Big Badcock store a retail showcase
New prototype's merchandise mix includes promotional, medium price points
By Tom Edmonds -- Furniture Today, December 7, 2003
Lakeland, Fla. — A few miles down the road from its corporate headquarters, the W.S. Badcock Corp. has taken the wraps off its new, larger prototype store here.
With a merchandise assortment that continues to push Badcock into higher price points, the 30,000-square-foot store — the largest in the 320-store chain — is an attractive space that the company wants to use as its retail showcase as it prepares to celebrate its centennial.
"We've probably gone a little over the top with this," said Don Marks, president, "but we wanted to put our best foot forward in our home market." As Badcock courts prospective dealers, this corporate-owned store will serve as an example of the chain's potential.
"If you really wanted to take our concept to the max, this is where you could go with it," Marks said.
With sofas at $399 and bedroom suites from $499, the store doesn't ignore Badcock's promotional, credit-driven roots, but its fully accessorized lifestyle displays also show the breadth of the expanded lineup, including leather upholstery and several imported case goods collections.
Changes evident in the new prototype include a new accessories display in the entry atrium. Also, the store has a larger youth bedroom department of about 1,000 square feet, and a new Sleep Shop, about 650 square feet. Other featured departments include Outdoor Living, appliances, electronics, rugs and flooring.
But the major impact is not in the merchandise so much as the presentation.
"In retail today, you have to have curb appeal if you're going to get people to stop and take a look, even when you're working with a low-end customer," Marks said.
The new prototype is one of about 135 Badcock Home Furniture & more units. This month for the first time, the four-year-old Badcock & more concept, originally designed by Grid2, represents more than half of total sales for the chain.
"This is a major milestone for us," Marks said.
Although the company originally forecast a faster conversion to Badcock & more, Marks said the change has required a more systematic approach with corporate oversight. "Our original rush to convert stores has been replaced by a focus on standards that have to be maintained," he said. "We're doing 40 or 50 a year, and that's about as many as we can handle." At this rate, the conversion should be complete in four years, he said.
The conversion process represents a balancing act for Badcock.
"These stores do appeal to a higher demographic, but we haven't chased off the people who got us to the dance," Marks said, noting that the company still has two dozen sofas at $399 in its catalog.
Nonetheless, with better locations and better-looking stores, Badcock has seen its business mix change. A few years ago, 75% of sales used the company's in-store credit, but that is now down to 65%.
The increase in creditworthy customers has forced Badcock and its retailers to take a hard look at how they work with people. The company has recently introduced several new sales and service training programs.
"A Badcock & more is a total conversion," said Bill Pou, executive vice president in charge of retail operations. "It's not just a conversion of a building and of flooring and walls. It's a conversion of the people who work there, too."
Next year marks the Badcock corporation's 100th year. With the Badcock & more stores, the company believes it's ready to start its second century.
"We were 100 years old, and we were looking like it," said Bill Daughtrey, executive vice president for merchandising and marketing. "We have traded up a bit, but the beauty of our program is we're going to find a way to make it work for every customer."
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