Rug industry 'Think Tank’ offers survival tips
Lissa Wyman, Rug editor -- Furniture Today, March 16, 2009
A few weeks ago, I participated in a “Think Tank” sponsored by the Oriental Rug Importers Assn. About 20 people — retailers, wholesalers and even trade show management — got together to brainstorm ideas about how the rug industry can fight the recession.
Ideas brought to the table covered both emergency fixes and long-term solutions. They ranged far beyond the small world of rugs or even the home furnishings business. Here are just a few of the suggestions.
Arash Yaraghi, a principal of Safavieh, suggested the simple act of deeper communications with customers.
“It’s important for me to get on the phone and speak directly to our customers,” he said. “They want to hear directly from the principals of the companies they deal with. They need solutions right now and by talking to them personally, perhaps we can help them. The calls also help me do my job because when I deal with customers directly, I can better understand their problems.”
Yaraghi also suggested that direct interface with customers is something that can be used at the retail level as well as at wholesale. “Something as simple as moving the owner’s desk on to the sales floor can show the consumer that the store is serious about service,” he said.
Retailer Roz Rustigian, president of Rustigian Rugs in Providence, R.I., noted that one of her most effective advertising buys is with National Public Radio.
“The people who listen to Public Radio are intelligent and interested. They may not know everything about Oriental rugs, but they want to be educated,” said Rustigian. “Customers come into my store every day and thank me for supporting public radio. When they arrive, they already have a good feeling about our company.”
Alex Peykar, a principal of Nourison, stressed that just because the industry worldwide is feeling the recession, businesses still should be alert to marketing opportunities that may exist as a result of the downturn.
“This is certainly not the time to stop advertising,” he said. “For example, this is a good time for retailers to negotiate with newspapers and cable TV companies in their local markets. Advertising dollars can go much further in a downturn.”
David Basalely, a principal of Eliko Antique & Decorative Rugs in New York City, said his company is developing a broader customer base in the design community and that, as a result, the company’s product line has become more diversified.
“We have listened to our customers’ requests and we are now branching out into areas such as broadloom carpeting, sisal and other floor coverings,” said Basalely.
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