The real role of the manufacturers' rep
I am writing concerning the article in your April 21 edition, page 4, "Store employees do rep jobs."
I have been a manufacturers' representative for 18 years and also presently own a full-line furniture store. My retail experience covers seven years. The policy at American Furniture Warehouse of assigning store employees the responsibilities of the "preferred manufacturer rep" is a good one, although it is misnamed. I have a similar policy in my store, albeit on a much smaller scale.
The responsibilities described are and should be the responsibility of the retailer. A manufacturers' rep who devotes this much time to one retailer would be doing himself and his company a disservice. A manufacturers' rep is responsible for many things beyond assisting a retailer in his day-to-day operations. The retailer and not the rep should do the tasks described.
I do not require a rep to conduct product training or update catalogs in my store. I request that each rep meet with the sales manager and provide her with sales updates, product training and factory information. She then coaches and trains the sales staff on each line. We have meetings every Saturday morning. Each salesperson is required to conduct product training on one or more lines each session. This makes each salesperson learn and become comfortable with each line we carry.
Meetings become interesting when I am in the audience and a member of the sales staff conducts product training for a company I also represent! Each member of the staff is also responsible for an area of the store, to make sure each item is tagged properly and is current.
If a retailer believes he is not getting the attention he needs from a rep, he should institute a "measure of performance" for the reps who call on his store. What is expected should be discussed with each rep individually. Each retailers needs are different.
The role of the rep has changed dramatically over the years. They rarely receive feedback from the retailer on performance and almost never receive any training from the manufacturer. Other than an occasional trip to the factory, a rep is basically given a catalog and told to go sell. The only formal training available to an independent rep is the Certified Homefurnishings Representative program of the International Home Furnishings Representatives Assn.
If a retailer can institute a program such as the one at American and get a manufacturer to help pay for it, then he should go for it. To imply this program should replace a manufacturers' rep is unreasonable and would be a disservice to everyone involved.
Craig Cleveland, Indialantic, Fla.
Macy's showroom really 'nails it'
My eldest daughter recently purchased a new home, which had to be furnished. As a result, we had the pleasure of consumer shopping. Lately, most of my time and energies have been spent seeking employment, so this gave me the opportunity to see the furniture industry in a different light. Our trips took us to a varied assortment of the most well-known furniture retail showrooms on Long Island.
During our shopping, my wife and daughter were quite critical of certain showrooms. Some of their criticisms included poor layouts, poor lighting, lack of aisles (for wheelchairs, etc.), clutter, and a lack of flow in relation to product, to name a few.
Having shopped furniture stores, we then went to the Macy's store on Glen Cove Road in Carle Place, N.Y. I have watched their transition, since emerging from Chapter 11 several years back, and I must say we were quite impressed.
Their store represented what every furniture store should want. They have identified their customer in regards to style, selection and price points. The openness of the floors creates a pleasant shopping experience. The walls in the store play an important role in the ambiance of the floor (not overbearing).
The aisles are wide enough to handle large crowds on busy days. There is no clutter, the lighting is superb, and the product selection as to style, color, and price points is to be commended. Their visual merchandising and placement of furniture is consumer friendly, with proper accessories. The general eye appeal is outstanding.
Having shopped Macy's over the years, and as a former retailer, I know this does not happen overnight. I commend this retailer, who has really "nailed it."
Tom Martinez, former senior vice president of merchandising, Seaman's, Woodbury, N.Y.
