Jordan's tells all on Web
By Brian Carroll -- Furniture Today, January 20, 2002
AVON, Mass. — After years in development, Jordan's Furniture has unveiled its new Web site, which broadcasts the major metro Boston retailer's fun-focused marketing approach, midpriced lines and complete product pricing.
Jordan's always has advertised its "underprices," which represent what the retailer calls real values at honest, everyday prices. Those prices now can be shopped online, a piece of information most brick-and-mortar furniture dealers don't provide.
The Web sites of Havertys, Levitz and Furnitureland South, for example, do not include pricing. Rooms To Go's site, however, does.
"We realize that one of the primary roles of the Internet is research," said Heather Copelas, director of public relations for four-store Jordan's. "If people are researching furniture and planning to buy, they want two things — what's available and how much it costs. We do not want to frustrate people by not giving them the information they need and expect."
Also published at www.jordans.com is extensive product information, including producer/ vendor, construction, dimensions, country of origin and care.
The site was developed to allow consumers in Jordan's marketing area to browse furniture by room, by individual piece or by lifestyle. About 700 items are shown and described on the site.
Consumers cannot buy furniture online. For that, they must visit a store.
Jordan's hopes the site will relieve call-center volume and accelerate the sales cycle by putting frequently requested information online.
"On an average weekend, thousands of people visit Jordan's stores to browse our merchandise," said Josh Tatelman, merchandise strategy manager. "With this type of foot traffic and demand for our products, we wanted to create a Web site to educate and inspire our customers about our products before they even arrive in our stores."
Also expected to reduce call-center use is an online order status request form, which promises a response in 24 to 48 hours. Also published are the retailer's policies on payment, refunds and returns, delivery, and answers to frequently asked questions.
Agency.com, the site's developer, calls the pricing information "virtual price tags." Jordan's hopes they will help consumers make key decisions before dealing with store salespeople.
"We realize (online) pricing is a sensitive issue," Copelas said. "Once it's out there, it's out there for everyone." But, she said, "we want to have people come into our stores to buy," and pricing is information consumers require and could get anyway.
Jordan's pricing policy is to offer "the same everyday low price on all merchandise." If a consumer can find a lower price at another local retailer on identical merchandise, Jordan's will refund the price difference.
Owned by Berkshire Hathaway, Jordan's expects to open its fifth location north of Boston next year.
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