Burgundy/Blue or Black/Silver can also be used togreat effect.’


Natural flooring

Caption

Use manufacturers’ images in advertising

Make sure displays have impact

Training: Emotional signals

Selling is emotional, not logical; acompetent salesperson uses emotionalwords and involves the prospects’emotions. Prospects never buyfeatures, they buy the benefits ofthose features that match as closely aspossible their needs and that addvalue to the product.

A competent salesperson never tellsa prospect anything, they askquestions. Take a fabulous leatherswivel recliner chair: ‘This chair willsupport your whole body, neck, backand legs. The experts tell us that beingproperly supported from the neck,through the shoulders, back, thighsand feet, our blood circulationimproves and we are able to totallyrelax, is that how you feel?’ Generallythe prospect accepts such a statementand will agree.

Repeat trade is the lifeblood of anycompany and it is not only the best,but the cheapest way to grow. Howmany salespeople ever ask for morebusiness at the end of a sale?

Most are happy to have got the sale(and some commission) so move on tothe next prospect. Why not reinforcethe sale by saying ‘Mr and Mrs Smith,thank you for your order, I am sureyou will be happy with your new sofa,however nothing man-made isperfect, so in the very unlikely eventyou have a problem, no matter howsmall, please come back to me, and I’llbe more than happy to help.’ And ‘Mr and Mrs Smith, the sofa you havejust bought was the number one onyour wish-list, so please tell me whatyour new number one is?’

Often this will be a new bed orcarpet, so if your company sells these,take them to that department. And offyou go again, questions, selectionsdemonstration and another sale. Notevery time, but often enough to makethe effort worthwhile and thesalesperson has sown the seed whichwill germinate in time and bring thecustomer back to buy again.

Andrew Adamson is a partner in Trinity Retail

Retailers should also usemanufacturers’ brochure imagesalongside the rugs in the window‘There’s nothing more enticing andinspiring than showing how thefloorcovering looks when it’s in situ,’ she says.

The same images can also be used inlocal and regional Press advertisements.‘Advertising is a great way of triggeringhomeowners to think about redecorating– especially with the all-importantChristmas entertaining season coming.

‘Stockists can use images from the newbrochure to bring their advertising to life.Retailers can choose from modern,traditional or country images, dependingon the type of consumers in their areaand what they feel would be mostappealing to them.

Morris says retailers may even be ableto get a good deal with newspapers andmagazines as there is less demand foradvertising space due to the economicconditions, but it is important to get thecontent right.

‘When it comes to designing anadvertisement, it is often more effectiveto have one attention-grabbing imagerather than lots of little images,’ she says.‘Although it’s tempting to try to getacross the huge range of products onoffer, inspiring consumers to redecorate ismore likely if they are shown a gorgeousroom that they would love to live in.’

natural_p48_50_sept.qxp 20/8/08 14:11

A Shop full of customers,the till ringing and actuallybetter than expectedmargins...

Claire Sullivan,Pounce Furnishers, Gravesend3 February 2008”

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Upholstery

MAKE A STATEMENT EVENT TIMEMake sure sofas are displayed to their full potential, remember accessories and generate extra business with a sale

Selling upholstery requires retailers toput some effort into it. This might seemobvious, but some stores do not alwaysmake the best of displaying the productto its best advantage.

‘The majority of the furniture thatwe’ve had success with over the pastfew years has been particularlydecorative, with a fairly powerfulaesthetic. The retailers who have hadthe most success with it have been theones who’ve spent time creating tailored

roomsets around the furniture, proppingappropriately and, very importantly,lighting it effectively,’ says Simon Tyler,Michael Tyler director.

‘The latter cannot be overstated,especially when the sofas are covered inhigh quality fabrics. We use a lot ofvelvets, golds, metallic yarns, etc andthey need to be lit correctly to look theirbest. The best lighting tends to follow apattern of low ambient light withdirectional spot lighting. It’s not rocket

science, but considering the kind ofdrama that thoughtfully consideredlighting can achieve I do wonder whymore retailers don’t try a bit harder.’

Tyler says position in the shop is alsoimportant. ‘If you want to sell statementfurniture then it should go in aprominent position. If it’s tucked away ina corner upstairs then there’s nostatement. People after a bargain willmore than likely scour the shop lookingfor cheap deals, but the customer

Lighting is vital says Simon Tyler

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who is looking for something to impresstheir friends is going to turn around andwalk out if they don’t immediately seewhat they’re looking for.

‘If there are less people coming inyour shop then you need to catch theattention of the people who do, both interms of product and staff attentiveness.

‘As far as the latter is concerned, Iwent into a shop last week and spentabout five minutes wandering around,before walking out and continuing onmy way. In that time, and despite beingthe only customer in the shop in a timeof consumer purse-tightening, no-oneappeared to see whether I actuallywanted to buy anything at all, despitethe door making a very loud beep whenI first walked in. Assuming they weren’tall simultaneously suffering some bout offood poisoning, it was a great exampleof how not to sell furniture,’ says Tyler.

He reckons that now is the time to trynew stock. ‘The most inspirationalretailers I’ve dealt with recently are thekind of people who look at the currentconditions as a challenge, rather than anexcuse to hide under the duvet untilbusiness picks up again. Those retailersare the ones who’ve also ordered mostnew stock recently, and I think theconnection is obvious.’

Coming backGetting customers to return to the storeis vital, and even better if they returneven when they are not thinking ofbuying furniture, giving the opportunityto show off new products and offerswhile building the relationship.

According to Neil Gent, Pro-techsdirector, leather upholstery cleaning isone way of generating these increasedvisits.

However he warns that while selling abottle cleaning kit may generate an extrasale, it will not result in repeat visits. Hesays only 20% of shoppers will use thekit, and only one would use it a secondtime faced with a dried out sponge andcloths from the kit.

‘In contrast, how many consumers willtake home their easy to use cloth kits,tear open the cleaner foil and wipedown the sofa, wait for it to dry and tear open a protection cream cloth and simply wipe over the surface

of the leather?’ he questions. Gent estimates nine out of 10

shoppers would use the disposablecloths and all of would repeat theprocess when needed, buying newcloths and so generating repeat businessand visitors for retailers.

Successful sales ‘Many retailers have been asking,whether or not they should hold a salesevent given the current sales downturn,’says Bernard Eaton, Greenwood Retailmd. The truth is that our sales

events are not only working well in the current climate, actually, they seem to be working better than ever.Although generally speaking, peoplehave slowed their spending, they havenot stopped needing things and perhapseven more importantly, they absolutelyhave not stopped wanting things… andwant or desire, is a very powerfulemotion indeed.

‘The world does not stop because of afew fiscal ups and downs, it merelystutters a little. You might have read thatDomino’s Pizza and McDonald’s are alsowell up on trade after having had atough few years – proof that people willstill pay to have food cooked for them,

they are just spending less going totakeaways rather than restaurants.

‘This time last year, many of us wouldhave claimed that paying the extra threequid for the premium brand Chablis waswell worth it. This year we are buyingChilean Sauvignon Blanc and saying it’sjust as good.

Eaton points out that: ‘People are stillwilling and able to buy big ticket itemssuch as furniture too. The seven salesevents we have running [in August] arenot only performing on target, the salesare towards the higher end of our targetprojections.

‘The answer is simple: the best way totempt someone to come and buysomething from you is to offer them agood deal on price. Price, I hear you exclaim. Surely it’s all about choice, quality, value and service! Well,yes it is … but only as long as the priceis right too.’

Eaton has some rules for a successfulsales promotion.� Do not repeat unproductiveadvertising. If it’s not working stopthrowing good money away until youare sure what you are doing is working.� Make your advertising newsworthy. Asuccessful sales event is based around astory or event relating to your business.It should be newsworthy and put in apositive light. The word ‘event’ is keyhere. A sales event should be just that…an event! It should be marketed toconsumers in the same way as a party ora celebration is made known to friendsand relatives. The advertising for a salesevent should read like an invitation to agreat party and the reader should wantto be there after reading the advert.� The sale must be genuine. Keep aneye on legal and ethical responsibilities.Never overstep trading law and never doanything that would damage yourreputation. There is no point in having abig sale if you are going to pay for it inother ways. If you try any funnybusiness with false discounts etc, yourcustomer will sense it and leave and thesales will decline along with yourreputation.� Get the marketing right. For saleevents, direct response advertising is the way to go. You will want tobuild your brand at times, but a


Upholstery

Create extra demand

‘People have notstopped wanting

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55_IM_0908 22/8/08 09:37


Upholstery

Have a dedicated cashier

sales event is not that time. Use the AIDA formula for your

advertisements: Attention: Grab thereaders’ attention with an attractiveheadline; Interest: Get them interested inthe product or service by advocating it’sbenefits. Desire: Make them desire theproduct or service with a tempting offerand Action: Call the prospect to actionwith a deadline.� Don’t run a sale for too long. This is acommon mistake, but even worse is torun a sale indefinitely. It is a seriousmistake to have permanent sale signs ondisplay. The perpetual Closing Down Saleis not a good idea. As well as ruiningyour reputation, it will attract the interestof local Trading Standards officers. Thismalpractice is now a criminal offenceunder the Consumer ProtectionRegulations 2008 that came into force in May. � A well-planned sale will be busiestduring the first and final weeks with themiddle period being relatively quiet,although reasonably brisk. In the slowerseasons ie spring and summer forfurnishers, it is better to use shorterdurations of two or three weeks for ageneral promotional sale. Four and fiveweek durations are better when themarket is already highly active such as inautumn and January.

It is usually possible to sustain businessdisposal events such as Closing Down

Sales for longer than promotionalthemes. But even a closing down salewill quickly run out of steam unless it isvery carefully planned and staged. � Include high margin repeatableproduct. To maximise a sales event notonly do want plenty of eager customersin the store, but enough of the rightproduct to sell. Carry out a stock survey

early on in the planning to ensure therewill be sufficient amounts of attractivemerchandise available.

At the very least you’ll want to have allof your bestselling products available ondisplay, with current swatches, ifappropriate. Also, find out if yoursuppliers have any promotional productsthat will complement your collections.Suppliers may also be willing to grant afurther discount during the sale in returnfor promoting high volume sales. This isan obvious way of maintaining profit

margins. Also, don’t overlook theopportunity to sell add-on purchasessuch as occasional pieces, accessories andwarranties.� Plan and run organised sales meetings. It’s all very well puttingtogether a great marketing plan to bringin the crowds, but you must take stepsto ensure these prospects are convertedinto sales. Sales meetings must be heldregularly – especially before and duringthe launch days to make sure everyoneinvolved knows what they must do tokeep the sale running smoothly andmaximise sales.

The event manager or store managershould draw up a list of strategies tomaximise sales efficiency that shouldinclude: a sales training meeting whichencourages the sales team to close thedeal today.

Have a dedicated cashier to handle thepayment and paperwork leaving the salesteam free to sell. Organise extra helpwith door security, administration,wrapping, loading, telephones, etc. Keepthe delivery diary free for the first fewdays so the delivery team canconcentrate on rotating floor stock.

It is also crucial that everyone involvedsupports the event whether staff ortemporary help. Anyone who is overtlynegative about the event will attempt toinfluence colleagues which can have asurprisingly detrimental effect on sales. � Stick to your marketing budget. Mostlarge and successful retailers target theiradvertising budgets between 3% to 9%of turnover. Taking an average of 6%,you need to spend around £6,000 togenerate every £100,000 in net sales.� Measuring your marketing is vital. Toanalyse a marketing event the least youneed to know is: How the customerknew about the event; the value of theactual sales generated by the marketing;the profit gained from those sales andthe cost of the marketing.

Eaton says: ‘Done properly, a salesevent can generate you extra sales andprofit, increase long-term sales as a resultof the extra marketing, help you identifywhich products are working and whicharen’t (and help clear them) and createsome fun. The buzz of a great salesevent lifts the morale of everyoneinvolved. It’s infectious.’

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57_IM_0908 19/8/08 17:17


Laminate

SMOOTH TALKINGKNOW YOUR STUFFHaving a properly trained sales team is vital when products are so visually similar

If ever there was a product thatdemanded sales staff to be clued up onits benefits, it is laminate flooring.

With the average shopper unable totell the difference between commodityproducts and top-end ranges, it is vitalthat sales staff can highlight thedifferences and the reasons for thehigher prices.

Take for example, a BBC visit toHomebase, showing how not to do it.

The salesman was asked about thedifferences between the cheapest andthe most expensive brands.

‘It’s the quality,’ he replied, studyingthe flooring in front of him as if he hadnever seen it before. ‘One of them isMDF and the other is chipboard.Chipboard is cheaper.’

When asked if the laminate could beused in a kitchen or bathroom, theanswer was a categorical no. ‘I don’tknow if laminates for kitchens andbathrooms exist. I haven’t looked into it, but we definitely don’t sell themhere,’ he said, advising that ‘a specialist

floor shop or John Lewis’ would be thebetter option.

The salesman admitted he had had notraining on the product. In contrast, acolleague instantly pointed to a rangesaying it had been ‘specifically designedto be used in bathrooms’.

The knowledgeFor Pergo, product knowledge is vital.‘Customers expect knowledgeable sales staff, especially at smaller retailers,and will return again and again if they feel they meet these criteria,’ saysthe company.

‘Sales staff should have a goodtechnical knowledge of the products aswell as expertise to provide advice onselecting the right products and designsfor specific locations.

‘Don’t be afraid to display laminateflooring away from other flooringproducts, especially if space is at apremium. It is important to helpcustomers visualise the product in theirhomes, increasing sales and ensuringproduct satisfaction.’

Franky Terrijn, Balterio marketingmanager has five golden rules forincreasing sales. 1 Product knowledge is essential.Consumers like to feel that the retailer isahead of things.2 Know your customer by askingquestions and listening to determinewhat they really want. 3 Create a warm and cosy environmentfor your customer.4 Make sure the products are displayedin an attractive and clean way. 5 Light is also important: a dark storewill sell less product than a well lit store.

For Richard Bailey, Floorwise md, it isimportant to have an offer that allowsthe consumer to trade up.

Its Grand Prix collection comprises

three ranges, Easyclick, Easyclick VGroove and Platinum, with differingproduct features. Available in 7mm and8mm thicknesses, the Easyclick rangesshare the same locking system andfinishes but with V grooves on all foursides of the plank in the latter. Platinumis a 12mm plank.

‘The Grand Prix collection has beendeveloped to offer retailers a highlycompetitive range of products that meetthe expectations of consumers walkinginto independent retailers,’ says Bailey.

‘Each improvement in the laminate isclearly represented, making it easy forconsumers to identify what extrainvestment will bring them. For example,the 8mm laminates are differentiatedfrom the 7mm laminates by the way of agreen core that also has improvedmoisture resistance. This helps retailersto secure valuable up-sales and alsoprovides different entry points to meetwith budget requirements.’

Grand Prix is easy to identify

Salesmen should know how laminates differ

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59_IM_0908 20/8/08 09:17


Stone

COMMITMENTSTAFF ARE KEYHaving a large enough, well-trained enthusiastic sales team is vital when selling stone flooring

Selling a stone floor takestime and commitment.Unlike many other floorcoverings that are fashionled or have a shorter life-span, a stone floor is, inmost cases, for life,according to Joss Thomas,Indigenous director.

‘When someone ispassionate about their job itreally comes across, sochoosing sales staff with akeen interest in interiordesign and natural productswill pay dividends. Training isalso key: a sales team shouldbe knowledgeable regardingproduct ranges, benefits andinstallation, as well as thelatest trends and newinnovations,’ he says.

‘Alongside good productand mathematical skills,good visualisation skills canalso be incredibly valuable.Not everyone has thecapacity to think outside ofthe box and customers willalso remember someone whoprovided a fresh approach ora practical or creative solution to a trickyinstallation dilemma.

Having a large enough team to dealwith all enquiries is essential. Staff willoften be engaged in lengthy discussionsand a customer who needs help and hasto wait will, very often, take theirbusiness elsewhere.

While sales staff are keen to achievethe best deal possible, an open mindedand flexible approach is also vital stressesThomas. ‘Natural flooring isn’t withoutits problems and it is vital that the rightproduct is specified for the rightinstallation, even if this means steering a

customer towards a less expensiveproduct.

‘Due to the longevity of stoneflooring, customers must be aware ofany potential pitfalls in years to comeand of maintenance issues. This meanscustomers need to be fully briefed on aproduct’s performance and appearance,to avoid problems once delivery hastaken place or a floor lived on for a fewyears. For example, some tiles will varydramatically in tone, while a naturallypitted material may need to be refilled.Also, a product’s individualcharacteristics, like crystal lines in pale

limestone, must be fullyexplained, so that theyare not later perceived tobe a flaw. By ensuringthat your sales teameducate consumers fullyfrom the off, you will beavoiding problems lateron and ensuringcustomer satisfaction.’

He says size matters forshowrooms and it isworth investing in extrasquare footage as it’shard to appreciate aflooring product from asmall sample – customerslike to see large areas ofstone.

‘Try to avoidovercrowding a spacewith lots of differentproducts and stick tolarge expanses of yourmost popular products;consider displaying othertiles on large sampleboards instead. Lighting isimportant too and acareful balance needs tobe achieved between

display light, which retailers often use inabundance, and natural lighting whichcustomers tend to prefer. Also,remember that while some materialslook good in harsh lights, others oftenend up looking flawed.

‘As well as layout and lighting,creating an overall ambient atmosphereis also important – a happy, comfortablecustomer is more likely to make thepurchase! Small things can make a bigdifference – clear labelling, readilyavailable information that’s ready to takeaway and warm, helpful staff that areattentive, without being pushy.’

Selling stone flooring takes time and commitment

stone_p60_sep.qxp 19/8/08 21:20

61_IM_0908 19/8/08 17:05


Underlay

QUALITY RULESCOMFORT WINSRetailers need to actively promote to consumers theadvantages of replacing underlay when they buy carpet

In the current economic climate retailersare looking to boost profits even thoughconsumers have less to spend.

Lifting underlay sales is one way to go.Underlay has been a behind the counterproduct for many carpet retailers, butnow is the time to promote it with in-store displays detailing its benefits.

Steve Woodhead, Interfloor marketingdirector says now ‘is the time for retailers to be positive, with underlay and accessories providing the retailer with a significant opportunity to improveprofits.’

He suggests there are five main areaswhere retailers can act:

Increasing the conversion rate Most consumers don’t buy a newunderlay with their new carpet, mostlybecause the benefits of underlay weren’tfully explained to them.

‘If you sell 50% of your carpet with anew underlay but improve it to 60%, you will have increased your underlayvolumes by a fifth. That is worth about £10,000 in extra profit to theaverage retailer.

Encourage customers to ‘feelthe difference’ ‘When customers are encouraged tostand on a carpet with an underlay theycan feel the difference that a newunderlay will make. Retailers usingInterfloor’s Profit Ability programmereport an average 20% increase inunderlay sales volumes.’

Sell the right product ‘Most customers want an underlay to feel comfortable. However many requiredifferent things – such as a hard wearing underlay for hall, stairs andlandings, an acoustic underlay for woodand laminate floors, a double stick

Underlay enjoys higher margins

underlay for customers with walking aidsor a specialist underfloor heatingunderlay. Customers are more likely tobuy an underlay if it meets a specialneed,’ he says.

Sell the most comfortableunderlay ‘Customers really will pay a little extra forluxurious underlay especially if they canfeel the difference. Don’t assume thatthey won’t. Sales of Interfloor’s premiumunderlays are still growing.’

Use point of sale ‘There’s plenty of point of sale to get theunderlay message across – as well as theunderlay stand there are swatch books,hanging boards, posters, leaflets, deskstands, door decals, carpet swing tagsand, of course, hanging samples. They’reall specially designed to promote thebenefits of underlay to the customer.’

Richard Bailey, Floorwise md agreesthat underlay should be promoted in-store ‘For many retailers underlay hasbeen a behind-the-counter product, butnow this can be a thing of the past.

‘Using POS is vital, he says. ‘With theoptional tread station and enough roomto display any number of products fromeach performance group, the retailer canimmediately show the difference a highquality underlay can make to any carpet,and importantly that the Hyper range hasan underlay for any pocket.

‘The display unit also draws attentionto Hyper’s strong branding, reflecting itsconsumer orientated nature and turningsomething of an afterthought into animportant part of the purchasing process. It also aids retailers incommunicating core characteristics of theproduct, such as its recycled nature andrecyclability, thermal insulation and soundreduction qualities.’

‘Customers really will pay a little extra for

luxurious underlay, especially

if they can feel the difference.

Don’t assume thatthey won’t’

underlay_p62_sep.qxp 19/8/08 22:02

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63_IM_0908 22/8/08 09:11


Software

THE SIMPLE LIFEFREE YOURSELFSoftware systems can end paperwork drudge and provide more information on your business

‘By making your processes simple and allcustomer-centric information visible, youcan obtain an edge over yourcompetitors, both in the back office andat the POS, ultimately resulting inincreased sales and profit for yourcompany,’ says Doug Hargrove, Torexchief marketing officer.

He says the immediate benefit of itsFRS-POS system is that it allows theaccurate consolidation of informationinstantly upon request, either at thecorporate office, regionally or at the localstore. All data is stored in a centralrepository, which means staff areworking with the same real-time sales,stock and performance figures, ensuringreports are consistent and accurate.

‘The system should also bringsignificant improvements in customerservice. The touch screen guides salesstaff through the information stored onthe system, enabling them to quicklyand easily explore different product andpricing options for example, along withstock availability, with the customer atthe point of contact.

‘It also captures all essential detailsabout the customer and the order,automatically sending the order to thesupplier. It then tracks the status of theorder so that any staff member can fieldquestions from customers about itsstatus and delivery dates, alerting thestore when a delivery is set up andcomplete,’ he says.

Office automation has become amandatory function for all modern daybusinesses, says Gordon Kinnear,Optimise Solutions md. Software systemsplay a key role no matter whethermaintaining customer information andsending regular emails or controllingstock levels with automatic ordering.

The software reflects the best practicesof its 400-plus user base and is a locally

run system not relying on the Internet tofunction. ‘This ensures fast databaseaccess and reliability. It can also linkseveral stores and information can beaccessed anywhere via the Internet. Itcan also be used to run an ecommercestore through its stock managementfunctions,’ he says.

If footfall is light you can spend moretime selling to each customer, thanks tosoftware, says Charles Pearson,Masterpiece System md. ‘MasterPiecesupports your selling both in thecustomer’s home and in the store.

‘Customers are seriously impressedwith the professionalism of working on atablet PC as you move from room toroom. You can show the customer seampositions and pile directions on thefloorplan. You can run options withthem that you would never have time todo when working on paper, for instancea different width of carpet, or a planwith more seams to achieve greatereconomy.

The visual autoplanner can convince

the customer they are being offered themost efficient plan.

‘A retailer will never have to write up ajob sheet for the fitter again becauseMasterPiece does these automatically.Having printed plans frees up furthertime: you do not have to answer thefitter’s queries, or deal with mistakes,from unclear handwriting, and plans cannever go missing,’ says Pearson.

‘It enables you to do more work withthe same people or the same work withfewer people. In tough economicconditions this may be a route tosurvival. For example, a significant partof the in-store salesperson’s time may bespent working out plans and estimates.However the estimator will probablyhave done these tasks before leaving thecustomer’s house, or at least beforereturning to the shop.

‘A reduction in mistakes will have abeneficial impact on margin. The systemwill reduce planning and estimationmistakes by at least 70%, adding £1,000to £2,000 to their bottom line.’

Software can boost profits

Nm

edia

– F

otol

ia.c

om

software_p64_sep.qxp 19/8/08 21:24

The immediate benefit of the system is that it allows retailers to consolidate accurate information instantaneously upon request, either at the corporate office, regionally or at the local store. All data is stored in a central repository, which means that employees will be working with the same real-time sales, stock and performance figures, ensuring that reports are consistent and accurate.

The system should also bring significant improvements in customer service. The Torex FRSPOS screens guides sales staff through the information stored on the system, enabling them to quickly and easily explore different product and pricing options for example, along with stock availability, with the customer at the point of contact. It also captures all essential details about the customer and the order, automatically sending the order to the supplier. It then tracks the status of the order so that any staff member can field questions from customers about build status and delivery dates, alerting the store when a delivery is setup and complete.

Torex has 20 years of experience working in partnership with the world’s most forwardthinking retail, hospitality, and petroleum and convenience brands to excite, engage and retain their customers.

Over 7,000 customers worldwide depend on our best-inclass business and technology solutions and knowledgeable industry experts to help them identify, define and deliver a more personal and qualitative experience for each customer, and to maximise profitability, increase ROI and achieve competitive advantage.

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65_IM_0908 22/8/08 14:12


Home office

MODULARFLEXIBILITYRather than selling a desk and perhaps a chair,offering a complete package will boost sales

More than 3.5m people work fromhome, presenting a major opportunityfor retailers.

After spending more than a few hoursat their computer it becomes apparentto the user that they need properfurniture. Sitting on the sofa with alaptop on their knees causes backache,there is nowhere to put documents youneed, and where does the printer go?

Many consumers opt for a desk, but

add a large monitor and printer and thedesk soon becomes cluttered. The bettersolution is to have an office at home.And for this, flexibility is vital, accordingto David Evans, WBH brand manager.

‘Whether they are working full time,doing the household accounts, surfingthe Internet or gaming, families want awell organised part of the home wherethey can all work comfortably andproductively,’ he says.

By offering a complete system offurniture, rather just a desk andcupboard, shoppers are more likely tomake a larger purchase to meet theirneeds. WHB’s Caxton brand offers threecombinations for different sized projects.Whether using the desk, drawers andcupboards as standalone items ortogether, the system can easily betailored to best suit its use and spaceavailable by adding to when needed.

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67_IM_0908 22/8/08 12:20


Living room

COOPERATIONFLEXIBILITYClose collaboration with suppliers and being able to offer a wide selection of products is essential

Creating effective displays and marketingis key to driving sales, says AndrewCochrane, Nathan Furniture md. Herecommends retailers work withmanufacturers to ensure they areproviding the best showcase forproducts.

‘There is no substitute for the productknowledge of retail staff and it is vital toensure that they know all the features ofa product and can explain them clearlyand concisely. Manufacturers need tobuild relationships with shopfloor staffand ensure that they have regulartraining,’ he says.

According to Cochrane, choosing keymodels to maximise sales from floorspace,whatever the size, is key. Nathan has abestsellers collection that provides topperforming models across the ranges,such as its Sunburst coffee table ‘an eyecatcher, showcasing the craftsmanshipand quality of the teak veneer’.

Retailers should maximisemanufacturers’ marketing techniques byechoing their style with in-store displays.‘Manufacturers want every retailer tobenefit from marketing activity. Nathanhas developed a new colour palette toenhance the products that is used acrossall marketing materials. Retailers couldcarry this through in-store, using thesame colours for their displays. This willensure consistency and guarantee thatthe products are being shown at theirvery best,’ he says.

Where manufacturers have invested intheir brand, retailers should takeadvantage of this. Most manufacturershave their own marketing strategy andretailers can maximise their associationwith the brand by participating in itsoffers and incentives to the consumer.

‘Targeted marketing to consumers whohave purchased a brand before is verypowerful. Joint marketing to theseFurniture is more of an investment, says Kettle’s Ainge

livingR_p68_69_sep.qxp 19/8/08 18:33


Living room

groups between the manufacturer andretailer can be one of the most costeffective ways of promotion. Good datacapture at point of sale is vital to buildingup this capability,’ says Cochrane.

For Mike Hodgson, CPW Furniture md,offering an extended choice allowsretailers to make sure they get the sale byoffering exactly what shoppers want anddifferentiating themselves from thecompetition. ‘The furniture retailer isfacing a rather uncertain outlook over thenext year or so, but those with the abilityto adapt to changing tastes withoutsacrificing existing stock at knockdownprices is on to a good thing,’ he says.

‘The consumer is now far more tuned-in to their home and each has a distinctvision of how they want their space towork and retailers must respond to this.Much like matching wall paint withfabrics, we can take any colour andtransform the majority of our pinecollection to bring consumers the perfectlook, allowing homeowners to pick outthe smallest splash of colour and make ita real feature.

‘Of course, this comes at something ofa premium, but with homeowners happyto invest in quality and uniqueness it is aservice that can really aid retailers lookingfor sales from bespoke services. To beable to tell a consumer they can have apiece of furniture in virtually any finishthey like is certainly a good situation tobe in for the retailer and in a time whensale stickers are the norm, it may well goa long way in bringing back a sense ofnormality to proceedings. Generally, ifsomething fits the bill perfectly,consumers are more than happy to pay alittle extra for the privilege.’

Simon Ainge, Kettle Containers generalmanager sees the perceived value ofproducts becoming more important ifretailers are to generate sales.

‘With household bills on the up,transport costs climbing and food billsescalating, the homeowner is consideringeach purchase they make far morecarefully and while their decision may notbe based on cost alone, it will certainlypay more attention to the perceivedvalue of the item. Retailers must strike abalance between price and the quality ofthe item – offering good quality furnitureat a price that appeals,’ he says.

Nathan has invested in its branding

CPW offers products in many colours

‘With far easier and more instant accessto information than ever before,consumers are certainly knowledgeableabout what marks out a good piece offurniture from a poor one. With financesgetting trickier and the ability to spendfreely becoming less common, thesesame consumers are looking forsomething that represents more of aninvestment rather than a disposable

short-term fix. So furniture that can offerthem quality at a reasonable price willfulfil their criteria and any retailer that candeliver this will stand a strong chance ofriding the economic storm.’

Ainge says as retailers can specify thecontents of containers, or use itswholesale facility, they can achieve pricelevels they want while minimising thechances of surplus stock.

livingR_p68_69_sep.qxp 19/8/08 14:23


Review

LAS VEGASTHREE AND COUNTINGIn just three years the Las Vegas Market has gone from zero to more than 1,600 exhibitors

The Las Vegas Market (28 July-1 August)celebrated another milestone passing464,684sqm (5msqft) of floorspace asexhibitors topped 1,640.

In just three years the World MarketCentre has completed three of theplanned eight buildings, with Building Cboasting 195,167sqm (2.1msqft) ofexhibition space alone.

With the extra space there is now roomfor 320 new exhibitors and 120companies to expand their presence. Halfof the new exhibitors represent the

Dining with Revco

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Review

high-end and 10% are non-US. The exhibition is now made up of

1,200 furniture firms, 120 lighting companies, 70 from the rug sector and250 in accessories and gifts.

‘No one could have imagined that inthree years we would be at this point,’says Robert Maricich, World MarketCentre chief executive. ‘At a time whenpeople are looking at the glass being halfempty we are playing to win. All of thenecessary ingredients for doing bigthings are in place. That is the recipe forchanging everything.’ Animal print from Feizy Rugs

Swirls from Abbyson

Colour from Kas Rugs & HomesAnimal influences from Walt Disney Signature

vegas_p70_72_sep.qxp 19/8/08 14:48

73_IM_0908 19/8/08 17:19


Preview

LONDON DESIGN FESTIVAL 100% MUST SEELondon (almost) becomes Milan for 11 days in September, with 100% Design at its heart

Design receives its annual leap into themainstream as the London DesignFestival (13-23 September) once againshows off the best in almost all designspheres, from flooring to furniture,lighting to glassware, interiors design toretail design and textiles to ceramics.

The largest of the hundreds of events is100% Design, at Earl’s Court from 18-21 September. Among the highlightswill be 10 Spanish companies, displayingthe latest in furniture, flooring, lightingand tiles.

La Alpujarreña will show its new rug,Luces del Norte, designed by Herme yMónica. Inspired by the Northern Lights,it appears to have different coloursdepending where you stand thanks to itsmanual tufting and diagonal cut. The

Tomas Alonso’s Nube chair at Okay Studio

MO’s Horizon

La Alpujarreña’s Luces del Norte

100_p74_76_sep.qxp 19/8/08 21:48

OUR RETAIL

ARE

IS STILL RECOGNISEDBY DISCERNING CONSUMERS

“UP HILL AND

DOWN DALE”

The stronger the brand,the easier the sale.

Come and see for yourself onstand A21 at the National FloorShow in Harrogate in September.

For further information call BMK Sales on 0113 380 5333

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THAT THE

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75_IM_0908 21/8/08 15:40

100% pure wool rug can be made tomeasure and is available in 220 colours.

MO will bring new designs fromPearson Lloyd to the show, including itsRocking Animals collection: the RockingDog, Rocking Seal and Rocking Whale.Also on display will be the extendableTable 2 and new vertical storage andopen-shelf options for the Horizonmodular system.

Making its 100% debut, Mobil Fresnowill present Eros, a contemporaryfurniture range in walnut burl, Americanwalnut and sycamore veneers indifferent shades with a selection of mattand hi-gloss lacquers.

Shining lightsLighting manufacturer Almerich will havea range of contemporary designsincluding Face to Face, a productionversion of a conceptual lamp made fromVelcro, designed by Luis Eslava andshown at the Design Museum last year.Also on show will be the new Yo-yolamp in hanging or table versions fromAlmerich’s design team, EstudioAlmerich, and the Boomerang light, alsoby Luis Eslava.

LEDS-C4 will present one of its mostrecent additions: the Umbrella series, byWIS Design. The designers foundinspiration in the everyday use of theumbrella and created this chic collectionconsisting of two hanging lamps, a floorlamp and table lamp with black or whitelacquer finishes.

Lighting manufacturer Modiss will beshowing Plamira, designed by AlfonsoFontal. The grey embroidered silkdouble screen light has an inner diffusermade from lined and sandblasted glass.Its body is made of lacquered fibreglassin shiny white or black

The Discocó suspension lamp,designed by Christophe Mathieu forMarset, features 35 opaque discs coatedwith bright white lacquer, creating directand reflected light. The firm will alsoshow its new Amanita outdoor lightingcollection.

Pushing the boundaries of scaletogether with surface decoration,porcelain tile company Apavisa presentstwo collections: Beton, a porcelain tilewhich replicates the look of pressedconcrete and Patina, a semi-polishedporcelain tile with the appearance ofweathered copper.

Vondom also makes its 100% debut.The design-led manufacturer of outdoorfurniture, flowerpots and lighting offerssun loungers, chairs, tables and sofasmade of polyethylene resin using arotation moulding technique andavailable in a wide range of colours.

Satellite showsOther highlights of the festival to lookout for include Aram, Spanish Light andOkay Studio.

Since Zeev Aram established thecompany in London in 1964, Aram Storein Covent Garden has been a pioneer in

bringing some of the world’s mosticonic modern furniture designs to theUK including the Arco lamp by A+PGCastiglioni, introduced in 1965; the LCchair collection by Le Corbusier; Perriand& Jeanneret, introduced in 1966; theEileen Gray collection, launchedworldwide in 1975; Shiro Kuramatadesigns in 1981; the Thinking Man’sChair by Jasper Morrison in 1987; theE15 Big Foot table in 1997 and RonArad’s Pizza Kobra lamp in 2008.

The Aram Store is holding anexhibition (18 September to 8November) telling the story of some ofthese designs and how they originallyarrived in the UK

To celebrate the opening of Kettal’snew UK showroom on Kings Road,Spanish Light is an exhibition created bySpanish designer Luis Eslava, toshowcase some of the best in newlighting design from Spain. The eventincludes work from Carpyen, B Lux, LZF,Lampister, Fambuena, Marset, Almerichand other leading Spanish lightingdesign companies. It runs from 13-23September.

Okay Studio, nine London-basedproduct and furniture designers,including Shay Alkalay, Peter Marigoldand Tomas Alonso who met whilestudying at the Royal College of Art inLondon, will show Under the Same Roof,an exhibition of new work at the AramGallery. It runs from 18 September to 8 November.


Preview

Pizza Kobra at Aram StoreMobil Fresno’s Eros

100_p74_76_sep.qxp 19/8/08 21:48

P.O.Box 10468, Birmingham B46 1WN

Tel: 01675 433501 Fax: 01675 433521

Email: [email protected]

In 100% nylon, with texture and moderncolours. Soil and stain treated.

Denver & Colorado2 new ranges for the Autumn

where great floors begin

77_IM_0908 19/8/08 17:20

Entertainment

For answers turn to page 82

Across1 Easy stride5 Hydrogen, carbon, oxygen, for example10 Helper14 Egg-shaped15 First showing16 Donkey cry17 Oppressively heavy19 Religious ceremony or ritual20 Biblical high priest21 Spouse22 Mistreats24 Autocrat26 Radar screen element27 Act of sneezing33 Wrong36 Vows37 Owing38 Civil disturbance39 Quick raid40 Small gull41 Name of a feudal Japanese clan42 Memento43 Break off44 French governess47 Network of nerves48 Bother52 Discovers55 Terrible time?57 Graffiti58 ___ Minor59 Competitor in a triathlon62 Demeanor63 Merits64 Singles65 Heating fuel66 Golfer Calvin67 Harbour

Down1 Like ears2 Small egg3 Seine spot4 Antiquity, old style5 Congenitally attached6 Trial7 Thin woodwind instrument8 Silent9 Furtive10 Sudden11 Pupil’s place12 Go out with13 Stares at18 Engage in histrionics23 Prejudice25 Attention getter26 Colourless flammable gas28 Novice29 Nostrils30 Notion31 Belonging to us32 Branta sandvicensis33 Whence34 Verdi opera35 Burden39 Footfall40 Driving aids42 Revenuers, for short43 Conflict45 Off course46 Fourth highest peak in the world49 Shorthand taker50 ‘See ya!’51 Toss, as one’s cookies?52 Aggregation53 Part of HOMES54 On the briny55 It may become bald56 Wish for60 ___ Dawn Chong61 Cut (off)

Suduko Crossword

Easy

Difficult

Medium


IM_Entertainment_p78sep.qxp 19/8/08 13:19

florprotec®

Relay Park, Relay Drive, Tamworth, Staffordshire. B77 5PR.

T: 01827 831 440 F: 01827 831 441E: [email protected] W: www.floorprotection.co.uk

florprotec®Quality Temporary Floor Protection

Florprotec® is a leading supplier of temporary floor protection

products for use in the construction industry, interior fit-out trades, ship

building and refurbishment markets. In addition to floor protection

products Florprotec® also provide specialist protection methods for

vertical surfaces such as doors, mirrors, glass, high class joinery and lift

interiors to name a few. Florprotec® is a major supplier of quality floor

protection products in the UK, operating from a modern, dedicated

office and warehouse premises in the Midlands.

Whatever your requirement for temporary protection Florprotec® will have aproduct to suit. Florprotec® strive to provide a world class customer servicealong with top quality products at keen prices.

Why use temporary protection?Fast track build programmes and delay penalties now see floors and finishesinstalled at an earlier stage within the build programme. This means finishesare exposed to following trades leaving the potential for damage. Anyrepair or cleaning can prove costly and time consuming and can result in adelay in hand over of the premises. Florprotec® products allow for finishes tobe installed, then protected, meaning the site can progress as planned.

What materials to use on site?By asking yourself the following questions Florprotec® can provide a suitableproduct for use on your site.

What finish requires protection?

What traffic on site will the protection be exposed to?

How long will protection be on site for?

Does the protection need to be flame retardant?

FOR TEMPORARY FLOOR PROTECTIONContact florprotec next day delivery order line:

01827 831440Quote this reference to receive trade prices (Ref:A1)

79_IM_0908 19/8/08 17:05

A marriage of meteorologyand flight information isproviding a valuable guide forbusiness and leisure travellers.

Weather2Flights.com, aspin-off from worldwideholiday weather guideWeather2Travel.com, helpstravellers select holidaydestinations based on airline,flight duration and climate.

It combines airport weatherguides from Weather2Travel.com with flight schedules. Thedatabase covers over 45,000

routes flown by nearly 700airlines into 3,500 airports.

Travellers can use the FlightPlanner for inspiration. Takesomeone based in North WestEngland wanting a trip inSeptember with a flight timeof no more than five hours, adestination where 30°C is themaximum temperature with atleast 10 hours of sunshinedaily and the sea is warm.Three destinations served bysix airlines satisfy theserequirements.

Touch is the mother of all thesenses. But in many cultures,especially in the West, peoplego to great lengths to avoidtouching each other. Butmassage can provide anacceptable form of touching.

When you are massagedyou can let go and be caredfor. Massage can be indulgedin your everyday life. Youdon’t have to be a qualifiedtherapist to soothe neck painor tension or feel helpless inconfronting pain. The secret isin your own hands.

Facial: Massaging the face

helps keep wrinkles at bay.Besides softening the skin,massage stimulates bloodcirculation and removes deadskin cells. Always use gentleupward and outwardmovements.

Therapist Sarah Lund usesspecialised techniques to givea non-surgical facelift, whichtones the skin and reduceswrinkles and fine lines byfreeing the constrictionswithin the muscles and theconnective tissue.

Forehead: When you feelunder strain, your eyes are

tired or you have a headache,smooth out the worry musclesthis way: smooth gently outfrom the centre towards thetemples. Smooth upwardstowards the hairline one handafter the other.

Neck: Aching neck musclesare a warning that it’s time togive them a rest.

Let your head rest easily, notbent forward, so that themuscles at the back are soft.Get hold of as much of theflesh as you can (like pickingup a kitten by the scruff of itsneck) and let go several times.

With the tips of your fingersfind the tender spots andpress and let go with circularmovements, withoutstretching the skin.

Shoulders: Many peoplehave tender spots where themuscles join to the shoulderblade. Try to squeeze handfulsof the muscle and let goseveral times then makepressing movements withyour fingertips over the tenderareas.

These movements can beadapted to other parts of the body.


Lifestyle

Get the massage that touch is good

Matchmaker holidaysThere’s help at hand forcouples who sleep inseparate rooms because theycan’t stand their partner’ssnoring.

Generally, snoring iscaused by over relaxation ofthe upper airway duringdeep sleep. SnoreStoppermodifies the snorer’s level ofconsciousness withoutactually waking them.

Upon detecting an audiblesnore, SnoreStopper delivers

a gentle and variable lightsequence as part of acarefully controlledstimulation. This moves thesnorer into a less deepsleeping pattern withoutwaking; thus good qualitysleep is maintained. The cycle is repeated should the snorer sink to a deepersleep level and begin tosnore again.

And it’s back to bed in thesame room.

Food of TheMonth:watercressWatercress is a powerhouse ofsome 15 vitamins andminerals. It contains moreVitamin C than oranges andmore calcium than milk. Theking of the Cruciferous-vegetable family, is a goodsource of phytochemicals andcontains high concentrationsof PEITC, giving it a range ofanti-cancer properties.

The creation of champagne iscarefully controlled by region,an area covering 32,706ha,and grape varieties, PinotNoir, Pinot Meunier andChardonnay.

The grape-harvest, whichusually starts during the firsthalf of September, is a crucialtime for champagne growersand makers.

To experience theatmosphere of this specialperiod and try your hand at

picking grapes, sign up forone of the ChampagneHarvest Days offered by aseveral champagne producers.

It is an original way to learnmore about champagne. Youstart with breakfast at theproducers, followed by a tourof their vineyards and a grape-picking initiation session. Theafternoon is dedicated to avisit of the cellars and thewinepress and traditionallyends with champagne tasting.

Seeing the light on snoring

Get a taste of the high life

Cheers to bubbly tours

G O

xley

lifestyle_p80_sep.qxp 19/8/08 14:16

Osmo’s PolyxOil Rapid,complete treatment injust one day

PolyxOil Rapid from Osmo UK is the premium, original hardwax-oil woodfinish that delivers rapid drying times – guaranteed to keep wooden flooringand all internal joinery as beautiful as the day it was first installed.

● Professional natural looking superior finish for wood, cork and OSB floors● Extremely quick drying time, can apply two coats in one day● Available in Satin and Matt● Strong and durable, as well as easy to spot repair● Offers highest coverage of any oil on the market (2.5 litre can covers

approx 30m2 with two coats)

Osmo UKUnit 24, Anglo Business Park, Smeaton Close,Aylesbury, Bucks HP19 8UP.Tel: 01296 481 220 Fax: 01296 424 090www.osmouk.com [email protected]

Take our HASSLE FREE 30 day trial and if for any reason youfeel RSL cannot cut costs within your business - simplycancel within 30 days and you won’t be charged

For more information call or email:

08712 20 64 64

[email protected]

Manufacturers of all types of Wool, Woolblends and PP Carpets will be showing in

HARROGATEbetween September 2nd and 4th 2008

We will be situated in

HALL B, Stand B34Join Del Boy on Stand B34 for a glass of

Beaujolais Nouveau – 79.Cushty. Bonjour!

For further details please contact:GORDON HUGO on Tel: 0044 7976 697 657

JOHNY PEETERS on 0032 475 710 869

GENERAL CARPET NVSteenweg op Kleine Brogel 753950 Kaulille-Bocholt Belgium

Tel: 0032 11 62 19 62Fax: 0032 11 61 12 25

Email: [email protected]: www.general-carpet.com

81_IM_0908 20/8/08 16:23


Final polishIn bed with JordanFor some, spending everynight with model Jordanwrapped around you may bea dream come true. Butbefore you get too excited,what we’re talking about isJordan bedlinen, not KatiePrice herself, and you can onlyget it from Matalan.

You might think the rangewould be sexy black silksheets. Wrong. It’smainstream but only consistsof duvet covers and pillowcases. Perhaps Jordan’s spenttoo much time writing to The Times about snobbery at polo matches to thinkabout sheets.

Motoring onAfter 16 years running Barry’sPine in Dereham, Norfolk,Barry Smith and Toni Fordhave decided to give upselling furniture and moveinto hiring out Americanclassic cars for weddings.

They have seven, includinga 1930’s style Excalibur Sedan,of which only 92 were builtand it is believed to be theonly one in the UK.

Bad timingSelling your home for £67mwould seem a good move formost people. However, therecan be exceptions. Carpetrightfounder Lord Harris recently

if shoppers would get it homeonly to find a bit missing. Notso, as there’s only one part –you just get the SIM card, ashandsets are not included.

Sound advice?Anthony Febland, Feblandgroup director offers thefollowing advice on cuttingcosts when times are tough.

When you have done all theobvious things like cuttingadvertising, laying off staff,cleared all old lines, made vastreductions on old stock,changed to low energy lightbulbs, written to the councilto get a rate reduction, sub-letunwanted space in the store,cancelled the window cleanerand got the staff to do the

cleaning and buy their ownteabags and milk, there arestill a few measures you couldemploy to keep operational.

Take a microscope andsearch for defects in thefurniture on the floor or instock. Tell the supplier youwant a credit note for theimperfections. You will usuallyfind that although you havehad the ‘damaged’ items for along time, the supplier willoffer you a discount to keepthem. This multiplied over say,30 complaints will be enoughto buy furniture that yourcustomers are waiting for butfor which you had no fundsto obtain.

The next idea is to changebanks. Setting up a BACSsystem with a new bank isalways worth 30 days’ delayin paying suppliers as doesthe signatory being in aninstitution, temporarily albeit,and no one else can releasefunds although the invoicehas been passed for payment.

Check that your insurancecovers you for woodworm. Ifyou have a copper-bottomedpolicy buy a tin of babypowder and sprinkle liberallyon wooden items.

Finally, treble your salary.When you finally go bust itwill avoid the feeling that youhave worked all these yearsfor nothing.

sold his London home for£67m, according to TheTimes.

Four years ago RomanAbramovich offered £100m,that the Arsenal directorknocked back. It had nothingto do with sporting rivalry,apparently. Lord Harris justdidn’t fancy moving at thetime. An expensive delay.

Mobile IkeaIkea has launched a mobiletelephone service for the 1.4mconsumers signed up to itsIkea Family scheme, offeringcalls at just 9p a minute and6p for texts.

Although the chain has notgive it an unpronounceableSwedish name, we wondered

Snuggle up with Jordan’s bedlinen

Entertainment answers

Easy DifficultMedium

final_p82.qxp 19/8/08 15:28

IBC_IM_0908 19/8/08 17:04 Page IBC1


Meadows & ByrneRetailing with passion

Improve performanceBoost sales and margins

Best FFabric UUpholstery

HRH The Duke of Edinburgh KG KTPATRON

HRH The Duke of York KG KCVOCHAIRMAN OF THE TRUSTEES

The Outward Bound Trust

BridgecraftBridgecraftaleale

ale

Vale-Bridgecraft stockists benefit from thesupport of seven regional show centres. Ourprofessional team are on hand to advise and

guide their customers before referring them backto their nearest stockist. In many instances, theorder will actually be taken and passed directly

to the retailer. This is a unique way of generatingsales and certainly helps our stockists create a

more comfortable bottom line.For more information or to become a Vale-Bridgecraft

stockist call us on 01422 885000www.valeonline.co.uk

Interio

rs Mo

nth

lySeptem

ber 2008

Sept

embe

r 20

08


CoverSpread_IM_0908 20/8/08 09:12 Page 1

interiors monthly september 2008

Documents

r p e t s f u r n

t u r e r u g s b e

s t e r y v

t e u p h o

metal bedsteads

carpet retailing

page ifc1were

choice of colourall