Hooker rolling out displays
By Gary James -- Furniture Today, September 23, 2001
MARTINSVILLE, Va. — Nearly 300 retailers nationwide are installing SmartWorks by Hooker home office displays in their stores this month.
The presentations, covering either 400 square feet or 800 square feet, feature seven to 14 of Hooker's home office systems, supported by extensive merchandising and point-of-purchase materials.
"This program raises the bar in retail display," said Ray Harm, senior vice president of sales. "Our consumer research shows that display is a critical issue in the purchase decision."
Hooker has placed SmartWorks with a who's who of retailers, Harm said, including Havertys, Benchmark, Carson Pirie Scott, Kittle's, Breuners, Klingman, Mathis Bros. and Star.
The SmartWorks by Hooker Premier Dealer Program is designed to build brand awareness among furniture shoppers, said Kim Shaver, brand manager.
Products covered include all of Hooker's key home office categories — executive home office, modular home office, desks, hutches, lateral files, computer cabinets and the Faith Popcorn collection.
Serving as focal points for the POP displays are podium-like kiosks made of cherry solids and veneers, which serve as home office planning centers for consumers. On top of each podium are easels containing the SmartWorks catalog and wood finish samples, allowing consumers to special-order products easily.
Surrounding the podiums on all sides are slots for brochures and color photography "tear pads" of best-selling products. The pads, which include a home office planner with templates and dimensions, allow consumers to take product information home so they can measure their space and gain confidence.
Colorful banners and hangtags feature lifestyle photography and the program's tagline, "Work Smarter, Live Better."
"We believe the retail displays make the home office shopping experience more educational, inspiring and easier for both consumers and retail salespeople," said Shaver. "Through point-of-sale messages, the galleries communicate Hooker's brand vision for the work-at-home lifestyle."
In addition to display, product and marketing support, SmartWorks Premier dealers will receive priority delivery and sales training in the home office category.
Nearly 90% of Hooker's home office line is in stock and available for immediate delivery, said Harm. The company promises that all home office products will be shipped within 30 days.
"With this program, we try to address every facet of the business, including display, product, service, delivery and sales training support," said Harm.
Kittle's, based in Indianapolis, has installed 800-square-foot SmartWorks galleries in four stores.
"The display makes a lifestyle statement, and the product selection gives the consumer many style options," said Bob Colin, senior buyer. "We believe it makes it easier for the customer to visualize how the furniture will look in their room, and makes it easier for them to plan out their home office."
"The selection offers everything a consumer could possibly want, and the value is very strong," said Ryan Kanis, vice president of merchandising at Klingman Furniture in Grand Rapids, Mich.
| Hooker's new SmartWorks Premier Dealer Program offers consumers lots of product choice and a strong value, says Ryan Kanis, vice president of merchandising at Klingman Furniture in Grand Rapids, Mich. |
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