Magnussen bedrooms follow year of research
By Powell Slaughter -- Furniture Today, September 23, 2001
HIGH POINT — Magnussen Presidential's entry into bedroom was a year in the making.
A series of consumer panels and dealer councils during product development was dubbed the Marco Polo Project, in honor of the 13th century Venetian's explorations and opening of new frontiers.
Magnussen couldn't afford not to do the research, said President Jeff Cook.
"The worst thing that can happen is to sell a new product to key dealers and have it not sell at retail. Then we both end up with dead inventory," he said.
The seven-step project included:
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Dealer surveys and interviews to determine products available in the marketplace and to find gaps in price points and style categories.
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Product development, with designers using dealer input.
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Councils of dealers, retail salespeople and sales representatives to provide feedback on product designs.
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Professionally conducted consumer focus groups to gauge consumer acceptance of new designs.
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Test marketing at selected retailers, who placed product on floors to assess salability.
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Input and modifications from a broader base of retailers at premarket.
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The October High Point market, where product that passed the Marco Polo Project tests will be introduced.
"The key is to control introductions so that by the time of full introduction, every group is a proven winner," Cook said.
Of particular importance were a day-long dealer council in July and two consumer focus groups in August, the latter including eight to 10 purchasers of bedroom furniture in the past 12 to 15 months.
The dealer council, made up of both large chains and smaller independents, evaluated groups according to style, finish, scale and design features. It also addressed details such as drawer configuration, molding, hardware, construction, piece assortment and pricing, and rated each group for value.
The consumer focus groups helped Magnussen tweak the collections and gave insight into purchaser behavior. Executives viewed the focus groups through one-way mirrors and videotaped the sessions.
"The most interesting result was a lack of emphasis on price versus style, quality and brand," Cook said. "When trade-offs were made, consumers sacrificed brand, but found products of comparable style and quality. Those who did pay for brand recognized the premium but were able to justify it."
Magnussen is sharing the information gleaned from the groups with its retailers.
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