may 2012—no excuses (premiere issue)

www.RetailerNOWmag.com

PREMIERE ISSUE MAY 2012

INSIGHTS FOR TODAY’S HOME FURNISHINGS PROFESSIONAL

no Blaming the economyno Avoiding the Real ISSUES

National Home Furnishings Association Western Home Furnishings AssociationWHFANHFA

www.retailerNOWmag.com M AY | 2 0 1 2 1

www.surya.com

SERVICES • INVENTORY • MERCHANDISING • PRODUCT • TECHNOLOGY • COMMUNITY

AMERICASMART 6-A-7JULY 11-18, 2012

31,876 FANS AND RISING!WWW.FACEBOOK.COM/SURYASOCIAL

To become a Surya dealer, please call

1.877.275.7847or email us at

[email protected]


15. No Excuses

16. Stop Whining, Start Working

22. The New Normal— You Need to Wow

26. A Success Story—Rotmans

30. Are you Irrelevant? See p.2 for more features

on the coverNo ExcusesPull your head out

15

26

count onIT

yourVOICE

featuresNOW

11. Roving Reporter

11. Inspired Reading

12. Retailer2Retailer

28. Community Today

50. What’s Selling NOW

53. Fresh Perspectives

I N S I D E

07. Now We’re Talking A Message from your Presidents

08. Editor’s Letter

10. TechNOW—Inbox

45. Product Focus Better Sales in Better Sleep Month See p.2 for more content

2 M a y | 2 0 1 2 www.retailerNOWmag.com www.retailerNOWmag.com M AY | 2 0 1 2 3

featuresNOW

Congratulations & Thank You

g r e a t S e rv i c en e v e r g o e S o u t o f S t y l e

Jeff SeamanRooms to Go

2012 Spirit of Life® Honoree

TM

WHFA / NHFANEW Publication Partnership

May 23 & 24 | Tacoma Showroom | Contact your Emerald Home sales representative or call 253-922-1400

d o n ’ t f o r g e t

Summer Open House

35 53

50

35. Quit Making Excuses

42. Standing Out

47. Change your Mindset

54. How are you Performing?

48. Membership Marketplace

57. Quick Fire Marketing Bedding

59. Money Matters NOW Industry Outlook

60. The Scoop

62. Industry Calendar

64. The Now List

count onIT


Congratulations & Thank You

g r e a t S e rv i c en e v e r g o e S o u t o f S t y l e

Jeff SeamanRooms to Go

2012 Spirit of Life® Honoree

TM

WHFA / NHFANEW Publication Partnership

May 23 & 24 | Tacoma Showroom | Contact your Emerald Home sales representative or call 253-922-1400

d o n ’ t f o r g e t

Summer Open House


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

2012 National Home Furnishings Association OfficersMarc Shewel, President, Schewel Furniture, VADianne Ray, Chairman, Garden City Furniture, SCCherie Rose, President Elect, The Rose Collection, CARick Howard, Sr. Vice President & Treasurer, FLJohn Wells III, Sr. Vice President, Wells Home Furnishings, WV

2012 Western Home Furnishings Association OfficersChris Sanders, President, Everton Mattress Factory, IDValerie Watters, President Elect, Valerie’s Furniture & Accents, AZLael Thompson, Broyhill Home Collections, COChuck Kill, Treasurer, Bedmart, AZTom Slater, Slater’s Home Furnishings, CA

Southern Home Furnishings Association President: Robert Dossenbach, Dossenbach’s Finer Furniture, NC Southeastern Home Furnishings Association President: Mark Godwin, Hainjes Inc., AL

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

NHFA StaffSteve DeHaan, NHFA Executive Vice President • (800) 888-9590 x6124Karin Mayfield, Sr. Director of Membership • (800) 888-9590 x6154Jordan Boyst, Member Services Rep • (800) 888-9590 x6132Dianne Therry, Member Services Rep • (800) 888-9590 x6167

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

National Home Furnishings Association Western Home Furnishings AssociationSEHFA SHFAWHFANHFA

South Eastern Home Furnishings Association Southern Home Furnishings Association

Contact Information:Mailing – Editorial:

500 Giuseppe Ct., Suite 6

Roseville CA 95678

Mailing – Advertising

3910 Tinsley Drive #101

High Point NC 27265

Online: retailerNOWmag.comPhone: Editorial: (800) 422-3778 Advertising: (800) 888-9590Social: facebook.com/retailerNOW Twitter.com/retailerNOW Pinterest.com/retailerNOW

RetailerNOWthePlayers

Melissa [email protected]

Lisa TilleyArt [email protected]

Larry CarrollAccount [email protected]

Tim TimmonsAssociate [email protected]

Cindi WilliamsBusiness [email protected]

Subscription: $70/year

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

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

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

What we are so passionate about. . .

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

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

Q: What is your favorite springtime activity?

“Sleeping with the windows open and being outside.”

“Hiking the high desert behind my ranch enjoying the cactus blooms.”

“Spending time on the Greenbrier River with my boys.”

New England Chapter


thePlayers


WHAT WE ARE SO PASSIONATE ABOUT. . .To have the courage to pursue purposeful

dialogues that challenge conventional thinking, to engage and entertain our

readers by delivering content that creates a fervent following ready to

change the landscape of our industry.

RetailerNOW is the magazine for today’s home furnishings professional.

Developed for a specialized community, RetailerNOW brings a unique editorial

focus on progressive and relevant issues concerning the home furnishings industry

in the retailer’s voice, with a focus on issues impacting retailers NOW.

www.retailerNOWmag.com

INSIGHTS FOR TODAY’S HOME FURNISHINGS PROFESSIONAL

National Home Furnishings Association Western Home Furnishings AssociationWHFANHFAInterested in helping our passion? For available

opportunities contact [email protected]

Responsive, adaptable and modify are words that we seem to hear and say within the circles of our staff

and consumers. Transformation is the new normal, not the exception, that is found within all aspects within our industry. Change is the fuel that can separate entities and foundations but it can also be

the conduit that unites and stimulates new growth.

Most of us during the last couple of years either had to amend or completely destroy our business plans in order to continue operating. Sitting on the sidelines and not adjusting to current situations is not an option. Now, more than ever, we are on a path of continuous modification, looking for new methods and processes that grow our business is the target. The target identified needs to exist for our members in all areas of the industry. Combined efforts will be good for the collective and is starting to grow within several of our on going projects such as the All-Industry Conference and the launch of this new magazine, RetailerNOW, reinvented and produced by both the WHFA and NHFA staffs.

Combining efforts and constructing stronger platforms are the goals for our current and future members. The industry working together will allow all of us to have a stronger voice, better substance to succeed and strengthen our businesses now and into the future.

Chris Sanders, Everton Mattress, WHFA President

It’s hard to believe it’s been 11 years since I started attending SHFA Conferences! My first experience was in 2001 when


For years the mayor of my hometown was an iconic figure named Jimmie Bryan. A former basketball coach and

long time fixture at the local high school, he knew everyone. Like Ronald Reagan he had the magnetic demeanor that projected instant empathy, and, a polished raconteur, an appropriate story

for every occasion. Even now, a decade after his death, he is often cited for the signature aphorism he pronounced at every public event, “It’s a great day to be alive in Lynchburg, Virginia.”

And so, as dealers and manufacturers gather in Palm Springs, CA for an All-Industry Conference, let me paraphrase Mayor Bryan’s inspirational rallying cry and proclaim, “It’s a great day to be alive in the furniture business.”

Although no one knows what lies ahead, at least as I write this, sales seem to be picking up. The highly-touted and much-anticipated pent-up demand for new furniture is finally becoming a reality. Overnight, we have all become advertising geniuses. Instead of too many containers in the parking lot, we are scrambling to get more—a better problem to have.

I heard another catch phrase just last night—the context of which I won’t disclose since it is not a pleasant one, “If not now, when?” If now is not the time to spend a few days networking with retailers and suppliers; if now is not the time to polish our marketing, merchandising, and management skills; if now is not the time to share, or steal, a good idea; if now is not the time to join this powerful Palm Springs force propelling our industry into a bright future—when is? After all, it’s a great day...

Marc Schewel, Schewel Furniture, NHFA President

All of the Association Presidents, from NHFA, WHFA, SHFA, and SEHFA, contributed letters for our launch issue on the importance of coming together, and learning from each other. Enjoy.

my Uncle, Alan Dossenbach, told me I needed to get involved. I reluctantly said OK and attended the conference, not knowing anyone or what to expect. I left that conference with a wealth of information and also made life-long friends with other retailers that my wife and I look forward to seeing each year.

I would urge anyone who has thought about attending, but has not, to give conference a chance. It is truly one of the best decisions I have made to help the success of our company.

Robert Dossenbach, Dossenbach Finer Furniture, SHFA President

As President of the Southeastern Home Furnishings Association (SEHFA), I am always astonished

at what the SEHFA is able to accomplish. Each year our members meet for our Annual Convention, and retailers get together and share their best business ideas with other retailers to ensure we have no excuses for not improving our businesses. Over the years, I have been able to grow and become more profitable thanks to my many good retailing friends.

We’ve had a lot of topics on how to maximize our profits. Retailers have been very open in sharing their mistakes and successes so that others can operate a more profitable business. We have numerous association services available to our members and the more members we have, gives us more negotiating power when pricing our services.

In working together, we can have more standardized training for our employees, more suggestions on how we can drive traffic, and create a great opportunity to service the public within our communities.

We congratulate the Association on this new publication.

Mark Godwin, Hainjes Inc, SEHFA President

—Messages from your Association Presidents

President’s Message










At one point in time, I could have been considered the Queen of Excuses. When I was eight, my excuse for not unloading the dishwasher was, “I couldn’t reach the cabinets.” When I didn’t get my math homework done before class in high school, it was because, “I am too busy with extracurricular activities.” When I didn’t do so hot on my final exams freshman year of college, it

was because, “I have a horrible roommate who wouldn’t let me study!” And when that work deadline slipped by too fast, “There just isn’t enough time in the day!”.Really, who was I kidding? These excuses were my way of denying the truths (I hated unloading the dishwasher; didn’t like math; my friends were more important then that physics final; and the last one, well,

it is sort of true, but it’s also a time management problem) and not letting it look like it was MY fault. It is hard to admit when you are wrong—and it’s a little uncomfortable. So this year, I decided to make a change—NO MORE EXCUSES—and while I have my slip ups, I feel that I am being more honest with myself, and others.Many of us use excuses as a way to protect ourselves from the truth—a failure, missed opportunity, the inability to reach a goal—in the end, we are harming our businesses and ourselves. These excuses get in the way of achieving your goals and being successful in what you do. By identifying the root of the excuse, you will regain control over your goals.The world of business is greatly changing, and honestly, it can be a little unnerving.

The economy is still teetering, but looks to be on an upward climb. Consumer confidence is re-emerging, especially in brands that stand out to the consumer. The world of social media changes on a daily basis (Facebook is hot one day, the next it’s Pinterest). It’s a lot to keep up with, and it’s a lot to take in. Now is not the time to hide behind excuses. It is the time to embrace the change, make goals, and achieve them. Don’t let your own fear of the future get in the way.As you dive into the premiere issue of RetailerNOW, I ask you to stop making excuses and think of what you can accomplish without hiding behind fear. What could the future hold for you? What could it hold for the industry? It might push you out of your comfort zone, but that makes you become a stronger person. Be honest, with yourself and with others.You may not agree with everything we have to say—or even like it. That’s OK. Honestly, we want to make you a little uncomfortable. How else will we grow as an industry? Our dream is to see an innovative industry that is thriving and retailers that aren’t afraid of what tomorrow might bring. It’s our goal to help you get there.If you ever wish to discuss your excuses, fears, hopes and dreams (or if you strongly agree or disagree with us in any way) I am always a tweet, email, Facebook post or phone call away. I would love to hear from you.

(916) [email protected]@retailerNOW

Melissa DresslerEditor, RetailerNOW

from the editor

What I’m Loving…I’m falling head over heels for this Norwalk Furniture Sidney Bench. It would be perfect at the end of my bed.

Follow other products I love on my blog and on Pinterest!

Blog: www.retailerNOWmag.com www.pinterest.com/retailerNOW

Editor’s Message


PinterestDaily Deal Sites Pinterest: Sheely’s Furniture has

been pinning since January 2012. “We love the ‘visual’ idea that is Pinterest,” said Sheely’s Buyer, Lori Green. “Sheely’s will be creating boards that will excite consumers about the use of color, furniture, and the overall design of their homes and lives.”

Shopkick: The first mobile app that gives you rewards and offers simply for walking into stores.Feedly: Get the best content from your favorite websites delivered to your iPhone and iPad.

Top Tweets:@RetailerNOW: Furniture industry is on a comeback… great news! ow.ly/9G1He@RetailerNOW: 82% of pinners on Pinterest are female. Perfect social media channel for home furnishings retailers. http://t.co/MpwHOC3l Follow us @RetailerNOW

Our Readers EmailI am excited to see the efforts of all involved in the launch of RetailerNOW and it finally has become a reality. Our industry is going to be richer for it. I appreciate all the hard work from both associations and the collaborative effort that made it happen. It is always exciting when you see people look beyond the horizon and see the vision of what can happen if everyone works towards the same goal—to address the issues affecting our industry both in the U.S. and globally. Good luck, I look forward to reading each issue.

Angel Lopez, Vice President,Deardens, Los Angeles, CA

What’s Hot Put it to Use

Hot Sites

Cool Apps

if you want to be listed call us800.422.3778

Connect with us @ retailerNOWmag.com

Visit these hot sites for new ideas, products and fun!

www.olioboard.com—Help your customers create the room of their dreams with this interactive interior design mood board creator.www.mashable.com—Want to know what is happening in the world of social media & technology? Mashable will tell you everything you need to know from Apple to Twitter—and how it can help your business.

How to Make Siri Like Your Business

When the iPhone 4S launched last October, over 4 million units were snatched up in three days! The new addition, of “Siri”, instantly searches for answers and recommendations based on the iPhone users verbal requests. So how can you be sure Siri is finding your store? A recent Entrepreneur article had these suggestions: Get Local Listings: Be sure to be listed on multiple listing sites: Google Places, Localeze and Yelp.

Good to Know

Be Consistent: Make sure your local listings are consistent—down to how you abbreviate your street address. Reviews Count: Reviews on sites like Yelp and Yahoo matter to Siri. Make sure your reviews are great! Track Beyond Google: Pay attention to other search engines like Yahoo & Bing. Make sure your SEO works for these sites as well.

Are you using an exciting new tech product? Call us

800.422.3778

Daily Deals: Facebook launched their own daily deals for business page owners. Facebook “Offers” will allow businesses to share discounts with customers by posting an offer on their Facebook page. At no cost to the retailer (except what you want to discount), this will be a great way to drive traffic from Facebook, into your store.

Tech

Inbox

we love to hear from you!melissa@

retailerNOWmag.com

TechNOW


Roving Reporter

This past February, I traveled to the “Furniture Expo” in Guadalajara, Mexico. It’s a small show that can be toured in just a day to a day and a half, depending on how fast you walk.

Opening at 10:00 a.m. in the morning, it is much like shows here in the U.S.—registration is required but is very easy to do online. Surprisingly, you might think that one would find a lot of hand-carved and painted pieces reminiscent

of the typical Mexican style but not at this show. Here you will find more contemporary to hard-edge, modern looks. Seems that the population prefers this look over the traditional Mexican-style known throughout the world. Leather is the choice of finishing material in upholstery, while reclaimed woods and lighter finishes are the order of the day in case goods. Very simple, clean lines were the majority of the offering at the show. It is a large departure from what I thought I would find here.

Inspired ReadingBuilt to Last: Successful Habits of Visionary CompaniesJim CollinsWhat separates General Electric, 3M, Merck, Wal-Mart, Hewlett-Packard, Walt Disney, and Philip Morris from their rivals? Filled with hundreds of specific examples and organized into a coherent framework of practical concepts that can be applied by managers and entrepreneurs at all levels, Built to Last provides a master blueprint for building organizations that will prosper long into the twenty-first century and beyond.

The Thank You EconomyGary VaynerchukThe Thank You Economy is about something big, something greater than any single revolutionary platform. It isn’t some abstract concept or wacky business strategy—it’s real, and every one of us is doing business in it every day, whether we choose to recognize it or not. It’s the way we communicate, the way we buy and sell, the way businesses and consumers interact online and offline. The Internet, where The Thank You Economy was born, has given consumers back their voice, and the tremendous power of their opinions via social media means that companies and brands have to compete on a whole different level than they used to.

Your Reading Recommendations

“John F Lawhon’s Selling Retail is still a must read for furniture retailers.”Pete Primeau, President at Primeau Furniture Sales, Cleveland, OH

“My last book was, You Can’t Teach A Kid To Ride A Bike At A Seminar, from David H. Sandler. It certainly was a new approach to sales and insight on your own self.”John H. B, Sales Associate, Slumberland Furniture, Rapid City, SD

Even though the selection is lean in this direction, there are some holdouts for the traditional styling. When I asked where the more traditional style comes from, I was directed to artist colonies in close proximity to the show. A short cab ride away, in Tonala and Tlaquepaque are street bazaars with a wealth of traditional Mexican styles from mouth-blown glass to hand-carved, wooden painted pieces, metal art and woven goods. If you are looking for this type of Mexican goods, this is the place to be. There are several consolidators that will pack and ship larger orders from Mexico to the U.S. If you do travel to this area, I would suggest that you have knowledge of the language. In the larger metropolitan area most speak English, but as you get to the more rural areas, communications can be a problem. The shows are twice a year in mid-February and mid-August. And unlike what you hear from the media, I travel to Mexico frequently and have never felt my safety was in jeopardy. If you are looking to change things up for your business, check this out. It is closer, the shipping costs are lower and timing is faster than importing from elsewhere.

Do you have a reading recommendation other retailers would benefit from? Send your suggestion to [email protected].

Your Voice

Follow our Roving Reporter’s journeys online at www.retailerNOWmag.com.

| CARMINE CARUSO, Owner or Carmine Design

12 M a y | 2 0 1 2 www.retailerNOWmag.com

One of my fears is finding good salespeople. We are always looking and keep a sign up in the store asking for referrals.

Another fear I have is working with the Internet. I think for a small business it is something we have to rely on our association to guide us in the right direction.

Lastly, I fear buying power, and how we compete with the big boxes or large stores. I hope vendors will continue to help small, independent stores to be able to have access to warehouses in the USA and give incentives like freight and buy-in promos.

I wouldn’t use the word fear to describe anything in our operation. We actually refer to ourselves as “street fighters” so fear is not in our vocabulary. The more applicable terminology would be

“major risk challenges”. We’re in as complicated and challenging of an industry as any other out there today. We face the same controllable challenges like supply chain and payroll and the uncontrollable like interest rate fluctuation.

Over our last 87 years, we’ve experienced a lot. One thing that never changes is the challenge of having great leaders at all levels as well as leadership strength and succession planning. Today, with a greater focus on strategic business planning and forecasting, the challenge is having the level of people who can execute the plans. The challenge is recruiting the right people, providing an environment that encourages them to want to personally develop and retain them by providing competitive compensation and more importantly, communicating how they can personally impact our long-term forecast. Being part of the big picture, having a purpose, and understanding the long-term business plan can be as important as money.

Read the rest of Andrew’s answer online at retailerNOWmag.com.

Dianne Ray Garden City Furniture Garden City Beach, SC SHFA

Lael Thompson Broyhill Home Collection Denver, CO WHFA

Andrew Tepperman Tepperman’s Ontario, Canada NHFA

Q What are your fears in your operation today? How are you overcoming these fears?

Retailer2Retailer

I don’t know if I would call these things “fears”, rather areas where I see room for improvement. Going through this recession, I like many, have had to go over every nook and cranny to find areas to save money and improve efficiency. And we have all picked up extra job responsibilities.

Going through that process is definitely a type of survival mode, but you also have to unwind from that and get back to a growth mentality. If you don’t, you end up stunting yourself and the business. So as I work on our growth strategy, I have to take advantage of the opportunity to add systems that take away some of the extra burdens I had assumed.

So at this point in time, I am working on new ways to think and perceive some of my challenges as opportunities. I want to make sure I am in a positive frame of mind, and excited to have the chance to be better! I heard this quote that encouraged me in the process, “If you plan to get to the top, you will have to climb over some very difficult obstacles.”

Your Voice

Serta_RNow_5.2012.pdf 1 3/22/12 9:49 AM


“We feel extremely lucky and blessed with the group

that came in and ran our sale…. One of the main

reasons we ended up going with them is because we

shopped around and called a lot of people. It was a

long process. We took a year basically to make the

right decision. We couldn’t be happier with our choice

of PFP. There’s no question that I’d recommend them

(PFP) to a family member or a dear friend.”

Grant RiddleFurniture Warehouse, Salt Lake City, UT

“I’m very grateful for the professionalism and how

everything has been handled from start to finish…..

the experience has been positive and also a learning

experience…. I think they even went above and

beyond, and did more than even I would have done

just to protect the name and our reputation as a family

in the local community. I’m very grateful for that.”

Nicole Hilton, COOFurniture Warehouse, Salt Lake City, UT

800-472-5242 www.PFpromotions.com

You can actually LISTEN TO OUR CLIENTS

on our Website. HEAR what they have to

say about PFP.

Go to www.PFpromotions.com

Make that first step. Call or Click today!

#1In High Impact Events

PFP Success Stories...

Clean Slate... Over 100,000 feet, broom swept.

OUT OF 5 COMPETITORS,

FURNITURE WAREHOUSECHOSE PFP!

PFP RetailerNow Ad 4-2012_Layout 1 4/3/12 7:42 AM Page 1

Whether you admit it or not, we all use excuses in both in our professional and personal lives.


“We feel extremely lucky and blessed with the group

that came in and ran our sale…. One of the main

reasons we ended up going with them is because we

shopped around and called a lot of people. It was a

long process. We took a year basically to make the

right decision. We couldn’t be happier with our choice

of PFP. There’s no question that I’d recommend them

(PFP) to a family member or a dear friend.”

Grant RiddleFurniture Warehouse, Salt Lake City, UT

“I’m very grateful for the professionalism and how

everything has been handled from start to finish…..

the experience has been positive and also a learning

experience…. I think they even went above and

beyond, and did more than even I would have done

just to protect the name and our reputation as a family

in the local community. I’m very grateful for that.”

Nicole Hilton, COOFurniture Warehouse, Salt Lake City, UT

800-472-5242 www.PFpromotions.com

You can actually LISTEN TO OUR CLIENTS

on our Website. HEAR what they have to

say about PFP.

Go to www.PFpromotions.com

Make that first step. Call or Click today!

#1In High Impact Events

PFP Success Stories...

Clean Slate... Over 100,000 feet, broom swept.

OUT OF 5 COMPETITORS,

FURNITURE WAREHOUSECHOSE PFP!

PFP RetailerNow Ad 4-2012_Layout 1 4/3/12 7:42 AM Page 1

It’s time to move forward—

NO ONE IS BUYING FURNITURE

I am too tired to go to the gymI wear too many hats to get projects done on time

Social media takes too much timeThe alarm didn’t go off this morning

No one is coming into my store

THE ECONOMY IS STILL RECOVERING

The customer is “just looking”


ARE THESE COMMON EXCUSES GETTING IN THE WAY OF YOUR SUCCESS?

We all do it… make excuses for why something went wrong, or didn’t happen. It’s part of human nature. But, when the excuses take over real progress in your

business and you stop looking at the true realities going on around you, then that is a serious problem.Here are some of the most common excuses retailers are using today. To get the true effect for each excuse, pinch your nose to get your most whiney voice, and then say each excuse out loud. When you hear yourself saying the excuse, you will realize how pathetic it is. Is your whining and excuses getting in the way of your business’ success?

START WORKINGSTOP WHINING


One of the things I hear as I meet with home furnishings retailers around the country is, “No one is shopping for furniture!” to which I answer, “Well, that is just not true!” People want and are buying new furniture. However, the consumer has changed and if you want to get your share of the market you will also need to change.First, look at some of the latest industry research. The numbers tell the story. America’s Research Group interviews 5,000-8,000 consumers across the country each month and consistently reports, “In a typical month, 80 percent of the consumers interviewed can name a specific furniture item they intend to buy.” Now let’s look at a recent March 14, 2012 article in Bloomberg titled, Jobs Recovery Revives U.S. Furniture Sales as Home Market Heals! This article, by Anna-Louise Jackson and Anthony Feld, went on to say that more Americans are stretching out on new sofas as they settle into recently purchased homes, amid an improving outlook for employment.Ken Smith, managing partner of accounting firm SmithLeonard PLLC is quoted in the Bloomberg article saying, “Demand ‘appears to be rebounding’ as Americans regain confidence in the economy. If consumers are more comfortable with their job security, it makes them a little more willing to spend.”In fact, furniture sales grew 8.3 percent in February from a year earlier, following the largest increase since July 2000 in January, according to Census Bureau data. Data from the National Association of REALTORS says existing single-family homes sold at an annual rate of 4.1 million in January, the most in almost two years. On March 9 the Bureau of Labor Statistics said, “The unemployment rate held at 8.3 percent in February, a three-year low, while the economy added 227,000 jobs, the third consecutive month of gains more than 200,000.” Our advertising agency, which works with furniture retailers across the country, has continued to see growing sales in every market from metro to rural. So, if you’re using the “no one is shopping for furniture” excuse, you need to examine your business practices more closely.

Since it is clear that people are buying furniture, and stores across the country are growing, the question you should be asking is, “Why am I not getting my share?” Once you answer that question, you will be empowered to build a strategic plan to grow your company.

—Doug Knorr, President, Knorr Marketing , [email protected]

EXCUSE ONE No one is

shopping for furniture!

Has your brand message clearly communicated a

distinct difference between you and the competition?

Are you monitoring your sales by zip code, by product category and by promotional event

to hold your advertising and merchandising

accountable?

Have you really given consumers a reason to shop

your store?

Questions that you need to ask include:

Retailer’s Comment

If you are waiting for the good old days you will wait a long time! These are the

good new days! – Rick Howard, Sklar Furnishings, Boca Raton, FL


I’ve had the opportunity to speak about social media marketing to thousands of independent retailers across the country over the past few years. The biggest excuse I hear as to why retailers don’t use social media to market their stores (next to not having enough time) is, “I just don’t understand it!” Some might argue that this statement is not an excuse but rather a fact; however, I consider it an excuse based on the context it’s used in. Retailers say, “I don’t understand it,” “I don’t care” and, my favorite, “I’m a dinosaur, I just don’t get it!” But the root of those statements is that they don’t want to learn it, which becomes one of the most common excuses I hear.

Most retailers I talk to are very fearful of social media sites both personally and professionally. There’s always fear of the unknown and these retailers typically didn’t grow up with this technology. It is a completely new space for them. In the beginning, like most businesses I’ve worked with, there needs to be some hand-holding, but comfort comes with doing and one of the best things retailers can do to become familiar and comfortable with these tools is to simply use them.

In January we had a retailer panel at AmericasMart where three successful retailers shared how they market their stores, and what kind of response they’ve had from their tactics. Everyone on the panel was using Facebook. A retailer in the audience said, “I just don’t understand it,” and the retailers on the panel went crazy saying, “I didn’t know it either, but I just starting using it, and it became SO easy!”

The woman in the audience then said, “Well once you understand how to use it, then you’re spending tons of time on it every day. I don’t have that kind of time.” The panel went crazy again saying, “I don’t spend more than 5 minutes a day” and, “You’d be shocked, it really doesn’t take that much time, I promise!” They saw that retailers like them were easily using it, seeing a response, and were only using it 5 minutes a day!

Like I said before, the first step is to get over your fear or excuses and, in the words of Nike, just do it! It’s important to know what your goals are when using these sites—are they to announce new products when they arrive in your store, enhance customer service, create a platform for conversation, stay in touch daily, an outlet to promote events, sales and exclusive offers, a research tool to find out what your customers are buying or maybe a combination of it all? Once you know how you’re going to use these tools to market then you have a better idea of what to post and how often.

If you’re new to social media marketing and just don’t get it, I

EXCUSE THREE All the shoppers in my

store are “just looking”!

EXCUSE TWO I just don’t understand

social media!

suggest attending a few online webinars or local seminars to learn how to effectively use these tools. If you attend any of the gift/home/furniture markets, most of them now offer educational breakouts with great speakers and great content. If you take the time to learn in the beginning to understand these social sites, you’ll save a lot of time in the future.

A few additional resources I would suggest to help you learn more about using social media to market is SnaptasticBlog.com, SocialMediaExaminer.com, and WhizBangTraining.com.

—Crystal Vilkaitis, Director of Social Media, SnapRetail, [email protected]

“Just looking” is by far and away the dominant reason customers give to their salespeople when not buying. “Just looking” is a greeting problem that ultimately affects the closing ratio. Too many salespeople give up at the start when they hear these ubiquitous words. Another problem is the sales team is inadequately trained in developing rapport and asking the most effective questions to customers as they enter a store. It is a crime in this day and age to ever hear, “May I help you?” Still, I encounter it when I am doing research or visiting home furnishings stores in my travels across North America.

Why do we, ourselves and our customers, even use this excuse in this day of instant gratification and mobile research? Some customers do not want to be hounded by aggressive salespeople; others are simply shy and reluctant. Some customers are very confident and know exactly what they want and do not believe that the salesperson can solve their problem. Still, others behave as if it’s some kind of high school romance and play “hard to get”. Ironically, research shows that only a very small percentage of customers are really “just looking”. Research shows that the vast majority of customers, 79 percent, entering your store anticipate buying. Sales teams flip the numbers around by reporting 95 percent of customers are “just looking”. Furthermore there is the smartphone customer that waves at us while talking on their cell phone when entering your store. Regardless of the customer’s motivation for using this delaying, or avoiding, tactic we have to be prepared.

Stop Whining


EXCUSE FOURConsumers aren’t spending

because of the economy!

EXCUSE FIVE I don’t know! I need

more information!

First of all, remember with confidence that this is your store, and we are here to serve the customer even when they can appear to be rude. Be prepared. Have all your sales tools with you and be expectant and enthusiastic. By that, I mean expect the customer to like you. Too many salespeople prejudge their customer’s incorrectly. Prejudge that they are going to buy from you and that they have the wherewithal. Anything less than this prejudgment will trip you up when the customer says, “just looking”. Next have a plan of what you want to accomplish during the greeting phase. At minimum you want to build rapport, get the customer into a ‘yes’ mood, acquire their name and find out the key item or room they are shopping for. The more ‘yes’ answers you get, the more likely it is that they are going to buy. That is why saying, “May I help you”, while well-meaning, is unacceptable! The answer is going to be ‘no’ almost every time.

The most effective greeting question you can ask is, “Would you like to look around?” Ask this question immediately after you make eye contact and say hello. Do it with warmth and enthusiasm. If your customer heard you, they will say ‘yes’. The question is effective on two fronts: It gets them in a yes mood and allows them to drop their defensiveness. If they didn’t hear you they may still say “just looking”. If this occurs the responsibility is still yours to do better the next time. Assuming they answer with a ‘yes’, immediately offer your customer a choice of two general departments in your store as in “Are you interested in furniture or appliances?” Use a descending couple of choice questions until the customer chooses an item or area of your store. Next, introduce yourself and ask for their name. Once you have their name you can then proceed to lead them to the area. Your goal is to stay with your customer and move onto the qualifying process. If your customer says ‘no’ to “Would you like to look around?” it is still a ‘yes’ to buying and that’s ultimately what we want.

—Philip Gutsell, Owner, GutSELL & Associates, [email protected]

Welcome to the new economy. Employment rates are slowly rebounding, with more than 1.2 million net new jobs added over the past 6 months. This still is nowhere near the number of jobs lost during the Great Recession, but it is a sign of improvement.

As the economy continues to improve, customers are going to be cautious on spending their money. While March saw a small dip in the Consumer Confidence Index over February, overall confidence is on a gradual upward climb with the Index at 70.2. The Consumer Confidence Index in March 2011 was at 63.8. Even with the Index climbing, the Great Recession was an eye-opener for many, and consumers are now taking more time to make larger purchases—but they are still shopping. Apple’s iPad 3 sales skyrocketed past 3 million iPads—in only four days. With prices starting at $499, that is a good chunk of change from many customers’ pocketbooks. And how many of you have sofas starting at $499? Wouldn’t you love to sell 3 million in four days?Consumers are spending money, but they are deciding who they want to spend it with. Having a distinct identity, products your customers love and a memorable experience will get the people into your store—despite what the economic forecasts say. —Melissa Dressler, Editor, RetailerNOW, [email protected]

The biggest excuse I hear from retailers is that they do not have all the information they need to make the best decisions. Regardless of what system they may be on: Storis, Myriad, FurnServe, PROFITsystems, FROG, Red Prairie... Most retailers do not utilize their systems to the best of their potential. Information is power, and poor information costs retailers thousands in lost sales, higher inventory levels and higher payroll expense. Many retailers owe their success to employing a few “superstars” in their organization. These folks make the things happen everyday to keep the company running. Sadly, their efforts are often based on missing or incomplete information.

Who should be your superstar? Your system. Why do you never see a McDonalds going out of business? Systems and procedures! A store with

Stop WhiningRetailer’s Comment

“The biggest excuse we hear from customers for not making a purchase is, ‘We need to go home and measure’. Which means, ‘We’re not ready to buy right now, or we want to look around’.”–Pam and Mike Rudolph, Rudolphs Furniture, Butte, MT


great systems can be very productive and profitable with a group of average employees. Now when you team up superstar employees with a superstar system, you really can see just how profitable your store can be!

What can you do to turn your systems and procedures into your superstar?Take a very close look at all the options on your computer system. How many of the programs at your disposal do you use on a daily basis? Perhaps you tried to use a program in the past and it did not work. I am amazed how many retailers will just stop trying and come up with other methods of managing their business “outside” the system. Spreadsheets and ledger books offer a quick fix to a problem, but they are not integrated with the core system. Look at any procedure that has been created outside your computer system and find a way to get the same results from within the system.

Attend user conferences. Most computer companies host an annual conference for their clients. This is a great way to learn how to fully utilize your system and meet and interact with other retailers. Often, the best answers to your problems come from fellow retailers who have taken the time to find the solutions in their software and are happy to share their methods with you.

Utilize your data options. Some software offers data download

options, others offer ODBC (open database connectivity). With these tools, you can customize the presentation of information to suit your specific needs.

Spend time at the RRC (Retailer Resource Center) in High Point and Las Vegas. If your computer provider shows there, visit them and bring them your problems and issues. They are happy to sit and talk with you and can demonstrate their latest software enhancements and tools.

—John McCloskey, President, Profitability Consulting Group, [email protected]

“No one will buy furniture on the Internet.”—Stay tuned for our June issue and see just what your customer will buy online!

Stop Whining

Corporate sponsor of


WOW THE CROWD

The New Normal—You Have to

IT WAS THE BEST OF TIMES, IT WAS THE WORST OF TIMES. IF YOU ARE

IN THE FURNITURE BUSINESS, YOUR PERSPECTIvE PROBABLY LEANS

TOWARd THE LATTER. AS I TRAvEL ACROSS THE COUNTRY, WORkINg WITH RETAILERS IN THEIR STORES

ANd MANUFACTURERS IN THEIR SHOWROOMS, I AM COMMONLY

MET WITH A SENSE OF gUARdEd PESSIMISM. IF THINgS ARE gOINg

POORLY, THEY ExPECT THEM TO gET WORSE. IF THINgS ARE gOINg WELL,

THEY ARE AFRAId TO jINx IT BY TALkINg ABOUT IT.

By Jeff Hiller

The faul t i s not in the s tars , but in ourse lve s–William Shakespeare


Furniture retailers have gotten too good at spotting the boogie man under every bedroom suite. The

housing market. Big-box. The Internet. Social media. Change is challenging, and for many, the reaction has been to retreat by occupying less space, stocking less inventory and skinnying down staff in the hope of re-emerging once the storm has passed. Well, it has. The worst is long since over, the market is bouncing back and it’s time to start making it special to shop for furniture again.

THE FACTS

Like many industries, furniture went through a bubble. There was the fun run up in 2003-06 when retail sales grew 18 percent and the very scary fall off in 2007-09 when sales dropped -20 percent. But since then, sales have been climbing slowly and steadily at 1 to 2 percent a year, same as it ever was before the boom and bust. In fact, sales were up 3 percent in the second half of 2011 and are up a dizzying 9 percent through February this year. Somehow, the message has been slow getting through. Average inventory levels dropped -15 percent in 2009 as stores understandably reacted to two years of slow sales, but they are still trending down, hitting 10-year lows in January. You can feel it at trade shows and each market, there appears to be fewer and fewer buyers out shopping for their stores. You can feel it in stores where there appears to be more and more white space between floor

sets. The fault is not in the stars, as Shakespeare said, but in ourselves.

WHAT TO THINK

When he took the helm at JC Penney in November 2011, Ron Johnson said about his plans for the venerable retailer that he needed not to improve it, but to transform it. Just another new CEO pumping up investors? Not exactly. In prior stints at Target, where he introduced a stylish edge that differentiated it from other mass merchants, and Apple stores, where he made it fun to stand in line, he truly had a transformative effect.And it wasn’t just the products. Sure, it’s sexier to sell iPads than recliners, but Best Buy sells them too, and you don’t see people sleeping on the sidewalk waiting for the next Big Yellow Tag to open. It was much more about the customer experience. This is a page that furniture retailers can pull from Ron’s playbook: Creating an environment that leads to an experience that a customer feels, values, appreciates, remembers and hopefully talks about is what it’s all about, especially in an increasingly Internet-driven age.I heard a similar thought expressed in a different vein from John Mulliken, VP of Strategic Initiatives for Wayfair (previously CSN), literally the $380 million dollar gorilla in online home goods. He was speaking to a who’s who of the biggest furniture retailers in the country, something he admitted as akin to being a wolf in the hen house. He said that Internet furniture

Sure, it’s sexier to sell

iPads than recliners, but

Best Buy sells them too,

and you don’t see people

sleeping on the sidewalk

waiting for the next Big

Yellow Tag to open. It

was much more about the

customer experience.

It’s time for a change.

sales were about 5 percent of the category and expected to grow to 15 percent over the next decade. This was good news for his company intending to triple their business, but better news for brick and mortar, he reminded, as they still would have 85 percent for the foreseeable future. Why? Because stores are places to go outside of your house, away from a screen, where products can be touched, squeezed and sat on and where human beings, live and in person, can ably assist and charm their customers, things even the best Internet providers will never be able to match.

WHAT TO DO

True confession: I love retail. I am not an independent observer picking nits from afar or an embittered former furniture guy

The faul t i s not in the s tars , but in ourse lve s–William Shakespeare

Wow the Crowd


Jeff Hiller is a Senior Partner in JB Training Solutions, a leading national skills training company working with numerous Top 100 manufacturers and retailers. Learn more at [email protected].

railing against the new age. I was the fourth generation in a retailing family, owned a chain of furniture stores for 10 years that continues to do phenomenally well and currently am honored to work with dozens of fun, friendly, successful retailers. I understand the challenges, but I also have perspective, especially of opportunities missed.My take is that there are two things we do very well: display our wares and hire nice people. In the past three months, I have walked through the doors of more than 60 different stores from South Dakota to South Florida, and these two things are true everywhere I go. Unfortunately, in and of themselves, these things are insufficient. Merchandising vignettes suitable for a magazine cover is an essential skill, but non-differentiating. Every great website (including many of yours) can claim the same. Employing outgoing, personable, knowledgeable staff is mandatory, but go into your competition and try to find antisocial, incommunicative, ignorant staff. If only it were that easy.What is too commonly missing is a sense of awe… wonder… wow! See enough of them and stores begin to blend together. What is it that will make your customer want to get up off of her couch, leave her laptop and drive to see you? What is it upon leaving your store that she will want to talk about (or text, or tweet)? Whole Foods, Central Market and fill-in-your-local-high-end-grocery-store figured out a decade ago that it’s more than fresh carrots. It’s how good it feels to spend time there, the longer, the better.The best comparison I can think of is having a party with your family, your best friends, some important people you want to impress and everyone is asked to invite whomever they want to bring along. Your goal is to create something

time I get nothing or the obligatory hello. A third, “Can I help you?” or “Something in particular you’re looking for?” A third, someone tries to make a meaningful connection. A .300 batting average is only good in baseball, and I assigned generous portions!

It’s called a party, people, and it should be happening every week in your stores. Seems like simple stuff and it is. So how come it isn’t more common? And how do you get it started? Gather your entire team for a meeting, come up with realistic ideas for making customers ecstatically happy they came in (not just when they purchase), spend the money to do something interesting and have a meeting every month to evaluate your progress. Engaging your own people is job one. If they are on board, the rest can’t help but follow. It also helps with job satisfaction, but that’s a subject for another day.

they will remember for a long time. What should someone expect? Assortment: Shrinking inventories are a double whammy… less stuff to sell, and what’s left is the least exciting (or it would be gone). Buyers have been playing it safe with proven vendors and items. Stretch yourself, shake things up and take a few chances. You can talk all day about how great things are going… showing off some new things proves the point. Ambiance: Lively music, warm lighting, enticing aromas. Many stores feel like libraries with elevator music played at low levels because owner/managers want to be able to hear their salespeople, exactly what their customers don’t want (at least not all the time). My advice is that the style and volume should make managers slightly uncomfortable. Loosen up and the purse strings may follow. Amenities: Good food and drinks make good friends. Make them abundant and convenient, offered regularly. Not in the back, not upon request, noticeable and freely available. Better stores have mini cafes, the best occasionally prepare food, the smart all serve wine, beer and margaritas at the appropriate hour. Action: Great retailing is part transaction, part entertainment. What else is happening besides customers fending off salespeople? Kids playing? TVs playing Sunday football? Designers delivering decorating workshops? Community groups having meetings? Let people experience life in your store and it will be easier to imagine at home. Approach: When guests arrive at your home, are they ignored? Asked how they can be helped? This is the most embarrassingly obvious secret in our business. I scout a lot of stores. A third of the

Wow the Crowd

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

800.888.5565www.profitsystems.com

PROFITprofessional is the only industry specific software whose purchase advice is fluid and based on quantity sold, in stock and on order, as well as how recent and how frequently an item has sold. Other systems are based on a minimum / maximum number to have in stock which doesn’t account for changes in the buying habits of your customers. With PROFITprofessional you will be better able to keep up when demand increases and, if an item’s popularity drops off, you won’t find yourself overstocked. You will be far more nimble in reacting to sales trends – helping you keep inventory under control and improve your profitability.

Singing the Inventory Blues?Do you find yourself juggling inventory to meet customer demand without being overstocked?

Problem Solved.

Never be overstocked again.

Chris Ehgoetz and Carrie Hemme Michael Alan FurnishingsLake Havasu City, AZ

“We continue to grow our volume and GMROI, and our bottom line profit has more than doubled with PROFITprofessional.”

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

800.888.5565www.profitsystems.com

PROFITprofessional is the only industry specific software whose purchase advice is fluid and based on quantity sold, in stock and on order, as well as how recent and how frequently an item has sold. Other systems are based on a minimum / maximum number to have in stock which doesn’t account for changes in the buying habits of your customers. With PROFITprofessional you will be better able to keep up when demand increases and, if an item’s popularity drops off, you won’t find yourself overstocked. You will be far more nimble in reacting to sales trends – helping you keep inventory under control and improve your profitability.

Singing the Inventory Blues?Do you find yourself juggling inventory to meet customer demand without being overstocked?

Problem Solved.

Never be overstocked again.

Chris Ehgoetz and Carrie Hemme Michael Alan FurnishingsLake Havasu City, AZ

“We continue to grow our volume and GMROI, and our bottom line profit has more than doubled with PROFITprofessional.”


The sky is falling, the sky is falling and no one is buying furniture! For years the industry has been relying on this fact and when business was bad the easiest thing to blame was the economy. Today, the sky seems to have shifted and change is in the air.A little over a year ago, Steve Rotman sensed

something was about to change—consumer confidence was on the rise in Worcester, Mass., and Steve wanted to be prepared. Sensing this change, Steve and his team put together a plan that would help reintroduce the customer to their store and lead to double-digit increases in sales.“We needed to be prepared to reintroduce Rotmans to the customer who is feeling this new confidence and is ready to purchase again,” said Joe Quintel, store manager. “This customer has been postponing furniture purchases for years—we wanted to be ready to impress her. We decided to make some changes in our advertising, and then made changes within our store so that when the customer came through the door, she wouldn’t be disappointed.” After enlisting guidance from Horich Parks Lebow, a national agency dealing exclusively with the home furnishings industry,

Rotmans

Double Digit Increases in a “Down” Economy

Planning for An Increase in Consumer Confidence Leads to Success for Rotmans By Melissa Dressler

Rotmans launched an aggressive advertising campaign that included both television advertising on major stations in the Boston area, as well as a strong direct mail campaign that backed up the TV ads. Along with a new advertising campaign, Rotmans began to retag their entire store, all 185,000 square feet of it, before each major event. With two major events every month, there were a few grumbles amongst the 130 employees. “Since retagging the entire store twice a month is such a challenge, we told our sales team that they just needed to trust that this was going to work. Now they can’t wait to retag. The results we have seen have been phenomenal,” said Joe.The phenomenal results include double digit increases in sales since they put the concept in place last fall and Rotmans is adding new positions to their sales force. Part of the reason for an entire store retag

A NHFA New England Chapter Member


is to ensure the customer sees and experiences the same message in the store as they witnessed through the advertising. Keeping your brand message consistent at every touch point the customer has with your business is vital for success. From the advertising, to signage, down to what your salespeople say, your customer will remember it. “If you have a message, and you are advertising it to your customer, you want to make sure they aren’t disappointed when they enter the store and that the message is continued throughout. You can’t assume that everybody knows who you are and what your brand is about,” Joe added. “You need to keep building your brand, and continually build your customer service. The customer has to have a feeling of confidence after shopping with you, and it all starts the second the salesperson smiles and says hello.”Another part of maintaining your brand is to be sure you have product readily available to serve the customer. “Retailers need to make sure they have the product in stock and are ready to impress the customer when she comes in. Mrs. Jones has been waiting years to purchase a new bedroom, so when she comes in and decides she is ready to make that purchase, she wants it and she wants it soon. If it isn’t your store that can get it to her, she is going to leave and find another person to satisfy her needs.”With the skies changing, and consumer confidence slowly growing, Joe had this last bit of advice for all retailers, “Consumer confidence is growing—you can’t wait until it has hit your area, you need to be prepared and have a plan in place. We started looking into make changes over a year ago, and now it is really starting to pay off for our store. It is all about timing.”Be prepared—the recovery is coming.

Keeping your brand message consistent at every touch point the customer has with your business is vital for success.

Success Story


RetailerNOW recently sat down with dave Harkness, owner of Harkness Furniture in Tacoma, WA, and Sherry Sheely, owner of Sheely’s Furniture in North Lima, OH to discuss what is occurring in the home furnishings community, today.

Harkness FurnitureTacoma, Washington

Founded in 1920Showroom: 55,000 sq ftEmployees: 27Medium price rangewww.harknessfurniture.com

Sheely’s FurnitureNorth Lima, OhioFounded in 1952Showroom: 80,000 sq ftEmployees: 140

Mid-High price rangewww.sheelys.com

Dave: We peaked in 2007, then both 2008 and 2009 were negative years for us. 2010 was back a little more positive and then stabilized in 2011. The increase and plateauing has allowed us the opportunity to do some capital projects that we had been putting off. Over a four-year period, we didn’t have a lot of resources to do things to the building, trucks, and lifts, so we held off. The stabilization of the economy has allowed us to reinvest back into the store. We ended up putting over $100,000 back into the store, machinery and equipment in 2011. We have also done some other things promotional. We haven’t been waiting for the economy to approve—we are an advertising-driven industry, so we continue to promote as we did in the good times. We try to be event-driven and picked up some promotions from our counterparts in the industry. We belong to a lot of different groups and learn new and novel things from our relationship with others, which has helped drive traffic in through the door. Seems to be working—so far we are up in the first quarter of 2012.Sherry: 2011 was our best furniture sales year in our 60-year history. We never stopped. Even though business came to a halt in 2008 and 2009, at that point, we sat down with our management and went over every penny we were spending, down to toilet paper and Kleenex. We changed everything and saved about $8,000 just on paper products. We reeled in things over time, got through that period and then expanded our advertising, hitting more in the Pittsburg area. We also started using social media, QR codes, changed our web design, and are working on a Sheely’s mobile app. We are finding new ways to reach the consumer, that 30-45 year old that is always on their smartphone. We have been putting money back into the business, building, our computer systems, getting iPads for our salespeople—just trying to keep up and work with the new digital and social media world that is out there. We never really stopped, it was reeling in, becoming a little cleaner, reinvesting our money and being positive that we weren’t going to be a part of that recession.

Your Voice

RetailerNOW: What is your business doing to combat today’s economy? Are you waiting for conditions to improve in your area, or are you making changes anyway?


Sherry: I don’t know what other businesses are claiming and blaming. It could change on any given day. We are in Northeast Ohio, which has been a very hard-hit area. We have had three furniture stores go out of business during the last two years and a lot of other businesses shut down. I see less advertising from our competition. If you always try to find an excuse, it keeps you from moving forward. Companies that are blaming are companies that don’t have a vision for the future. You can’t sit around and blame the economy, 401(k)’s dropping, or whatever the reason may be, because the sky could fall every day if it wanted to. We started to look for other areas to get business around 10-12 years ago, and started to move promotions into the Pittsburg area—that’s where the people are and that’s what is important. It really kept us afloat. The stores that went out of business kept advertising in Youngstown, Moore and Akron, and those are the cities people are moving away from. You have to have a vision, and you have to focus on the positive when everything else if falling apart.If you are in business and you are always negative, that deflects onto your salespeople, delivery staff, and warehouse staff. They are having hard times, and are struggling too. The owners have to have a positive attitude—your employees take the cue from you.

Sherry: You can’t be afraid. You have to be a good businessperson, but you also have to ask how you can improve your store and make the buying process

easier for your customer. The customer’s time is so important and no one has

time, how can we make the buying processes cleaner and smoother instead of buying at a counter? If you don’t have the money to invest, it is going to take some time to adjust the buying process itself. A solution is out there. If you’re afraid to do anything, then we wouldn’t have the electric light bulb. I always go back in time—If we were afraid, we would still be riding the horse. Someone has to take those initial risks. There has to be risk takers and if you don’t like taking risks, you shouldn’t own a business.Dave: My dad had an old adage—he liked Blackjack and people would say, oh you like gambling. His response was, to be in retail, you are a gambler every day. That’s it. We make the conscious decisions as owners to reinvest within our business. Now that is an educated guess, but it is still a gamble. We are in a fashion business and if we don’t keep our store, our advertising and our websites up to date, we are not going to be competitive within the marketplace. For us, it is a matter of survival to keep as constant and current as possible. Reinvesting in our business is one of the best investments we could make. Sherry: You hit the nail on the head there—we are in the fashion industry. If the customer walks in our store and they see inventory that looks like it is from 1999—it’s old, dusty, dirty, windows aren’t washed, your store is dingy—they are going to turn around and walk out. It has to look fresh and new. The cheapest thing you can do is paint. It doesn’t cost you much. We paint in here every month, our displays change daily—you have to do that.

Sherry Sheely, Sheely’s Furniture, North Lima, OH

NHFA

Dave Harkness Harkness Furniture

Tacoma, WA WHFA

Read what Dave and Sherry had to say when they were asked about negative attitudes, furniture as fashion and more online at www.retailerNOWmag.com.


Are You Becoming IRRELEVANT?

I’m a Baby Boomer, and I’m irrelevant when it comes to shopping for home furnishings. Sure, I may buy a mattress and maybe even a power recliner, but that’s about it. My home is fully furnished!I’m NOT your customer, Generations “X” & “Y” are your customers—all 126 million of them. They are all “wired” for the Internet and they love being social online. They consume information when they want to and they do it in a variety of ways. Today’s consumer not only connects with your brand, “They use it”. The Internet changed everything for retail, and social media is changing the Internet. Again, it’s about “relevant content” being found by the consumer where and when they want to find and consume it.

You may think that you’re marketing to these generations, but I can comfortably say you’re probably not! Here’s why:

• You have an average or mediocre website at best that probably isn’t even found in the three categories of search.

General Search Category Search Branded Search• Your content is lacking, outdated or irrelevant

and you can’t, won’t or don’t keep up with it. • You don’t understand or embrace social media—

the most powerful influencer on the Internet. Today you MUST embrace and enact a social platform to connect with your audience, everywhere they are, and they are on the Internet all the time

There are 10 platforms you must consider to be connected and integrated into your message. Failure to do this is no different than placing all your marketing dollars in print or TV… you’ll miss your audience that is not tuned into those platforms. I can’t outline everything in this article, so I’ve focused on a few that will immediately impact your local business.

Facebook PinterestGoogle Places and Google+TwitterFoursquareStumbleUponGroupon/Living SocialTumblr & BlogsYelpYouTube

By Bill Napier

No change equates to irrelevance.


94

Your customers are relying more & more on social.

SOURCE: JANRAIN, APRIL 2011

Facebook has become !the top choice !for social sign-in.

FACEBOOK 35%

GOOGLE 31%

YAHOO 13%

TWITTER 7%

WINDOWS LIVE 6%

OTHER 8%

Twitter Drives More Leads for B2C Facebook generates the most !conversions for B2Cs.

61 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING REPORT 2011

67% 63% 53%

39%

FACEBOOK BLOG TWITTER LINKEDIN

29 SOURCE: SRI, OCTOBER 2010

46% of daily searches are for info on products or services.

of monthly google searches are for local businesses

The number of marketers who say Facebook is “critical” or “important” to their business has increased in the last two years.

Facebook

800 million active members, 152 million active users—55 percent are womenBe careful here, this is not a place to publish information that is not relevant to your audience. When I say not relevant, an example would be a post that says, “Did you know your sofa is a great place to take a nap”? This type of nonsense will quickly get you “hidden” from posting on someone’s Facebook page because it’s not relevant or useful information.Facebook is a platform for discovery, relevance and events. It’s an extension of your Internet and brand strategy, not a repetition of what’s going on every day in your store or a selling platform. Ask JC Penny, Nordstrom, GameStop and other companies that opened and closed storefronts on Facebook. It needs to be fun, engaging with videos, contests, inspirational and more so people really do like you and ultimately will connect with you to transact when they are ready.

Google Places and Google+

Google+ 90 million users. It’s Google and you need to embrace it because 78 percent of search are on Google. Be there and be relevant to Google everywhere.

of users never scroll past the first page of seach results


Twitter

250 million tweets per day—55 percent of women are sharing what their thoughts, likes and experiences with their followers.

Pinterest

10 million+ active users and its estimated 97 percent are women. This is the hottest new social platform out there. Home is the No. 1 pinned element, and you must have a strategy for this platform!

Foursquare

Over 15 million users, 40 percent are women. This is an easy to use platform, which is growing rapidly. It’s an awesome platform for driving traffic/in-store promotions and rewarding customers when they come to your store and “check in”.

StumbleUpon

18 million+ members. StumbleUpon helps you easily discover new and interesting stuff on the web. Tell them what you like, and they’ll introduce you to amazing web

NOT SURE 6%

YES, FOR A FEW BRANDS

56%

YES, FOR MANY

BRANDS 23%

NO 15%

79% of US Twitter users !are more likely to recommend brands they follow.

124 SOURCE: EDISON RESEARCH, 2010

Retailer’s ReactionAt Tepperman’s we believe that

our customers are our most valuable resource, and social

media is simply a new set of tools with which we can cultivate our existing relationships as well as develop new ones. Our current

and future customers have a wide array of needs (including

questions and problems). These new tools strengthen our ability

to listen to our customers, understand their particular needs,

questions and challenges, and then facilitate a resolution—

whether by answering a question, providing additional resources and education, solving a service need,

or finding just the right item(s) they’re looking for.

Noah Tepperman, Tepperman’s, Ontario, Canada

pages, videos, photos and more that you wouldn’t have found on your own. They’ll show you web pages based on that feedback as well as what similar “Stumblers” and the people you follow have Like or Disliked. Yep, it’s a web aggregator and this is perfect for home furnishing retailers.

Groupon/Living Social

Groupon – 83 million subscribers – 16 million usersLiving Social – 26 million+ subscribers

With the cost to get someone into your store hovering around $130, this is a great “event” promotion for new customer acquisition and more. This can be used much like how grocery stores use “end aisle” promotions and specials. Drive people to the store with a ridiculous “priced promotion”—say a sofa(s) “at cost”. You won’t lose any money, but you will get people to visit the store and potentially fill their room with tables, chairs, rugs and more that may carry higher margins.

Yelp

Yelp is an online city guide that helps people find cool places based on the informed opinions of a vibrant and active community of locals in the know.

As of June 2011, more than 53 million people visited Yelp in the past 30 days, that’s potentially 636 million/year. Yelpers have written over 20 million local reviews, 83 percent of them rating a business 3 stars or higher.

of companies using social media say it has increased marketing effectiveness

Irrelevant


Companies that blog have 55% more website visitors

B2C companies that blog generate 88% more leads.

Retailer’s ReactionMy company, Slater’s Home Furnishings, is not against Facebook or Twitter, or any of the other social media site but we also don’t feel it is valid use of our time at the moment. The average age of our customer is 63, and less than 4 percent of our customers are 40 and under. For some reason in our market, not many people in the 45 and under age group can afford, or have interest, in high-end furniture. We have done some customer surveys regarding the Internet and found that most of our customers use the Internet to research products and dealers of the items they are interested in. Very few make these purchases online and very few of our surveyed customers use Facebook for anything else other than keeping up with family. Lastly, we don’t have the time to dedicate to social media—I believe that to be on social media, and not have it current, would be worse than not having it at all.

-Tom Slater, Slater’s Home Furnishings, Modesto, CA

Tumblr & Blogs

Tumblr has 9 million+ membersOver 500 million people worldwide read/subscribe to blogs

Blogging is the new “news you can use” platform. People subscribe to them because they want to aggregate information “they want, when they want it”.

• Statistics state that 57 percent of retail businesses have acquired a customer through blogs. (Hubspot)

• Companies that embrace blogs get 88 percent more leads than those that don’t. (Hubspot)

• Blogging improves your rank on Google and other search engines.

• Blogging helps establish your authority and reputation in your niche.

• Blogging gets tons of new traffic which you can target for your products or divert to your website.

• Blogging helps establish a targeted loyal customer-base which you can tap into in more than one way.

• Blogging helps build your email list as readers often subscribe to your feed or newsletter.

• Blogging helps spread the word about your business or its products.

US Internet users spend 3x more minutes on blogs & social networks than on email

YouTube

1,800,000,000 (yes, that’s a trillion) video views/playbacks in 2011—158 million/month

Have you seen The Red House’s quirky YouTube video? It’s garnered close to 4 million views and they are selling a ton of furniture, t-shirts and more. Research shows that women gravitate towards humor, animals and babies in videos. Videos on YouTube that have these elements garner the highest views. Use this platform to be “real” and fun, delivering relevant content in a way that differentiates your store from the typical “price off” format. Create a brand that people will share and like.

On YouTube you have the ability to share your brand’s story/history, product videos, commercials, fun events, your staff, before and after design elements and more. Don’t be boring, be relevant.

continued on p.34

33%

49%

72% 76% 78% 89%

< MONTHLY MONTHLY WEEKLY 2-3X/WEEK DAILY MULTIPLE TIMES/DAY

# OF M

EDIA

N M

ONTH

LY LE

ADS

SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

Blogging frequency has a !! impact on lead-gen. direct & significant

FREQUENCY OF BLOG POSTS


Charles DortchVice President of Sales(707) 665-2100, ext. [email protected]

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. . .you will not just be punished; you will be punished with impunity.

35

I realize this is a lot of new information, but if you don’t integrate your retail or manufacturer brand with these platforms you will become irrelevant… very quickly. Think Blockbuster, Montgomery

Ward, Borders and many more that did not adapt and did not change with the consumer.

As PriceWaterhouseCoopers stated a few years back: If a retailer does not recognize the changing dynamics of

the consumer, how they shop and connect with brands, you will not just be punished; you will be punished with impunity.

No change equates to irrelevance.

I leave you with my favorite quote which helps define the situation with social media, “You cannot think yourself into acting; You MUST act yourself into thinking.”

About the author: For over 25 years, Bill Napier has been creating, guiding and deploying successful marketing campaigns in a variety of industries. For the past 12 years Bill has been focused in the home furnishings industry, having directed Ashley Furniture’s marketing, and many other major furniture brands and home furnishing suppliers including the premier web-based home furnishing solutions provided by FurnitureDealer.net.

Bill can be reached at: [email protected], (612) 217-1297, www.napiermkt.com

Irrelevant

164 MillionUS INTERNET USERS


I have to tell you that I am amazed, if not shocked, at how few furniture retailers even realize that they don’t know what they don’t know. It is even more baffling that store owners and managers aren’t pro-actively trying to seek the knowledge and education that they lack. For example: How many of you can name the last 10 books that you read on salesmanship, customer service, leadership, etc.? Don’t be offended, I ask this question at every seminar that I conduct. Less than 10 percent can name the last book, much less the last 10 books.With the economy as it is and sales being tougher and tougher to make, I would think that every furniture retailer would want to take a few minutes out of their busy day to learn something new. If you learn one thing, it might be the difference between a great year, an average year, and one that leaves you wondering if you will survive. Here are a couple of known facts:

Known Fact Number ONE As long as there is another furniture retailer in your area, there is an opportunity for a sales increase!

Known Fact Number TWO If you keep doing what you have always been doing you will achieve the same result!

Known Fact Number THREE There are furniture retailers out there that are having their best years ever!

Known Fact Number FOUR Most furniture stores are doing half of what they could be doing if they would just adhere to the five elements of productivity improvement.

If you can answer the following three questions correctly then you need not read any further. If you can’t answer one or all the questions, you need to do yourself a favor and seek the knowledge and education that you and your sales staff desperately need. The answers will be at the end of the article (no cheating!)

No Excuses

and quit making excuses about the economy, the state of the industry, the building bust, etc. or you may find yourself stepping aside! I say this with the highest degree of respect for the furniture industry and the people within it. Further, the only reason I am writing this article is because I believe in the independent retailer and the small businessperson of this country and want to pass along any knowledge to help them not only survive but to thrive.

TO STEP IT UP


There are three ways a salesperson can increase sales in a retail furniture store, what are they?

Most businesses fail because they are managed based on something other than ?

If sales are down, there is one of three things or a combination of three things, that could be causing the decrease in sales. What are the three things?

I have a challenge for furniture retailers—

No Excuses

Several months ago, I had the pleasure of spending three solid weeks in a retail store as the sales manager. Running the sales floor took me back to my roots of the good old days when I was a sales manager working every day on a retail sales floor. Not much has changed. Customers still say, “I’m just looking”, “I’ll be back”, and “This is the first place I’ve shopped”. Salespeople still say, “Will that be all”, “Here’s my card, when you are ready come on back”, etc. Customers have habits they have fallen into just as salespeople use bad selling habits on occasion. I am not blaming anyone; I am

just saying that is the way it is. During this three-week period, we did about $35,000 (average week) in sales the first week, the second week we did over $70,000 (double an average week) in sales and the third week we did over $120,000 (a bit more than three plus times an average week) in sales. I am not telling you this to brag, just the facts. The reason I am mentioning this is to point out—there is no second place to “ON THE

FLOOR COACHING AND TRAINING”. You cannot learn to ride a bike, ski, drive, or fly an airplane by watching a DVD, reading a book, or seeing somebody else do it. This is true in the field of sales. It is the practical, continuous, application of proper sales techniques as well as using role-playing and in real life situations. This is where the real training, retention, and application of the knowledge is accomplished.The storeowner, sales manager, store manager, sales trainer, floor manager—whatever title you give to the position—can have a dramatic effect on sales and profits.


staff. Most retail salespeople sit back and wait for customers to come in, when they could be doing some things to create traffic in the store. Most retail stores have no turnover program, or one that is weak at best. Most retail salespeople don’t know what to do when a customer says, “I’ll be back”. Most retail salespeople don’t know the easiest way to add-on to a sale or to bump it up. Most retail salespeople don’t ask their customers for referrals. In other words—there is a huge sales increase available in most retail stores.

As a business, if you keep doing the same things that you did previously, why would you expect different results? I have heard some retail organizations that say 30 percent of all the independent retail stores will be out of business in the next five years. Many of the chain stores aren’t doing much better. If this doesn’t scare the heck out of you, I don’t know what will. There is no doubt in my mind that the answer lies in the people that we have serving our customers. We, as an industry, have to put more and more emphasis on training, knowledge, positive reinforcement, on the floor coaching, incentives, and giving our people the help that they need in order to maximize every potential selling opportunity. Further, we need our salespeople to create selling opportunities and look at their positions more as business owners running their own business within the business. I will go to the grave knowing that the storeowner and/or sales manager is the one person that will make the biggest difference.

No Excuses

This position is the single most important position in the store when it comes to proactively creating sales and profits. Without a strong leader, people tend to revert to their safe zone, level of competency, or incompetency, depending upon how you look at it. In sports, it is proven every day that the coaching makes all the difference between a championship season and an average season. The exact same thing is true in a retail furniture store—coaching on the floor will make the difference between a store growing and flourishing, and one that is just getting by.

With the uncertainties of the economy, the stock market, mortgage foreclosures, layoffs, a Presidential election, businesses going out and the price of everything skyrocketing, it is no wonder that many furniture retailers are scared. It is a serious situation, no doubt. But you cannot use these things as an excuse for complacency.However, I do know that most retail furniture stores are still closing about 20 percent of the people that come in. Most retail stores are still averaging about 5 percent in add-on sales and do about half of the business that they could be doing without making any changes other than improving the skills of the sales


When he/she is active on the sales floor, interacting with the sales staff and customers, we are on our way to positive results. I have seen a struggling store bring in a dynamic new manager, and the store explodes in sales. If the manager is a person that only makes the schedule, answers discounting questions, is responsible for making the daily deposit, helps their customers, and answers special order questions, then the store is in trouble.

The sales manager’s job is to: Provide the leadership, knowledge, training, incentives, consequences, positive reinforcement, critique, and feedback in order to recruit, hire, develop, and maintain a successful sales staff. Anything short of this is unacceptable if the organization is going to grow and flourish in the future. I recently heard an advertising guru say that retailers need to cut back on their staffs because traffic may drop as much as 25 percent in the coming year. I say—don’t cut your staff—cut the unproductive staff and increase your staff with productive sales-driven individuals that will produce results—and give them the leadership that they need to be successful. An effective sales manager/trainer will make all the difference in the world. Nobody ever accepts a job wanting to fail. Something is causing them to not be successful. Usually it is the lack of training and coaching they are getting on the sales floor. The sales floor proves to be where all the action is, and your training needs to address this critical area. If you are not one as the owner, or do not have a proactive sales manager/trainer you need to hire or develop one from within.

Three ways a salesperson can increase sales: First, get more people to come in—There are at least six ways a salesperson could increase store traffic, sell more of the people that are coming in through increasing your closing ratio. Understanding why people don’t buy is just as important as why they do buy.

Second, through increased knowledge and training, a salesperson can increase their closing ratio. Third, to sell more to the people that you are already selling through add-ons and bumping up the sale—the easiest way to sell add-ons is to get the customer to tell you what they will be buying next, through

No Excuses

Here are the answers to the questions:


Here are the five elements to productivity improvement that I mentioned earlier:

Training and Coaching

Accountability

Goals and Objectives

Non-Negotiable Sales, Customer Service and Operational Standards

A formal training process in the areas of Sales, Customer Service, Product Knowledge and Operations.

Only through knowledge and education we can pull the industry out of this mediocrity. Be the expert that you have always hoped to be, your customers expect you to be and stop relying on excuses.

Author, trainer, consultant, and speaker Brad Huisken is president of IAS Training. He publishes a free weekly newsletter called “Sales Insight”. For a free subscription or more information contact IAS Training at (800) 248-7703, [email protected], www.iastraining.com or fax (303) 936-9581.

asking good solid add-on questions. In order to bump up a sale, salespeople have to increase the perceived value that people have in purchasing furniture.

Most businesses fail because they are managed based on opinions rather than facts and statistics. Without statistics, a manager can only guess why sales are up or down. Just knowing your traffic, closing ratio and average sale will tell you where you need to put your focus, time, energy and money.

Three things that might be causing a decrease in sales: Decreased traffic, decrease in closing ratio, and/or a decrease in average sale. If traffic has decreased work on your advertising and marketing. If closing rate has decreased you need to focus your time, energy and money on sales training. If the average sale has decreased, and the consumer is spending less money, then you need to get more people into your store, work on add-ons and bumping up sales.

No Excuses

As a business, if you keep doing the same things that you did previously, why would you expect different results?


Standing Out CREATE AN IdENTITY

YOUR CUSTOMERS IdENTIFY WITH

In today’s world, you can’t just be a part of the pack—your business needs to stand out and outshine the others. But what makes one

company shine, while the other light dims? Bruce Cochrane, owner of Lincolnton Furniture, Lincolnton, N.C., wanted to be sure his business stood out from the crowd when he brought production of their furniture back to the U.S. in 2011. Bruce and his team stopped the years of “following” that led to the sale of his family business, Cochrane Furniture, to manufacturers in China in the 1990s, and paved their own track to success.“Things have needed to change in the furniture industry for the last 50 years,” Bruce said. “We aren’t exactly rocket scientists. I don’t want to over generalize, but this industry is full of followers. It is why the debacle happened in the 1990s when everyone moved domestic production of furniture to China. We followed the pied piper over the cliff. We didn’t try to figure it out, and find the best approach to be competitive like other industries often do. We could have figured it out—we could have done a better job, but we took the easy way out.”In 2010, Bruce figured it out and found a way to move furniture production back to the U.S. By December, Lincolnton Furniture created an ensemble of 18 people—all willing to work for free for the next six

“We aren’t exactly rocket

scientists. I don’t want

to over generalize, but this industry

is full of followers...

months—who believed in what Lincolnton Furniture stood for. Bruce’s future employees believed that their product would outshine others, and they created an identity that hit close to home for customers. Their identity: Made in America, solid wood furniture that is guaranteed for life.

Today, customers want to know what a company stands for before giving over their hard-earned dollars. While economic conditions might be fluctuating, if a company doesn’t have an identity that customers want to align themselves with, they will most likely shop elsewhere. “People blame bad business on anything. Obviously the economy isn’t doing well, but there are some furniture retailers that are doing great despite it. I think what sets those retailers apart is that they have an identity. They know their identity and their customers know their identity,” Bruce said. A lack of identity could be preventing your business from succeeding now and in the future. Bruce had this last thing to say, “There are no excuses for not doing business in the furniture business. There are conditions that

exist that keep us from doing more business than we should, but to me, it all comes down to a lack of focus and a lack of identity. You get those two things aligned, and you will be doing business.”

By Melissa Dressler

Stay tuned for more of Bruce’s “Remade in America” story in the June issue.

Standing Out

Explore new from every angle.

Experience inspiration at every

turn. Find all your opportunities in

one amazingly easy-to-shop home

furnishings marketplace.

Las Vegas MarketJuly 30 – August 3

www.LasVegasMarket.com©2012 World Market Center Las Vegas LLC. All rights reserved.

AIG115_LVMS12_RETNEWS.indd 1 4/6/12 10:29 AM


Better Sleep Month: A Great Time to Boost Mattress Sales!

By Gerry Morris

Entice ShoppersBetter Sleep Month is good opportunity to connect the dots of quality sleep to quality mattresses and entice shoppers to want to improve their quality of life rather than to get more bang for their buck.Consider running lifestyle pictures and benefits of sleep text that give a “glimpse of what life could be” sleeping on a luxurious mattress. Engaging the imagination evokes the emotions and entices shoppers to buy.

Empower Retail Sales Associates (RSAs)Underprepared RSAs can quickly find themselves on their heels when faced with an emboldened shopper.To be up to the task, RSAs must spend time researching competing retailers and brands on the Internet just as shoppers do when preparing to go on a shopping mission. An ongoing expanded training program may be the most important element for successful mattress sales.

Create Wow ExperiencesWhat if you could create such wonderful experiences for shoppers that they wanted to tell all their friends about it. Well, why not?Look at every aspect of the experience from the perspective of the customer, from the moment they pull into the parking lot until after they take delivery of their goods to reveal areas that need improvement.Create a visually pleasing environment with a focus upon the benefits of sleeping on a quality mattress.

Make Add-Ons a Part of the SaleThe word itself has taken on such a negative connotation that it triggers a “cringe factor” for most consumers. “Here we go again, I just wanted a mattress.”But the truth is that new frames, pillows, mattress protectors and sheets complete and enhance the sleeping experience and save money by protecting the investment.Try creating a visually appealing “bundle” package that RSAs can point to throughout the selling process.

Make It Your MissionPeople perceive motive. Mattress retailers that focus upon serving rather than selling reap the benefits. To find real success in mattress sales, make it a daily mission to help as many people as possible get deep restorative sleep on a quality mattress starting with everyone in your company. It really works.

Claim Your ProfileCheck out GoodBed.com. Over 75,000 mattress shoppers a month do. Most mattress retailers are already listed. The good news? You can claim and manage your own profile at no cost! Don’t sit back and take it. Go out and get it! Better Sleep Month is a great time to start!

Gerry Morris is an author, speaker, sales trainer and consultant with over 25 years of experience in the home furnishings industry.

Gerry is the author of two widely-read books, “Spring Training” and “Sell More Beds Guaranteed!”. For more information visit sellmorebeds.com.

Here are 5 Ways to Boost Mattress Sales:

Mattresses are arguably the best consumer product to buy or sell! From the consumer perspective, there is no other product that has a more direct and positive impact upon health, wealth and happiness than a quality mattress. From a retailer’s perspective, mattresses have the best GMROI of any home furnishings product. Apparently, the word has gotten out, and it seems everyone wants to get in on the action. With ever increasing competition, a sluggish economy and soaring gas prices, what’s a retailer to do?

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

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

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My challenge to you is to get results in the next six weeks. You have everything you need to be successful. Use the three steps to guide you—take responsibility, take charge, and take action. Changing your mindset is simple, not easy, and you can do it anyway. go make stuff happen!


Change your Mindset – Change your Results 6 Weeks to Supercharged Results!

By Kim Miller-Hershon

Have you noticed when your day starts badly, more bad things inevitably happen? You’re late to work. Then the computer freezes in the middle of a big transaction and you lose the sale. Just when you think things can’t get worse, you take a break and get rear-ended. Would you like to be in control of your own results? No more excuses. No more bad days. No more pity parties. Ok, you

can, occasionally, have a little pity party. Maybe you invite your best friends, Ben and Jerry. After a pint, pick yourself up, dust yourself off and move on. Changing your mindset absolutely, without question, is the best way to change your results. Are you dying to know how to do it? Here’s how in three simple steps: First, take responsibility for your own results. Second, take charge of how you talk, and third, take action. And yes, it really is that simple. These steps take time to implement; here is a six week plan to get you started.

Step 1: Take Responsibility for Your ResultsBe responsible for your actions without excusing or explaining yourself. Let’s revisit that bad day. You arrived late. Maybe there was unexpected traffic or your alarm didn’t go off. Honestly, it doesn’t matter—you were late, period. Sincerely apologize and move on with your day, freeing yourself from negative energy. Then, when the computer froze, you saved the sale with your normal responsiveness to the customer’s needs. By taking responsibility, you give yourself the power to say how your day will be. Over the next two weeks, practice taking responsibility and note the power you feel.

Step 2: Take Charge of How You Talk How many times do you talk about what you want to accomplish—sales goals, business growth or personal goals, and use the words, “I will” or “I want”? “I will hit my sales goals” or “I want to lose 20 pounds”. “I will” and “I want” say that “you may” or “you may not”. Instead, use clear and specific language that starts with “I am”. These statements address your core beliefs. State “I am going to sell 10 sofas this month” or “I am going to weigh “x” by this date. Which is 20 pounds less than I currently weigh. You didn’t really think I was going to tell you how much I weigh?! Add this step after the first two weeks. When you combine the two steps, you can get beyond the usual barriers. When your drive to meet your goal comes from your core, and you take responsibility for your results, you find a way to make the sale when the computer freezes.

Step 3: Take Action Towards the Results You WantStart by creating a vision of your ideal result. Then figure out a plan and the action steps needed to implement. Think of it this way, what you focus on grows. Focus on the positive, and taking the action needed will be a piece of cake. Work this step into the mix after four weeks and amazing things will happen.

Go to www.facebook.com/DesignINSIDEnow and share your journey. Declare your goals, get support and get results.

Mindset


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What’s Selling

Submitted By: Chris CooleyStore Name: Michael Alan Furnishings

Location: Lake Havasu City, ArizonaIs the product:

Made In America—YesWarehouse ready—YesContainer Product—No

Manufacturer: LaneProduct Name: #365 Rivers sectional

Cost: 3 piece $700 (option with power $800)

Retail Price: 3 piece $1,549, ($1,749 with power)

Product level: Contemporary home theatre available in a variety of configurations, fabrics, and

bonded leathers

Ever want to know what products are selling in stores like yours around the country? Every month, What’s Selling Now will feature best sellers from across the country—in different styles, categories and price points. Here’s what’s selling now…

Look for these symbols to let you know more about the products:

Made in America Warehouse Ready Container Product

What’s Selling


Submitted By: Shane SpillerStore Name: Spiller Furniture StoresLocation: West Alabama and East MississippiIs the product:Made In America—Yes Warehouse ready—YesContainer Product—NoManufacturer: AshleyProduct Name: 750—DarcyRetail Price: $899 (includes Sofa, Loveseat and 3 piece table set from Ashley)

Product level: Promotional (popular priced product)

Why do you think it is a successful seller: I feel this product has been successful because it is a great value for the customer. Easy to clean and low maintenance.How available is the product from the manufacturer: Ready to shipAdditional information about the product: It is available in several colors.

Submitted By: David MasinStore Name: Masins Fine Furniture and Interior DesignLocation: SeattleIs the product:Made In America —YesWarehouse ready—No, custom madeContainer Product—NoManufacturer: StickleyProduct Name: 2012 Collector’s Edition ChestCost: $500Retail Price: $1,500Product level: High EndWhy do you think it is a successful seller: It is a beautiful inlaid piece that is only available for a limited time.How available is the product from the manufacturer: It is made to order to allow customers to pick their finish and wood species.Additional information about the product: It is made of solid cherry or oak and has an inlay never before seen on a Stickley piece. The handles are solid brass. It can be used as a nightstand or an entry table.

What’s Selling


Embracing Your Uniqueness

By Kevin Aiken, Colleen’s Classic Consignment

Continue the conversation with Kevin online at www.retailerNOWmag.com. For more information on Colleen’s Classic Consignment, visit www.colleenconsign.com.


“If you can run a successful business in this economy, you can make it in any economy.” This was a quote from one of the mentor’s speaking at a Next Generation–NOW event

last August. As someone who’s relatively new to the industry, it seems to me that this is a pretty standard sentiment amongst furniture retailers. Do you often wonder what the future of our industry is in this changed economy? Are you trying to discover what other companies are doing to survive and thrive? In my opinion, at this moment, there is so much opportunity for retailers to start shifting some share in their direction.

My background:

I started my professional career working in the travel industry. I spent 13 years working my way up the ladder and held numerous positions in sales and marketing, working for companies like Mandalay Bay Resort & Casino in Las Vegas and Travelocity.com in Colorado. A few years ago my mother, Colleen Aiken, president and owner of Colleen’s Classic Consignment, offered me a position as CEO in the family business. Our company has its very own unique business model that is a hybrid of what you might find in a standard consignment store. We’ve gone from one store to four and now employ 85+ staff members. We’ve seen annual growth in sales over the life of the business, and as mom likes to say, “We’ve never had to go back in pocket!” Since 2009, our growth rate has been amplifying.One of my biggest takeaways from the travel industry is an ability to move a product / commodity. The travel industry is very technologically advanced. The back-end booking systems for hotels and airlines are extremely complex. Their system tools have automated inventory management, revenue maximization, and database management all in one. Oddly enough, with the level of complex tools, all the industry had done was dumb

down the pureness behind the excitement of travel. They turned the excitement into a boring, canned experience with a price tag. This commoditization has taken the heart and soul out of an industry that used to relate so well to individuality. He who offers the best price, conquers.Individuality and Uniqueness:

We can all agree that at some point over the last three to five years, the “system” has had an opportunity to take advantage of us. As a result I believe that there has been a fundamental shift in consumer spending habits. Consumers feel that purchasing canned products is a direct representation of giving-in to the

“system”. Companies offering these types of products are the same ones that are hanging on and trying to weather the storm right now. That being said, furniture retailers have a very unique opportunity to take the canned product feel out of the customer experience in a way that other industries will never have. We offer a product that directly impacts people’s day to day lives and can assist in

helping people define their very own personal style. In this day and age, it’s considered cool and trendy to take pride in expressing one’s own uniqueness. As a furniture retailer, it’s quite liberating to know that our shoppers can use us in a very fun way to prove to others that they know how to do things their own unique way. Our product fits the “anti-system” sentiment that exists in our current economy.As consumer habits go, so should our business. There is a considerable amount of opportunity sitting out there waiting for us to tap into it. Consumers lack interest in associating their own personal styles to a commoditized brand or product. They are interested in doing things in their very own unique way. Look at your own business; have you identified what makes it unique? Although all of our products are similar, I guarantee there is something about your business that is truly unique in the industry. This unique quality is precisely what will capture your customer’s interest. It could be the difference between just another commodity and your success.Once identified, all it takes is the ability to embrace it. The most successful companies in this economy are the ones that are taking pride in being who they are. The companies that are competing for price over commoditized products are the ones that are going to be fighting that battle for a very long time. There is opportunity sitting out there, just waiting for you to take advantage of it. Who knows, maybe your company has the chance to re-design its very own unique personal style.

. . .commoditization has taken the heart and soul out of an industry that used to relate so well to individuality. He who offers the best price, conquers.

Fresh Perspectives


At Zenith Global Logistics, even the smallest order receives laser-focused, meticulous product handling as it moves efficiently through our

terminals and onto our company-owned trucks. Universal bar coding and exacting handling procedures are just the beginning of why our

damage rate is less than 0.3% and our shipping accuracy stands at 99.99%. As for service, it’s always immediate — like a live person on

the phone when you call and quick answers when you need information. And we’re fully CSA compliant. So when it’s your move, call on

Zenith Global Logistics. We make sure Every Move Counts.

your move. make it count.

PO Box 969 • Conover, NC 28613 • 800.937.3876 • ZenithCompanies.com

Domestic LTL Freight // Domestic Warehousing // Domestic Home Delivery // International Home Delivery // Ocean Transportation // International Warehousing & Consolidation

How are you Performing? A Report Card for Sales Managers and Bosses

You often give your employees performance or sales reviews, but how often do you let them rate your performance? Do you want to know what they have to say about your job performance? Are you brave enough to listen? Stop hiding behind fear, and give this “report card” to your employees. See if they think you really are doing a great job, or if there is room for improvement.

Does your Sales Manager / Boss:1. Provide formal sales, product knowledge, operations and customer service training for the

salespeople? _____2. Give weekly targets and monthly sales goals?_____3. Hold weekly scheduled one-on-one meetings with the sales staff reviewing goals, areas of strength

and offer coaching? _____4. Hold a morning huddle prior to the store opening every morning?_____5. Listen in on sales presentations and offer coaching in areas of weakness and praise areas of

strength? _____6. Have non-negotiable sales, customer service and operational standards? _____7. Hold quarterly, semi-annual, or annual reviews with the sales staff? _____8. Make himself/herself available for turnovers or to offer help when a sale is not going well? ______9. Spend the majority of their time on the sales floor, listening in, coaching, praising, taking overflow,

etc. _____10. Hold weekly staff training meetings in the areas of sales techniques, product knowledge, operations

and customer service? _____11. Manage based on statistics, or factual information, as opposed to opinions? _____12. Track productivity statistics and react to the statistics? ______13. Provide a training checklist for employees to ensure everyone receives equal training? ______ 14. Offer open communication with the sales staff? _____15. Role-play various selling scenarios with the staff? _____16. Lead by example? _____17. Create an environment of personal growth and development? _____18. Regularly schedules games and contests to motivate staff? _____19. Create a positive work environment? _____20. Offer incentives based on productivity improvement? _____21. Receptive to quality of life issues? _____22. A good listener? ______23. Fair with all sales staff? _____24. Provide the leadership, knowledge, training, incentives and consequences in order to recruit, hire,

develop, maintain and retain a successful sales staff? _____

Feeling really brave? Send us your results and we will put them to use in a future issue of RetailerNOW (all names removed, of course!).

Fax Back to Us at 916-784-7697

Report Card

At Zenith Global Logistics, even the smallest order receives laser-focused, meticulous product handling as it moves efficiently through our

terminals and onto our company-owned trucks. Universal bar coding and exacting handling procedures are just the beginning of why our

damage rate is less than 0.3% and our shipping accuracy stands at 99.99%. As for service, it’s always immediate — like a live person on

the phone when you call and quick answers when you need information. And we’re fully CSA compliant. So when it’s your move, call on

Zenith Global Logistics. We make sure Every Move Counts.

your move. make it count.

PO Box 969 • Conover, NC 28613 • 800.937.3876 • ZenithCompanies.com

Domestic LTL Freight // Domestic Warehousing // Domestic Home Delivery // International Home Delivery // Ocean Transportation // International Warehousing & Consolidation




New England Chapter

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

FlexsteelFurniture of AmericaFurniture OptionsFurniture WizardFurnitureDealer.netGE CapitalGreat American Furniture ServicesGuardian ProductsGuardsman/The Valspar Corp.Hancock & Moore/Jessica CharlesHarden Furniture CompanyHigh Point Market AuthorityHolland HouseHomelegance USA Home Furnishings Business MagazineHookerHorich Parks Lebow AdvertisingImpact Consulting Services, Inc.Innovative Delivery SystemsInterlude Home, Inc.James Parker Insurance AssociatesJofran Sales, Inc.Julius M. Feinblum Real Estate, Inc.KincaidKing Hickory Furniture CoKlaussner Home FurnishingsLane Home FurnishingsLazar IndustriesLeaLeggett & Platt, Inc.Liberty FurnitureLifestyle EnterprisesLinon Home Décor ProductsLynch Sales CompanyMagnussen HomeMail AmericaMassood LogisticsMed-Lift Mobility

MicroD, Inc.Mohawk Finishing Products, Inc.Myriad SoftwareNatuzzi Americas, Inc.NetSertiveNourison IndustriesOriental Weavers USAPacific Furniture DealersPhoenix A.M.D. International, Inc.Profit Management PromotionsPROFITsystemsProtect-A-BedRestonic Mattress Corp.Riztex USA, Inc.SAP RetailSerta Mattress CompaniesSimmonsSleep-EzzSource International, Inc./4 Sales FinanceSourthern MotionStandard FurnitureSteve Silver Co.Storis Management SystemsSuryaTempur-PedicThe Uttermost CompanyTropic Survival Advertising & MarketingTruckSkin, LLCTwin Star/Classic FlameTyler Net, Inc.Valassis, Inc.Vaughan Furniture Co.Versatile SystemsWahlquist Management CorporationWorld Market CenterZenith Global

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

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


How can I use new media to improve sales at the retail level? There are two simple steps:

Use a concise message and direct call to action to drive customers to your online store Utilize analytics and other tracking tools to gauge the effectiveness of your online campaign, which in turn will allow for accountability and adaptation to occur.

Although driving customers to your website and tracking them seems simple enough, there are three pitfalls to avoid:

Don’t rely solely on newspaper inserts. Currently, there are numerous resources available that allow you to reach a targeted audience for a smaller price than the newspaper. Your website or social media campaign must offer a tangible benefit to the consumer. Online traffic alone can’t justify the cost of a website. You must offer the customer something in return to drive them into your store and generate a transaction. Your message must be unique and stand out from all other messages in your marketplace.

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

Bedding is Booming: As expected, bedding and mattresses continue to be a very strong category among retailers. It’s also a sure-fire category to leverage some old-school media to help drive results. Utilize newspaper ads and circulation distribution via the newspaper to help drive traffic into your store and deliver sales for bedding.

Check Out the Improvements for Clients with Dedicated Mattress Advertising:

Total Sales vs. last year: 15.8%

Total Traffic vs. last year: 3.19%

Total Closed Percentage: 36.91%

Notice the Disparity in Improvement for Clients without Dedicated Mattress Advertising:

Total Sales vs. last year: 8.01%

Total Traffic vs. last year: 8.48%

Total Closed Percentage: 30.87% Since you can see old-school media has the power to drive up sales and increase in-store traffic, it’s time to take a dynamic new approach to generate even more growth. This starts by using old-school media to drive your customer to your new-school sites, such as Facebook and websites.

By doing this you will:

• Drive your customers to your website where they can browse your entire inventory and even shop online

• Capture email subscribers, names and phone numbers• Offer online only coupons and incentives to drive customers directly into your store• Get more bang for your buck by utilizing fewer resources, like a website and Facebook page

Quick Fire

with mattress-dedicated advertising and online traffic to drive salesIgnite your marketing

Coming up next month: Pass the Baton



New England Chapter

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

FlexsteelFurniture of AmericaFurniture OptionsFurniture WizardFurnitureDealer.netGE CapitalGreat American Furniture ServicesGuardian ProductsGuardsman/The Valspar Corp.Hancock & Moore/Jessica CharlesHarden Furniture CompanyHigh Point Market AuthorityHolland HouseHomelegance USA Home Furnishings Business MagazineHookerHorich Parks Lebow AdvertisingImpact Consulting Services, Inc.Innovative Delivery SystemsInterlude Home, Inc.James Parker Insurance AssociatesJofran Sales, Inc.Julius M. Feinblum Real Estate, Inc.KincaidKing Hickory Furniture CoKlaussner Home FurnishingsLane Home FurnishingsLazar IndustriesLeaLeggett & Platt, Inc.Liberty FurnitureLifestyle EnterprisesLinon Home Décor ProductsLynch Sales CompanyMagnussen HomeMail AmericaMassood LogisticsMed-Lift Mobility

MicroD, Inc.Mohawk Finishing Products, Inc.Myriad SoftwareNatuzzi Americas, Inc.NetSertiveNourison IndustriesOriental Weavers USAPacific Furniture DealersPhoenix A.M.D. International, Inc.Profit Management PromotionsPROFITsystemsProtect-A-BedRestonic Mattress Corp.Riztex USA, Inc.SAP RetailSerta Mattress CompaniesSimmonsSleep-EzzSource International, Inc./4 Sales FinanceSourthern MotionStandard FurnitureSteve Silver Co.Storis Management SystemsSuryaTempur-PedicThe Uttermost CompanyTropic Survival Advertising & MarketingTruckSkin, LLCTwin Star/Classic FlameTyler Net, Inc.Valassis, Inc.Vaughan Furniture Co.Versatile SystemsWahlquist Management CorporationWorld Market CenterZenith Global

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

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


Randy Lundy Sr. VP, CFO, Grand Home Furnishings

Randy Stewart Relationship Manager, GE Capital

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

gogecapital.com

GE Capital

WHFA 8.375 x 10.875 Sponsorship Ad 0312.indd 1 3/6/12 1:41 PM


Industry Outlook—Are You Ready?

If you have tried to do any forecasting since 2007, the challenges have been extreme, so I have been complaining a lot. But a new day has dawned.

After growing from the 2000-2001 recession until mid-2007, residential furniture industry sales growth came to a halt in the autumn of 2007. Growth ended, and business was difficult.In retrospect, if we had seen what was coming, we would have enjoyed a flat year but no, the most dramatic collapse since the Great Depression fell upon us and soon revenues collapsed more than 20 percent for the home furnishings industry. Even mattresses, our most stable product, experienced the same severe decline.Seeing how slow the recovery has been so far, you would think home furnishings were housing, consumer credit and consumer confidence reliant.The period 2008-2011 was a period of extreme trauma with 82 percent of Americans making major changes to their lifestyle, some by choice, some forced upon them.But we are now in 2012, the first year of the post-recession economy. Employment has been improving for several months, confidence among homebuilders is at a 7-year high, home prices are leveling out, and consumer confidence has been recovering. Banks have a record $3 trillion to lend and American corporations have $2 trillion in cash to fund growth.

Finally, the furniture and mattress sectors are coming to life and many vendors and stores are showing decent, if not excellent, sales increases. In most simple terms, if you have made it thus far, you are gaining market share because many of your competitors are out of business.While the recovery will no doubt have differences by region of the country, price level and product, overall we are finally in a period of sustainable, perceptible economic growth. More stores are opening than closing; more companies are profitable than losing money; and more Americans are getting jobs than losing them.Do we have concerns? Certainly. The election, oil prices, the European economy and Iran all come to mind, but there will always be these types of worries even when times are great.The Las Vegas and High Point Markets have been upbeat, well attended and the products are new and exciting with fewer retreads. Consumer traffic is up, both in looking for new homes and in furniture stores.Looking longer term, we have historically considered our homes where we dine, rest and spend time with loved ones. Increasingly, the advancing technologies of today are allowing Americans to work, study, shop, entertain, visit and even get medical care while at home. Our population will be commuting less and become more home-centric.Are you ready?

Complain, complain, complain.

Builder Confidence 7-year high

Home prices leveling out

Banks have $3 trillion to lend

US Corporations have $2 trillion in cash to fund growthJerry is one of the founders of Mann, Armistead & Eppeson, Ltd., firm and the Managing Director. Jerry is the head of our research efforts and has in excess of 30 years of experience in the publication of hard/soft dollar research which focuses on demographics, consumer products, furnishings (residential and contract) and related issues. More specifically, Jerry’s research in the furnishings industry is recognized on a world-wide basis for its in-depth coverage of suppliers, manufacturers and retailers. On several occasions, Jerry has been requested by the U.S. State Department to travel to the Pacific Rim and Europe to assist those countries in understanding the furnishings industry. Contact Jerry at: [email protected].

By Jerry Epperson

Money Matters


the scoopCelebration RC Willey, Salt Lake City, Utah, is celebrating its 80th anniversary! Over the past 80 years, RC Willey has grown from a fledgling Utah business into one of America’s top home furnishings retailers with stores in four western states and more than 2,000 employees. During that time, RC Willey has won many awards, including being twice named the National Home Furnishings Association’s Retailer of the Year—the

only home furnishings retailer to be so honored.The RC Willey story is unparalleled in the home furnishings industry. In 1932, at the height of the Great Depression, Rufus Call (R.C.) Willey began selling Hotpoint appliances to his friends and neighbors

in order to supplement his income. It wasn’t long until R.C.’s after-work job became a full-time business and his pickup truck became his showroom.In the early 1950s, Willey built a 20-foot by 30-foot cinder block store next to his home in Syracuse, UT. Soon after, he became seriously ill and passed away in September 1954. Helen Willey, Willey’s wife, enlisted the help of her son in-law, William H. Child to help run the company and the company flourished. In May 1995, RC Willey and Berkshire Hathaway, Inc. announced a merger agreement, which joined RC Willey with Warren Buffett’s holdings, one of the largest and most successful companies in the world. “On behalf of all the RC Willey associates, I want to thank all the people who have supported us over the past 80 years,” Scott Hymas, CEO of RC Willey said. “I am proud of all the people who work here at RC Willey, and humbled that for the past 80 years, we have had the honor of helping customers improve their homes with our products.” Congratulations to the entire RC Willey team for this incredible achievement.

Association NewsConferences, golf tournaments and conventions oh my! The NHFA affiliates and chapters are gearing up for a busy June. The Southern Home Furnishings Association is hosting their Annual Conference at the Pawleys Plantation in Pawleys Plantation, SC, June 10-12. “Conference is an excellent opportunity for retailers to come together, learn and share best ideas while networking with industry peers,” says SHFA President Robert Dossenbach of Dossenbach’s Finer Furniture in Sanford, NC.The same weekend, Southeastern Home Furnishings Association is hosting their Annual Convention at the Sandestin Golf & Beach Resort in Destin, FL. This year’s convention will be funky with fresh ideas and grooving with opportunities to keep your business staying alive!The New England Chapter of NHFA is hosting a charity golf tournament on June 12 at the Blackstone National Golf Club in Sutton, MA benefiting The Home for Little Wanderers.For more information or to attend any of these events, contact NHFA at (800) 888-9590 or email [email protected].

In MemoriamThe furniture industry recently lost two great people. Leornard Bloomberg and Esther Navarra both passed away in March.Leonard Bloomberg, owner of Today’s Home, Middleton, MA, passed away on March 3 at the age of 80. Len was a member of NHFA, serving on the board and was the President of the NHFA New England Chapter for several years. In 2008 he was presented with the Arthur Adelizzi Award for his dedication to the home furnishings industry.Len was well respected in his community, in the New England Home Furnishings Industry and he will truly be missed. Esther Navarra, proud matriarch of the Jerome’s Furniture family, passed away on March 17. She was 92. Esther worked alongside her husband (and eventually children and grandchildren) as accountant for Jerome’s Furniture in San Diego, CA. We are glad we had the chance to meet Esther during the 2008 WHFA Retailer of the Year Gala when Jerome’s was honored. She was a terrific lady and beloved by her family, friends and customers. She will be missed.

The Scoop

The Difference is in the Details703.530.0677www.diakonlogistics.com

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CalendarMARk YOUR CALENdAR FOR THESE INdUSTRY EvENTS

Southern Home Furnishings Association ConferenceJune 10-12, 2012

Pawleys Plantation, SCwww.nhfa.org

Southeastern Home Furnishings Association ConventionJune 10-12, 2012

Destin, FLwww.nhfa.org

Golf Tournament – NHFA New England ChapterJune 12, 2012

Sutton, MAwww.nhfa.org

2nd China Home Fashion & Deco ExhibitionJune 22-24, 2012

Beijing, Chinawww.homefashionbj.com

Dallas Total Home & Gift MarketJune 20-26, 2012

Dallas, TXwww.dallasmarketcenter.com

Las Vegas MarketJuly 30-August 3, 2012

Las Vegas, NVwww.lasvegasmarket.com

ShowtimeJune 3-6, 2012

High Point, NCwww.ITMAShowtime.com

Furniture/Today Bedding ConferenceJune 6-8, 2012

Aventura, FLwww.furnituretoday.com

Texas Furniture & Accessory MarketJune 10-11, 2012

Irving, TXwww.kemexpo.com

Pictured Above:Norwalk Furniture, Fulton Ottomans, Spring 2012Nourison, Calvin Klein Contour CollectionDurham Furniture, PerfectBalance, Montelena Collection

Calendar

more industry dates online at retailerNOWmag.com


SHFA

ADVERTISER PHONE WEBSITE FACEBOOK TWITTER PAGE#

Cross Check (707) 665-2100 cross-check.com www.facebook.com/crosscheck @CrossCheckInc 34

Diakon Logistics (703) 530-0677 diakonlogistics.com www.facebook.com/DiakonLogistics 61

Emerald Home Furnishings (800) 685-6646 emeraldhome.com www.facebook.com/EmeraldHome 03

Furniture Wizard (619) 869-7200 furniturewizard.com www.facebook.com/furniturewizard 41

GE Capital for NHFA (800) 888-9590 nhfa.org @gecapital 58

GE Capital for WHFA (800) 422-3778 whfa.org @gecapital 58

High Point Market (336) 869-1000 highpointmarket.org www.highpointmarket.org/facebook @hpmarketnews 05

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

Las Vegas Market (888) 962-7469 lasvegasmarket.com www.facebook.com/wmclv @worldmarketctr 43

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

Myriad (800) 676-4243 myriadsoftware.com 46

Nourison (201) 368-6900 nourison.com www.facebook.com/nourison @nourison 21

Planned Furniture Promotions (800) 472-5242 PFpromotions.com 14

PROFITsystems (716) 894-1414 Profitsystems.com www.facebook.com/profitsystems @PROFITsystems 25

R&A Marketing (888) 225-0776 RAmarketing.com www.facebook.com/RAMarketing @RAMarketing 44

Restonic (716) 894-1414 restonic.com www.facebook.com/RestonicBeds @RestonicBeds 39

RetailerNOW (800) 422-3778 retailerNOWmag.com www.facebook.com/retailernow @RetailerNow 06

Serta (888) 557-3782 serta.com www.facebook.com/sertamattress @sertamattresses 13

Storis (888) 4-STORIS storis.com @STORIS 09

Surya (877) 275-7847 surya.com www.facebook.com/SuryaSocial Inside Cover

TruckSKIN (877) 866-7546 truckskin.com www.facebook.com/TruckSkin @TruckSkin 20

Web4Retail (877) 536-4786 web4retail.com www.facebook.com/Web4Retail @web4retail 37

Zenith Global (800) 937-3876 zenithcompanies.com 55

NHFA / WHFA Sponsors (800) 888-9590 retailerNOWmag.com www.facebook.com/retailernow @retailerNow 56


On average, US couples spend $27,021 for their wedding. And $65,824 in New York! . (Reuters)We say skip the wedding and buy some nice furniture.

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

(or useless) bits of info

Nearly 80% of all active U.S. Internet users regularly visit media sites (Nielsen)

29% of workers admitted to playing hooky this year, citing errands and plans with family or friends among their top reasons for calling in sick. (WorkBuzz)

Weirdest Excuses for Calling in Sick:

• Got a cold from a puppy• Drank anti-freeze by

mistake and had to go to the hospital• Employee said bats got in her hair

41% of customers in Sweden will voice a complaint about service. Only 23% of Americans are likely to complain. (GfK Custom Research)

More than 48% of shoppers will head to stores to take advantage of retailers’ spring sales on fashions and accessories, with total spending on these items expected to reach $3.0 billion. (NRF Survey)

Norwalk Furniture, Camden Chair Spring 2012

SPRING SALE

The average consumer that has “followed a retailer” on social media now follows an average of 6.3 retailers. (Shop.org)

Over 80% of users use their iPhones 15+ times a day!

SEND

May 7, 2012 1:06 PM

SEND

May 7, 2012 1:03 PM

Just got a txt from Deardens across the st. Big sale!

The average person falls asleep in seven minutes.

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house • High Product Fill Rates• Southeast Location

for Fast Shipping

AWARD-WINNING CATALOG• Color Accurate

Photography• At-A-Glance Naviga-

tion Guides• Comprehensive Care &

Construction Details

EASY-TO-USE WEBSITE• Real-time Stock

Availability

• Comprehensive

Product Images

• Intuitive Product Search

Engine

RING-SETS• Space-Saving

Solutions• Available for All Solids

& Stripes• Over 150 Products

Featured

TREND-DRIVEN PRODUCTS• Growing Range of

600+ Designs • The Latest Styles in

Home Decor• Fashion-Forward

Color Palettes

DISPLAY SOLUTIONS• Showcase complete line of products in

18” Square & 2’x3’ Display Unit Options

• Ring Sets Available for All Solids & Stripes

• Space Maximizing Display Designs

Discover the World of Jaipur.

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88

8.67

6.73

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AtlAntAAmericasmartSuite 3-C-15Atlanta, GA 30303

DAllAs333 World Trade Center2050 Stemmons Fwy.Dallas, TX 75207

HigH PointShowplaceSuite 3415High Point, NC 27260

los AngelesBassman BlaineLA Mart — Suite 1005Los Angeles, CA 90007

lAs VegAsWorld Market CenterSuite B-502Las Vegas, NV 89106

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Converting Imagination into Reality!

For more than 20 years, MicroD has led the way with innovative furniture merchandising solutions. That’s why more than 85% of the Top 100 furniture brands and retailers rely on MicroD.

We deliver the expertise, technology, and services to transform your online presence and drive customers to your stores.

• Visually Stunning Product Presentations• Engaging, Interactive User Experience• Powerful Room Planning & Personalization Tools• Integrated Promotions, Incentives & Hooks• Improved Search Results and Rankings• Latest Mobile Tagging Technology• Comprehensive Content Management Services • Mobile Friendly Website

Las Vegas MarketJuly 30 - August 3

WMC Building C-496

[email protected]

800.964.3876 ext. 2

Premier Websites for the Furniture Industry

may 2012—no excuses (premiere issue)

Documents

wells home furnishings

slaters home furnishings

t s e rv

youg r e

broyhill home collections

president elect

vice president treasurer

schewel furniture